本文選題：象似性理論　切入點：修辭手段　出處：《湖南師范大學》2005年碩士論文

【摘要】：象似性理論作為認知語言學的一個重要理論,在國內外語言學界受到廣泛關注。語言學家們對語言中的象似性現(xiàn)象做出了詳盡地解釋,歸納出了語言中的不同的象似性原則和特點,豐富和完善了象似性理論體系。近年來,國內外的學者開始嘗試研究象似性理論的修辭功能,但主要集中在以詩歌為代表的文體分析和文學研究中,而象廣告這樣和實際生活結合更為緊密的體裁卻鮮有涉獵。所以本文旨在通過廣告英語來探討象似性及其修辭功能,這對于拓寬象似性及其修辭功能的研究具有一定的意義。 雖然Andreas Fischer對廣告中的象似性現(xiàn)象進行過探討,但他只是在收集了大量廣告素材的基礎上,分析了書面廣告中的視覺象似性。而對于具有獨特的文體和修辭特征的廣告體裁來說,僅僅進行這種單一的視覺象似性研究,是遠遠不夠的。因為廣告具有強烈的目的性和獨特的功能,廣告英語的設計必然要考慮音、形、意等多方面的因素,在廣告英語中,除了視覺象似性外,應該還存在其他的象似性。所以,本文通過廣告英語對聲音象似性、視覺象似性、數(shù)量象似性和對稱象似性四個象似性原則及其修辭功能進行了較為全面的研究,從而證明了在廣告英語中象似性不僅是與任意性相對的語言的自然屬性,更是一種重要的修辭手段,并且具有非常重要的作用。 另外,語言學家們對于象似性的研究,一直以來主要局限于詞匯層面和句法層面,近期才有個別學者提出了語篇象似性理論——從超句法的語篇層面研究象似性。基于此,本文試著從詞匯、句法和語篇三個層面對聲音象似性、視覺象似性、數(shù)量象似性和對稱象似性四條象似性原則在廣告英語中的修辭功能進行了分析,較為全面地研究了象似性及其修辭功能,并且豐富了語篇象似性的研究。 本文以《廣告和廣告英語》和《漢英、英漢廣告寫作詞典》中的廣告為語料,從中選出符合本文象似性原則的廣告進行例證分析。分析顯示,象似性的不同原則在廣告英語中的確發(fā)揮著重要的修辭作用。 本文的研究,一方面,通過廣告英語的例子證明了象似性是一種修辭手段,分析了象似性的修辭功能,豐富了語篇象似性的研究內容;另一方面,為廣告英語和修辭學的研究提供了象似性的理論工具。此外,對本課題的進一步研究,既可以促進英漢和漢英廣告的翻譯對比,
[Abstract]:Iconicity theory, as an important theory of cognitive linguistics, has received extensive attention in the field of linguistics both at home and abroad. Linguists have explained the phenomenon of iconicity in language in detail. In recent years, scholars at home and abroad have tried to study the rhetorical functions of iconicity theory by summarizing the different principles and characteristics of iconicity in language, enriching and perfecting the system of iconicity theory. However, it is mainly concentrated in the stylistic analysis and literary research represented by poetry. However, there are few genres such as advertising, which are more closely related to real life, so this paper aims to explore iconicity and its rhetorical functions through advertising English. This has certain significance for broadening the study of iconicity and its rhetorical function. Although Andreas Fischer has discussed the phenomenon of iconicity in advertising, he has only analyzed the visual iconicity in written advertisements on the basis of collecting a large number of advertising materials. It is far from enough to carry out this kind of single visual iconicity study. Because advertising has strong purpose and unique function, the design of advertising English must consider many factors, such as sound, shape, meaning and so on. In advertising English, it is necessary to consider many factors, such as sound, shape and meaning. In addition to visual iconicity, there should be other iconicity. The four iconicity principles of quantitative iconicity and symmetrical iconicity and their rhetorical functions have been comprehensively studied, thus proving that iconicity is not only the natural attribute of language as opposed to arbitrariness in advertising English. It is also an important rhetorical device, and has a very important role. In addition, linguists' researches on iconicity have been mainly confined to the lexical and syntactic levels. Recently, some scholars have put forward the theory of textual iconicity-studying iconicity from the perspective of hyper-syntactic discourse. This paper attempts to analyze the rhetorical functions of sound iconicity, visual iconicity, quantitative iconicity and symmetrical iconicity in advertising English from the lexical, syntactic and textual perspectives. This paper comprehensively studies iconicity and its rhetorical functions, and enriches the study of textual iconicity. Based on the advertisements in Advertising and Advertising English and Chinese, English-Chinese Advertising Writing Dictionary, this paper selects the advertisements which accord with the principle of iconicity in this paper. The principle of iconicity does play an important rhetorical role in advertising English. The present study, on the one hand, proves that iconicity is a rhetorical device, analyzes the rhetorical functions of iconicity, and enriches the content of textual iconicity through the example of advertising English; on the other hand, it proves that iconicity is a rhetorical device and enriches the content of textual iconicity. It provides a theoretical tool of iconicity for the study of advertising English and rhetoric. In addition, the further study of this topic can not only promote the translation contrast between English and Chinese advertising, but also Chinese and English advertising.
【學位授予單位】：湖南師范大學
【學位級別】：碩士
【學位授予年份】：2005
【分類號】：H315

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本文編號：1682016