概念整合理论视角下的中英商业广告双关语的对比研究

发布时间：2018-07-11 18:49

本文选题：双关语 + 概念整合　；参考：《西安外国语大学》2013年硕士论文

【摘要】：双关语和商业广告分别是语言学研究和广告学研究的两大主题。双关语是一种常见的语言现象，而商业广告作为一种信息传播方式早已渗透到社会生活的各个领域。商业广告在传递商品信息时发挥着其特有的商业功能：提供信息、争取顾客、扩大市场等，这就使得商业广告在语法结构、用词选择和修辞方法上具有不同于一般文体的特点。近年来，双关语作为一种有效的修辞手段，以其幽默、趣味、语境适应性等特点一直备受广告商的青睐。双关语在商业广告中的频频使用受到国内外学者们的高度重视。然而前人的研究大都局限于双关语制作者的语言策略，他们从对双关语语言本身所表现出来的语言特色到对其语用、社会、美学及系统功能等都做了相关研究，但消费者究竟是如何解读商业广告中的双关语这一现象却被他们所忽视，即前人并未从认知角度对双关语进行研究，而这就是本文的研究所在。本文以由Fauconnier和Turner等人创建的概念整合理论为理论背景，，对中英商业广告中的双关语进行研究，通过搜集到的100条含有双关语的商业广告，旨在探究人们在理解中英商业广告中双关语时的认知路径及其内在的心理运作机制，并且根据概念整合理论内部的四个子网络：单向框架网络、框架网络、单向网络和双向网络，对中英两中不同文化下，商业广告中的双关语进行了对比研究。本文从认知角度出发，试图为双关语提供一个新的研究视角，再一次证明概念整合理论强大的阐释力，同时希望给广告制作者提供一些建议。
[Abstract]:Pun and commercial advertising are the two major themes of linguistic and advertising studies, respectively. Pun is a common language phenomenon, and commercial advertising as a means of information dissemination has penetrated into all fields of social life. Commercial advertising plays its unique commercial function in transmitting commodity information: providing information, winning over customers, expanding the market and so on, which makes the commercial advertisement have different features in grammatical structure, choice of words and rhetorical methods. In recent years, puns, as an effective rhetorical device, have been favored by advertisers for their humorous, interesting and contextual adaptability. The frequent use of puns in commercial advertisements is highly valued by scholars at home and abroad. However, previous studies are mostly confined to the linguistic strategies of puns. They have done some research on the linguistic characteristics of puns from their linguistic characteristics to their pragmatic, social, aesthetic and systemic functions. However, how consumers interpret pun in commercial advertisements is ignored by them, that is, the former did not study pun from a cognitive point of view, and this is the research in this paper. Based on the conceptual integration theory developed by Fauconnier and Turner et al, this paper studies pun in Chinese and English commercial advertisements. The purpose of this paper is to explore the cognitive path and the inner psychological mechanism of puns in Chinese and English commercial advertisements, and to integrate the four sub-networks within the theory according to the concept: unidirectional frame network. This paper makes a comparative study of puns in commercial advertisements in different cultures of both Chinese and English in one-way and two-way networks. From a cognitive point of view, this paper attempts to provide a new perspective for puns, proving once again the powerful explanatory power of conceptual integration theory, and hoping to provide some suggestions to advertisers.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15;H315

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