关联理论视角下广告语中的双关语分析
发布时间：2018-12-15 05:11
【摘要】：在众多的人类交际方式中，广告语交际占有举足轻重的地位，越来越多的学者开始关注广告语。同时在日常生活中，也有越来越多的人们开始对广告感兴趣，因为广告在社会生活中几乎无处不在，它充斥着人们的生活。尽管广告的内容千差万别，广告传递信息的方式却大致相同，它们往往通过间接的方式来表达想要的目的或思想，而双关语就是其中之一。双关语是一种比较常见的修辞格，它用一个词或一个短语表达双重或多种意思。恰当地运用双关语可以使语言表达得含蓄，幽默，而且能加深语意，给人以深刻印象。在竞争日益激烈的广告市场中，广告商会注重运用各种手段来提高其产品的竞争力。广告商青睐双关语，因其可以使商家在有限的时间和空间内向受众更有效地传递信息，达到成功交际，从而来促进商品销售，使商家获取一定的利润。 本文以Dan Sperber和Deirdre Wilson提出的关联理论为基础，对广告语的语言特征进行剖析。通过一些实际案例来分析受众对含有双关语广告语的理解过程以及双关语促使广告顺利交际的根本原因，进而回答以下几个研究问题：一，，为什么广告商仍然喜欢双关语尽管双关语含有一定的模糊性？二，双关在广告中是如何实现的？三，广告商是怎样通过双关语的合理运用从而成功达到与受众的成功交际的？本文大部分的数据收集来源于英语课本、杂志、电视广告以及一些报纸等等。通过对每个双关语在广告语中的具体应用的案例分析，揭示双关语的语言特点和语用效果，从而解释为什么广告商和受众都喜欢双关语。 本研究论文一共分为五个章节。 第一章简要介绍本文的研究背景、意义、研究目标及论文的基本框架结构。 第二章是文献回顾，总结了前人对该领域的研究状况，他们所取得的成就及不足；其次就是本研究的理论基础即关联理论的主要内容，另外双关语的分类和优势也会在本章加以阐述。 第三章是本研究的研究设计部分，主要包括研究问题、研究方法和步骤以及数据收集。 第四章是分析讨论，为本研究的核心部分。通过一些具体的案例分析来论述在关联理论背景下双关语在广告中的具体运用。 第五章是结论，总结了本研究的一些主要发现，同时概括了研究启示以及本研究的一些不足和研究的局限性。这些不足有待于做进一步研究。
[Abstract]:In many human communication ways, advertising language communication plays a pivotal role, more and more scholars begin to pay attention to advertising language. At the same time, in daily life, more and more people begin to be interested in advertising, because advertising is almost everywhere in social life, it is full of people's lives. Although the contents of advertisements vary widely, the ways in which advertisements convey information are generally the same. They often express their desired purpose or thought indirectly, and puns are one of them. Pun is a more common figure of speech that uses a word or a phrase to express double or multiple meanings. The proper use of puns can make the language implicit, humorous, and can deepen the meaning and impress people. In the increasingly competitive advertising market, advertisers pay attention to the use of various means to improve the competitiveness of their products. Advertisers favor pun, because it can make merchants transmit information to the audience more effectively in limited time and space, achieve successful communication, so as to promote the sale of goods and make the merchants obtain certain profits. Based on the relevance theory proposed by Dan Sperber and Deirdre Wilson, this paper analyzes the linguistic features of advertising language. Through some practical cases, this paper analyzes the process of audience understanding of advertisements containing puns and the fundamental reasons why puns promote the smooth communication of advertisements, and then answers the following research questions: 1. Why do advertisers still like puns despite the fuzziness of puns? Second, how is pun implemented in advertising? Third, how can advertisers successfully communicate with the audience through the rational use of puns? Most of the data collected in this paper come from English textbooks, magazines, TV advertisements, newspapers and so on. Through the case study of the application of each pun in advertising, this paper reveals the language characteristics and pragmatic effects of pun, and explains why advertisers and audiences like puns. This thesis is divided into five chapters. The first chapter briefly introduces the research background, significance, research objectives and the basic framework of the paper. The second chapter is a review of the literature, summarizing the previous research in this field, their achievements and shortcomings; Secondly, the theoretical basis of this study is the main content of relevance theory, and the classification and advantages of puns will also be explained in this chapter. The third chapter is the research and design of this study, including research problems, research methods and procedures and data collection. The fourth chapter is the analysis and discussion, which is the core part of this study. This paper discusses the application of puns in advertising under the background of relevance theory through some specific case studies. The fifth chapter is the conclusion, summarizes some of the main findings of this study, and summarizes the implications of the study as well as some shortcomings and limitations of this study. These deficiencies need to be further studied.
【学位授予单位】：河南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H315.9
本文编号：2380043
[Abstract]:In many human communication ways, advertising language communication plays a pivotal role, more and more scholars begin to pay attention to advertising language. At the same time, in daily life, more and more people begin to be interested in advertising, because advertising is almost everywhere in social life, it is full of people's lives. Although the contents of advertisements vary widely, the ways in which advertisements convey information are generally the same. They often express their desired purpose or thought indirectly, and puns are one of them. Pun is a more common figure of speech that uses a word or a phrase to express double or multiple meanings. The proper use of puns can make the language implicit, humorous, and can deepen the meaning and impress people. In the increasingly competitive advertising market, advertisers pay attention to the use of various means to improve the competitiveness of their products. Advertisers favor pun, because it can make merchants transmit information to the audience more effectively in limited time and space, achieve successful communication, so as to promote the sale of goods and make the merchants obtain certain profits. Based on the relevance theory proposed by Dan Sperber and Deirdre Wilson, this paper analyzes the linguistic features of advertising language. Through some practical cases, this paper analyzes the process of audience understanding of advertisements containing puns and the fundamental reasons why puns promote the smooth communication of advertisements, and then answers the following research questions: 1. Why do advertisers still like puns despite the fuzziness of puns? Second, how is pun implemented in advertising? Third, how can advertisers successfully communicate with the audience through the rational use of puns? Most of the data collected in this paper come from English textbooks, magazines, TV advertisements, newspapers and so on. Through the case study of the application of each pun in advertising, this paper reveals the language characteristics and pragmatic effects of pun, and explains why advertisers and audiences like puns. This thesis is divided into five chapters. The first chapter briefly introduces the research background, significance, research objectives and the basic framework of the paper. The second chapter is a review of the literature, summarizing the previous research in this field, their achievements and shortcomings; Secondly, the theoretical basis of this study is the main content of relevance theory, and the classification and advantages of puns will also be explained in this chapter. The third chapter is the research and design of this study, including research problems, research methods and procedures and data collection. The fourth chapter is the analysis and discussion, which is the core part of this study. This paper discusses the application of puns in advertising under the background of relevance theory through some specific case studies. The fifth chapter is the conclusion, summarizes some of the main findings of this study, and summarizes the implications of the study as well as some shortcomings and limitations of this study. These deficiencies need to be further studied.
【学位授予单位】：河南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H315.9
【参考文献】
相关期刊论文 前3条
1 张莉,李成明;广告英语中的双关与仿拟赏析[J];山东师范大学外国语学院学报(基础英语教育);2004年01期
2 杨彬;从关联理论看英汉广告双关语[J];山东外语教学;2004年05期
3 严敏芬;双关语句的语用探析[J];西安外国语学院学报;2002年02期
本文编号：2380043
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