广告双关论文：关联理论视角下的广告双关语认知过程及语用功能分析

广告双关论文：关联理论视角下的广告双关语认知过程及语用功能分析【中文摘要】双关语被广泛运用于现代广告交际。本文依据D.Sperber和D.Wilson所提出的关联理论(1995),通过大量示例来剖析广告双关语这一特殊语言现象。本文旨在回答以下两个问题：广告双关语是怎样促成广告交际；既然双关语有歧义,为什么它仍倍受广告主的青睐。本文认为广告双关语之所以能促成广告交际的顺利进行,其根本在于人类的认知特性,即人类认知倾向于追求明示刺激所蕴含的最佳关联。广告商熟知这种认知特性并运用于广告双关语作为明示刺激,以期其独特的认知过程能实现独特的语用功能。双关语本身具有模糊、歧义的特征,当受众接收到广告双关语这种明示刺激后,她会付出最小的认知努力来激活最显著的概念和语境,从而获得对双关语的理解。某些广告双关语会传达两层意思,这两层意思分别都能产生符合广告商利益的语境效果,在这种情况下,广告受众会接受这两层意思来获取完整的最佳关联。而的双关语在激活两种解读后,最终只有一种意思符合广告语境,满足最佳关联的预设；在某些广告双关语中,被放弃的那层意思会提供某些语境假设,这些语境假设结合双关语被保留的那层理解生成额外的、符合最佳关联的语境效果。双关语的歧义特征使得广告受众经历复杂的认知过程、付出额外的认知努力以最终获得满足最佳关联的语境效果,但不管过程如何复杂,受众的认知总会遵循关联原则。而基于其复杂的认知解读过程,广告双关语也也产生了一些独特的语用功能,如：吸引和保持观众的注意力,传达语境效果,避免社会禁忌等。总之,本文对广告双关语认知过程和语用功能的分析使广告受众能更深入地理解广告双关语,也使广告商能更好地将双关这种修辞手法运用广告交际中。【英文摘要】Theadvertisingpunsaremorepervasivethanwhatwecanimagine.BasedonSperberandWilson’sRelevanceTheory(1995),thepresentthesisadoptscasestudytoexploresomecharacteristicspeculiartopunsandtheirfunctionsinadvertising.Thepapermainlyintendstoanswerthesetwoquestions:howdoadvertisingpunspossiblyleadtosmoothcommunication;whydotheadvertisersstillpreferadvertisingpunssincetheycontainambiguity.Forhowadvertisingpunsleadtosmoothcommunication,theanswerliesinthathumanuniversalcognitivetendencyautomaticallyaimsatfulfillingoptimalrelevanceguaranteedbytheadvertisingpunsasostensivestimuli.Theadvertiserisawareoftheaudience’sexpectationofoptimalrelevanceandthereforedeliberatelyexploitsadvertisingpunsasostensivestimulitoconveyhisintentions.Punsareinherentintheambiguousnature.Inordertoachieveoptimalrelevanceofanadvertisingpun,theaudiencewilltriggerthemostsalientconceptsandcontexttoachieveinterpretationsatthecostofleastcognitiveeffort.ofambiguity.Basedontheirpeculiarinferentialprocess,advertisingpunsperformcertainpragmaticfunctionsintheostensive-inferentialcommunicationofadvertising.Theirpragmaticfunctionsincludeattractingandholdingaudience’sattentionbyextracognitiveeffort,conveyingmuchinformationbyextracognitiveeffects,andavoidingsocialtaboosbyindirectcontextualimplication.Overall,thisthesisisanilluminatingbuttentativeexplorationofadvertisingpuns.Itis■illuminatinginthatitnotonlyhelpstheaudienceappreciatetheadvertisingpunswithmorecomprehensiveviewbutenablestheadvertiserstomakebetteruseofpunsintheadvertisements.Thisthesisistentativeinthatitexpectsandencouragesmoreculturalornon-verbalfactorstobetakenintothestudyofadvertisingpuns.【关键词】广告双关明示刺激最佳关联认知努力语境效果关联原则【英文关键词】advertisingpunsostensivestimulioptimalrelevancecognitiveeffortcontextualeffectsprinciplesofrelevance【目录】关联理论视角下的广告双关语认知过程及语用功能分析

摘要

6-7

Abstract

7-8

ChapterOneIntroduction

11-22

1.1Generaldescriptionofthestudy

11-14

1.1.1Researchbackground

11-12

1.1.2Objectivesofthestudy

12

1.1.3Methodologyanddatacollection

12-13

1.1.4Layoutofthethesis

13-14

1.2Generaldescriptionofadvertisingpuns

14-17

1.2.1Definitionofpun

14

1.2.2Threeconstituentelementsofapun

14-15

1.2.3Punsandambiguity

15-16

1.2.4Classificationofpuns

16-17

1.3Literaturereview:previousstudiesonadvertisingpuns

17-22

ChapterTwoRelevanceTheoryandAdvertising

22-30

2.1OverviewofRelevanceTheory

22

2.2RelevanceTheoryandItsAccountofCommunicationandInference

22-28

2.2.1Ostensive-inferentialcommunication

22-23

2.2.2DefinitionofRelevance

23-24

2.2.3PrinciplesofRelevance

24-25

2.2.4Thenatureandselectingofcontext

25-26

2.2.5Relevance-theoreticcomprehensionprocedure

26-28

2.3Advertisingasanostensive-inferentialcommunication

28-30

ChapterThreeCognitiveProcessofAdvertisingPuns

30-56

3.1Arelevance-theoreticcognitiveprocessofadvertisingpuns:casestudy

30-53

3.1.1Nonsensepuns

30-40

3.1.2Punswithrejectedinterpretationcontributingtotheintendedone

40-46

3.1.3Punswithtwointerpretationsintended

46-53

3.2Summary:Optimal-relevancearrivingprocessofadvertisingpuns

53-56

ChapterFourPragmaticFunctionsofAdvertisingPuns

56-61

4.1Attractingandholdingattentionbyextracognitiveeffort

56-57

4.2Conveyingmuchinformationbyextracognitiveeffect

57-59

4.3Avoidingsocialtaboosbyindirectcontextua