从语用学角度解析中英文广告双关语

发布时间：2018-06-04 16:13

本文选题：双关语 + 广告　；参考：《中南民族大学》2012年硕士论文

【摘要】：当今世界，越来越多的学者开始研究广告,学者们从不同角度对它进行研究。本文主要运用Sperber和Wilson的关联理论对双关语在广告中频繁出现的现象进行探讨，本文的出发点在于：双关之所以受到广告商的亲睐，主要源于它独特的认知特性。基于本出发点，利用关联理论对广告中最频繁使用的双关手段,本文分析了若干个典型的广告双关语。本文介绍了写作的目的，研究方法，回顾了国内外前人从符号学及语言学角度对广告语言所做的研究。广告双关语是本文研究的对象，本文也分析了双关的特点。正文部分结合理论分析了在广告这种单边交际中，双关语被用作明示刺激实现最佳关联的过程,文章得出两个结论,第一，对于广告商而言，频繁地选择双关语作为明示刺激是因为双关语利用一语多个层面的含义可以吸引广告受众的眼球，以及它经济，幽默诙谐的“笑”果。第二，对于广告受众而言，正是由于双关语的歧义和多义的特点而被激发出解读兴趣，，在解读过程中，借助语境以及自己的认知能力成功解读双关语，从而体会到双关语的美妙之处，感受到语言的巨大魅力和广告商的机智诙谐，对广告产生深刻印象。在这个过程中，尽管广告受众付出了更多的努力，但是在解读过程中，他们体会到了双关语的美妙，对自己的付出感到值得。文章还进一步分析了双关语的语用功能，即双关语一词多义能传递给广告受众更多信息，让广告受众记忆更加深刻；弘扬民族文化和精神；说服广告受众购买相关产品还能让广告受众展开丰富和积极的联想。由此，文章得出结论，双关语在广告中的运用可以使广告商通过不同的途径实现最佳关联引起广告受众兴趣，保持注意力并增强广告信息的记忆度。
[Abstract]:Nowadays, more and more scholars begin to study advertising, and scholars study it from different angles. This paper mainly uses the relevance theory of Sperber and Wilson to discuss the phenomenon of puns appearing frequently in advertisements. The starting point of this paper is that puns are favored by advertisers mainly because of their unique cognitive characteristics. Based on this starting point, this paper analyzes some typical advertising puns by using relevance theory, which is the most frequently used pun method in advertising. This paper introduces the purpose and research methods of writing and reviews the previous researches on advertising language from the perspective of semiotics and linguistics at home and abroad. Advertising pun is the object of this paper, this paper also analyzes the characteristics of pun. The text analyzes the process in which pun is used as an explicit stimulus to realize the optimal relevance in the unilateral communication of advertising. Two conclusions are drawn: first, for advertisers, The frequent choice of pun as an explicit stimulus is due to the fact that puns can attract the attention of the advertising audience by using the multiple meanings of the pun, as well as its economical and humorous "laugh" effect. Secondly, for the advertising audience, it is precisely because of the ambiguity and polysemous characteristics of puns that they are stimulated to interpret puns. In the process of interpretation, they successfully interpret puns with the help of context and their cognitive ability. In order to understand the beauty of puns, feel the great charm of the language and the wit of advertisers, the advertising has a deep impression. In this process, although the advertising audience has made more efforts, but in the process of interpretation, they have realized the beauty of puns, and feel that their pay is worth it. The article also analyzes the pragmatic functions of puns, that is, polysemy can convey more information to the advertising audience, make the advertising audience more profound memory, carry forward the national culture and spirit. Persuading the advertising audience to buy related products can also enable the advertising audience to carry out rich and positive associations. Therefore, it is concluded that the application of puns in advertising can make advertisers achieve the best relevance through different ways to arouse the interest of the advertising audience, maintain attention and enhance the memory of advertising information.
【学位授予单位】：中南民族大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H313;H13

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