广告中反讽的关联理论研究

发布时间：2018-04-03 03:06

本文选题：反讽　切入点：广告　出处：《山东大学》2012年硕士论文

【摘要】：本文尝试在关联理论框架下对广告中反讽进行研究。长期以来反讽一直是学界讨论的热点话题,反讽研究几乎涉及到语言研究的各个方面,然而以往对广告中反讽的研究大多只关注广告本身而忽略了广告与观众之间的互动,本研究尝试从观众角度研究广告中的反讽并试图探清观众对广告中反讽的欣赏程度。本文对广告中的反讽做了对比性研究。实验之前确定了将要进行研究的两个问题。问题包括：1)广告中反讽是否影响观众对广告的欣赏以及在多大程度上影响观众对广告的欣赏；2)观众学历是否影响观众对广告(包含反讽和不含反讽)的欣赏以及在多大程度上影响观众对广告的欣赏。对这两个问题将会从三个方面进行进一步研究：即广告的趣味性、简明性以及说服力。来自中学和大学的65名学生参加了本项研究,对每个广告,被试者都根据单独的李克特量表来判断。因变量有3项：趣味性、简明性以及说服力。问卷中总计使用20则广告。广告分为两类：有反讽广告和无反讽广告,以便进行对比研究。问卷中,每则广告语后设有三个问题以测试被试者对广告的理解。数据采集完成后,首先使用信度测试以检验问卷中所涉及题目是否可信,然后运用独立样本T检验对观众在有无反讽广告的趣味性、简明性及说服力方面的理解有无显著差异进行分析。本研究结果表明反讽影响观众对广告的赏析,含反讽广告在趣味性、简明性及说服力方面相比无反讽广告更具优势。本研究同时表明中学生和研究生在含反讽广告的趣味性理解方面存在显著差异,在广告(包含反讽和不含反讽)简明性及说服力方面未发现显著差异。本研究的发现进一步证明了广告中反讽的功能以及回应理论对于反讽强大的解释力。另外,该研究的研究方法及研究结果对广告中的反讽研究有一定贡献,对今后该领域的其它研究有启示作用。
[Abstract]:This paper attempts to study irony in advertising within the framework of relevance theory.Irony has been a hot topic in academic circles for a long time. Irony research involves almost every aspect of language research. However, in the past, most of the researches on irony in advertising only focus on the advertisement itself and ignore the interaction between the advertisement and the audience.This study attempts to explore the audience's appreciation of irony in advertising.This paper makes a comparative study of irony in advertising.Two questions to be studied were identified before the experiment.Questions include: (1) does irony in advertising affect the audience's appreciation of the advertisement and to what extent does the audience's education influence the audience's appreciation of the advertisement (including irony and not irony); andTo what extent does it affect the audience's appreciation of advertising?The two problems will be further studied from three aspects: interesting, concise and persuasive.Sixty-five students from high schools and universities took part in the study. For each advertisement, the subjects were judged by a separate Richter scale.There are three dependent variables: interest, simplicity, and persuasion.A total of 20 advertisements were used in the questionnaire.Advertising is divided into two categories: satirical advertising and non-ironic advertising for comparative study.In the questionnaire, three questions were asked after each advertisement to test the subject's understanding of the advertisement.After the data collection is completed, the reliability test is first used to test the reliability of the questions involved in the questionnaire, and then the independent sample T test is used to test the interest of the audience in whether there are ironic advertisements.Whether there are significant differences in conciseness and persuasion.The results show that irony affects the audience's appreciation of advertisements, and that irony advertising has more advantages in interest, conciseness and persuasiveness than that in non-irony advertising.The study also shows that there are significant differences between middle school students and graduate students in the interesting understanding of advertisements with irony, but there is no significant difference in the conciseness and persuasion of advertisements (including irony and no irony).The findings of this study further demonstrate the function of irony in advertising and the powerful explanatory power of response theory to irony.In addition, the research methods and results of this study have some contribution to the research of irony in advertising, and also have enlightening effect to other researches in this field in the future.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H05

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