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重点论文网    文科论文    英语论文    广告中双关语的关联视角
创建时间:06-01

广告中双关语的关联视角

摘  要

本文主要运用Sperber和Wilson的关联理论对双关修辞在英汉广告语中频繁出现的现象进行了探讨。基于Sperber和Wilson提出的明示推理交际模式,论文深入分析了广告中双关语的理解过程。根据双关语在理解过程中的差异,作者将其分成四种类型进行具体阐释:1)广告者旨在传达一层含义的双关;2)广告者旨在通过不相关的表层含义,引导广告受众从表层含义所暗含的百科知识出发,实现其信息意图和交际意图的双关;3)广告者旨在传达两层含义的双关;4)仿拟双关。本文对广告双关语的剖析不仅加深了人们对广告双关语的认识,而且能使广告商更好地运用广告双关语。

关键词:广告,双关,关联理论,语境效果,明示刺激
 
On Puns in Advertising
——From the Perspective of Relevance Theory


ABSTRACT

This study intends to analyze the puns in advertising from the perspective of Sperber and Wilson’s relevance theory. Based on the ostensive-inferential communication model, the study will focus on analyzing the interpreting process of puns in advertisements. In terms of the differences among the interpreting process of puns, the author classifies puns into four types to analyze them in detail: 1) Puns with one intended interpretation; 2) Puns with rejected interpretation leading to the intended meaning; 3) Puns with double intended interpretations; 4) Parody puns. The analysis of puns in advertising can not only deepen people’s understanding of them, but also enable the advertisers to make a better application of puns in advertisements.

Key words: advertisements, puns, relevance theory, contextual effects, ostensive stimulus
   
CONTENTS

1 Introduction…………………………………………………………………………...1
2 A Review of Studies on Puns in Advertising…………………………………………2
2.1 Studies on advertising…………………………………………………………….2
2.2 Researches on the related topic…………………………………………………...3
3 Ostensive-inferential Communication in Advertising Puns………………………...5
3.1 Puns in advertising………………………………………………………………..5
3.2 Ostensive-inferential communication………………………………………….....6
3.3 Ostensive-inferential communication in advertising puns ……………………….8
4 Relevant Pun Interpretations in Advertising………………………………………..10
4.1 Puns with one intended interpretation …………………………………………..11
4.2 Puns with rejected interpretation leading to the intended meaning………...........12
  4.3 Puns with double interpretation communication………………………………...13
4.4 Interpretation of parody puns…………………………………………………....15
5 Conclusion…………………………………………………………………………….17
References………………………………………………………………………………18
    
 
 

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