廣告雙關(guān)語中的語境與最佳關(guān)聯(lián)研究
發(fā)布時間：2024-05-16 22:01
廣告作為傳遞信息的載體,在當今的信息時代中發(fā)揮著日益重要的作用。為了在有限的時間和空間內(nèi)向受眾傳遞最有效的信息,廣告制作者們注重運用各種語言技巧來促進銷售,雙關(guān)語便是其中重要的一種手段。由于其獨特的修辭和語用效果,雙關(guān)語被大量運用于中外廣告,以期實現(xiàn)產(chǎn)品推銷的目的。D. Sperber和D.Wilson提出的關(guān)聯(lián)理論是一種研究人類交際的認知語用理論。依據(jù)關(guān)聯(lián)理論,本文通過對實例的分析來探求中英文商業(yè)廣告是如何通過雙關(guān)的語境選擇使受眾獲得最佳關(guān)聯(lián)。 關(guān)聯(lián)理論認為語言交際是一種明示—推理過程,是聽話者對說話者的意圖進行識別的認知過程。廣告是一種特殊的交際行為,廣告商的動機是使廣告具有吸引力,或故意制造不同尋常的效果,一方面要吸引廣告受眾的注意力,另一方面還要引導受眾導出最佳關(guān)聯(lián),因此廣告制作者必須選擇最佳語境以使廣告受眾接受廣告所傳遞的信息。 論文介紹了關(guān)聯(lián)理論,為后文雙關(guān)語的分析與探討構(gòu)建起理論框架。然后總結(jié)廣告雙關(guān)語的語用特征以及其中語境的特點和功能。在此基礎(chǔ)上,運用關(guān)聯(lián)理論深入分析了從認知、語言學、情景、文化等方面選擇語境的最佳關(guān)聯(lián)。 通過分析可以看出關(guān)聯(lián)理論為廣告商與廣告受眾之間的...
【文章頁數(shù)】：54 頁
【學位級別】：碩士
【文章目錄】：
Aenkwoledgements
摘要
Abstract
Chapter One Introduction
Chapter Two Studies on Pun and Advertising Language
2.1 Definition and Characteristics of Pun
2.1.1 Definition of Pun
2.1.2 Characteristics of Pun
2.1.2.1 Ambiguity
2.1.2.2 Double Context
2.2 The Traditional Approaches to Advertising Language
2.2.1 Semiotic Approaches
2.2.2 Linguistic Approaches
Chapter Three Relevance Theory and Advertising Puns
3.1 Key Concepts of RT
3.1.1 Relevance and Cognition
3.1.2 Ostensive-inferential Communication
3.1.3 The Principle of Relevance
3.1.3.1 Cognitive Principle
3.1.3.2 Communicative Priciple
3.1.4 Optimal Relevance
3.1.5 Context
3.1.6 Contextual Effects
3.2 Studies on Advertising Puns
3.2.1 Pragmatic Approaches to Advertising Puns
3.2.2 Classification of Pun in Advertisement
3.2.2.1 Homophonic Pun
3.2.2.2 Semantic Pun
3.2.2.3 Grammatical Pun
3.2.2.4 Idiomatic Pun
3.3 Relevance Theory and Advertising Puns
Chapter Four An Analysis on Context in Advertising Puns
4.1 Context in Advertising Puns
4.1.1 Features of Context in Advertising Puns
4.1.2 Functions of Context in Advertising Puns
4.2 Optimal Relevance from Context Selection:Case Study
4.2.1 Cognition-oriented Relevance
4.2.2 Linguistics-oriented Relevance
4.2.3 Situation-oriented Relevance
4.2.4 Culture-oriented Relevance
Chapter Five Conclusion
Bibliography
本文編號：3974971
【文章頁數(shù)】：54 頁
【學位級別】：碩士
【文章目錄】：
Aenkwoledgements
摘要
Abstract
Chapter One Introduction
Chapter Two Studies on Pun and Advertising Language
2.1 Definition and Characteristics of Pun
2.1.1 Definition of Pun
2.1.2 Characteristics of Pun
2.1.2.1 Ambiguity
2.1.2.2 Double Context
2.2 The Traditional Approaches to Advertising Language
2.2.1 Semiotic Approaches
2.2.2 Linguistic Approaches
Chapter Three Relevance Theory and Advertising Puns
3.1 Key Concepts of RT
3.1.1 Relevance and Cognition
3.1.2 Ostensive-inferential Communication
3.1.3 The Principle of Relevance
3.1.3.1 Cognitive Principle
3.1.3.2 Communicative Priciple
3.1.4 Optimal Relevance
3.1.5 Context
3.1.6 Contextual Effects
3.2 Studies on Advertising Puns
3.2.1 Pragmatic Approaches to Advertising Puns
3.2.2 Classification of Pun in Advertisement
3.2.2.1 Homophonic Pun
3.2.2.2 Semantic Pun
3.2.2.3 Grammatical Pun
3.2.2.4 Idiomatic Pun
3.3 Relevance Theory and Advertising Puns
Chapter Four An Analysis on Context in Advertising Puns
4.1 Context in Advertising Puns
4.1.1 Features of Context in Advertising Puns
4.1.2 Functions of Context in Advertising Puns
4.2 Optimal Relevance from Context Selection:Case Study
4.2.1 Cognition-oriented Relevance
4.2.2 Linguistics-oriented Relevance
4.2.3 Situation-oriented Relevance
4.2.4 Culture-oriented Relevance
Chapter Five Conclusion
Bibliography
本文編號：3974971
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