基于图形-背景理论的广告双关语分析
发布时间：2024-02-21 13:14
当今社会,市场经济迅速发展,商品竞争异常激烈。作为商业信息传播工具的广告已渗透到人们生活的方方面面。广告语作为一种特殊的语体逐渐成为语言学界研究的热点。广告双关语是指采取双关修辞方式的广告语,具有含蓄、新颖的特点,为许多成功的广告文案所采用。近些年来,对广告双关语的研究有很多,主要集中在语用功能、美学功能和翻译方面,也有学者从认知语言学的角度进行研究,例如:用概念整合理论研究广告双关语的生成机制;用图形-背景理论分析成语谐音广告双关语。本研究进一步从广告受众的角度,用图形-背景理论深入分析广告双关语识解的一般机制。 本论文共包含五章。第一章为引言,介绍了本研究的背景、问题、目的及意义。第二章介绍了相关概念和国内外对广告双关语的研究现状,并在此研究现状的基础上提出了笔者自己的研究方向。第三章介绍了本研究的理论基础——认知语言学视野中的图形-背景理论,包括图形-背景理论的起源,图形-背景分离,普雷格朗茨原则以及其在语言学研究中的应用。第四章应用图形-背景理论分析广告双关语,深入研究其中存在的各种图形-背景关系,分析了受众解读广告双关语的过程并用图表予以描述。第五章为结论部分,总结研究结果和...
【文章页数】：53 页
【学位级别】：硕士
【文章目录】：
中文摘要
ABSTRACT
CHAPTER ONE INTRODUCTION
1.1 BACKGROUND AND MOTIVATION OF THE STUDY
1.2 SIGNIFICANCE OF THE STUDY
1.3 PURPOSE OF THE STUDY
1.4 METHODOLOGY AND SOURCE OF EXAMPLES OF THIS THESIS
1.5 ORGANIZATION OF THIS THESIS
CHAPTER TWO LITERATURE REVIEW
2.1 GENERAL KNOWLEDGE ABOUT ADVERTISING AND PUN
2.1.1 Definition and Characteristics of Advertising
2.1.2 Definition and Characteristics of Pun
2.2 PREVIOUS STUDY OF PUN IN ADVERTISING
2.2.1 Previous Study of Pun in advertising by Foreign Scholars
2.2.2 Previous Study of Pun in advertising by Chinese Scholars
2.3 SUMMARY
CHAPTER THREE THEORETICAL BASIS OF THE STUDY
3.1 ORIGIN OF FIGURE-GROUND THEORY
3.2 FIGURE-GROUND SEGREGATION AND THE PRINCIPLE OF PR?GNANZ
3.3 PROPERTIES OF FIGURE AND GROUND
3.4 APPLICATION OF FIGURE-GROUND THEORY
CHAPTER FOUR REALIZATION OF FIGURE-GROUND THEORY IN PUN IN ADVERTISING
4.1 THEORETICAL ANALYSIS OF A PUN IN DVERTISING
4.1.1 Analysis of Figure-Ground in Pun in advertising
4.1.2 Three Levels of Figure-Ground Organization
4.1.3 The Analysis of the Interpretation Process of Pun in Advertising
4.2 ILLUSTRATION OF FIGURE-GROUND THEORY IN PUN IN ADVERTISING
4.2.1 Categories of Pun in advertising
4.2.2 Illustration of Figure-Ground Theory in Phonetic Pun
4.2.3 Illustration of Figure-Ground Theory in Semantic Pun
4.2.4 Illustration of Figure-Ground Theory in Complex Pun
4.3 FUNCTIONS OF PUN IN ADVERTISING FROM FIGURE-GROUND THEORY .
4.3.1 Functions of Pun in advertising from Figure
4.3.2 Functions of Pun in advertising from Ground
CHAPTER FIVE CONCLUSION
ACKNOWLEDGEMENTS
REFERENCES
APPENDIX 作者在攻读硕士学位期间发表的论文目录
本文编号：3905473
【文章页数】：53 页
【学位级别】：硕士
【文章目录】：
中文摘要
ABSTRACT
CHAPTER ONE INTRODUCTION
1.1 BACKGROUND AND MOTIVATION OF THE STUDY
1.2 SIGNIFICANCE OF THE STUDY
1.3 PURPOSE OF THE STUDY
1.4 METHODOLOGY AND SOURCE OF EXAMPLES OF THIS THESIS
1.5 ORGANIZATION OF THIS THESIS
CHAPTER TWO LITERATURE REVIEW
2.1 GENERAL KNOWLEDGE ABOUT ADVERTISING AND PUN
2.1.1 Definition and Characteristics of Advertising
2.1.2 Definition and Characteristics of Pun
2.2 PREVIOUS STUDY OF PUN IN ADVERTISING
2.2.1 Previous Study of Pun in advertising by Foreign Scholars
2.2.2 Previous Study of Pun in advertising by Chinese Scholars
2.3 SUMMARY
CHAPTER THREE THEORETICAL BASIS OF THE STUDY
3.1 ORIGIN OF FIGURE-GROUND THEORY
3.2 FIGURE-GROUND SEGREGATION AND THE PRINCIPLE OF PR?GNANZ
3.3 PROPERTIES OF FIGURE AND GROUND
3.4 APPLICATION OF FIGURE-GROUND THEORY
CHAPTER FOUR REALIZATION OF FIGURE-GROUND THEORY IN PUN IN ADVERTISING
4.1 THEORETICAL ANALYSIS OF A PUN IN DVERTISING
4.1.1 Analysis of Figure-Ground in Pun in advertising
4.1.2 Three Levels of Figure-Ground Organization
4.1.3 The Analysis of the Interpretation Process of Pun in Advertising
4.2 ILLUSTRATION OF FIGURE-GROUND THEORY IN PUN IN ADVERTISING
4.2.1 Categories of Pun in advertising
4.2.2 Illustration of Figure-Ground Theory in Phonetic Pun
4.2.3 Illustration of Figure-Ground Theory in Semantic Pun
4.2.4 Illustration of Figure-Ground Theory in Complex Pun
4.3 FUNCTIONS OF PUN IN ADVERTISING FROM FIGURE-GROUND THEORY .
4.3.1 Functions of Pun in advertising from Figure
4.3.2 Functions of Pun in advertising from Ground
CHAPTER FIVE CONCLUSION
ACKNOWLEDGEMENTS
REFERENCES
APPENDIX 作者在攻读硕士学位期间发表的论文目录
本文编号：3905473
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