本文選題：雙關(guān)語 + 廣告　； 參考：《中南民族大學》2012年碩士論文

【摘要】：當今世界，越來越多的學者開始研究廣告,學者們從不同角度對它進行研究。本文主要運用Sperber和Wilson的關(guān)聯(lián)理論對雙關(guān)語在廣告中頻繁出現(xiàn)的現(xiàn)象進行探討，本文的出發(fā)點在于：雙關(guān)之所以受到廣告商的親睞，主要源于它獨特的認知特性。基于本出發(fā)點，利用關(guān)聯(lián)理論對廣告中最頻繁使用的雙關(guān)手段,本文分析了若干個典型的廣告雙關(guān)語。 本文介紹了寫作的目的，研究方法，回顧了國內(nèi)外前人從符號學及語言學角度對廣告語言所做的研究。廣告雙關(guān)語是本文研究的對象，本文也分析了雙關(guān)的特點。正文部分結(jié)合理論分析了在廣告這種單邊交際中，雙關(guān)語被用作明示刺激實現(xiàn)最佳關(guān)聯(lián)的過程,文章得出兩個結(jié)論,第一，對于廣告商而言，頻繁地選擇雙關(guān)語作為明示刺激是因為雙關(guān)語利用一語多個層面的含義可以吸引廣告受眾的眼球，以及它經(jīng)濟，幽默詼諧的“笑”果。第二，對于廣告受眾而言，正是由于雙關(guān)語的歧義和多義的特點而被激發(fā)出解讀興趣，，在解讀過程中，借助語境以及自己的認知能力成功解讀雙關(guān)語，從而體會到雙關(guān)語的美妙之處，感受到語言的巨大魅力和廣告商的機智詼諧，對廣告產(chǎn)生深刻印象。在這個過程中，盡管廣告受眾付出了更多的努力，但是在解讀過程中，他們體會到了雙關(guān)語的美妙，對自己的付出感到值得。文章還進一步分析了雙關(guān)語的語用功能，即雙關(guān)語一詞多義能傳遞給廣告受眾更多信息，讓廣告受眾記憶更加深刻；弘揚民族文化和精神；說服廣告受眾購買相關(guān)產(chǎn)品還能讓廣告受眾展開豐富和積極的聯(lián)想。 由此，文章得出結(jié)論，雙關(guān)語在廣告中的運用可以使廣告商通過不同的途徑實現(xiàn)最佳關(guān)聯(lián)引起廣告受眾興趣，保持注意力并增強廣告信息的記憶度。
[Abstract]:Nowadays, more and more scholars begin to study advertising, and scholars study it from different angles. This paper mainly uses the relevance theory of Sperber and Wilson to discuss the phenomenon of puns appearing frequently in advertisements. The starting point of this paper is that puns are favored by advertisers mainly because of their unique cognitive characteristics. Based on this starting point, this paper analyzes some typical advertising puns by using relevance theory, which is the most frequently used pun method in advertising. This paper introduces the purpose and research methods of writing and reviews the previous researches on advertising language from the perspective of semiotics and linguistics at home and abroad. Advertising pun is the object of this paper, this paper also analyzes the characteristics of pun. The text analyzes the process in which pun is used as an explicit stimulus to realize the optimal relevance in the unilateral communication of advertising. Two conclusions are drawn: first, for advertisers, The frequent choice of pun as an explicit stimulus is due to the fact that puns can attract the attention of the advertising audience by using the multiple meanings of the pun, as well as its economical and humorous "laugh" effect. Secondly, for the advertising audience, it is precisely because of the ambiguity and polysemous characteristics of puns that they are stimulated to interpret puns. In the process of interpretation, they successfully interpret puns with the help of context and their cognitive ability. In order to understand the beauty of puns, feel the great charm of the language and the wit of advertisers, the advertising has a deep impression. In this process, although the advertising audience has made more efforts, but in the process of interpretation, they have realized the beauty of puns, and feel that their pay is worth it. The article also analyzes the pragmatic functions of puns, that is, polysemy can convey more information to the advertising audience, make the advertising audience more profound memory, carry forward the national culture and spirit. Persuading the advertising audience to buy related products can also enable the advertising audience to carry out rich and positive associations. Therefore, it is concluded that the application of puns in advertising can make advertisers achieve the best relevance through different ways to arouse the interest of the advertising audience, maintain attention and enhance the memory of advertising information.
【學位授予單位】：中南民族大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：H313;H13

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本文編號：1978010