當(dāng)今社會(huì)，市場(chǎng)經(jīng)濟(jì)的迅速發(fā)展使得商品競(jìng)爭(zhēng)日趨激烈，大眾傳媒的發(fā)達(dá)使廣告滲透到我們生活的方方面面。廣告語(yǔ)作為一種特殊的廣告語(yǔ)體現(xiàn)已逐漸成為了語(yǔ)言學(xué)界的研究熱點(diǎn)。廣告雙關(guān)語(yǔ)是指采取雙關(guān)修辭的廣告語(yǔ)，具有簡(jiǎn)潔、新穎的特點(diǎn)，為許多優(yōu)秀的廣告文案所采用。迄今為止，對(duì)廣告雙關(guān)語(yǔ)的研究頗多，主要集中在語(yǔ)用功能、美學(xué)功能和翻譯方面，也有學(xué)者從認(rèn)知語(yǔ)言學(xué)的角度進(jìn)行研究，例如廣告雙關(guān)語(yǔ)的認(rèn)知解讀，廣告雙關(guān)語(yǔ)的圖形—背景分析及其文體效應(yīng)。本文從廣告受眾的角度，用圖形背景理論進(jìn)一步分析了廣告雙關(guān)語(yǔ)識(shí)解的一般機(jī)制。 本論文共包含五部分。第一章介紹了本研究的背景，本論文的研究目的以及本論文的整體結(jié)構(gòu)。第二章為文獻(xiàn)綜述部分，介紹了雙關(guān)語(yǔ)的概念和分類，圖形背景理論的起源和圖形背景分離等。第三章為該論文的理論基礎(chǔ)—廣告雙關(guān)語(yǔ)的圖形背景理論的認(rèn)知機(jī)制以及該論文的研究問(wèn)題，數(shù)據(jù)搜集和數(shù)據(jù)呈現(xiàn)。第四章應(yīng)用圖形背景理論分析廣告雙關(guān)語(yǔ)的運(yùn)行機(jī)制，深入地研究了圖形背景理論與廣告雙關(guān)語(yǔ)之間的關(guān)系。第五章為該論文的總結(jié)部分，總結(jié)了研究結(jié)果，該研究的局限性以及為今后的研究提出的建議。 在本研究的基礎(chǔ)上，作者得出結(jié)論：廣告雙關(guān)語(yǔ)具有三層圖...

【文章頁(yè)數(shù)】：72 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
Acknowledgements
Abstract
摘要
Contents
Chapter 1 Introduction
    1.1 Background of the Present Study
    1.2 Purpose of the Present Study
    1.3 Overall Structure of the Thesis
Chapter 2 Literature Review
    2.1 A Brief Introduction to Pun
        2.1.1 Definition and Characteristics of Pun
        2.1.2 The Classification of Pun
    2.2 A Brief Introduction to Figure-Ground Theory
        2.2.1 The Origin of Figure-Ground Theory
        2.2.2 Figure-Ground Segregation
        2.2.3 The Properties of Figure-Ground Theory
        2.2.4 The Application of Figure-Ground Theory
    2.3 Previous Study of Pun in Advertising
        2.3.1 Previous Researches of Pun in Advertising Abroad
        2.3.2 Previous Researches of Pun in Advertising at Home
Chapter 3 Theoretical Framework and Methodology
    3.1 The Mechanism of Figure-Ground Theory in Pun in Advertising
        3.1.1 Identification of Figure-Ground in Pun
        3.1.2 Three Levels of Figure-Ground Organization of Pun
    3.2 Methodology
        3.2.1 Research Questions
        3.2.2 Data Collection
        3.2.3 Data Presentation
Chapter 4 The Interpretation of Pun Based on Figure-Ground Theory
    4.1 The Explanation of Pun in Advertising with Figure-Ground Theory
        4.1.1 The Explanation of Phonetic Pun
        4.1.2 The Explanation of Semantic Pun
        4.1.3 The Explanation of Complex Pun
    4.2 Functions of Pun in Advertising from Figure-Ground Theory
        4.2.1 The Prominent Functions of Figure
        4.2.2 The Supportive Functions of Ground
Chapter 5 Conclusion
    5.1 Major Findings
    5.2 Limitations of the Study
    5.3 Suggestions for Further Researches
References



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