本文選題：雙關(guān)語 + 概念整合�。� 參考：《西安外國語大學》2013年碩士論文

【摘要】：雙關(guān)語和商業(yè)廣告分別是語言學研究和廣告學研究的兩大主題。雙關(guān)語是一種常見的語言現(xiàn)象，而商業(yè)廣告作為一種信息傳播方式早已滲透到社會生活的各個領域。商業(yè)廣告在傳遞商品信息時發(fā)揮著其特有的商業(yè)功能：提供信息、爭取顧客、擴大市場等，這就使得商業(yè)廣告在語法結(jié)構(gòu)、用詞選擇和修辭方法上具有不同于一般文體的特點。近年來，雙關(guān)語作為一種有效的修辭手段，以其幽默、趣味、語境適應性等特點一直備受廣告商的青睞。 雙關(guān)語在商業(yè)廣告中的頻頻使用受到國內(nèi)外學者們的高度重視。然而前人的研究大都局限于雙關(guān)語制作者的語言策略，他們從對雙關(guān)語語言本身所表現(xiàn)出來的語言特色到對其語用、社會、美學及系統(tǒng)功能等都做了相關(guān)研究，但消費者究竟是如何解讀商業(yè)廣告中的雙關(guān)語這一現(xiàn)象卻被他們所忽視，即前人并未從認知角度對雙關(guān)語進行研究，而這就是本文的研究所在。 本文以由Fauconnier和Turner等人創(chuàng)建的概念整合理論為理論背景，，對中英商業(yè)廣告中的雙關(guān)語進行研究，通過搜集到的100條含有雙關(guān)語的商業(yè)廣告，旨在探究人們在理解中英商業(yè)廣告中雙關(guān)語時的認知路徑及其內(nèi)在的心理運作機制，并且根據(jù)概念整合理論內(nèi)部的四個子網(wǎng)絡：單向框架網(wǎng)絡、框架網(wǎng)絡、單向網(wǎng)絡和雙向網(wǎng)絡，對中英兩中不同文化下，商業(yè)廣告中的雙關(guān)語進行了對比研究。本文從認知角度出發(fā)，試圖為雙關(guān)語提供一個新的研究視角，再一次證明概念整合理論強大的闡釋力，同時希望給廣告制作者提供一些建議。
[Abstract]:Pun and commercial advertising are the two major themes of linguistic and advertising studies, respectively. Pun is a common language phenomenon, and commercial advertising as a means of information dissemination has penetrated into all fields of social life. Commercial advertising plays its unique commercial function in transmitting commodity information: providing information, winning over customers, expanding the market and so on, which makes the commercial advertisement have different features in grammatical structure, choice of words and rhetorical methods. In recent years, puns, as an effective rhetorical device, have been favored by advertisers for their humorous, interesting and contextual adaptability. The frequent use of puns in commercial advertisements is highly valued by scholars at home and abroad. However, previous studies are mostly confined to the linguistic strategies of puns. They have done some research on the linguistic characteristics of puns from their linguistic characteristics to their pragmatic, social, aesthetic and systemic functions. However, how consumers interpret pun in commercial advertisements is ignored by them, that is, the former did not study pun from a cognitive point of view, and this is the research in this paper. Based on the conceptual integration theory developed by Fauconnier and Turner et al, this paper studies pun in Chinese and English commercial advertisements. The purpose of this paper is to explore the cognitive path and the inner psychological mechanism of puns in Chinese and English commercial advertisements, and to integrate the four sub-networks within the theory according to the concept: unidirectional frame network. This paper makes a comparative study of puns in commercial advertisements in different cultures of both Chinese and English in one-way and two-way networks. From a cognitive point of view, this paper attempts to provide a new perspective for puns, proving once again the powerful explanatory power of conceptual integration theory, and hoping to provide some suggestions to advertisers.
【學位授予單位】：西安外國語大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：H15;H315

【參考文獻】

相關(guān)期刊論文 前10條

1 趙振洲;;論雙關(guān)的界定及其與語境的關(guān)系[J];安徽電子信息職業(yè)技術(shù)學院學報;2008年01期

2 周紅;英語廣告雙關(guān)語的運用技巧及其語用功能[J];國際關(guān)系學院學報;2005年01期

3 彭丹;;廣告英語中雙關(guān)語的修辭特征[J];湖南科技學院學報;2007年05期

4 梁艷春;合成空間理論對委婉語的闡釋力[J];暨南大學華文學院學報;2003年02期

5 閻桂芝;淺談廣告英語的修辭特點[J];江西社會科學;2000年11期

6 趙智芳;;廣告雙關(guān)語的語用詮釋[J];牡丹江大學學報;2007年04期

7 蔣勇,馬玉蕾;SB與RT的整合性研究[J];外語學刊;2003年01期

8 王勤玲;概念隱喻理論與概念整合理論的對比研究[J];外語學刊;2005年01期

9 李鑫華;英語雙關(guān)修辭格的分類、多(歧)義與雙重語境[J];四川外語學院學報;2000年03期

10 孫亞,戴凌,徐峰;翻譯中的認知聯(lián)系[J];山東外語教學;2001年04期

本文編號：2116276