概念整合和合作关联理论视角下广告双关语的研究
发布时间：2019-05-06 10:01
【摘要】：近年来，广告双关语已成为学术研究的一个热点话题，语言学家已经从修辞角度到翻译角度等各种不同的角度对此进行了大量的研究，然而却很少有人从认知语用的双重视角对广告双关语进行研究。 鉴于此,本研究从两个角度，即认知角度和语用角度，对广告双关语进行详细地分析，就广告双关语的解读模型及广告双关语产生的认知机制两个方面进行探讨。本研究共采用三个理论，即概念整合理论、合作原则和关联理论。为此，作者从电视、报纸、网络资源,街头广告牌等处搜集了英汉商业广告共计300个样本作为语料，，并从中挑选出191条含有双关语的广告对其进行分类整理。从191条广告双关语的语料中，随机筛选出四十个商业广告双关语（23条汉语广告，17条英语广告）并对其进行了定性分析。本文在研究设计和数据分析基础上,得出了以下的研究结果，总结为以下几点: 首先,在概念整合理论框架下，广告双关语的解读模型涉及到五个心理空间，即输入空间1，输入空间2，类属空间，融合空间和输出空间。此外,基于合作原则和关联理论,输入空间1和输入空间2之间的交互过程经历了五个阶段，包括冲突、合作、共同特征、相关性、跨空间映射。 其次,广告双关语产生的认知机制则包含四个要点，即来自输入空间1和输入空间2的双重语境,铰链,双重语境的冲突，双重语境的相似（融合空间中）。 本研究为广告生产商创作出更好的广告提供了理论框架模型。与此同时,这项研究首次尝试性地将认知和语用两个角度相结合起来对广告双关语进行研究，对以后的跨视角及跨学科研究具有一定的启发和借鉴意义。
[Abstract]:In recent years, advertising pun has become a hot topic in academic research. Linguists have done a lot of research on it from the perspective of rhetoric to translation. However, few people study advertising puns from the perspective of cognitive pragmatics. In view of this, this study makes a detailed analysis of advertising puns from two angles, namely, cognitive angle and pragmatic angle, and probes into the interpretation model of advertising puns and the cognitive mechanism of advertising puns. There are three theories used in this study, namely conceptual integration theory, cooperation principle and relevance theory. To this end, the author collected 300 samples of English and Chinese commercial advertisements from television, newspapers, network resources, street billboards and so on, and selected 191 advertisements containing puns to sort them out. Forty commercial puns (23 Chinese advertisements and 17 English advertisements) were randomly selected from 191 advertising pun corpus and analyzed qualitatively. On the basis of research design and data analysis, the following research results are obtained in this paper, which are summarized as follows: firstly, under the framework of conceptual integration theory, the interpretation model of advertising puns involves five psychological spaces. That is, input space 1, input space 2, generic space, fusion space and output space. In addition, based on cooperation principle and relevance theory, the interaction process between input space 1 and input space 2 goes through five stages, including conflict, cooperation, common characteristics, relativity and cross-spatial mapping. Secondly, the cognitive mechanism of advertising pun contains four main points, that is, the dual context from input space 1 and input space 2, hinge, the conflict of dual context, and the similarity of dual context (in fusion space). This study provides a theoretical framework model for advertising manufacturers to create better advertising. At the same time, this study attempts to combine cognitive and pragmatic perspectives to study advertising puns for the first time, which has some inspiration and reference significance for future cross-perspective and interdisciplinary research.
【学位授予单位】：长安大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H136;H313
本文编号：2470088
[Abstract]:In recent years, advertising pun has become a hot topic in academic research. Linguists have done a lot of research on it from the perspective of rhetoric to translation. However, few people study advertising puns from the perspective of cognitive pragmatics. In view of this, this study makes a detailed analysis of advertising puns from two angles, namely, cognitive angle and pragmatic angle, and probes into the interpretation model of advertising puns and the cognitive mechanism of advertising puns. There are three theories used in this study, namely conceptual integration theory, cooperation principle and relevance theory. To this end, the author collected 300 samples of English and Chinese commercial advertisements from television, newspapers, network resources, street billboards and so on, and selected 191 advertisements containing puns to sort them out. Forty commercial puns (23 Chinese advertisements and 17 English advertisements) were randomly selected from 191 advertising pun corpus and analyzed qualitatively. On the basis of research design and data analysis, the following research results are obtained in this paper, which are summarized as follows: firstly, under the framework of conceptual integration theory, the interpretation model of advertising puns involves five psychological spaces. That is, input space 1, input space 2, generic space, fusion space and output space. In addition, based on cooperation principle and relevance theory, the interaction process between input space 1 and input space 2 goes through five stages, including conflict, cooperation, common characteristics, relativity and cross-spatial mapping. Secondly, the cognitive mechanism of advertising pun contains four main points, that is, the dual context from input space 1 and input space 2, hinge, the conflict of dual context, and the similarity of dual context (in fusion space). This study provides a theoretical framework model for advertising manufacturers to create better advertising. At the same time, this study attempts to combine cognitive and pragmatic perspectives to study advertising puns for the first time, which has some inspiration and reference significance for future cross-perspective and interdisciplinary research.
【学位授予单位】：长安大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H136;H313
【引证文献】
相关硕士学位论文 前1条
1 王琪;双关语的言外转喻属性模式解读[D];哈尔滨理工大学;2015年
本文编号：2470088
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