【摘要】：在眾多的人類(lèi)交際方式中，廣告語(yǔ)交際占有舉足輕重的地位，越來(lái)越多的學(xué)者開(kāi)始關(guān)注廣告語(yǔ)。同時(shí)在日常生活中，也有越來(lái)越多的人們開(kāi)始對(duì)廣告感興趣，因?yàn)閺V告在社會(huì)生活中幾乎無(wú)處不在，它充斥著人們的生活。盡管廣告的內(nèi)容千差萬(wàn)別，廣告?zhèn)鬟f信息的方式卻大致相同，它們往往通過(guò)間接的方式來(lái)表達(dá)想要的目的或思想，而雙關(guān)語(yǔ)就是其中之一。雙關(guān)語(yǔ)是一種比較常見(jiàn)的修辭格，它用一個(gè)詞或一個(gè)短語(yǔ)表達(dá)雙重或多種意思。恰當(dāng)?shù)剡\(yùn)用雙關(guān)語(yǔ)可以使語(yǔ)言表達(dá)得含蓄，幽默，而且能加深語(yǔ)意，給人以深刻印象。在競(jìng)爭(zhēng)日益激烈的廣告市場(chǎng)中，廣告商會(huì)注重運(yùn)用各種手段來(lái)提高其產(chǎn)品的競(jìng)爭(zhēng)力。廣告商青睞雙關(guān)語(yǔ)，因其可以使商家在有限的時(shí)間和空間內(nèi)向受眾更有效地傳遞信息，達(dá)到成功交際，從而來(lái)促進(jìn)商品銷(xiāo)售，使商家獲取一定的利潤(rùn)。 本文以Dan Sperber和Deirdre Wilson提出的關(guān)聯(lián)理論為基礎(chǔ)，對(duì)廣告語(yǔ)的語(yǔ)言特征進(jìn)行剖析。通過(guò)一些實(shí)際案例來(lái)分析受眾對(duì)含有雙關(guān)語(yǔ)廣告語(yǔ)的理解過(guò)程以及雙關(guān)語(yǔ)促使廣告順利交際的根本原因，進(jìn)而回答以下幾個(gè)研究問(wèn)題：一，，為什么廣告商仍然喜歡雙關(guān)語(yǔ)盡管雙關(guān)語(yǔ)含有一定的模糊性？二，雙關(guān)在廣告中是如何實(shí)現(xiàn)的？三，廣告商是怎樣通過(guò)雙關(guān)語(yǔ)的合理運(yùn)用從而成功達(dá)到與受眾的成功交際的？本文大部分的數(shù)據(jù)收集來(lái)源于英語(yǔ)課本、雜志、電視廣告以及一些報(bào)紙等等。通過(guò)對(duì)每個(gè)雙關(guān)語(yǔ)在廣告語(yǔ)中的具體應(yīng)用的案例分析，揭示雙關(guān)語(yǔ)的語(yǔ)言特點(diǎn)和語(yǔ)用效果，從而解釋為什么廣告商和受眾都喜歡雙關(guān)語(yǔ)。 本研究論文一共分為五個(gè)章節(jié)。 第一章簡(jiǎn)要介紹本文的研究背景、意義、研究目標(biāo)及論文的基本框架結(jié)構(gòu)。 第二章是文獻(xiàn)回顧，總結(jié)了前人對(duì)該領(lǐng)域的研究狀況，他們所取得的成就及不足；其次就是本研究的理論基礎(chǔ)即關(guān)聯(lián)理論的主要內(nèi)容，另外雙關(guān)語(yǔ)的分類(lèi)和優(yōu)勢(shì)也會(huì)在本章加以闡述。 第三章是本研究的研究設(shè)計(jì)部分，主要包括研究問(wèn)題、研究方法和步驟以及數(shù)據(jù)收集。 第四章是分析討論，為本研究的核心部分。通過(guò)一些具體的案例分析來(lái)論述在關(guān)聯(lián)理論背景下雙關(guān)語(yǔ)在廣告中的具體運(yùn)用。 第五章是結(jié)論，總結(jié)了本研究的一些主要發(fā)現(xiàn)，同時(shí)概括了研究啟示以及本研究的一些不足和研究的局限性。這些不足有待于做進(jìn)一步研究。
[Abstract]:In many human communication ways, advertising language communication plays a pivotal role, more and more scholars begin to pay attention to advertising language. At the same time, in daily life, more and more people begin to be interested in advertising, because advertising is almost everywhere in social life, it is full of people's lives. Although the contents of advertisements vary widely, the ways in which advertisements convey information are generally the same. They often express their desired purpose or thought indirectly, and puns are one of them. Pun is a more common figure of speech that uses a word or a phrase to express double or multiple meanings. The proper use of puns can make the language implicit, humorous, and can deepen the meaning and impress people. In the increasingly competitive advertising market, advertisers pay attention to the use of various means to improve the competitiveness of their products. Advertisers favor pun, because it can make merchants transmit information to the audience more effectively in limited time and space, achieve successful communication, so as to promote the sale of goods and make the merchants obtain certain profits. Based on the relevance theory proposed by Dan Sperber and Deirdre Wilson, this paper analyzes the linguistic features of advertising language. Through some practical cases, this paper analyzes the process of audience understanding of advertisements containing puns and the fundamental reasons why puns promote the smooth communication of advertisements, and then answers the following research questions: 1. Why do advertisers still like puns despite the fuzziness of puns? Second, how is pun implemented in advertising? Third, how can advertisers successfully communicate with the audience through the rational use of puns? Most of the data collected in this paper come from English textbooks, magazines, TV advertisements, newspapers and so on. Through the case study of the application of each pun in advertising, this paper reveals the language characteristics and pragmatic effects of pun, and explains why advertisers and audiences like puns. This thesis is divided into five chapters. The first chapter briefly introduces the research background, significance, research objectives and the basic framework of the paper. The second chapter is a review of the literature, summarizing the previous research in this field, their achievements and shortcomings; Secondly, the theoretical basis of this study is the main content of relevance theory, and the classification and advantages of puns will also be explained in this chapter. The third chapter is the research and design of this study, including research problems, research methods and procedures and data collection. The fourth chapter is the analysis and discussion, which is the core part of this study. This paper discusses the application of puns in advertising under the background of relevance theory through some specific case studies. The fifth chapter is the conclusion, summarizes some of the main findings of this study, and summarizes the implications of the study as well as some shortcomings and limitations of this study. These deficiencies need to be further studied.
【學(xué)位授予單位】：河南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：H315.9

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本文編號(hào)：2380043