本文選題：成語仿用 + 構(gòu)式��； 參考：《湖南師范大學(xué)》2012年碩士論文

【摘要】：習(xí)語是民族語言文化的瑰寶,承載著一個民族豐富的文化底蘊和無窮的語言魅力。由于其固定的形式結(jié)構(gòu)和特殊的語義內(nèi)涵,習(xí)語歷來受到語言研究者的青睞。長期以來,眾多語言學(xué)家對習(xí)語的句法語義特征、習(xí)語的來源、習(xí)語教學(xué)和英漢習(xí)語對比等方面做了大量研究,尤其是認知語言學(xué)發(fā)展以后,習(xí)語的生成和應(yīng)用等方面的研究也層出不窮。但是,目前在習(xí)語研究領(lǐng)域,對英語習(xí)語和英漢習(xí)語對比的研究成果頗多,而專門針對漢語成語的研究并不多見。 漢語成語,尤其是四字成語言簡意賅、節(jié)奏感強、形象生動、受眾熟悉等特點使得成語仿用現(xiàn)象在廣告語中頻頻出現(xiàn),甚至呈泛濫之象,廣告中漢語成語仿用的規(guī)范也就成了一個亟待關(guān)注和解決的問題。成語仿用是一個認知心理過程,廣告中的成語仿用是通過對既有成語的改寫來表達新的語用含義,以實現(xiàn)特定的宣傳效果。因此,廣告中通過成語仿用所形成的新的語言形式與原成語必然存在著某種聯(lián)系,其產(chǎn)生是有認知理據(jù)的。同時,廣告是一個交際過程,也是一個信息傳達和勸誘的過程。因此,廣告創(chuàng)作必須以能實現(xiàn)廣告意圖為前提,廣告語言必須具有一定的規(guī)范性。 本文從廣義的認知角度出發(fā),一方面通過對廣告中漢語成語仿用的語料進行分類研究,分別運用構(gòu)式語法和概念整合理論揭示出兩類廣告成語仿用的不同認知成因；另一方面針對目前廣告界成語仿用現(xiàn)象嚴重泛濫的情況,試圖對其規(guī)范問題進行深入探討：通過分析概括出廣告中漢語成語仿用的規(guī)范原則,并運用關(guān)聯(lián)理論解釋其原因,以期為廣告語言的發(fā)展提供可靠依據(jù)。 基于Fillmore對習(xí)語分類的理論,漢語成語可分為圖式成語和實體成語兩類。通過對漢語廣告中的成語仿用現(xiàn)象進行語料分析,我們發(fā)現(xiàn),圖式成語和實體成語這兩類成語在仿用時具有各自不同的特征,是兩種不同的認知過程,究其深層根源,是構(gòu)式語法和概念整合理論兩種不同認知原理作用的結(jié)果。圖式成語由于其語義結(jié)構(gòu)的半固定性,其本身就存在相應(yīng)的空位。這類成語的仿用過程就是新的語義成分對原成語構(gòu)式進行填充,原成語構(gòu)式通過語義壓制使其與之相符的過程。因此,新形成的成語形式在語義上仍與原成語構(gòu)式保持一致。實體成語由于其語義結(jié)構(gòu)的固定性,在仿用時只能通過激活人們對原成語構(gòu)式義的整體記憶,使之與新的語義元素進行整合從而在線構(gòu)建出新的語用意義。這類成語仿用是概念整合的結(jié)果。因此,新形成的成語形式背離了原成語構(gòu)式的語義結(jié)構(gòu)。 廣告中成語仿用的實現(xiàn)是人類認知作用的結(jié)果,但廣告中的成語仿用不是任意可為的。廣告是廣告商與消費者之間的一種特殊交際活動,消費者能否理解廣告商的宣傳意圖,廣告活動能否成功,取決于廣告創(chuàng)作的恰當與否�；陉P(guān)聯(lián)理論,廣告交際是一種明示—推理交際,是一個理解廣告的語言意義—選擇最佳語境—獲取廣告意圖的過程。因此,確保廣告交際中這三個環(huán)節(jié)順利進行的條件決定了廣告創(chuàng)作必須符合某些特定的原則。也就是說,本文試圖從關(guān)聯(lián)理論的角度來深入探討廣告中成語仿用的規(guī)范問題,使廣告中漢語成語仿用的規(guī)范原則更有說服力,從而更加有效地指導(dǎo)廣告商的廣告創(chuàng)作,防止成語仿用現(xiàn)象在廣告文體中“泛濫成災(zāi)”。
[Abstract]:The idiom is a treasure of national language and culture, carrying a nation rich cultural heritage and the infinite charm of the language. Due to the structure of the fixed form and special semantic meaning, idioms has always been the language researchers of all ages. For a long time, many linguists on the syntactic and semantic features of Idioms, idioms, do a lot of study on the teaching of English and Chinese idioms and idioms comparison etc., especially after the development of cognitive linguistics, research on the generation and applications of idioms also emerge in an endless stream. However, at present in the idiom research field, there are a lot of research achievements of English Idioms and idioms comparison, and Research on the Chinese idioms are rare.
Chinese idioms, especially the four word are concise, strong sense of rhythm, vivid image, the audience familiar with the characteristics of idioms with imitation phenomenon appeared frequently in advertisements, or even a flood of Chinese idioms with imitation as specification advertising has become one of the urgent attention and solve the problem of idioms. Imitation is a cognitive process, the idioms in advertising by imitation is based on rewriting existing idioms to express the pragmatic meaning of the new, in order to achieve specific publicity. Therefore, new forms of language and the original idiom formed by imitation of idioms in advertising must have some relationship, which is a cognitive motivation. At the same time, advertising is a process of communication, is also a process of information communication and persuasion. Therefore, advertising creation must be able to realize the purpose of advertisement is the premise of advertising language must have a certain criterion.
In this paper, from the cognitive perspective of a generalized and classified research of Chinese idioms in advertisements are imitation corpus, construction grammar and conceptual integration theory to reveal the different cognitive causes of two types of advertising with idiom imitation; on the other hand for the current advertising idioms with imitation phenomenon is serious flood situation, trying to further Discussion on its problems: through the analysis summarizes the standard Chinese idioms in advertisements by imitating principle and application of relevance theory to explain the reasons, in order to provide a reliable basis for the development of the advertising language.
Fillmore classification based on the theory of idioms and Chinese idioms can be divided into two types of idioms and idioms schema entities. Based on Chinese idioms in advertisements by imitation phenomenon of data analysis, we found that the schema of these two types of idioms and idioms entity idioms have their different characteristics in imitation, are two different cognitive process, the deep root is the construction grammar and conceptual integration theory, two different cognitive principle effect. Because of the semi fixed schema idiom semantic structure, it has the corresponding vacancy. This kind of idiom with imitation process is the semantic component of new original idiom constructions are filled, the original the idiom constructions through the pressing process of the semantic match. Therefore, the formation of the new form of idioms in semantic and idiom constructions consistent. Because of its fixed entity idiom semantic structure, in imitation of time only can pass We activate people's holistic memory of the construction meaning of the original idioms, integrate them with new semantic elements, and build new pragmatic meanings online. Such idioms are the result of conceptual integration. Therefore, the newly formed idioms deviate from the semantic structure of the original idioms.
Advertising is used to achieve the idiom imitation effect the result of human cognition, but the idioms in advertising copy is not arbitrary for the. Advertising is a special communication between advertisers and consumers, consumers can understand the intention of advertising advertisers propaganda, success depends on the creation of the advertisement is appropriate or not based on Association. The theory of advertising communication is a kind of ostensive inferential communication, is an understanding of advertising language meaning - select the best context - get the advertising intention process. Therefore, to ensure that the advertising communication these three links smoothly a decided advertisement creation must comply with certain principles. That is to say, this paper attempts to explore the problem with advertising in imitation of specification idioms deeply from the perspective of relevance theory, the persuasiveness of Chinese idioms with imitation principle more advertising, so as to effectively guide the advertisers The creation of advertising prevents the imitation of Idioms from being "flooded" in the advertising style.

【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：H136

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本文編號：1754193