本文選題：反諷　切入點(diǎn)：廣告　出處：《山東大學(xué)》2012年碩士論文

【摘要】：本文嘗試在關(guān)聯(lián)理論框架下對廣告中反諷進(jìn)行研究。長期以來反諷一直是學(xué)界討論的熱點(diǎn)話題,反諷研究幾乎涉及到語言研究的各個方面,然而以往對廣告中反諷的研究大多只關(guān)注廣告本身而忽略了廣告與觀眾之間的互動,本研究嘗試從觀眾角度研究廣告中的反諷并試圖探清觀眾對廣告中反諷的欣賞程度。 本文對廣告中的反諷做了對比性研究。實(shí)驗(yàn)之前確定了將要進(jìn)行研究的兩個問題。問題包括：1)廣告中反諷是否影響觀眾對廣告的欣賞以及在多大程度上影響觀眾對廣告的欣賞；2)觀眾學(xué)歷是否影響觀眾對廣告(包含反諷和不含反諷)的欣賞以及在多大程度上影響觀眾對廣告的欣賞。對這兩個問題將會從三個方面進(jìn)行進(jìn)一步研究：即廣告的趣味性、簡明性以及說服力。 來自中學(xué)和大學(xué)的65名學(xué)生參加了本項(xiàng)研究,對每個廣告,被試者都根據(jù)單獨(dú)的李克特量表來判斷。因變量有3項(xiàng)：趣味性、簡明性以及說服力。問卷中總計(jì)使用20則廣告。廣告分為兩類：有反諷廣告和無反諷廣告,以便進(jìn)行對比研究。問卷中,每則廣告語后設(shè)有三個問題以測試被試者對廣告的理解。數(shù)據(jù)采集完成后,首先使用信度測試以檢驗(yàn)問卷中所涉及題目是否可信,然后運(yùn)用獨(dú)立樣本T檢驗(yàn)對觀眾在有無反諷廣告的趣味性、簡明性及說服力方面的理解有無顯著差異進(jìn)行分析。 本研究結(jié)果表明反諷影響觀眾對廣告的賞析,含反諷廣告在趣味性、簡明性及說服力方面相比無反諷廣告更具優(yōu)勢。本研究同時表明中學(xué)生和研究生在含反諷廣告的趣味性理解方面存在顯著差異,在廣告(包含反諷和不含反諷)簡明性及說服力方面未發(fā)現(xiàn)顯著差異。 本研究的發(fā)現(xiàn)進(jìn)一步證明了廣告中反諷的功能以及回應(yīng)理論對于反諷強(qiáng)大的解釋力。另外,該研究的研究方法及研究結(jié)果對廣告中的反諷研究有一定貢獻(xiàn),對今后該領(lǐng)域的其它研究有啟示作用。
[Abstract]:This paper attempts to study irony in advertising within the framework of relevance theory.Irony has been a hot topic in academic circles for a long time. Irony research involves almost every aspect of language research. However, in the past, most of the researches on irony in advertising only focus on the advertisement itself and ignore the interaction between the advertisement and the audience.This study attempts to explore the audience's appreciation of irony in advertising.This paper makes a comparative study of irony in advertising.Two questions to be studied were identified before the experiment.Questions include: (1) does irony in advertising affect the audience's appreciation of the advertisement and to what extent does the audience's education influence the audience's appreciation of the advertisement (including irony and not irony); andTo what extent does it affect the audience's appreciation of advertising?The two problems will be further studied from three aspects: interesting, concise and persuasive.Sixty-five students from high schools and universities took part in the study. For each advertisement, the subjects were judged by a separate Richter scale.There are three dependent variables: interest, simplicity, and persuasion.A total of 20 advertisements were used in the questionnaire.Advertising is divided into two categories: satirical advertising and non-ironic advertising for comparative study.In the questionnaire, three questions were asked after each advertisement to test the subject's understanding of the advertisement.After the data collection is completed, the reliability test is first used to test the reliability of the questions involved in the questionnaire, and then the independent sample T test is used to test the interest of the audience in whether there are ironic advertisements.Whether there are significant differences in conciseness and persuasion.The results show that irony affects the audience's appreciation of advertisements, and that irony advertising has more advantages in interest, conciseness and persuasiveness than that in non-irony advertising.The study also shows that there are significant differences between middle school students and graduate students in the interesting understanding of advertisements with irony, but there is no significant difference in the conciseness and persuasion of advertisements (including irony and no irony).The findings of this study further demonstrate the function of irony in advertising and the powerful explanatory power of response theory to irony.In addition, the research methods and results of this study have some contribution to the research of irony in advertising, and also have enlightening effect to other researches in this field in the future.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：H05

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本文編號：1703325