【摘要】：近年來，廣告雙關(guān)語已成為學術(shù)研究的一個熱點話題，語言學家已經(jīng)從修辭角度到翻譯角度等各種不同的角度對此進行了大量的研究，然而卻很少有人從認知語用的雙重視角對廣告雙關(guān)語進行研究。 鑒于此,本研究從兩個角度，即認知角度和語用角度，對廣告雙關(guān)語進行詳細地分析，就廣告雙關(guān)語的解讀模型及廣告雙關(guān)語產(chǎn)生的認知機制兩個方面進行探討。本研究共采用三個理論，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300個樣本作為語料，，并從中挑選出191條含有雙關(guān)語的廣告對其進行分類整理。從191條廣告雙關(guān)語的語料中，隨機篩選出四十個商業(yè)廣告雙關(guān)語（23條漢語廣告，17條英語廣告）并對其進行了定性分析。本文在研究設(shè)計和數(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: 首先,在概念整合理論框架下，廣告雙關(guān)語的解讀模型涉及到五個心理空間，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之間的交互過程經(jīng)歷了五個階段，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)語產(chǎn)生的認知機制則包含四個要點，即來自輸入空間1和輸入空間2的雙重語境,鉸鏈,雙重語境的沖突，雙重語境的相似（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,這項研究首次嘗試性地將認知和語用兩個角度相結(jié)合起來對廣告雙關(guān)語進行研究，對以后的跨視角及跨學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.
【學位授予單位】：長安大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：H136;H313

【引證文獻】

相關(guān)碩士學位論文 前1條

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

本文編號：2470088