图形—背景理论视角下的广告双关语分析

发布时间：2024-01-25 12:23

　　当今社会，市场经济的迅速发展使得商品竞争日趋激烈，大众传媒的发达使广告渗透到我们生活的方方面面。广告语作为一种特殊的广告语体现已逐渐成为了语言学界的研究热点。广告双关语是指采取双关修辞的广告语，具有简洁、新颖的特点，为许多优秀的广告文案所采用。迄今为止，对广告双关语的研究颇多，主要集中在语用功能、美学功能和翻译方面，也有学者从认知语言学的角度进行研究，例如广告双关语的认知解读，广告双关语的图形—背景分析及其文体效应。本文从广告受众的角度，用图形背景理论进一步分析了广告双关语识解的一般机制。 本论文共包含五部分。第一章介绍了本研究的背景，本论文的研究目的以及本论文的整体结构。第二章为文献综述部分，介绍了双关语的概念和分类，图形背景理论的起源和图形背景分离等。第三章为该论文的理论基础—广告双关语的图形背景理论的认知机制以及该论文的研究问题，数据搜集和数据呈现。第四章应用图形背景理论分析广告双关语的运行机制，深入地研究了图形背景理论与广告双关语之间的关系。第五章为该论文的总结部分，总结了研究结果，该研究的局限性以及为今后的研究提出的建议。 在本研究的基础上，作者得出结论：广告双关语具有三层图...

【文章页数】：72 页

【学位级别】：硕士

【文章目录】：
Acknowledgements
Abstract
摘要
Contents
Chapter 1 Introduction
    1.1 Background of the Present Study
    1.2 Purpose of the Present Study
    1.3 Overall Structure of the Thesis
Chapter 2 Literature Review
    2.1 A Brief Introduction to Pun
        2.1.1 Definition and Characteristics of Pun
        2.1.2 The Classification of Pun
    2.2 A Brief Introduction to Figure-Ground Theory
        2.2.1 The Origin of Figure-Ground Theory
        2.2.2 Figure-Ground Segregation
        2.2.3 The Properties of Figure-Ground Theory
        2.2.4 The Application of Figure-Ground Theory
    2.3 Previous Study of Pun in Advertising
        2.3.1 Previous Researches of Pun in Advertising Abroad
        2.3.2 Previous Researches of Pun in Advertising at Home
Chapter 3 Theoretical Framework and Methodology
    3.1 The Mechanism of Figure-Ground Theory in Pun in Advertising
        3.1.1 Identification of Figure-Ground in Pun
        3.1.2 Three Levels of Figure-Ground Organization of Pun
    3.2 Methodology
        3.2.1 Research Questions
        3.2.2 Data Collection
        3.2.3 Data Presentation
Chapter 4 The Interpretation of Pun Based on Figure-Ground Theory
    4.1 The Explanation of Pun in Advertising with Figure-Ground Theory
        4.1.1 The Explanation of Phonetic Pun
        4.1.2 The Explanation of Semantic Pun
        4.1.3 The Explanation of Complex Pun
    4.2 Functions of Pun in Advertising from Figure-Ground Theory
        4.2.1 The Prominent Functions of Figure
        4.2.2 The Supportive Functions of Ground
Chapter 5 Conclusion
    5.1 Major Findings
    5.2 Limitations of the Study
    5.3 Suggestions for Further Researches
References



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