汉语烟草广告双关语的认知语用研究

发布时间：2018-04-12 13:01

本文选题：关联理论 + 概念整合　；参考：《湖南农业大学》2012年硕士论文

【摘要】：在我国,烟草广告是被法律禁止出现在任何公共场所以及任何广告媒体的,尽管如此,目前仍有一些人众媒体在刊播,它们人多走企业品牌和公益广告这条路来逃避法律追究,广告制作者们大玩文字游戏,在双关等修辞手法的掩护下推销其商品。双关是一种特殊的、有着悠久历史的语言现象,随着社会和时代的发展,它的使用已经渗透到人们生活中的各个领域。在双关的分类方面,本文突破了传统的分类标准,将其分为了七类,并进行了细致的描写。由于烟草广告的特殊性,国家对其进行了种种限制,广告人在制作此广告时也往往表达得比较隐晦,不能一目了然,因此广告观众在解读时也必须付出更多的努力。鉴于此,本文从认知语用学的角度出发,以关联理论和概念整合理论为基础,将两论进行了有效地整合,指出了两论的相似之处与互补,并提出了一个新的解读模式——“关联整合模式”。该模式以关联理论为前提,指导认知者去各心理空间中选取相关联的概念结构,将其投射到复合空间,利用概念整合网络图将人们对烟草广告的解读过程动态的呈现出来。通过案例分析,可以看出：(1)对汉语烟草广告双关语的解读不仅有赖于关联和推理,同时也有赖于概念整合和新显结构,两者缺一不可；(2)关联整合模式对汉语烟草广告双关语的解读非常有效,动态地展现了人们领会广告意图的这一整合认知过程。本文的研究成果是一个新的尝试,不仅拓宽了关联整合模式的应用领域,同时也丰富了对汉语烟草广告双关语的研究,对以后的双关语、幽默言语、反语以及歇后语等也具有一定的研究价值。
[Abstract]:In our country, tobacco advertising is prohibited by law from appearing in any public place and any advertising media. However, there are still some mass media in print and broadcast at present. They take the road of enterprise brands and public service advertisements to avoid legal prosecution.Advertisers play word games and sell their products under the cover of rhetorical devices such as puns.Pun is a special language phenomenon with a long history. With the development of society and times, its use has penetrated into every field of people's life.In the aspect of puns classification, this paper breaks through the traditional classification standard, divides it into seven categories, and describes it in detail.Because of the particularity of tobacco advertisement, the country has all sorts of restrictions on it, and advertisers often express this advertisement in a rather obscure way, which can not be understood at a glance, so the advertising audience must make more efforts in interpreting it.In view of this, this paper, from the perspective of cognitive pragmatics, based on relevance theory and conceptual integration theory, integrates the two theories effectively, and points out the similarities and complementarities of the two theories.And put forward a new mode of interpretation-"Relational Integration Model".On the premise of relevance theory, this model instructs the cognitive to select the associated conceptual structure in each psychological space, projects it into the compound space, and uses the concept integration network diagram to dynamically present people's interpretation process of tobacco advertisement.Through the case study, we can see that the interpretation of pun in Chinese tobacco advertising depends not only on relevance and reasoning, but also on conceptual integration and new explicit structure.The two models are very effective in interpreting the pun in Chinese tobacco advertising and dynamically show the integration cognitive process in which people understand the intention of advertising.The research result of this paper is a new attempt, which not only widens the application field of relevance integration model, but also enriches the study of pun in Chinese tobacco advertisement.Irony and Xiehouyu also have certain research value.
【学位授予单位】：湖南农业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H13

【参考文献】