关联理论视角下的广告仿拟语研究
发布时间：2023-05-06 02:14
当前,随着大众媒介和商品流通快速发展的需要,广告在日臻完善的同时,与人们的日常生活也变得密切相关。广告是否能吸引读者,关键是在广告语言是否生动有趣。.而广告是广告商与公众之间的一种特殊言语交际形式,因此在广告创作中采用何种语言成为广告语制作的重点。近几年来,修辞格成为广告语的新宠,比如双关,拟人,重复等。而仿拟修辞格在广告语言的使用上发挥着越来越重要的作用,颇受广告商的青睐。仿拟是通过模仿别人的写作风格以使写出来的东西有趣的一种写作手法。 Sperber和Wilson联合提出的关联理论(Relevance Theory),是从信息处理的认知特点出发,认为语言交际是一种明示-推理的认知活动,这种活动实际上是交际者对所处的认知环境进行再认识和互明(mutual manifestness)的过程。影响关联程度的因素有两个:语境效果和为获得语境效果而付出的心力。此外,关联理论涵盖了两条基本原则,即认知关联原则和交际关联原则。关联理论认为:“在正常的交际中,受话者总是追求最佳相关的目标,即在认知过程中力图以最小的投入获得最大的认知效果。” 广告是一种特殊的语言交际活动,根据关联理论,广告可以看做...
【文章页数】：52 页
【学位级别】：硕士
【文章目录】：
摘要
Abstract
Chapter 1 Introduction
Chapter 2 An Overview of Parody in Advertisement
2.1 Definition of Parody
2.2 Classifications of Parody
2.3 Functions of Parody
2.3.1 Rhetorical Effects
2.3.2 Coining New Words
2.4.P ragmatic and Cognitive Study of Parody
2.4.1 Prototype Theory and Parody
2.4.2 Figure -Ground Theory and Parody
2.4.3 Mental Space Theory and Parody
2.5 Parodies in Advertisements
2.5.1 Definition and Classifications of Advertising
2.5.2 Functions of Advertising
2.5.3 Features of Advertising
2.5.4 Forms of Parody in Advertisement
Chapter 3 An Overview of Relevance Theory
3.1 An Overview of Major Studies of Relevance Theory
3.2 Main Concepts of Relevance Theory
3.2.1 Ostensive-inferential Communication
3.2.2 Cognitive Environment and Mutual Manifestness
3.2.3 Contextual Effect and Processing Effort
3.2.4 Principles of Relevance and Optimal Relevance
3.3 Feasibility of Applying Relevance Theory to the Study of Parody in Ads
Chapter 4 The Interpretation of Parody in Advertisements with Relevance Theory Approach
4.1 Studies of Relevance Theory Applied in Parodic Ads
4.2 Two layers of Intention of Advertising
4.3 Classifications of Parodic Advertisement Based on Relevance
4.3.1 Phonetic Relevance
4.3.2 Semantic Relevance
4.3.3 Textual Relevance
4.4 Ostensive-inferential Communication Interpreting Parodic Ads
4.4.1 Ostention in Parodic Advertising
4.4.2 Inference in Parodic Advertisements
4.5 Degrees of Relevance in Parodic Advertising Communication
Chapter 5 Problems Existing and Strategies of Creating Successful Parodic Ads
5.1 Problems Existing in Applying Parody in Ads
5.1.1 Causing Ambiguity
5.1.2 Misleading Teenagers
5.1.3 Name Tort
5.1.4 Causing Weariness in Aesthetic Judgment and Appreciation
5.2 Strategies of Creating Successful Parodic Ads
5.2.1 Making Advertisement Concise
5.2.2 Applying humorous device into parodic advertisements
5.2.3 Probing into the Intrinsic Relevance between Advertisements and Products
Chapter 6 Conclusion
References
攻读学位期间取得的成果
Acknowledgements
本文编号：3808819
【文章页数】：52 页
【学位级别】：硕士
【文章目录】：
摘要
Abstract
Chapter 1 Introduction
Chapter 2 An Overview of Parody in Advertisement
2.1 Definition of Parody
2.2 Classifications of Parody
2.3 Functions of Parody
2.3.1 Rhetorical Effects
2.3.2 Coining New Words
2.4.P ragmatic and Cognitive Study of Parody
2.4.1 Prototype Theory and Parody
2.4.2 Figure -Ground Theory and Parody
2.4.3 Mental Space Theory and Parody
2.5 Parodies in Advertisements
2.5.1 Definition and Classifications of Advertising
2.5.2 Functions of Advertising
2.5.3 Features of Advertising
2.5.4 Forms of Parody in Advertisement
Chapter 3 An Overview of Relevance Theory
3.1 An Overview of Major Studies of Relevance Theory
3.2 Main Concepts of Relevance Theory
3.2.1 Ostensive-inferential Communication
3.2.2 Cognitive Environment and Mutual Manifestness
3.2.3 Contextual Effect and Processing Effort
3.2.4 Principles of Relevance and Optimal Relevance
3.3 Feasibility of Applying Relevance Theory to the Study of Parody in Ads
Chapter 4 The Interpretation of Parody in Advertisements with Relevance Theory Approach
4.1 Studies of Relevance Theory Applied in Parodic Ads
4.2 Two layers of Intention of Advertising
4.3 Classifications of Parodic Advertisement Based on Relevance
4.3.1 Phonetic Relevance
4.3.2 Semantic Relevance
4.3.3 Textual Relevance
4.4 Ostensive-inferential Communication Interpreting Parodic Ads
4.4.1 Ostention in Parodic Advertising
4.4.2 Inference in Parodic Advertisements
4.5 Degrees of Relevance in Parodic Advertising Communication
Chapter 5 Problems Existing and Strategies of Creating Successful Parodic Ads
5.1 Problems Existing in Applying Parody in Ads
5.1.1 Causing Ambiguity
5.1.2 Misleading Teenagers
5.1.3 Name Tort
5.1.4 Causing Weariness in Aesthetic Judgment and Appreciation
5.2 Strategies of Creating Successful Parodic Ads
5.2.1 Making Advertisement Concise
5.2.2 Applying humorous device into parodic advertisements
5.2.3 Probing into the Intrinsic Relevance between Advertisements and Products
Chapter 6 Conclusion
References
攻读学位期间取得的成果
Acknowledgements
本文编号：3808819
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