关联理论视角下中文广告双关语的研究
发布时间：2018-11-25 17:58
【摘要】：长期以来,双关语被广泛运用于现代广告交际之中,双关研究也几乎涉及到语言研究的各个方面。然而,以往对广告中双关语的研究大多只关注广告本身而忽略了观众与其的互动过程,对于广告双关语,尤其是中文广告双关语如何产生受众欢迎的效果及其意义的生成,并没能提供机理性的阐释。 本文主要依据Sperber和Wilson所提出的关联理论,通过大量数据统计、案例分析以及问卷调查尝试对中文广告中双关语这一特殊语言现象进行剖析。由于双重语境的特征,双关可被分为单意双关和多意双关。本研究从关联理论的角度对这两种双关类型的认知过程进行了分析,并通过采用调查问卷的形式探究包含双关语的中文广告是否比不含双关语的中文广告更受青睐,以及包含不同双关类型的中文广告是否能够产生不同的效果。 本研究首先对收集的172条含有双关语的中文广告按照两类双关语的特点进行了分类,并对其分和情况进行了统计。随后借助问卷对三类广告语的效果进行对比研究。63名大学生参与了此次调查,问卷调查分为两个阶段。为了避免性别因素的影响,采用个人卷入量表首先对被试进行了卷入度的测试。根据测试结果,选取高卷入广告设计第二份问卷,分为女生组和男生组。被试者根据李克特量表对每一个广告分别从趣味性、印象以及喜爱程度进行判断。数据采集完成后,首先使用信度测试以检验问卷中所涉及题目是否可信,然后运用独立样本T检验对受众对三种广告语在这三个测试方面的理解有无显著性差异进行了分析。数据处理结束之后,利用关联理论对每项结果进行了分析讨论并且针对问卷中典型样本进行了案例分析。 本研究结果表明双关的存在与否对受众的广告态度有很大的影响,并且含有双关语的广告比不含双关语的广告能够产生更好的效果。本研究同时表明含有多意双关的广告比含有单意双关的广告更有趣而且更受欢迎,但是含有单意双关的广告却更令人印象深刻。 本研究的发现进一步证明了关联理论对于双关语具有较强的解释力。另外,该研究的研究方法以及研究结果对广告中的反讽研究有着一定的贡献,可以增强受众对双关广告的理解,同时对于广告商设计双关广告提出了建议和意见,对于广告交际起到了一定的促进作用。
[Abstract]:For a long time, puns have been widely used in modern advertising communication, and pun research involves almost all aspects of language research. However, in the past, most of the studies on pun in advertising only focus on the advertisement itself and ignore the interaction between the audience and the audience. How the pun, especially the Chinese pun, produces the effect of the audience's popularity and the generation of its meaning. It does not provide a mechanical explanation. Based on the relevance theory proposed by Sperber and Wilson, this paper attempts to analyze the special linguistic phenomenon of puns in Chinese advertisements through a large number of statistics, case studies and questionnaires. Due to the characteristics of dual context, pun can be divided into single meaning pun and multi-meaning pun. The present study analyzes the cognitive processes of these two pun types from the perspective of relevance theory, and explores whether Chinese advertisements with puns are more popular than Chinese advertisements without puns by means of questionnaires. And whether Chinese advertisements with different pun types can produce different effects. Firstly, 172 Chinese advertisements with puns are classified according to the characteristics of the two types of pun, and their classification and situation are analyzed. 63 college students participated in the survey, and the questionnaire was divided into two stages. In order to avoid the influence of gender factors, the individual involvement scale was used to test the degree of involvement. According to the test results, the second questionnaire of high involvement advertising design was selected and divided into female and male groups. According to the Richter scale, each advertisement was judged by interest, impression and affection. After the data collection is completed, the reliability test is first used to test whether the questions involved in the questionnaire are credible or not, and then the independent sample T test is used to analyze whether the audience has significant differences in the understanding of the three advertising words in these three tests. After the data processing is finished, each result is analyzed and discussed by using relevance theory and case studies are carried out for typical samples in the questionnaire. The results show that the existence of pun has a great influence on the advertising attitude of the audience, and that the advertising with puns can produce better results than those without puns. The study also shows that advertisements with multiple meanings are more interesting and popular than those with single meaning pun, but those with single meaning pun are more impressive. The findings of this study further prove that relevance theory has a strong explanatory power for puns. In addition, the research methods and the results of this study have some contribution to the irony research in advertising, which can enhance the audience's understanding of pun advertising, and at the same time, it puts forward some suggestions and suggestions for advertisers to design pun ads. For advertising communication has played a certain role in promoting.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15
本文编号：2356962
[Abstract]:For a long time, puns have been widely used in modern advertising communication, and pun research involves almost all aspects of language research. However, in the past, most of the studies on pun in advertising only focus on the advertisement itself and ignore the interaction between the audience and the audience. How the pun, especially the Chinese pun, produces the effect of the audience's popularity and the generation of its meaning. It does not provide a mechanical explanation. Based on the relevance theory proposed by Sperber and Wilson, this paper attempts to analyze the special linguistic phenomenon of puns in Chinese advertisements through a large number of statistics, case studies and questionnaires. Due to the characteristics of dual context, pun can be divided into single meaning pun and multi-meaning pun. The present study analyzes the cognitive processes of these two pun types from the perspective of relevance theory, and explores whether Chinese advertisements with puns are more popular than Chinese advertisements without puns by means of questionnaires. And whether Chinese advertisements with different pun types can produce different effects. Firstly, 172 Chinese advertisements with puns are classified according to the characteristics of the two types of pun, and their classification and situation are analyzed. 63 college students participated in the survey, and the questionnaire was divided into two stages. In order to avoid the influence of gender factors, the individual involvement scale was used to test the degree of involvement. According to the test results, the second questionnaire of high involvement advertising design was selected and divided into female and male groups. According to the Richter scale, each advertisement was judged by interest, impression and affection. After the data collection is completed, the reliability test is first used to test whether the questions involved in the questionnaire are credible or not, and then the independent sample T test is used to analyze whether the audience has significant differences in the understanding of the three advertising words in these three tests. After the data processing is finished, each result is analyzed and discussed by using relevance theory and case studies are carried out for typical samples in the questionnaire. The results show that the existence of pun has a great influence on the advertising attitude of the audience, and that the advertising with puns can produce better results than those without puns. The study also shows that advertisements with multiple meanings are more interesting and popular than those with single meaning pun, but those with single meaning pun are more impressive. The findings of this study further prove that relevance theory has a strong explanatory power for puns. In addition, the research methods and the results of this study have some contribution to the irony research in advertising, which can enhance the audience's understanding of pun advertising, and at the same time, it puts forward some suggestions and suggestions for advertisers to design pun ads. For advertising communication has played a certain role in promoting.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15
【参考文献】
相关期刊论文 前5条
1 苗兴伟;关联理论与认知语境[J];外语学刊(黑龙江大学学报);1997年04期
2 李鑫华;英语双关修辞格的分类、多(歧)义与双重语境[J];四川外语学院学报;2000年03期
3 李冬梅;近10年来关联理论在中国的研究[J];四川外语学院学报;2002年02期
4 姚俊;广告双关语的认知研究[J];四川外语学院学报;2004年05期
5 杨彬;从关联理论看英汉广告双关语[J];山东外语教学;2004年05期
，本文编号：2356962
本文链接：https://www.wllwen.com/wenyilunwen/yuyanxuelw/2356962.html
