基于圖形-背景理論的廣告雙關語分析
發(fā)布時間：2024-02-21 13:14
當今社會,市場經濟迅速發(fā)展,商品競爭異常激烈。作為商業(yè)信息傳播工具的廣告已滲透到人們生活的方方面面。廣告語作為一種特殊的語體逐漸成為語言學界研究的熱點。廣告雙關語是指采取雙關修辭方式的廣告語,具有含蓄、新穎的特點,為許多成功的廣告文案所采用。近些年來,對廣告雙關語的研究有很多,主要集中在語用功能、美學功能和翻譯方面,也有學者從認知語言學的角度進行研究,例如:用概念整合理論研究廣告雙關語的生成機制;用圖形-背景理論分析成語諧音廣告雙關語。本研究進一步從廣告受眾的角度,用圖形-背景理論深入分析廣告雙關語識解的一般機制。 本論文共包含五章。第一章為引言,介紹了本研究的背景、問題、目的及意義。第二章介紹了相關概念和國內外對廣告雙關語的研究現狀,并在此研究現狀的基礎上提出了筆者自己的研究方向。第三章介紹了本研究的理論基礎——認知語言學視野中的圖形-背景理論,包括圖形-背景理論的起源,圖形-背景分離,普雷格朗茨原則以及其在語言學研究中的應用。第四章應用圖形-背景理論分析廣告雙關語,深入研究其中存在的各種圖形-背景關系,分析了受眾解讀廣告雙關語的過程并用圖表予以描述。第五章為結論部分,總結研究結果和...
【文章頁數】：53 頁
【學位級別】：碩士
【文章目錄】：
中文摘要
ABSTRACT
CHAPTER ONE INTRODUCTION
1.1 BACKGROUND AND MOTIVATION OF THE STUDY
1.2 SIGNIFICANCE OF THE STUDY
1.3 PURPOSE OF THE STUDY
1.4 METHODOLOGY AND SOURCE OF EXAMPLES OF THIS THESIS
1.5 ORGANIZATION OF THIS THESIS
CHAPTER TWO LITERATURE REVIEW
2.1 GENERAL KNOWLEDGE ABOUT ADVERTISING AND PUN
2.1.1 Definition and Characteristics of Advertising
2.1.2 Definition and Characteristics of Pun
2.2 PREVIOUS STUDY OF PUN IN ADVERTISING
2.2.1 Previous Study of Pun in advertising by Foreign Scholars
2.2.2 Previous Study of Pun in advertising by Chinese Scholars
2.3 SUMMARY
CHAPTER THREE THEORETICAL BASIS OF THE STUDY
3.1 ORIGIN OF FIGURE-GROUND THEORY
3.2 FIGURE-GROUND SEGREGATION AND THE PRINCIPLE OF PR?GNANZ
3.3 PROPERTIES OF FIGURE AND GROUND
3.4 APPLICATION OF FIGURE-GROUND THEORY
CHAPTER FOUR REALIZATION OF FIGURE-GROUND THEORY IN PUN IN ADVERTISING
4.1 THEORETICAL ANALYSIS OF A PUN IN DVERTISING
4.1.1 Analysis of Figure-Ground in Pun in advertising
4.1.2 Three Levels of Figure-Ground Organization
4.1.3 The Analysis of the Interpretation Process of Pun in Advertising
4.2 ILLUSTRATION OF FIGURE-GROUND THEORY IN PUN IN ADVERTISING
4.2.1 Categories of Pun in advertising
4.2.2 Illustration of Figure-Ground Theory in Phonetic Pun
4.2.3 Illustration of Figure-Ground Theory in Semantic Pun
4.2.4 Illustration of Figure-Ground Theory in Complex Pun
4.3 FUNCTIONS OF PUN IN ADVERTISING FROM FIGURE-GROUND THEORY .
4.3.1 Functions of Pun in advertising from Figure
4.3.2 Functions of Pun in advertising from Ground
CHAPTER FIVE CONCLUSION
ACKNOWLEDGEMENTS
REFERENCES
APPENDIX 作者在攻讀碩士學位期間發(fā)表的論文目錄
本文編號：3905473
【文章頁數】：53 頁
【學位級別】：碩士
【文章目錄】：
中文摘要
ABSTRACT
CHAPTER ONE INTRODUCTION
1.1 BACKGROUND AND MOTIVATION OF THE STUDY
1.2 SIGNIFICANCE OF THE STUDY
1.3 PURPOSE OF THE STUDY
1.4 METHODOLOGY AND SOURCE OF EXAMPLES OF THIS THESIS
1.5 ORGANIZATION OF THIS THESIS
CHAPTER TWO LITERATURE REVIEW
2.1 GENERAL KNOWLEDGE ABOUT ADVERTISING AND PUN
2.1.1 Definition and Characteristics of Advertising
2.1.2 Definition and Characteristics of Pun
2.2 PREVIOUS STUDY OF PUN IN ADVERTISING
2.2.1 Previous Study of Pun in advertising by Foreign Scholars
2.2.2 Previous Study of Pun in advertising by Chinese Scholars
2.3 SUMMARY
CHAPTER THREE THEORETICAL BASIS OF THE STUDY
3.1 ORIGIN OF FIGURE-GROUND THEORY
3.2 FIGURE-GROUND SEGREGATION AND THE PRINCIPLE OF PR?GNANZ
3.3 PROPERTIES OF FIGURE AND GROUND
3.4 APPLICATION OF FIGURE-GROUND THEORY
CHAPTER FOUR REALIZATION OF FIGURE-GROUND THEORY IN PUN IN ADVERTISING
4.1 THEORETICAL ANALYSIS OF A PUN IN DVERTISING
4.1.1 Analysis of Figure-Ground in Pun in advertising
4.1.2 Three Levels of Figure-Ground Organization
4.1.3 The Analysis of the Interpretation Process of Pun in Advertising
4.2 ILLUSTRATION OF FIGURE-GROUND THEORY IN PUN IN ADVERTISING
4.2.1 Categories of Pun in advertising
4.2.2 Illustration of Figure-Ground Theory in Phonetic Pun
4.2.3 Illustration of Figure-Ground Theory in Semantic Pun
4.2.4 Illustration of Figure-Ground Theory in Complex Pun
4.3 FUNCTIONS OF PUN IN ADVERTISING FROM FIGURE-GROUND THEORY .
4.3.1 Functions of Pun in advertising from Figure
4.3.2 Functions of Pun in advertising from Ground
CHAPTER FIVE CONCLUSION
ACKNOWLEDGEMENTS
REFERENCES
APPENDIX 作者在攻讀碩士學位期間發(fā)表的論文目錄
本文編號：3905473
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