英汉广告中仿拟语生成机制的认知研究

发布时间：2018-10-08 15:25

【摘要】：作为一种有效的促销手段，广告已经成为人们日常生活中不可缺少的一部分。广告的最终目标是吸引消费者的注意力并激起消费者购买产品的欲望。因此，在广告语的创作上，广告制作者十分注重语言技巧的运用，比如修辞作为一种语言技巧被广告制作者们广泛运用。在众多语言修辞格中，仿拟修辞因其具有独特的修辞魅力而被高频率地运用于广告语中。然而，仿拟的研究早已引起了语言学者们的关注。研究者们主要从修辞学、心理学、语用学等领域对其进行了研究，并取得了相应的成果。但对仿拟是如何生成的这一话题言者甚少。鉴于此，，本文拟从认知语言学的角度出发，运用认知语言学家Langacker (1987)在Foundations of Cognitive Grammar: Theoretical Presuppositions中提出的自主-依存关系,以徐盛桓教授于2007年提出的自主-依存分析框架为理论基础，对广告中仿拟语的生成问题进行探讨，试图为仿拟广告语的生成提出一个合理的解释。本文主要回答的问题有：广告中仿拟语的生成动因是什么；仿拟广告语形式生成的手段有哪些；仿拟广告语生成过程的分析；以及探讨仿拟语为什么能表达出交际者的意图，换句话说交际者的意图又是如何最后落实为仿拟这种非常规的语言方式。本文在自主-依存分析框架的基础上，以小句为单位，对258条仿拟广告语句进行定性定量分析，其中英文128条，中文130条。通过分析发现英汉仿拟广告语中仿体与本体之间在语音层面或语义层面上存在一定的相似关系，其中与本体之间存在语音相似的英汉仿拟语占总数的37.97%，其中包括同音异义占23.25%，语音近似占14.72%；与本体之间存在语义相似的英汉仿拟语占总数的62.01%。正是由于相似关系的存在，才使得仿拟广告语得以生成，它在仿拟广告语的生成过程中发挥着重要的作用。基于这样的分析，本文在自主-依存分析框架的基础上提出了广告中仿拟语的生成机制框架。总结起来，本文认为仿拟广告语的生成路径是: (1)仿拟广告语的生成首先来源于仿拟使用者头脑里想要表达的意向即信息意向和交际意向。主要是交际意向，即简练易懂，新颖幽默，具有吸引力等。仿拟作为一种独特的修辞手法能有效的表达出仿拟使用者的意向，因此在广告中得以优先选择。(2)然而，仿拟是一种需要“仿”照人们所熟知的语言形式“拟”创出一个新的表达方式的修辞方法。因此仿拟广告语在仿拟使用者意向性的主导下，通过语音或语义相似的认定从本体中派生出来。而这一派生过程主要是通过语音替换、语义替换、语素的移动和添加这些具体手段而实现的。(3)在仿拟广告语的派生过程中，本体把自己的某些特征(语音、语义)传递给仿体，仿体则继承本体的这些特征，从而使两者之间保持了最大的相似性。通过相似性的感知，当仿体出现时，与之相对应的本体将在读者的头脑中被激活。(4)被激活的本体通过相似性对仿体产生拈连的作用。其中语音仿拟是依靠通感和通知完成原语和仿语的拈连。语义仿拟则是利用了图示的作用激发人们脑中的意象或背景知识来完成拈连的。通过拈连从而使仿拟不但能够表达出交际者的意图，而且能收到很好的修辞效果。而这一切主要是通过人的心理感知功能而实现的。基于以上几点，仿拟广告语得以生成。通过分析本文认为仿拟不仅是一种语言现象，也是一种认知现象。仿拟的生成体现了语言运用的意向性特征，是基于心理模型知识结构中对事物相似关系的把握而进行常规推理达成的。最后，本文还进一步探索了创造仿拟广告语的标准和成功创造仿拟广告语的策略。本研究从理论上丰富了仿拟研究，为仿拟研究提供新视角。证明运用自主依存分析框架研究仿拟的可行性。本研究也为人们更好的认识、理解和使用仿拟提供帮助。同时本文希望可以抛砖引玉，激发人们对修辞格认知机理研究的更多关注和兴趣，促进修辞研究的新发展甚至突破。
[Abstract]:As an effective means of promotion, advertising has become an indispensable part of people's daily life. The ultimate goal of advertising is to attract consumers' attention and to stimulate consumers' desire to buy products. Therefore, in the creation of the advertising language, the advertising producer pays much attention to the use of language skills, such as rhetoric as a language skill, widely used by advertising producers. In many languages, imitation rhetoric is applied to the advertising language at a high frequency because of its unique rhetorical charm. However, the quasi-quasi-study has already attracted the attention of linguistic scholars. The researchers studied it from rhetoric, psychology, pragmatics and so on, and achieved the corresponding results. But the topic of imitation is very few. In view of this, it is proposed that, from the perspective of cognitive linguistics, the autonomy-dependence of the cognitive linguist Langacker (1987) in the Theory of CognizeGrammar: Theology Presupenses is proposed, and the self-dependence analysis framework proposed by Professor Xu Sheng-yi in 2007 is the theory. On the basis of the discussion on the generation of imitation language in advertisement, it tries to make a reasonable suggestion for the generation of pseudo-advertising language. The main answer of this article is: what is the reason for the generation of the imitation language in the advertisement; what are the means of simulating the form of the advertising language; the analysis of the process of the imitation of the quasi-advertising language; and the reason why the imitation language can express the communicative person. The intention is, in other words, how the communicative intention is finally implemented as an imitation of this unconventional language In this paper, on the basis of the self-dependence analysis framework, the article makes qualitative and quantitative analysis of 258 simulated quasi-advertisement sentences based on the framework of self-dependence analysis, in which 128 Chinese and 13 Chinese are written in English. According to the analysis, it is found that there are some similarities in the phonetic or semantic level between the imitation body and the body in English and Chinese imitation advertising language. Among them, there is a 37. 97% of the total number of English and Chinese parody words with similar pronunciation to the body, among which 23. 25% of homonymy are included, and the speech is approximately 14. 7. 2%; There is a semantic similarity between English and Chinese, which accounts for 62.0% of the total. 1%. It is due to the existence of the similar relationship, which makes the pseudo-advertising language be generated. It plays an important role in the process of imitation of the quasi-advertising language. Based on the analysis of this kind of analysis, this paper puts forward the generating mechanism of imitation language in advertisement on the basis of the self-dependence analysis framework. Frame. To sum up, this paper thinks that the generating way of quasi-advertising language is simulated. The path is: (1) the generation of pseudo-advertising language is first derived from the intention to express in the mind of the pseudo-user, that is, information intention and communication intention. It is mainly communicative intention, that is, concise and easy to understand, novel and humorous, Attractive, etc. An imitation as a unique method of writing can effectively express the intention of simulating the pseudo-user, so in the advertisement, it is necessary to express the intention of imitating the pseudo-user. Preference is given to. (2) However, imitation is a need of "trunk>" import "in the form of a language well know to peer" To create a new expression The method of rhetoric, therefore, in imitation of quasi-user intention, through the recognition of speech or semantic similarity from the body The derived process is derived mainly through speech substitution, semantic substitution, morpheme movement, and addition of these specific hands (3) In the derivation of pseudo-advertising, the ontology transfers some of its features (voice, semantics) to imitations, which inherit the features of the ontology, thereby preserving the most A large similarity. Through the perception of similarity, when a body appears, the body corresponding to it will be in the reader's head A body activated in the brain. (4) A body activated is generated by similarity to a body-like body It is intended to make use of the effect of illustration to stimulate the image or background knowledge in people's brain. To make imitation not only the intention of a communicator but also a good reception. The rhetorical effect of this is mainly through the psychological perception of human beings. can be realized. based on the above points, the imitation By analyzing this paper, it is considered that imitation is not only a language phenomenon, It is also a kind of cognitive phenomenon, which embodies the intentional characteristic of language application, which is based on the understanding of the similarity relation of things in the knowledge structure of psychological model. Finally, this paper also explores the criteria and successful creation of creating pseudo-advertising language. The strategy of simulating the advertising language. This study theoretically enrich the quasi-study. In order to provide a new perspective for the quasi-study, it is proved that the feasibility of simulating the quasi-study is studied by using the self-dependence analysis framework. At the same time, it is hoped that it can arouse people's more attention and interest to the study of the cognitive mechanism of Connecticut, and promote the repair.
【学位授予单位】：江苏科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H315;H152

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