雙關(guān)語被廣泛運(yùn)用于現(xiàn)代廣告交際。本文依據(jù)D. Sperber和D. Wilson所提出的關(guān)聯(lián)理論（1995）,通過大量示例來剖析廣告雙關(guān)語這一特殊語言現(xiàn)象。本文旨在回答以下兩個問題：廣告雙關(guān)語是怎樣促成廣告交際；既然雙關(guān)語有歧義,為什么它仍倍受廣告主的青睞。本文認(rèn)為廣告雙關(guān)語之所以能促成廣告交際的順利進(jìn)行,其根本在于人類的認(rèn)知特性,即人類認(rèn)知傾向于追求明示刺激所蘊(yùn)含的最佳關(guān)聯(lián)。廣告商熟知這種認(rèn)知特性并運(yùn)用于廣告雙關(guān)語作為明示刺激,以期其獨(dú)特的認(rèn)知過程能實(shí)現(xiàn)獨(dú)特的語用功能。雙關(guān)語本身具有模糊、歧義的特征,當(dāng)受眾接收到廣告雙關(guān)語這種明示刺激后,她會付出最小的認(rèn)知努力來激活最顯著的概念和語境,從而獲得對雙關(guān)語的理解。某些廣告雙關(guān)語會傳達(dá)兩層意思,這兩層意思分別都能產(chǎn)生符合廣告商利益的語境效果,在這種情況下,廣告受眾會接受這兩層意思來獲取完整的最佳關(guān)聯(lián)。而更多的雙關(guān)語在激活兩種解讀后,最終只有一種意思符合廣告語境,滿足最佳關(guān)聯(lián)的預(yù)設(shè)；在某些廣告雙關(guān)語中,被放棄的那層意思會提供某些語境假設(shè),這些語境假設(shè)結(jié)合雙關(guān)語被保留的那層理解生成額外的、符合最佳關(guān)聯(lián)的語境效果。雙關(guān)語的歧義特征使得廣告受眾經(jīng)歷... 

【文章來源】：西南交通大學(xué)四川省 211工程院校 教育部直屬院校

【文章頁數(shù)】：66 頁

【學(xué)位級別】：碩士

【文章目錄】：
摘要
Abstract
Chapter One Introduction
    1.1 General description of the study
        1.1.1 Research background
        1.1.2 Objectives of the study
        1.1.3 Methodology and data collection
        1.1.4 Layout of the thesis
    1.2 General description of advertising puns
        1.2.1 Definition of pun
        1.2.2 Three constituent elements of a pun
        1.2.3 Puns and ambiguity
        1.2.4 Classification of puns
    1.3 Literature review:previous studies on advertising puns
Chapter Two Relevance Theory and Advertising
    2.1 Overview of Relevance Theory
    2.2 Relevance Theory and Its Account of Communication and Inference
        2.2.1 Ostensive-inferential communication
        2.2.2 Definition of Relevance
        2.2.3 Principles of Relevance
        2.2.4 The nature and selecting of context
        2.2.5 Relevance-theoretic comprehension procedure
    2.3 Advertising as an ostensive-inferential communication
Chapter Three Cognitive Process of Advertising Puns
    3.1 A relevance-theoretic cognitive process of advertising puns:case study
        3.1.1 Nonsense puns
        3.1.2 Puns with rejected interpretation contributing to the intended one
        3.1.3 Puns with two interpretations intended
    3.2 Summary:Optimal-relevance arriving process of advertising puns
Chapter Four Pragmatic Functions of Advertising Puns
    4.1 Attracting and holding attention by extra cognitive effort
    4.2 Conveying much information by extra cognitive effect
    4.3 Avoiding social taboos by indirect contextual implications
Chapter Five Conclusion
    5.1 Findings
    5.2 Implications
    5.3 Limitations and suggestions for further study
        5.3.1 Limitations
        5.3.2 Suggestions
Acknowledgements
Bibliography


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