从广告英语看象似性及其修辞功能

发布时间：2018-03-29 16:55

本文选题：象似性理论　切入点：修辞手段　出处：《湖南师范大学》2005年硕士论文

【摘要】：象似性理论作为认知语言学的一个重要理论,在国内外语言学界受到广泛关注。语言学家们对语言中的象似性现象做出了详尽地解释,归纳出了语言中的不同的象似性原则和特点,丰富和完善了象似性理论体系。近年来,国内外的学者开始尝试研究象似性理论的修辞功能,但主要集中在以诗歌为代表的文体分析和文学研究中,而象广告这样和实际生活结合更为紧密的体裁却鲜有涉猎。所以本文旨在通过广告英语来探讨象似性及其修辞功能,这对于拓宽象似性及其修辞功能的研究具有一定的意义。虽然Andreas Fischer对广告中的象似性现象进行过探讨,但他只是在收集了大量广告素材的基础上,分析了书面广告中的视觉象似性。而对于具有独特的文体和修辞特征的广告体裁来说,仅仅进行这种单一的视觉象似性研究,是远远不够的。因为广告具有强烈的目的性和独特的功能,广告英语的设计必然要考虑音、形、意等多方面的因素,在广告英语中,除了视觉象似性外,应该还存在其他的象似性。所以,本文通过广告英语对声音象似性、视觉象似性、数量象似性和对称象似性四个象似性原则及其修辞功能进行了较为全面的研究,从而证明了在广告英语中象似性不仅是与任意性相对的语言的自然属性,更是一种重要的修辞手段,并且具有非常重要的作用。另外,语言学家们对于象似性的研究,一直以来主要局限于词汇层面和句法层面,近期才有个别学者提出了语篇象似性理论——从超句法的语篇层面研究象似性。基于此,本文试着从词汇、句法和语篇三个层面对声音象似性、视觉象似性、数量象似性和对称象似性四条象似性原则在广告英语中的修辞功能进行了分析,较为全面地研究了象似性及其修辞功能,并且丰富了语篇象似性的研究。本文以《广告和广告英语》和《汉英、英汉广告写作词典》中的广告为语料,从中选出符合本文象似性原则的广告进行例证分析。分析显示,象似性的不同原则在广告英语中的确发挥着重要的修辞作用。本文的研究,一方面,通过广告英语的例子证明了象似性是一种修辞手段,分析了象似性的修辞功能,丰富了语篇象似性的研究内容;另一方面,为广告英语和修辞学的研究提供了象似性的理论工具。此外,对本课题的进一步研究,既可以促进英汉和汉英广告的翻译对比,
[Abstract]:Iconicity theory, as an important theory of cognitive linguistics, has received extensive attention in the field of linguistics both at home and abroad. Linguists have explained the phenomenon of iconicity in language in detail. In recent years, scholars at home and abroad have tried to study the rhetorical functions of iconicity theory by summarizing the different principles and characteristics of iconicity in language, enriching and perfecting the system of iconicity theory. However, it is mainly concentrated in the stylistic analysis and literary research represented by poetry. However, there are few genres such as advertising, which are more closely related to real life, so this paper aims to explore iconicity and its rhetorical functions through advertising English. This has certain significance for broadening the study of iconicity and its rhetorical function. Although Andreas Fischer has discussed the phenomenon of iconicity in advertising, he has only analyzed the visual iconicity in written advertisements on the basis of collecting a large number of advertising materials. It is far from enough to carry out this kind of single visual iconicity study. Because advertising has strong purpose and unique function, the design of advertising English must consider many factors, such as sound, shape, meaning and so on. In advertising English, it is necessary to consider many factors, such as sound, shape and meaning. In addition to visual iconicity, there should be other iconicity. The four iconicity principles of quantitative iconicity and symmetrical iconicity and their rhetorical functions have been comprehensively studied, thus proving that iconicity is not only the natural attribute of language as opposed to arbitrariness in advertising English. It is also an important rhetorical device, and has a very important role. In addition, linguists' researches on iconicity have been mainly confined to the lexical and syntactic levels. Recently, some scholars have put forward the theory of textual iconicity-studying iconicity from the perspective of hyper-syntactic discourse. This paper attempts to analyze the rhetorical functions of sound iconicity, visual iconicity, quantitative iconicity and symmetrical iconicity in advertising English from the lexical, syntactic and textual perspectives. This paper comprehensively studies iconicity and its rhetorical functions, and enriches the study of textual iconicity. Based on the advertisements in Advertising and Advertising English and Chinese, English-Chinese Advertising Writing Dictionary, this paper selects the advertisements which accord with the principle of iconicity in this paper. The principle of iconicity does play an important rhetorical role in advertising English. The present study, on the one hand, proves that iconicity is a rhetorical device, analyzes the rhetorical functions of iconicity, and enriches the content of textual iconicity through the example of advertising English; on the other hand, it proves that iconicity is a rhetorical device and enriches the content of textual iconicity. It provides a theoretical tool of iconicity for the study of advertising English and rhetoric. In addition, the further study of this topic can not only promote the translation contrast between English and Chinese advertising, but also Chinese and English advertising.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：H315

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