本文選題：反語 + 廣告　； 參考：《吉林大學(xué)》2006年碩士論文

【摘要】： 本文運(yùn)用D.Sperber和D.Wilson的關(guān)聯(lián)理論,從三個(gè)角度分析了廣告中的反語,旨在回答以下兩個(gè)問題: 1.廣告受眾是如何理解反語類廣告的? 2.既然反語類的廣告能帶來歧義,為什么廣告主還會(huì)選擇反語修辭?廣告人有意違背受眾的認(rèn)知環(huán)境,造成字面意義與隱含意義的差別。廣告受眾在理解反語類廣告時(shí)會(huì)排除表層和直接含義,領(lǐng)會(huì)深層的、廣告主所期望的含義。通過這種方式,廣告將給受眾留下深刻的印象。 對(duì)于廣告主選擇反語的原因,本文認(rèn)為,反語具有一定的語用功能可以幫助其實(shí)現(xiàn)交際效果。本研究表明反語在書面廣告中有三種功能:1)吸引受眾注意力,2)使廣告簡(jiǎn)潔凝練,3)使廣告含蓄幽默。基于關(guān)聯(lián)視角對(duì)廣告反語的分析,本文得出以下結(jié)論:首先,反語類廣告受到廣告設(shè)計(jì)人員的歡迎;其次,廣告交際是明示推理過程,反語在廣告中是明示刺激,起到吸引和滯留廣告受眾的目的;最后,廣告主選擇反語是為了追求最佳關(guān)聯(lián)。 該研究不僅擴(kuò)展了關(guān)聯(lián)理論的解釋性,而且對(duì)廣告人創(chuàng)作反語廣告以及受眾理解反語廣告都具有一定的指導(dǎo)意義。
[Abstract]:Using the relevance theory of D.Sperber and D.Wilson, this paper analyzes the irony in advertising from three angles, and aims to answer the following two questions: 1. How does the audience understand irony advertising? 2. Since irony ads can lead to ambiguity, why do advertisers choose irony rhetoric? Advertisers deliberately violate the cognitive environment of the audience and make the difference between literal meaning and implied meaning. In understanding irony advertising, the advertising audience will exclude the surface and direct meaning, and understand the deep meaning that advertisers expect. In this way, advertising will impress the audience. As for the reason why advertisers choose irony, this paper argues that irony has certain pragmatic functions to help them achieve communicative effects. This study shows that irony has three functions in written advertising: 1) attracting the attention of the audience 2) making the advertisement concise and concise 3) making the advertisement implicit and humorous. Based on the analysis of advertising irony from the perspective of relevance, this paper draws the following conclusions: first, irony advertisements are welcomed by advertising designers; secondly, advertising communication is an ostensive-inferential process, and irony is an explicit stimulus in advertising. Finally, advertisers choose irony to pursue the best relevance. This study not only expands the explanation of relevance theory, but also has certain guiding significance for advertisers to create irony advertisements and audiences to understand irony advertisements.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：H315

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