【摘要】：隨著社會(huì)經(jīng)濟(jì)的發(fā)展,廣告現(xiàn)象已經(jīng)深入到人們生活的各個(gè)方面。語(yǔ)言是廣告信息中的重要載體,廣告中的語(yǔ)言必須具有鮮明針對(duì)性和強(qiáng)烈說(shuō)服力,于是修辭的運(yùn)用就成為了豐富廣告語(yǔ)言的一個(gè)重要的手段。仿擬作為一種修辭現(xiàn)象,在廣告中的運(yùn)用非常的普遍�！胺聰M”指得是故意模仿某一既有的語(yǔ)言表達(dá)形式來(lái)表達(dá)另外的意思。優(yōu)秀的仿擬在廣告中不但可以滿足廣告商創(chuàng)新、求雅、求同的心理,而且有助于喚起消費(fèi)者對(duì)仿體的感知、理解、和記憶。 過(guò)去關(guān)于仿擬的研究主要突出其在文學(xué)作品中的批判特征和藝術(shù)美感,對(duì)于仿擬在廣告文體中的研究相對(duì)較少,而且主要集中在基本的修辭角度。本文主要以維索爾倫的語(yǔ)言順應(yīng)論為理論基礎(chǔ),從語(yǔ)用學(xué)的角度探討了仿擬手法在廣告中的運(yùn)用,旨在探討廣告語(yǔ)篇中廣告者的仿擬的選擇是否順應(yīng)交際語(yǔ)境,為仿擬研究提供了一個(gè)嶄新的視角。 本文采用定性和定量相結(jié)合的方法來(lái)分析英漢廣告實(shí)例,通過(guò)研究發(fā)現(xiàn),廣告中仿擬辭格的運(yùn)用正是語(yǔ)言選擇從不同程度上動(dòng)態(tài)的順應(yīng)了人的物理世界,心理世界和社交世界:即動(dòng)態(tài)的順應(yīng)了物理世界中的時(shí)間背景,空間指示;心理世界中的認(rèn)知因素和情感因素;以及社交世界中的社會(huì)規(guī)約和文化因素。英漢仿擬廣告都從不同程度上順應(yīng)了人的三個(gè)世界,那么基于在順應(yīng)過(guò)程中英漢仿擬廣告的對(duì)比,我們能夠更加深刻的了解仿擬式廣告語(yǔ)的順應(yīng)形式和特征,對(duì)廣告商創(chuàng)作成功的仿擬廣告有指導(dǎo)意義。 語(yǔ)言順應(yīng)論為我們研究廣告中的仿擬現(xiàn)象提供了一個(gè)嶄新的視角,在此基礎(chǔ)上我們才能更好的理解廣告語(yǔ)言,更好的理解仿擬修辭在廣告中的運(yùn)用。與此同時(shí),本研究將從理論上豐富仿擬研究的角度,豐富順應(yīng)論的解釋力,對(duì)廣告制作人制作仿擬式廣告提供一些有用的指導(dǎo)和對(duì)受眾解讀仿擬式廣告提供一些幫助性建議。
[Abstract]:With the development of social economy, the phenomenon of advertisement has penetrated into every aspect of people's life. Language is an important carrier of advertising information, and the language in advertising must have distinct pertinence and strong persuasion, so the use of rhetoric has become an important means to enrich advertising language. Parody, as a rhetorical phenomenon, is widely used in advertising. Imitation means deliberately imitating an existing form of expression to express another meaning. Excellent imitation can not only satisfy advertisers' psychology of innovation, elegance and common understanding, but also help to arouse consumers' perception, understanding and memory of imitation. In the past, the researches on parody mainly highlighted its critical characteristics and artistic aesthetic sense in literary works, but the researches on parody in advertising style were relatively few, and mainly focused on the basic rhetorical point of view. Based on the theory of linguistic adaptation of Versolren, this paper discusses the application of parody in advertising from the perspective of pragmatics, with a view to exploring whether the choice of parody in advertising discourse is adapted to the communicative context. It provides a new perspective for imitation research. This paper uses qualitative and quantitative methods to analyze English and Chinese advertising examples, and finds out that the use of parody in advertising is the dynamic adaptation of language selection to the human physical world to varying degrees. Mental world and social world: the dynamic adaptation of the physical world to the time background, spatial indication; the psychological world cognitive and emotional factors; and social and cultural factors in the social world. Both English and Chinese parody advertisements have adapted to the three worlds of human beings to varying degrees, so based on the contrast between English and Chinese parody advertisements in the process of adaptation, we can better understand the adaptation forms and characteristics of parody advertising. For advertisers to create successful imitation advertising has a guiding significance. Linguistic adaptation theory provides a new perspective for us to study parody phenomena in advertising. On this basis, we can better understand advertising language and the use of parody rhetoric in advertising. At the same time, this study will enrich the theoretical perspective of parody research, enrich the explanatory power of adaptation theory, provide some useful guidance for advertisers to make parody advertisements and provide some helpful suggestions for the audience to interpret parody advertisements.
【學(xué)位授予單位】：燕山大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：H052

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