关联理论视角下英文商业广告中语音隐喻的研究
发布时间:2018-09-14 09:01
【摘要】:随着经济的快速发展,广告作为一种传播手段已经成为人们日常生活的一个重要组成部分。广告语言多种多样,但究其目的都是为了宣传产品或服务,刺激消费者的消费欲望,从而达到销售产品或者服务的目的。语音隐喻就是一种从语音层面来“跨域喻指”的隐喻现象。作为一种新兴的修辞手段和一种认知方式,语音隐喻越来越受到广告设计者的青睐。近年来,虽然有众多国内外专家、学者对商业广告进行研究,但其研究角度大部分局限于广告的结构、功能,人际意义等层面。随着语用学的快速发展,部分学者开始尝试使用关联理论对英文广告进行研究。关联理论从语言哲学、认知心理学、交际学等多学科的角度对语言交际做出解释。它将认知和语用结合起来,将语用学研究的重点从话语的产出转移到话语的理解。关联理论不仅为语用学服务,它还大大丰富了语用学理论。经过调查研究,作者发现,虽然前人所做的关于广告中语音隐喻的研究对于以后英文商业广告语音隐喻的研究具有一定借鉴作用,但是大部分研究也只是局限于对广告者和消费者的交流过程的研究,并没有提及英文商业广告中语音隐喻的特点以及消费者是如何理解英文商业广告中的语音隐喻的。因此,本文试图阐释语音隐喻在英文商业广告中的特点,并运用关联理论着重分析消费者对英文商业广告中的语音隐喻的理解过程。本文共从国外英文网站搜集140条含有语音隐喻的英文商业广告,并按照商业用途,分为产品类和服务类两大类型,同时又分别就两大类商业广告中的语音隐喻类型进行了划分。以关联理论为理论框架,采用例证法和定量分析方法,利用关联理论的三个核心概念:明示-推理交际、认知语境和最优关联对英文商业广告中的三种语音隐喻:同音同形异义类语音隐喻、同音异形异义类语音隐喻和语音仿拟类语音隐喻进行详细分析。回答了以下三个问题:1)英文商业广告中语音隐喻的特点是什么?2)如何在关联视角下理解英文商业广告中的语音隐喻?3)哪种类型的语音隐喻在英文商业广告中出现的频率最高?为什么?通过分析,作者发现:同音同形异义类的语音隐喻在英文商业广告中出现的频率远远高于语音隐喻在英文商业广告中的同音异形异义类语音隐喻和语音仿拟类语音隐喻;无论英文商业广告采用何种形式的修辞手段来宣传商品或者服务,其受众都要把广告创作者所给予的明示与相关认知语境结合起来,进行加工推理,才能获得最佳关联并理解广告的真实意图。同时,为了更清晰地阐释英文商业广告中的语音隐喻,作者还对英文商业广告中的语音隐喻的特点进行了分析。这一研究证实了关联理论能够用来理解英文商业广告中的语音隐喻。
[Abstract]:With the rapid development of economy, advertising as a means of communication has become an important part of people's daily life. The advertising language is varied, but its purpose is to promote the product or service, stimulate the consumer's consumption desire, so as to achieve the purpose of selling the product or service. Phonetic metaphor is a metaphorical phenomenon of cross-domain metaphorical meaning from the phonological level. As a new rhetorical device and a cognitive method, phonetic metaphor is becoming more and more popular among advertising designers. In recent years, although there are many experts and scholars at home and abroad to study commercial advertising, but most of its research point of view is confined to the structure, function, interpersonal meaning and other aspects of advertising. With the rapid development of pragmatics, some scholars try to use relevance theory to study English advertising. Relevance theory explains language communication from the perspectives of language philosophy, cognitive psychology, communication and so on. It combines cognition and pragmatics and shifts the emphasis of pragmatics from the output of utterance to the comprehension of utterance. Relevance theory not only serves pragmatics, but also enriches pragmatics theory. After investigation, the author finds that although the previous studies on phonetic metaphor in advertising have some reference value to the later study of phonetic metaphor in English commercial advertising. However, most of the studies are limited to the process of communication between advertisers and consumers, and do not mention the characteristics of phonetic metaphors in English commercial advertisements and how consumers understand the phonetic metaphors in English commercial advertisements. Therefore, this paper attempts to explain the characteristics of phonetic metaphor in English commercial advertisements, and applies relevance theory to analyze the process of consumers' understanding of phonetic metaphors in English commercial advertisements. This paper collects 140 English commercial advertisements with phonetic metaphors from foreign English websites, and divides them into two categories according to their commercial uses: product category and service category. At the same time, they are divided into two categories respectively. Taking relevance theory as the theoretical framework, using the method of illustration and quantitative analysis, and using the three core concepts of relevance theory: ostensive-inferential communication, Cognitive context and optimal relevance are used to analyze in detail three kinds of phonetic metaphors in English commercial advertisements: homonym homonymy phonetics and phonetic parody. The following three questions are answered: (1) what are the characteristics of phonetic metaphors in English commercial advertisements? (2) how to understand the phonetic metaphors in English commercial advertisements from the perspective of relevance? (3) which types of phonetic metaphors appear most frequently in English commercial advertisements? Why? Based on the analysis, the author finds that the frequency of homonym and homonym in English commercial advertisements is much higher than that of homonym and phonetic parody in English commercial advertisements. No matter what form of rhetoric is used to promote goods or services in English commercial advertisements, the audience should combine the expression given by the advertisement creators with the relevant cognitive context to process and reason. In order to get the best relevance and understand the real purpose of advertising. At the same time, in order to explain the phonetic metaphors in English commercial advertisements more clearly, the author also analyzes the characteristics of phonetic metaphors in English commercial advertisements. This study confirms that relevance theory can be used to understand phonetic metaphors in English commercial advertisements.
【学位授予单位】:长春工业大学
【学位级别】:硕士
【学位授予年份】:2017
【分类号】:H315
本文编号:2242216
[Abstract]:With the rapid development of economy, advertising as a means of communication has become an important part of people's daily life. The advertising language is varied, but its purpose is to promote the product or service, stimulate the consumer's consumption desire, so as to achieve the purpose of selling the product or service. Phonetic metaphor is a metaphorical phenomenon of cross-domain metaphorical meaning from the phonological level. As a new rhetorical device and a cognitive method, phonetic metaphor is becoming more and more popular among advertising designers. In recent years, although there are many experts and scholars at home and abroad to study commercial advertising, but most of its research point of view is confined to the structure, function, interpersonal meaning and other aspects of advertising. With the rapid development of pragmatics, some scholars try to use relevance theory to study English advertising. Relevance theory explains language communication from the perspectives of language philosophy, cognitive psychology, communication and so on. It combines cognition and pragmatics and shifts the emphasis of pragmatics from the output of utterance to the comprehension of utterance. Relevance theory not only serves pragmatics, but also enriches pragmatics theory. After investigation, the author finds that although the previous studies on phonetic metaphor in advertising have some reference value to the later study of phonetic metaphor in English commercial advertising. However, most of the studies are limited to the process of communication between advertisers and consumers, and do not mention the characteristics of phonetic metaphors in English commercial advertisements and how consumers understand the phonetic metaphors in English commercial advertisements. Therefore, this paper attempts to explain the characteristics of phonetic metaphor in English commercial advertisements, and applies relevance theory to analyze the process of consumers' understanding of phonetic metaphors in English commercial advertisements. This paper collects 140 English commercial advertisements with phonetic metaphors from foreign English websites, and divides them into two categories according to their commercial uses: product category and service category. At the same time, they are divided into two categories respectively. Taking relevance theory as the theoretical framework, using the method of illustration and quantitative analysis, and using the three core concepts of relevance theory: ostensive-inferential communication, Cognitive context and optimal relevance are used to analyze in detail three kinds of phonetic metaphors in English commercial advertisements: homonym homonymy phonetics and phonetic parody. The following three questions are answered: (1) what are the characteristics of phonetic metaphors in English commercial advertisements? (2) how to understand the phonetic metaphors in English commercial advertisements from the perspective of relevance? (3) which types of phonetic metaphors appear most frequently in English commercial advertisements? Why? Based on the analysis, the author finds that the frequency of homonym and homonym in English commercial advertisements is much higher than that of homonym and phonetic parody in English commercial advertisements. No matter what form of rhetoric is used to promote goods or services in English commercial advertisements, the audience should combine the expression given by the advertisement creators with the relevant cognitive context to process and reason. In order to get the best relevance and understand the real purpose of advertising. At the same time, in order to explain the phonetic metaphors in English commercial advertisements more clearly, the author also analyzes the characteristics of phonetic metaphors in English commercial advertisements. This study confirms that relevance theory can be used to understand phonetic metaphors in English commercial advertisements.
【学位授予单位】:长春工业大学
【学位级别】:硕士
【学位授予年份】:2017
【分类号】:H315
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