發(fā)布時(shí)間：2018-11-25 17:58

【摘要】：長期以來,雙關(guān)語被廣泛運(yùn)用于現(xiàn)代廣告交際之中,雙關(guān)研究也幾乎涉及到語言研究的各個(gè)方面。然而,以往對(duì)廣告中雙關(guān)語的研究大多只關(guān)注廣告本身而忽略了觀眾與其的互動(dòng)過程,對(duì)于廣告雙關(guān)語,尤其是中文廣告雙關(guān)語如何產(chǎn)生受眾歡迎的效果及其意義的生成,并沒能提供機(jī)理性的闡釋。 本文主要依據(jù)Sperber和Wilson所提出的關(guān)聯(lián)理論,通過大量數(shù)據(jù)統(tǒng)計(jì)、案例分析以及問卷調(diào)查嘗試對(duì)中文廣告中雙關(guān)語這一特殊語言現(xiàn)象進(jìn)行剖析。由于雙重語境的特征,雙關(guān)可被分為單意雙關(guān)和多意雙關(guān)。本研究從關(guān)聯(lián)理論的角度對(duì)這兩種雙關(guān)類型的認(rèn)知過程進(jìn)行了分析,并通過采用調(diào)查問卷的形式探究包含雙關(guān)語的中文廣告是否比不含雙關(guān)語的中文廣告更受青睞,以及包含不同雙關(guān)類型的中文廣告是否能夠產(chǎn)生不同的效果。 本研究首先對(duì)收集的172條含有雙關(guān)語的中文廣告按照兩類雙關(guān)語的特點(diǎn)進(jìn)行了分類,并對(duì)其分和情況進(jìn)行了統(tǒng)計(jì)。隨后借助問卷對(duì)三類廣告語的效果進(jìn)行對(duì)比研究。63名大學(xué)生參與了此次調(diào)查,問卷調(diào)查分為兩個(gè)階段。為了避免性別因素的影響,采用個(gè)人卷入量表首先對(duì)被試進(jìn)行了卷入度的測(cè)試。根據(jù)測(cè)試結(jié)果,選取高卷入廣告設(shè)計(jì)第二份問卷,分為女生組和男生組。被試者根據(jù)李克特量表對(duì)每一個(gè)廣告分別從趣味性、印象以及喜愛程度進(jìn)行判斷。數(shù)據(jù)采集完成后,首先使用信度測(cè)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(duì)受眾對(duì)三種廣告語在這三個(gè)測(cè)試方面的理解有無顯著性差異進(jìn)行了分析。數(shù)據(jù)處理結(jié)束之后,利用關(guān)聯(lián)理論對(duì)每項(xiàng)結(jié)果進(jìn)行了分析討論并且針對(duì)問卷中典型樣本進(jìn)行了案例分析。 本研究結(jié)果表明雙關(guān)的存在與否對(duì)受眾的廣告態(tài)度有很大的影響,并且含有雙關(guān)語的廣告比不含雙關(guān)語的廣告能夠產(chǎn)生更好的效果。本研究同時(shí)表明含有多意雙關(guān)的廣告比含有單意雙關(guān)的廣告更有趣而且更受歡迎,但是含有單意雙關(guān)的廣告卻更令人印象深刻。 本研究的發(fā)現(xiàn)進(jìn)一步證明了關(guān)聯(lián)理論對(duì)于雙關(guān)語具有較強(qiáng)的解釋力。另外,該研究的研究方法以及研究結(jié)果對(duì)廣告中的反諷研究有著一定的貢獻(xiàn),可以增強(qiáng)受眾對(duì)雙關(guān)廣告的理解,同時(shí)對(duì)于廣告商設(shè)計(jì)雙關(guān)廣告提出了建議和意見,對(duì)于廣告交際起到了一定的促進(jìn)作用。
[Abstract]:For a long time, puns have been widely used in modern advertising communication, and pun research involves almost all aspects of language research. However, in the past, most of the studies on pun in advertising only focus on the advertisement itself and ignore the interaction between the audience and the audience. How the pun, especially the Chinese pun, produces the effect of the audience's popularity and the generation of its meaning. It does not provide a mechanical explanation. Based on the relevance theory proposed by Sperber and Wilson, this paper attempts to analyze the special linguistic phenomenon of puns in Chinese advertisements through a large number of statistics, case studies and questionnaires. Due to the characteristics of dual context, pun can be divided into single meaning pun and multi-meaning pun. The present study analyzes the cognitive processes of these two pun types from the perspective of relevance theory, and explores whether Chinese advertisements with puns are more popular than Chinese advertisements without puns by means of questionnaires. And whether Chinese advertisements with different pun types can produce different effects. Firstly, 172 Chinese advertisements with puns are classified according to the characteristics of the two types of pun, and their classification and situation are analyzed. 63 college students participated in the survey, and the questionnaire was divided into two stages. In order to avoid the influence of gender factors, the individual involvement scale was used to test the degree of involvement. According to the test results, the second questionnaire of high involvement advertising design was selected and divided into female and male groups. According to the Richter scale, each advertisement was judged by interest, impression and affection. After the data collection is completed, the reliability test is first used to test whether the questions involved in the questionnaire are credible or not, and then the independent sample T test is used to analyze whether the audience has significant differences in the understanding of the three advertising words in these three tests. After the data processing is finished, each result is analyzed and discussed by using relevance theory and case studies are carried out for typical samples in the questionnaire. The results show that the existence of pun has a great influence on the advertising attitude of the audience, and that the advertising with puns can produce better results than those without puns. The study also shows that advertisements with multiple meanings are more interesting and popular than those with single meaning pun, but those with single meaning pun are more impressive. The findings of this study further prove that relevance theory has a strong explanatory power for puns. In addition, the research methods and the results of this study have some contribution to the irony research in advertising, which can enhance the audience's understanding of pun advertising, and at the same time, it puts forward some suggestions and suggestions for advertisers to design pun ads. For advertising communication has played a certain role in promoting.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：H15

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本文編號(hào)：2356962