Title: A Study of Meaning Construction of Middle Constructions in Advertisement Slogans

Abstract: From a perspective of LCCM theory, this paper focuses on middle constructions in advertisement slogans, to explore the cognitive mechanism and the process of on-line meaning construction of middles. It argues that lexical concepts encoded in grammatical elements interact with relative cognitive perception models, and that people construe middle constructions in the advertisement context by means of the cognitive composition mechanism including lexical concepts and cognitive models. This process is a dynamic meaning construction lying on integration between linguistic knowledge and conceptual structure.

Keywords:: advertising language, middle constructions, meaning construction

Author: Yanyan Li, Lecturer, College of Foreign Languages, Changsha University, Changsha, Hunan, China.