广告双关语中的语境与最佳关联研究

发布时间：2024-05-16 22:01

　　广告作为传递信息的载体,在当今的信息时代中发挥着日益重要的作用。为了在有限的时间和空间内向受众传递最有效的信息,广告制作者们注重运用各种语言技巧来促进销售,双关语便是其中重要的一种手段。由于其独特的修辞和语用效果,双关语被大量运用于中外广告,以期实现产品推销的目的。D. Sperber和D.Wilson提出的关联理论是一种研究人类交际的认知语用理论。依据关联理论,本文通过对实例的分析来探求中英文商业广告是如何通过双关的语境选择使受众获得最佳关联。 关联理论认为语言交际是一种明示—推理过程,是听话者对说话者的意图进行识别的认知过程。广告是一种特殊的交际行为,广告商的动机是使广告具有吸引力,或故意制造不同寻常的效果,一方面要吸引广告受众的注意力,另一方面还要引导受众导出最佳关联,因此广告制作者必须选择最佳语境以使广告受众接受广告所传递的信息。 论文介绍了关联理论,为后文双关语的分析与探讨构建起理论框架。然后总结广告双关语的语用特征以及其中语境的特点和功能。在此基础上,运用关联理论深入分析了从认知、语言学、情景、文化等方面选择语境的最佳关联。 通过分析可以看出关联理论为广告商与广告受众之间的...

【文章页数】：54 页

【学位级别】：硕士

【文章目录】：
Aenkwoledgements
摘要
Abstract
Chapter One Introduction
Chapter Two Studies on Pun and Advertising Language
    2.1 Definition and Characteristics of Pun
        2.1.1 Definition of Pun
        2.1.2 Characteristics of Pun
            2.1.2.1 Ambiguity
            2.1.2.2 Double Context
    2.2 The Traditional Approaches to Advertising Language
        2.2.1 Semiotic Approaches
        2.2.2 Linguistic Approaches
Chapter Three Relevance Theory and Advertising Puns
    3.1 Key Concepts of RT
        3.1.1 Relevance and Cognition
        3.1.2 Ostensive-inferential Communication
        3.1.3 The Principle of Relevance
            3.1.3.1 Cognitive Principle
            3.1.3.2 Communicative Priciple
        3.1.4 Optimal Relevance
        3.1.5 Context
        3.1.6 Contextual Effects
    3.2 Studies on Advertising Puns
        3.2.1 Pragmatic Approaches to Advertising Puns
        3.2.2 Classification of Pun in Advertisement
            3.2.2.1 Homophonic Pun
            3.2.2.2 Semantic Pun
            3.2.2.3 Grammatical Pun
            3.2.2.4 Idiomatic Pun
    3.3 Relevance Theory and Advertising Puns
Chapter Four An Analysis on Context in Advertising Puns
    4.1 Context in Advertising Puns
        4.1.1 Features of Context in Advertising Puns
        4.1.2 Functions of Context in Advertising Puns
    4.2 Optimal Relevance from Context Selection:Case Study
        4.2.1 Cognition-oriented Relevance
        4.2.2 Linguistics-oriented Relevance
        4.2.3 Situation-oriented Relevance
        4.2.4 Culture-oriented Relevance
Chapter Five Conclusion
Bibliography



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