关联理论视角下的广告修辞机制研究

发布时间：2021-04-12 04:42

　　广告在我们日常生活中随处可见,并日益成为我们生活中的重要部分。它通过报纸,电视,广播,媒体等对各种产品或者服务进行宣传,其主要目的就是吸引广告受众的注意力,使广大受众对之产生兴趣和购买欲望。在广告制作过程中,广告人非常重视语言技巧的运用,修辞的使用也越来越频繁。本文以Sperber和Wilson的关联理论为理论框架,从认知语用学角度对中英文广告中诸如比喻,双关,仿拟,夸张等修辞的理解进行细致的分析与阐释。根据关联理论,广告交际作为一种特殊的言语交际形式,属于明示—推理交际的模式,其包括广告人的明示刺激和广告受众的推理。在广告交际中,广告者要保证所运用的修辞语言具备最佳关联,能吸引广告受众的注意力,并使其为广告付出认知努力。结合语境以及话语内容,广告受众可以推断出广告者的真实意图,取得广告所要达到的语境效果。在理解过程中,受众还可以获得几种语用效果:1)引人注目2)幽默效果3)简洁凝炼4)美学享受。但是,本研究发现并不是所有的广告修辞都是成功的,由于文化,社会及个体差异等原因,广告效果也会有所不同。因此要想取得较好的广告效果,广告者需要更好的了解不同的社会,文化及个体特点。尽管本研究存在... 

【文章来源】：广西民族大学广西壮族自治区

【文章页数】：59 页

【学位级别】：硕士

【文章目录】：
Acknowledgements
摘要
Abstract
Chapter 1 Introduction
    1.1 The Significance of the Study
    1.2 Definition and Functions of Advertising
    1.3 Rhetorical Devices in Advertising
    1.4 The Rationale and Objects of the Study
    1.5 Data Collection and Research Method
    1.6 The Main Structure of the Thesis
Chapter 2 Literature Review
    2.1 Studies on Language of Advertising
        2.1.1 The Semiotic Approach
        2.1.2 The Pragmatic Approach
        2.1.3 Other Linguistic Approaches
    2.2 Studies on Rhetoric of Advertising
    2.3 Summary
Chapter 3 Relevance Theory
    3.1 Relevance Theory
        3.1.1 The Principle of Relevance
        3.1.2 Context
        3.1.3 Relevance and Communication
    3.2 Ostensive-inferential Communication
    3.3 Implicature
    3.4 Summary
Chapter 4 The Analysis of Rhetoric Figures of Advertising from the Perspective of Relevance Theory
    4.1 The Ostensive-inferential Process of Advertising Communication
    4.2 The Optimal Relevance and Cognitive Context in Advertising
    4.3 The Rhetorical Figures in Advertising and the Analysis
        4.3.1 Simile and metaphor
            4.3.1.1 Simile and Metaphor in Advertising
            4.3.1.2 Relevance Theory and the Analysis of Simile, Metaphor
        4.3.2 Pun
            4.3.2.1 Pun in advertising
            4.3.2.2 Relevance Theory and the Analysis of Pun in Advertising
        4.3.3 Parody
            4.3.3.1 Parody in Advertising
            4.3.3.2 Relevance Theory and the Analysis of Parody in Advertising
        4.3.4 Hyperbole
            4.3.4.1 Hyperbole in Advertising
            4.3.4.2 Relevance Theory and the Analysis of Hyperbole in Advertising
    4.4 The Pragmatic Functions of Figure of Speech in Advertisements
        4.4.1 Attractive
        4.4.2 Humorous
        4.4.3 Brief
        4.4.4 Aesthetic
    4.5 Drawbacks of Figures of Speech in Advertisements
    4.6 Summary
Chapter 5 Conclusion
Notes
Bibliography
Publications During the Postgraduate Program



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