以关联理论分析隐喻在中文广告中的应用

发布时间：2018-11-05 16:09

【摘要】：在现代社会,随着市场经济的发展,广告作为交际的作用变得日益重要,广告商采用各种语言手段来达到广告的效应,其中一些成功的广告便使用了隐喻。广告语是人类言语交际的一种特殊语言形式,是广告商和广告受众之间的一种特殊交际媒体。它是一个涉及信息意图和交际意图的一个明示推理过程。广告中的隐喻可以用较少的文字表达出较多的含义,不仅可以以独特的语言形式有效吸地引读者的注意,而且能够巧妙地运用语言的魅力传达出只可意会不可言传的商业涵义,达到刺激潜在消费者的购买欲望,最终实现商家的推广和销售产品的目的。 “关联理论”中的最佳关联和明示推理模式则可以对广告交际中的隐喻进行有效的解释,进而可以找出这些成功运用了隐喻的商业广告的语言特点。对于我们进一步的了解、学习、和运用隐喻以及认识、解读和制作商业广告提供了理论基础。“关联理论”由法国学者斯波伯和英国学者威尔逊在1986年出版的《关联性：交际与认知》中提出,首先关联理论符合人类的认知性,并把交际行为也看成是认知行为,广告中的隐喻作为一种言语交际行为也具有同样的特性,因此可以运用关联理论中的最佳关联和明示推理模式对广告交际中的隐喻进行解释。其次对于隐喻的解释,关联理论提出了一个动态的方法,专注于隐喻理解的过程,在过程中的推理是自动的、自然产生的、无意识的,用最少的努力获得最佳交际效果。除此之外,“关联理论”还涉及到广泛的理论知识,包括当代认知科学,语言哲学,人类行为学,心理学等。为此,本文希望运用关联理论,以部分不同行业的广告为例子,如,饮食类,服装类,家电类,交通工具类对广告中隐喻的运用进行实例分析,解读和分析如何运用关联理论来理解和阐释广告隐喻,以及总结不同行业中的广告隐喻词的语言特点。从而有助于广告商根据自身行业的特点更好地使用隐喻。与此同时也有助于消费者认清广告语言中所传达的语言信息与潜在意图的关系,帮助他们理性消费。
[Abstract]:In modern society, with the development of market economy, advertising as a communicative role has become increasingly important. Advertisers use various language means to achieve the effect of advertising, and some successful advertisements use metaphor. Advertising language is a special language form of human speech communication and a special communication medium between advertisers and advertising audiences. It is an ostensive-inferential process involving information intention and communicative intention. The metaphor in the advertisement can express more meaning in fewer words, not only can draw the reader's attention effectively in the unique language form, but also can use the charm of the language skillfully to convey the commercial meaning which can only be unspeakable. To stimulate the purchase desire of potential consumers, and ultimately to achieve the promotion and sales of products. The optimal relevance and ostensive-inferential model in relevance Theory can effectively explain metaphor in advertising communication, and then find out the linguistic characteristics of commercial advertisements which successfully use metaphor. It provides a theoretical basis for further understanding, learning, and using metaphors as well as understanding, interpreting and making commercial advertisements. Relevance Theory was put forward by the French scholar Spaub and the English scholar Wilson in 1986 in relevance: communication and Cognition. Firstly, relevance Theory conforms to human cognition and regards communicative behavior as cognitive behavior. Metaphor in advertising has the same characteristics as a verbal communicative act, so the best relevance and ostensive-inferential model in relevance theory can be used to explain metaphor in advertising communication. Secondly, relevance theory proposes a dynamic approach to metaphor interpretation, focusing on the process of metaphor understanding, in which reasoning is automatic, natural and unconscious, with minimal effort to achieve the best communicative effect. In addition, relevance theory also involves a wide range of theoretical knowledge, including contemporary cognitive science, philosophy of language, human behavior, psychology and so on. For this reason, this paper hopes to use relevance theory to analyze the use of metaphor in advertisements in different industries, such as food, clothing, household appliances and transportation. This paper analyzes how to use relevance theory to understand and explain advertising metaphors, and summarizes the linguistic characteristics of advertising metaphors in different industries. It helps advertisers to use metaphors better according to the characteristics of their own industries. At the same time, it can help consumers understand the relationship between the language information and the potential intention, and help them to consume rationally.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H15

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