【摘要】：隨著經(jīng)濟(jì)的快速發(fā)展,廣告作為一種傳播手段已經(jīng)成為人們?nèi)粘Ｉ畹囊粋�(gè)重要組成部分。廣告語言多種多樣,但究其目的都是為了宣傳產(chǎn)品或服務(wù),刺激消費(fèi)者的消費(fèi)欲望,從而達(dá)到銷售產(chǎn)品或者服務(wù)的目的。語音隱喻就是一種從語音層面來“跨域喻指”的隱喻現(xiàn)象。作為一種新興的修辭手段和一種認(rèn)知方式,語音隱喻越來越受到廣告設(shè)計(jì)者的青睞。近年來,雖然有眾多國內(nèi)外專家、學(xué)者對商業(yè)廣告進(jìn)行研究,但其研究角度大部分局限于廣告的結(jié)構(gòu)、功能,人際意義等層面。隨著語用學(xué)的快速發(fā)展,部分學(xué)者開始嘗試使用關(guān)聯(lián)理論對英文廣告進(jìn)行研究。關(guān)聯(lián)理論從語言哲學(xué)、認(rèn)知心理學(xué)、交際學(xué)等多學(xué)科的角度對語言交際做出解釋。它將認(rèn)知和語用結(jié)合起來,將語用學(xué)研究的重點(diǎn)從話語的產(chǎn)出轉(zhuǎn)移到話語的理解。關(guān)聯(lián)理論不僅為語用學(xué)服務(wù),它還大大豐富了語用學(xué)理論。經(jīng)過調(diào)查研究,作者發(fā)現(xiàn),雖然前人所做的關(guān)于廣告中語音隱喻的研究對于以后英文商業(yè)廣告語音隱喻的研究具有一定借鑒作用,但是大部分研究也只是局限于對廣告者和消費(fèi)者的交流過程的研究,并沒有提及英文商業(yè)廣告中語音隱喻的特點(diǎn)以及消費(fèi)者是如何理解英文商業(yè)廣告中的語音隱喻的。因此,本文試圖闡釋語音隱喻在英文商業(yè)廣告中的特點(diǎn),并運(yùn)用關(guān)聯(lián)理論著重分析消費(fèi)者對英文商業(yè)廣告中的語音隱喻的理解過程。本文共從國外英文網(wǎng)站搜集140條含有語音隱喻的英文商業(yè)廣告,并按照商業(yè)用途,分為產(chǎn)品類和服務(wù)類兩大類型,同時(shí)又分別就兩大類商業(yè)廣告中的語音隱喻類型進(jìn)行了劃分。以關(guān)聯(lián)理論為理論框架,采用例證法和定量分析方法,利用關(guān)聯(lián)理論的三個(gè)核心概念:明示-推理交際、認(rèn)知語境和最優(yōu)關(guān)聯(lián)對英文商業(yè)廣告中的三種語音隱喻:同音同形異義類語音隱喻、同音異形異義類語音隱喻和語音仿擬類語音隱喻進(jìn)行詳細(xì)分析。回答了以下三個(gè)問題:1)英文商業(yè)廣告中語音隱喻的特點(diǎn)是什么?2)如何在關(guān)聯(lián)視角下理解英文商業(yè)廣告中的語音隱喻?3)哪種類型的語音隱喻在英文商業(yè)廣告中出現(xiàn)的頻率最高?為什么?通過分析,作者發(fā)現(xiàn):同音同形異義類的語音隱喻在英文商業(yè)廣告中出現(xiàn)的頻率遠(yuǎn)遠(yuǎn)高于語音隱喻在英文商業(yè)廣告中的同音異形異義類語音隱喻和語音仿擬類語音隱喻;無論英文商業(yè)廣告采用何種形式的修辭手段來宣傳商品或者服務(wù),其受眾都要把廣告創(chuàng)作者所給予的明示與相關(guān)認(rèn)知語境結(jié)合起來,進(jìn)行加工推理,才能獲得最佳關(guān)聯(lián)并理解廣告的真實(shí)意圖。同時(shí),為了更清晰地闡釋英文商業(yè)廣告中的語音隱喻,作者還對英文商業(yè)廣告中的語音隱喻的特點(diǎn)進(jìn)行了分析。這一研究證實(shí)了關(guān)聯(lián)理論能夠用來理解英文商業(yè)廣告中的語音隱喻。
[Abstract]:With the rapid development of economy, advertising as a means of communication has become an important part of people's daily life. The advertising language is varied, but its purpose is to promote the product or service, stimulate the consumer's consumption desire, so as to achieve the purpose of selling the product or service. Phonetic metaphor is a metaphorical phenomenon of cross-domain metaphorical meaning from the phonological level. As a new rhetorical device and a cognitive method, phonetic metaphor is becoming more and more popular among advertising designers. In recent years, although there are many experts and scholars at home and abroad to study commercial advertising, but most of its research point of view is confined to the structure, function, interpersonal meaning and other aspects of advertising. With the rapid development of pragmatics, some scholars try to use relevance theory to study English advertising. Relevance theory explains language communication from the perspectives of language philosophy, cognitive psychology, communication and so on. It combines cognition and pragmatics and shifts the emphasis of pragmatics from the output of utterance to the comprehension of utterance. Relevance theory not only serves pragmatics, but also enriches pragmatics theory. After investigation, the author finds that although the previous studies on phonetic metaphor in advertising have some reference value to the later study of phonetic metaphor in English commercial advertising. However, most of the studies are limited to the process of communication between advertisers and consumers, and do not mention the characteristics of phonetic metaphors in English commercial advertisements and how consumers understand the phonetic metaphors in English commercial advertisements. Therefore, this paper attempts to explain the characteristics of phonetic metaphor in English commercial advertisements, and applies relevance theory to analyze the process of consumers' understanding of phonetic metaphors in English commercial advertisements. This paper collects 140 English commercial advertisements with phonetic metaphors from foreign English websites, and divides them into two categories according to their commercial uses: product category and service category. At the same time, they are divided into two categories respectively. Taking relevance theory as the theoretical framework, using the method of illustration and quantitative analysis, and using the three core concepts of relevance theory: ostensive-inferential communication, Cognitive context and optimal relevance are used to analyze in detail three kinds of phonetic metaphors in English commercial advertisements: homonym homonymy phonetics and phonetic parody. The following three questions are answered: (1) what are the characteristics of phonetic metaphors in English commercial advertisements? (2) how to understand the phonetic metaphors in English commercial advertisements from the perspective of relevance? (3) which types of phonetic metaphors appear most frequently in English commercial advertisements? Why? Based on the analysis, the author finds that the frequency of homonym and homonym in English commercial advertisements is much higher than that of homonym and phonetic parody in English commercial advertisements. No matter what form of rhetoric is used to promote goods or services in English commercial advertisements, the audience should combine the expression given by the advertisement creators with the relevant cognitive context to process and reason. In order to get the best relevance and understand the real purpose of advertising. At the same time, in order to explain the phonetic metaphors in English commercial advertisements more clearly, the author also analyzes the characteristics of phonetic metaphors in English commercial advertisements. This study confirms that relevance theory can be used to understand phonetic metaphors in English commercial advertisements.
【學(xué)位授予單位】：長春工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：H315

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