互文性和前理解视角下的广告语言有效性

发布时间：2018-03-03 03:06

本文选题：互文性　切入点：前理解　出处：《福建师范大学》2012年硕士论文　论文类型：学位论文

【摘要】：互文性是涌现于结构主义和解构主义思潮中的一个重要概念,是现代文论中频繁出现的术语。随着互文性概念的不断发展和日趋完善,许多学科或多或少都涉及到互文性的相关研究。互文性理论在文本解读中的广泛运用潜隐着将它应用于言语交际的研究动向,契合了探讨广告语言表达者互文性创作的结构框架。通过对互文性理论的相关概念进行梳理,可以发现巴赫金的“对话主义”对互文性理论的生成有着积极作用而辛斌对互文性理论的深度剖析促进了该理论的进一步完善。此外,诠释学的创立与发展对文本的解读提供了无限的可能性,极大地促进了人类社会文明的进步。诠释学从最初局限在宗教领域,随后逐渐延伸拓展到不同领域的过程中,海德格尔的前理解理论在诠释学史上独树一帜,之后伽达默尔在此基础上提出的视域融合理论更是别出心裁。而这两大思想恰好解释了在文本理解过程中,影响广告语言接收者的潜在因素。虽然运用互文性来分析广告语言的研究不胜枚举,但是运用前理解来分析广告语言的研究却屈指可数,而将互文性与前理解两个视角结合起来探究广告语言的研究更是凤毛麟角。因此,本文拟结合互文性与前理解的相关理论,通过分析广告语言实例,解析互文性与前理解在广告语言的创作与解读中的作用及意义,试图探索影响广告语言创作与解读的三大因素(意义、身份、认同),进而挖掘广告语言潜隐的涵义及其在当代社会中的影响。
[Abstract]:Intertextuality is an important concept emerging in the ideological trend of structuralism and deconstruction, and a term frequently appearing in modern literary theory. With the continuous development and improvement of the concept of intertextuality, Intertextuality is more or less related to the study of intertextuality in many disciplines. The widespread use of intertextuality theory in text interpretation implicitly applies it to the research trend of verbal communication. It fits into the framework of intertextuality creation of advertising language expressions.Through combing the relevant concepts of intertextuality theory, It can be found that Bakhtin's "dialogism" has a positive effect on the formation of intertextuality theory, while Xin Bin's deep analysis of intertextuality theory promotes the further improvement of the theory. In addition, the creation and development of hermeneutics offered unlimited possibilities for the interpretation of texts, which greatly promoted the progress of human civilization. Hermeneutics was initially confined to the field of religion and then gradually extended to different fields. Heidegger's pre-understanding theory is unique in the history of hermeneutics, and then Gadamer put forward the theory of horizon fusion on this basis. Potential factors affecting the language recipient of the advertisement. Although the use of intertextuality to analyze advertising language research is endless, but the use of pre-understanding to analyze advertising language research is few. The study of advertising language from the perspective of intertextuality and pre-understanding is even rarer. Therefore, this paper intends to combine the relevant theories of intertextuality and pre-understanding, through the analysis of advertising language examples. This paper analyzes the role and significance of intertextuality and pre-understanding in the creation and interpretation of advertising language, and tries to explore the three factors (meaning, identity) that affect the creation and interpretation of advertising language. Identify with it, and then excavate the hidden meaning of advertising language and its influence in the contemporary society.
【学位授予单位】：福建师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H05

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