广告中反语研究的关联视角

发布时间：2018-05-25 17:52

本文选题：反语 + 广告　；参考：《吉林大学》2006年硕士论文

【摘要】： 本文运用D.Sperber和D.Wilson的关联理论,从三个角度分析了广告中的反语,旨在回答以下两个问题: 1.广告受众是如何理解反语类广告的? 2.既然反语类的广告能带来歧义,为什么广告主还会选择反语修辞?广告人有意违背受众的认知环境,造成字面意义与隐含意义的差别。广告受众在理解反语类广告时会排除表层和直接含义,领会深层的、广告主所期望的含义。通过这种方式,广告将给受众留下深刻的印象。对于广告主选择反语的原因,本文认为,反语具有一定的语用功能可以帮助其实现交际效果。本研究表明反语在书面广告中有三种功能:1)吸引受众注意力,2)使广告简洁凝练,3)使广告含蓄幽默。基于关联视角对广告反语的分析,本文得出以下结论:首先,反语类广告受到广告设计人员的欢迎;其次,广告交际是明示推理过程,反语在广告中是明示刺激,起到吸引和滞留广告受众的目的;最后,广告主选择反语是为了追求最佳关联。该研究不仅扩展了关联理论的解释性,而且对广告人创作反语广告以及受众理解反语广告都具有一定的指导意义。
[Abstract]:Using the relevance theory of D.Sperber and D.Wilson, this paper analyzes the irony in advertising from three angles, and aims to answer the following two questions: 1. How does the audience understand irony advertising? 2. Since irony ads can lead to ambiguity, why do advertisers choose irony rhetoric? Advertisers deliberately violate the cognitive environment of the audience and make the difference between literal meaning and implied meaning. In understanding irony advertising, the advertising audience will exclude the surface and direct meaning, and understand the deep meaning that advertisers expect. In this way, advertising will impress the audience. As for the reason why advertisers choose irony, this paper argues that irony has certain pragmatic functions to help them achieve communicative effects. This study shows that irony has three functions in written advertising: 1) attracting the attention of the audience 2) making the advertisement concise and concise 3) making the advertisement implicit and humorous. Based on the analysis of advertising irony from the perspective of relevance, this paper draws the following conclusions: first, irony advertisements are welcomed by advertising designers; secondly, advertising communication is an ostensive-inferential process, and irony is an explicit stimulus in advertising. Finally, advertisers choose irony to pursue the best relevance. This study not only expands the explanation of relevance theory, but also has certain guiding significance for advertisers to create irony advertisements and audiences to understand irony advertisements.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：H315

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