本文選題：雙關(guān)語 + 概念整合��； 參考：《西安外國語大學(xué)》2013年碩士論文

【摘要】：雙關(guān)語和商業(yè)廣告分別是語言學(xué)研究和廣告學(xué)研究的兩大主題。雙關(guān)語是一種常見的語言現(xiàn)象，而商業(yè)廣告作為一種信息傳播方式早已滲透到社會(huì)生活的各個(gè)領(lǐng)域。商業(yè)廣告在傳遞商品信息時(shí)發(fā)揮著其特有的商業(yè)功能：提供信息、爭(zhēng)取顧客、擴(kuò)大市場(chǎng)等，這就使得商業(yè)廣告在語法結(jié)構(gòu)、用詞選擇和修辭方法上具有不同于一般文體的特點(diǎn)。近年來，雙關(guān)語作為一種有效的修辭手段，以其幽默、趣味、語境適應(yīng)性等特點(diǎn)一直備受廣告商的青睞。 雙關(guān)語在商業(yè)廣告中的頻頻使用受到國內(nèi)外學(xué)者們的高度重視。然而前人的研究大都局限于雙關(guān)語制作者的語言策略，他們從對(duì)雙關(guān)語語言本身所表現(xiàn)出來的語言特色到對(duì)其語用、社會(huì)、美學(xué)及系統(tǒng)功能等都做了相關(guān)研究，但消費(fèi)者究竟是如何解讀商業(yè)廣告中的雙關(guān)語這一現(xiàn)象卻被他們所忽視，即前人并未從認(rèn)知角度對(duì)雙關(guān)語進(jìn)行研究，而這就是本文的研究所在。 本文以由Fauconnier和Turner等人創(chuàng)建的概念整合理論為理論背景，，對(duì)中英商業(yè)廣告中的雙關(guān)語進(jìn)行研究，通過搜集到的100條含有雙關(guān)語的商業(yè)廣告，旨在探究人們?cè)诶斫庵杏⑸虡I(yè)廣告中雙關(guān)語時(shí)的認(rèn)知路徑及其內(nèi)在的心理運(yùn)作機(jī)制，并且根據(jù)概念整合理論內(nèi)部的四個(gè)子網(wǎng)絡(luò)：?jiǎn)蜗蚩蚣芫W(wǎng)絡(luò)、框架網(wǎng)絡(luò)、單向網(wǎng)絡(luò)和雙向網(wǎng)絡(luò)，對(duì)中英兩中不同文化下，商業(yè)廣告中的雙關(guān)語進(jìn)行了對(duì)比研究。本文從認(rèn)知角度出發(fā)，試圖為雙關(guān)語提供一個(gè)新的研究視角，再一次證明概念整合理論強(qiáng)大的闡釋力，同時(shí)希望給廣告制作者提供一些建議。
[Abstract]:Pun and commercial advertising are the two major themes of linguistic and advertising studies, respectively. Pun is a common language phenomenon, and commercial advertising as a means of information dissemination has penetrated into all fields of social life. Commercial advertising plays its unique commercial function in transmitting commodity information: providing information, winning over customers, expanding the market and so on, which makes the commercial advertisement have different features in grammatical structure, choice of words and rhetorical methods. In recent years, puns, as an effective rhetorical device, have been favored by advertisers for their humorous, interesting and contextual adaptability. The frequent use of puns in commercial advertisements is highly valued by scholars at home and abroad. However, previous studies are mostly confined to the linguistic strategies of puns. They have done some research on the linguistic characteristics of puns from their linguistic characteristics to their pragmatic, social, aesthetic and systemic functions. However, how consumers interpret pun in commercial advertisements is ignored by them, that is, the former did not study pun from a cognitive point of view, and this is the research in this paper. Based on the conceptual integration theory developed by Fauconnier and Turner et al, this paper studies pun in Chinese and English commercial advertisements. The purpose of this paper is to explore the cognitive path and the inner psychological mechanism of puns in Chinese and English commercial advertisements, and to integrate the four sub-networks within the theory according to the concept: unidirectional frame network. This paper makes a comparative study of puns in commercial advertisements in different cultures of both Chinese and English in one-way and two-way networks. From a cognitive point of view, this paper attempts to provide a new perspective for puns, proving once again the powerful explanatory power of conceptual integration theory, and hoping to provide some suggestions to advertisers.
【學(xué)位授予單位】：西安外國語大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：H15;H315

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