【摘要】：近年來(lái)，廣告雙關(guān)語(yǔ)已成為學(xué)術(shù)研究的一個(gè)熱點(diǎn)話題，語(yǔ)言學(xué)家已經(jīng)從修辭角度到翻譯角度等各種不同的角度對(duì)此進(jìn)行了大量的研究，然而卻很少有人從認(rèn)知語(yǔ)用的雙重視角對(duì)廣告雙關(guān)語(yǔ)進(jìn)行研究。 鑒于此,本研究從兩個(gè)角度，即認(rèn)知角度和語(yǔ)用角度，對(duì)廣告雙關(guān)語(yǔ)進(jìn)行詳細(xì)地分析，就廣告雙關(guān)語(yǔ)的解讀模型及廣告雙關(guān)語(yǔ)產(chǎn)生的認(rèn)知機(jī)制兩個(gè)方面進(jìn)行探討。本研究共采用三個(gè)理論，即概念整合理論、合作原則和關(guān)聯(lián)理論。為此，作者從電視、報(bào)紙、網(wǎng)絡(luò)資源,街頭廣告牌等處搜集了英漢商業(yè)廣告共計(jì)300個(gè)樣本作為語(yǔ)料，，并從中挑選出191條含有雙關(guān)語(yǔ)的廣告對(duì)其進(jìn)行分類整理。從191條廣告雙關(guān)語(yǔ)的語(yǔ)料中，隨機(jī)篩選出四十個(gè)商業(yè)廣告雙關(guān)語(yǔ)（23條漢語(yǔ)廣告，17條英語(yǔ)廣告）并對(duì)其進(jìn)行了定性分析。本文在研究設(shè)計(jì)和數(shù)據(jù)分析基礎(chǔ)上,得出了以下的研究結(jié)果，總結(jié)為以下幾點(diǎn): 首先,在概念整合理論框架下，廣告雙關(guān)語(yǔ)的解讀模型涉及到五個(gè)心理空間，即輸入空間1，輸入空間2，類屬空間，融合空間和輸出空間。此外,基于合作原則和關(guān)聯(lián)理論,輸入空間1和輸入空間2之間的交互過(guò)程經(jīng)歷了五個(gè)階段，包括沖突、合作、共同特征、相關(guān)性、跨空間映射。 其次,廣告雙關(guān)語(yǔ)產(chǎn)生的認(rèn)知機(jī)制則包含四個(gè)要點(diǎn)，即來(lái)自輸入空間1和輸入空間2的雙重語(yǔ)境,鉸鏈,雙重語(yǔ)境的沖突，雙重語(yǔ)境的相似（融合空間中）。 本研究為廣告生產(chǎn)商創(chuàng)作出更好的廣告提供了理論框架模型。與此同時(shí),這項(xiàng)研究首次嘗試性地將認(rèn)知和語(yǔ)用兩個(gè)角度相結(jié)合起來(lái)對(duì)廣告雙關(guān)語(yǔ)進(jìn)行研究，對(duì)以后的跨視角及跨學(xué)科研究具有一定的啟發(fā)和借鑒意義。
[Abstract]:In recent years, advertising pun has become a hot topic in academic research. Linguists have done a lot of research on it from the perspective of rhetoric to translation. However, few people study advertising puns from the perspective of cognitive pragmatics. In view of this, this study makes a detailed analysis of advertising puns from two angles, namely, cognitive angle and pragmatic angle, and probes into the interpretation model of advertising puns and the cognitive mechanism of advertising puns. There are three theories used in this study, namely conceptual integration theory, cooperation principle and relevance theory. To this end, the author collected 300 samples of English and Chinese commercial advertisements from television, newspapers, network resources, street billboards and so on, and selected 191 advertisements containing puns to sort them out. Forty commercial puns (23 Chinese advertisements and 17 English advertisements) were randomly selected from 191 advertising pun corpus and analyzed qualitatively. On the basis of research design and data analysis, the following research results are obtained in this paper, which are summarized as follows: firstly, under the framework of conceptual integration theory, the interpretation model of advertising puns involves five psychological spaces. That is, input space 1, input space 2, generic space, fusion space and output space. In addition, based on cooperation principle and relevance theory, the interaction process between input space 1 and input space 2 goes through five stages, including conflict, cooperation, common characteristics, relativity and cross-spatial mapping. Secondly, the cognitive mechanism of advertising pun contains four main points, that is, the dual context from input space 1 and input space 2, hinge, the conflict of dual context, and the similarity of dual context (in fusion space). This study provides a theoretical framework model for advertising manufacturers to create better advertising. At the same time, this study attempts to combine cognitive and pragmatic perspectives to study advertising puns for the first time, which has some inspiration and reference significance for future cross-perspective and interdisciplinary research.
【學(xué)位授予單位】：長(zhǎng)安大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：H136;H313

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 王琪;雙關(guān)語(yǔ)的言外轉(zhuǎn)喻屬性模式解讀[D];哈爾濱理工大學(xué);2015年

本文編號(hào)：2470088