當前,隨著大眾媒介和商品流通快速發(fā)展的需要,廣告在日臻完善的同時,與人們的日常生活也變得密切相關(guān)。廣告是否能吸引讀者,關(guān)鍵是在廣告語言是否生動有趣。.而廣告是廣告商與公眾之間的一種特殊言語交際形式,因此在廣告創(chuàng)作中采用何種語言成為廣告語制作的重點。近幾年來,修辭格成為廣告語的新寵,比如雙關(guān),擬人,重復等。而仿擬修辭格在廣告語言的使用上發(fā)揮著越來越重要的作用,頗受廣告商的青睞。仿擬是通過模仿別人的寫作風格以使寫出來的東西有趣的一種寫作手法。 Sperber和Wilson聯(lián)合提出的關(guān)聯(lián)理論(Relevance Theory),是從信息處理的認知特點出發(fā),認為語言交際是一種明示-推理的認知活動,這種活動實際上是交際者對所處的認知環(huán)境進行再認識和互明(mutual manifestness)的過程。影響關(guān)聯(lián)程度的因素有兩個:語境效果和為獲得語境效果而付出的心力。此外,關(guān)聯(lián)理論涵蓋了兩條基本原則,即認知關(guān)聯(lián)原則和交際關(guān)聯(lián)原則。關(guān)聯(lián)理論認為:“在正常的交際中,受話者總是追求最佳相關(guān)的目標,即在認知過程中力圖以最小的投入獲得最大的認知效果�！� 廣告是一種特殊的語言交際活動,根據(jù)關(guān)聯(lián)理論,廣告可以看做...

【文章頁數(shù)】：52 頁

【學位級別】：碩士

【文章目錄】：
摘要
Abstract
Chapter 1 Introduction
Chapter 2 An Overview of Parody in Advertisement
    2.1 Definition of Parody
    2.2 Classifications of Parody
    2.3 Functions of Parody
        2.3.1 Rhetorical Effects
        2.3.2 Coining New Words
    2.4.P ragmatic and Cognitive Study of Parody
        2.4.1 Prototype Theory and Parody
        2.4.2 Figure -Ground Theory and Parody
        2.4.3 Mental Space Theory and Parody
    2.5 Parodies in Advertisements
        2.5.1 Definition and Classifications of Advertising
        2.5.2 Functions of Advertising
        2.5.3 Features of Advertising
        2.5.4 Forms of Parody in Advertisement
Chapter 3 An Overview of Relevance Theory
    3.1 An Overview of Major Studies of Relevance Theory
    3.2 Main Concepts of Relevance Theory
        3.2.1 Ostensive-inferential Communication
        3.2.2 Cognitive Environment and Mutual Manifestness
        3.2.3 Contextual Effect and Processing Effort
        3.2.4 Principles of Relevance and Optimal Relevance
    3.3 Feasibility of Applying Relevance Theory to the Study of Parody in Ads
Chapter 4 The Interpretation of Parody in Advertisements with Relevance Theory Approach
    4.1 Studies of Relevance Theory Applied in Parodic Ads
    4.2 Two layers of Intention of Advertising
    4.3 Classifications of Parodic Advertisement Based on Relevance
        4.3.1 Phonetic Relevance
        4.3.2 Semantic Relevance
        4.3.3 Textual Relevance
    4.4 Ostensive-inferential Communication Interpreting Parodic Ads
        4.4.1 Ostention in Parodic Advertising
        4.4.2 Inference in Parodic Advertisements
    4.5 Degrees of Relevance in Parodic Advertising Communication
Chapter 5 Problems Existing and Strategies of Creating Successful Parodic Ads
    5.1 Problems Existing in Applying Parody in Ads
        5.1.1 Causing Ambiguity
        5.1.2 Misleading Teenagers
        5.1.3 Name Tort
        5.1.4 Causing Weariness in Aesthetic Judgment and Appreciation
    5.2 Strategies of Creating Successful Parodic Ads
        5.2.1 Making Advertisement Concise
        5.2.2 Applying humorous device into parodic advertisements
        5.2.3 Probing into the Intrinsic Relevance between Advertisements and Products
Chapter 6 Conclusion
References
攻讀學位期間取得的成果
Acknowledgements



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