英汉广告语中仿拟修辞格的互文性对比分析

发布时间：2018-05-16 22:45

本文选题：超文性 + 仿拟　；参考：《吉林大学》2011年硕士论文

【摘要】：广告作为一种商业促销手段，在商业文明高度发达的社会，在经济大潮已呈现全球化的今天，其重要意义已被全世界普遍认同。对广告语的设计者来说，要使自己的广告语达到最佳效果，就必须努力借助精彩的言语表达在最短的时间、最小的空间里吸引最多的受众，把有关信息最有效地传播出去并让它牢牢地驻留在人们的记忆中。正是基十这种特定的使用环境，具有特殊修辞效果的仿拟辞格受到了广告语创造者们的广泛青睐，成为广告语体中的“明星”和“宠儿”。本篇论文运用热佘特的互文性理论中提出的“超文性”概念对英汉广告文本中的仿拟实例进行详细对比分析与讨论，从而得出两种语言广告语中仿拟修辞格的相似处与不同处，为广告语的设计者尤其是国内广告语设计者提供建议与指导。通过对仿拟分类与特征对比分析，结果显示在仿语、仿句、仿篇几类中，英汉仿拟广告语中的运用基本是相同的，而在仿词这一类中却有着明显的不同:英语属十表音文字，其文字理据性虽无法与汉语相比，，但其形式理据性大大强十汉语，主要表现在英语中有大量的派生词和复合词，因此，英语具有其专门的仿词一词缀仿词，而汉语中却缺乏这种仿词;而汉语具有的声调特点使它也同样存在英语中没有的仿词类型，如同音仿词和近音仿词，这两类都是英语中所没有却独特存在十汉语中;英语的主要优势在十篇章和段落的仿拟方面，词组与单词相对较少，而汉语的仿拟修辞特点表现在:运用修辞技巧时所仿拟的主要是人们熟知的成语、谚语、名言等词组和单词，对十篇章和段落的仿拟相对比较少。但整体来说，无论是从分类上还是从特征层面上分析，广告语中英汉两种语言的仿拟修辞相同点远多十不同点，这也就使两种语言在广告仿拟上达到互相参照，互相学习的可行性行为。本文还通过对英汉广告中仿拟修辞格特点的分析，运用互文性理论对广告翻译进行分析与探讨，从而指出互文性理论对十广告翻译的可行性与有效性。更为重要的是，互文性理论的研究与应用对十中国广告在创意与设计理念的创新具有重要指导意义。中国广告业的起步还是比较晚的，目前依然处十叩呀学语阶段，应多借鉴一些优秀国外广告，以满足口益发展的中国广告业。
[Abstract]:Advertising as a means of commercial promotion, in the highly developed society of commercial civilization, in the economic tide has presented globalization today, its significance has been universally recognized by the world. To the designer of advertising language, in order to achieve the best effect, we must strive to attract the largest audience in the shortest time and the smallest space with the help of wonderful words. Spread the information most effectively and keep it firmly in people's memory. It is the idiosyncratic parody with a special rhetorical effect that is widely favored by advertisers and becomes the "star" and "darling" in the advertising language. This thesis uses the concept of "hypertext" in Gershert's intertextuality theory to analyze and discuss the parody examples in English and Chinese advertising texts in detail, so as to obtain the similarities and differences of parody rhetoric in the two kinds of advertising languages. To provide advice and guidance for advertising language designers, especially for domestic advertising language designers. Through the comparative analysis of parody classification and its characteristics, the results show that the use of English and Chinese parody advertising language is basically the same in parody, parody sentence and parody text, but there are obvious differences in this kind of parody: English belongs to ten phonetic characters. Although its written motivation can not be compared with Chinese, its formal motivation is much stronger than that of Chinese, which is mainly manifested in the large number of derivative words and compound words in English. Therefore, English has its special affix imitation words. However, there is a lack of this kind of imitation in Chinese, and the phonological characteristics of Chinese also make it exist in the same way as phonetic words and near-phonetic words, both of which are not found in English but are unique in ten Chinese languages. The main advantages of English are in the parody of ten chapters and paragraphs, the phrases and words are relatively few, while the rhetorical features of Chinese parody are: the parody of rhetorical skills is mainly imitated by well-known idioms, proverbs, and proverbs. Phrases and words, such as famous words, are relatively few parody of ten chapters and paragraphs. But on the whole, whether from the classification or from the characteristic level, there are ten points of similarity between the two languages in advertising, which makes the two languages achieve cross-reference in advertising parody. The feasibility of learning from each other. By analyzing the characteristics of parody figures of speech in English and Chinese advertisements, this paper analyzes and discusses the translation of advertisements by using the theory of intertextuality, and points out the feasibility and effectiveness of the theory of intertextuality in the translation of ten advertisements. More importantly, the research and application of intertextuality theory is of great significance to the innovation of creative and design ideas in ten Chinese advertisements. China's advertising industry is still relatively late to start. At present, it is still in the ten stages of learning English. We should learn more from some excellent foreign advertisements in order to meet the needs of the development of Chinese advertising industry.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H315;H15

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