本文選題：超文性 + 仿擬��； 參考：《吉林大學》2011年碩士論文

【摘要】：廣告作為一種商業(yè)促銷手段，在商業(yè)文明高度發(fā)達的社會，在經濟大潮已呈現(xiàn)全球化的今天，其重要意義已被全世界普遍認同。對廣告語的設計者來說，要使自己的廣告語達到最佳效果，就必須努力借助精彩的言語表達在最短的時間、最小的空間里吸引最多的受眾，把有關信息最有效地傳播出去并讓它牢牢地駐留在人們的記憶中。正是基十這種特定的使用環(huán)境，具有特殊修辭效果的仿擬辭格受到了廣告語創(chuàng)造者們的廣泛青睞，成為廣告語體中的“明星”和“寵兒”。 本篇論文運用熱佘特的互文性理論中提出的“超文性”概念對英漢廣告文本中的仿擬實例進行詳細對比分析與討論，從而得出兩種語言廣告語中仿擬修辭格的相似處與不同處，為廣告語的設計者尤其是國內廣告語設計者提供建議與指導。通過對仿擬分類與特征對比分析，結果顯示在仿語、仿句、仿篇幾類中，英漢仿擬廣告語中的運用基本是相同的，而在仿詞這一類中卻有著明顯的不同:英語屬十表音文字，其文字理據性雖無法與漢語相比，，但其形式理據性大大強十漢語，主要表現(xiàn)在英語中有大量的派生詞和復合詞，因此，英語具有其專門的仿詞一詞綴仿詞，而漢語中卻缺乏這種仿詞;而漢語具有的聲調特點使它也同樣存在英語中沒有的仿詞類型，如同音仿詞和近音仿詞，這兩類都是英語中所沒有卻獨特存在十漢語中;英語的主要優(yōu)勢在十篇章和段落的仿擬方面，詞組與單詞相對較少，而漢語的仿擬修辭特點表現(xiàn)在:運用修辭技巧時所仿擬的主要是人們熟知的成語、諺語、名言等詞組和單詞，對十篇章和段落的仿擬相對比較少。但整體來說，無論是從分類上還是從特征層面上分析，廣告語中英漢兩種語言的仿擬修辭相同點遠多十不同點，這也就使兩種語言在廣告仿擬上達到互相參照，互相學習的可行性行為。 本文還通過對英漢廣告中仿擬修辭格特點的分析，運用互文性理論對廣告翻譯進行分析與探討，從而指出互文性理論對十廣告翻譯的可行性與有效性。更為重要的是，互文性理論的研究與應用對十中國廣告在創(chuàng)意與設計理念的創(chuàng)新具有重要指導意義。中國廣告業(yè)的起步還是比較晚的，目前依然處十叩呀學語階段，應多借鑒一些優(yōu)秀國外廣告，以滿足口益發(fā)展的中國廣告業(yè)。
[Abstract]:Advertising as a means of commercial promotion, in the highly developed society of commercial civilization, in the economic tide has presented globalization today, its significance has been universally recognized by the world. To the designer of advertising language, in order to achieve the best effect, we must strive to attract the largest audience in the shortest time and the smallest space with the help of wonderful words. Spread the information most effectively and keep it firmly in people's memory. It is the idiosyncratic parody with a special rhetorical effect that is widely favored by advertisers and becomes the "star" and "darling" in the advertising language. This thesis uses the concept of "hypertext" in Gershert's intertextuality theory to analyze and discuss the parody examples in English and Chinese advertising texts in detail, so as to obtain the similarities and differences of parody rhetoric in the two kinds of advertising languages. To provide advice and guidance for advertising language designers, especially for domestic advertising language designers. Through the comparative analysis of parody classification and its characteristics, the results show that the use of English and Chinese parody advertising language is basically the same in parody, parody sentence and parody text, but there are obvious differences in this kind of parody: English belongs to ten phonetic characters. Although its written motivation can not be compared with Chinese, its formal motivation is much stronger than that of Chinese, which is mainly manifested in the large number of derivative words and compound words in English. Therefore, English has its special affix imitation words. However, there is a lack of this kind of imitation in Chinese, and the phonological characteristics of Chinese also make it exist in the same way as phonetic words and near-phonetic words, both of which are not found in English but are unique in ten Chinese languages. The main advantages of English are in the parody of ten chapters and paragraphs, the phrases and words are relatively few, while the rhetorical features of Chinese parody are: the parody of rhetorical skills is mainly imitated by well-known idioms, proverbs, and proverbs. Phrases and words, such as famous words, are relatively few parody of ten chapters and paragraphs. But on the whole, whether from the classification or from the characteristic level, there are ten points of similarity between the two languages in advertising, which makes the two languages achieve cross-reference in advertising parody. The feasibility of learning from each other. By analyzing the characteristics of parody figures of speech in English and Chinese advertisements, this paper analyzes and discusses the translation of advertisements by using the theory of intertextuality, and points out the feasibility and effectiveness of the theory of intertextuality in the translation of ten advertisements. More importantly, the research and application of intertextuality theory is of great significance to the innovation of creative and design ideas in ten Chinese advertisements. China's advertising industry is still relatively late to start. At present, it is still in the ten stages of learning English. We should learn more from some excellent foreign advertisements in order to meet the needs of the development of Chinese advertising industry.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：H315;H15

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本文編號：1898769