發(fā)布時間：2018-10-08 15:25

【摘要】：作為一種有效的促銷手段，廣告已經(jīng)成為人們?nèi)粘Ｉ钪胁豢扇鄙俚囊徊糠�。廣告的最終目標(biāo)是吸引消費者的注意力并激起消費者購買產(chǎn)品的欲望。因此，在廣告語的創(chuàng)作上，廣告制作者十分注重語言技巧的運用，比如修辭作為一種語言技巧被廣告制作者們廣泛運用。在眾多語言修辭格中，仿擬修辭因其具有獨特的修辭魅力而被高頻率地運用于廣告語中。然而，仿擬的研究早已引起了語言學(xué)者們的關(guān)注。研究者們主要從修辭學(xué)、心理學(xué)、語用學(xué)等領(lǐng)域?qū)ζ溥M行了研究，并取得了相應(yīng)的成果。但對仿擬是如何生成的這一話題言者甚少。 鑒于此，，本文擬從認(rèn)知語言學(xué)的角度出發(fā)，運用認(rèn)知語言學(xué)家Langacker (1987)在Foundations of Cognitive Grammar: Theoretical Presuppositions中提出的自主-依存關(guān)系,以徐盛桓教授于2007年提出的自主-依存分析框架為理論基礎(chǔ)，對廣告中仿擬語的生成問題進行探討，試圖為仿擬廣告語的生成提出一個合理的解釋。本文主要回答的問題有：廣告中仿擬語的生成動因是什么；仿擬廣告語形式生成的手段有哪些；仿擬廣告語生成過程的分析；以及探討仿擬語為什么能表達出交際者的意圖，換句話說交際者的意圖又是如何最后落實為仿擬這種非常規(guī)的語言方式。本文在自主-依存分析框架的基礎(chǔ)上，以小句為單位，對258條仿擬廣告語句進行定性定量分析，其中英文128條，中文130條。通過分析發(fā)現(xiàn)英漢仿擬廣告語中仿體與本體之間在語音層面或語義層面上存在一定的相似關(guān)系，其中與本體之間存在語音相似的英漢仿擬語占總數(shù)的37.97%，其中包括同音異義占23.25%，語音近似占14.72%；與本體之間存在語義相似的英漢仿擬語占總數(shù)的62.01%。正是由于相似關(guān)系的存在，才使得仿擬廣告語得以生成，它在仿擬廣告語的生成過程中發(fā)揮著重要的作用�；谶@樣的分析，本文在自主-依存分析框架的基礎(chǔ)上提出了廣告中仿擬語的生成機制框架�？偨Y(jié)起來，本文認(rèn)為仿擬廣告語的生成路徑是: (1)仿擬廣告語的生成首先來源于仿擬使用者頭腦里想要表達的意向即信息意向和交際意向。主要是交際意向，即簡練易懂，新穎幽默，具有吸引力等。仿擬作為一種獨特的修辭手法能有效的表達出仿擬使用者的意向，因此在廣告中得以優(yōu)先選擇。(2)然而，仿擬是一種需要“仿”照人們所熟知的語言形式“擬”創(chuàng)出一個新的表達方式的修辭方法。因此仿擬廣告語在仿擬使用者意向性的主導(dǎo)下，通過語音或語義相似的認(rèn)定從本體中派生出來。而這一派生過程主要是通過語音替換、語義替換、語素的移動和添加這些具體手段而實現(xiàn)的。(3)在仿擬廣告語的派生過程中，本體把自己的某些特征(語音、語義)傳遞給仿體，仿體則繼承本體的這些特征，從而使兩者之間保持了最大的相似性。通過相似性的感知，當(dāng)仿體出現(xiàn)時，與之相對應(yīng)的本體將在讀者的頭腦中被激活。(4)被激活的本體通過相似性對仿體產(chǎn)生拈連的作用。其中語音仿擬是依靠通感和通知完成原語和仿語的拈連。語義仿擬則是利用了圖示的作用激發(fā)人們腦中的意象或背景知識來完成拈連的。通過拈連從而使仿擬不但能夠表達出交際者的意圖，而且能收到很好的修辭效果。而這一切主要是通過人的心理感知功能而實現(xiàn)的。 基于以上幾點，仿擬廣告語得以生成。通過分析本文認(rèn)為仿擬不僅是一種語言現(xiàn)象，也是一種認(rèn)知現(xiàn)象。仿擬的生成體現(xiàn)了語言運用的意向性特征，是基于心理模型知識結(jié)構(gòu)中對事物相似關(guān)系的把握而進行常規(guī)推理達成的。最后，本文還進一步探索了創(chuàng)造仿擬廣告語的標(biāo)準(zhǔn)和成功創(chuàng)造仿擬廣告語的策略。 本研究從理論上豐富了仿擬研究，為仿擬研究提供新視角。證明運用自主依存分析框架研究仿擬的可行性。本研究也為人們更好的認(rèn)識、理解和使用仿擬提供幫助。同時本文希望可以拋磚引玉，激發(fā)人們對修辭格認(rèn)知機理研究的更多關(guān)注和興趣，促進修辭研究的新發(fā)展甚至突破。
[Abstract]:As an effective means of promotion, advertising has become an indispensable part of people's daily life. The ultimate goal of advertising is to attract consumers' attention and to stimulate consumers' desire to buy products. Therefore, in the creation of the advertising language, the advertising producer pays much attention to the use of language skills, such as rhetoric as a language skill, widely used by advertising producers. In many languages, imitation rhetoric is applied to the advertising language at a high frequency because of its unique rhetorical charm. However, the quasi-quasi-study has already attracted the attention of linguistic scholars. The researchers studied it from rhetoric, psychology, pragmatics and so on, and achieved the corresponding results. But the topic of imitation is very few. In view of this, it is proposed that, from the perspective of cognitive linguistics, the autonomy-dependence of the cognitive linguist Langacker (1987) in the Theory of CognizeGrammar: Theology Presupenses is proposed, and the self-dependence analysis framework proposed by Professor Xu Sheng-yi in 2007 is the theory. On the basis of the discussion on the generation of imitation language in advertisement, it tries to make a reasonable suggestion for the generation of pseudo-advertising language. The main answer of this article is: what is the reason for the generation of the imitation language in the advertisement; what are the means of simulating the form of the advertising language; the analysis of the process of the imitation of the quasi-advertising language; and the reason why the imitation language can express the communicative person. The intention is, in other words, how the communicative intention is finally implemented as an imitation of this unconventional language In this paper, on the basis of the self-dependence analysis framework, the article makes qualitative and quantitative analysis of 258 simulated quasi-advertisement sentences based on the framework of self-dependence analysis, in which 128 Chinese and 13 Chinese are written in English. According to the analysis, it is found that there are some similarities in the phonetic or semantic level between the imitation body and the body in English and Chinese imitation advertising language. Among them, there is a 37. 97% of the total number of English and Chinese parody words with similar pronunciation to the body, among which 23. 25% of homonymy are included, and the speech is approximately 14. 7. 2%; There is a semantic similarity between English and Chinese, which accounts for 62.0% of the total. 1%. It is due to the existence of the similar relationship, which makes the pseudo-advertising language be generated. It plays an important role in the process of imitation of the quasi-advertising language. Based on the analysis of this kind of analysis, this paper puts forward the generating mechanism of imitation language in advertisement on the basis of the self-dependence analysis framework. Frame. To sum up, this paper thinks that the generating way of quasi-advertising language is simulated. The path is: (1) the generation of pseudo-advertising language is first derived from the intention to express in the mind of the pseudo-user, that is, information intention and communication intention. It is mainly communicative intention, that is, concise and easy to understand, novel and humorous, Attractive, etc. An imitation as a unique method of writing can effectively express the intention of simulating the pseudo-user, so in the advertisement, it is necessary to express the intention of imitating the pseudo-user. Preference is given to. (2) However, imitation is a need of "trunk>" import "in the form of a language well know to peer" To create a new expression The method of rhetoric, therefore, in imitation of quasi-user intention, through the recognition of speech or semantic similarity from the body The derived process is derived mainly through speech substitution, semantic substitution, morpheme movement, and addition of these specific hands (3) In the derivation of pseudo-advertising, the ontology transfers some of its features (voice, semantics) to imitations, which inherit the features of the ontology, thereby preserving the most A large similarity. Through the perception of similarity, when a body appears, the body corresponding to it will be in the reader's head A body activated in the brain. (4) A body activated is generated by similarity to a body-like body It is intended to make use of the effect of illustration to stimulate the image or background knowledge in people's brain. To make imitation not only the intention of a communicator but also a good reception. The rhetorical effect of this is mainly through the psychological perception of human beings. can be realized. based on the above points, the imitation By analyzing this paper, it is considered that imitation is not only a language phenomenon, It is also a kind of cognitive phenomenon, which embodies the intentional characteristic of language application, which is based on the understanding of the similarity relation of things in the knowledge structure of psychological model. Finally, this paper also explores the criteria and successful creation of creating pseudo-advertising language. The strategy of simulating the advertising language. This study theoretically enrich the quasi-study. In order to provide a new perspective for the quasi-study, it is proved that the feasibility of simulating the quasi-study is studied by using the self-dependence analysis framework. At the same time, it is hoped that it can arouse people's more attention and interest to the study of the cognitive mechanism of Connecticut, and promote the repair.
【學(xué)位授予單位】：江蘇科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：H315;H152

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