淘豆网网友799474576近日为您收集整理了关于关联理论视角下中文广告双关语研究的文档，希望对您的工作和学习有所帮助。以下是文档介绍：Study on Pun Application in ChineseAdvertisements from the Perspective ofRelevance Theory关联理论视角下中文广告双关语的研究Supervised by Niu YumeiSubmitted toSchool of Foreign Languages and LiteratureIn Partial Fulfillment of the RequirementsFor the Degree of Master ofArtsShandong UniversityJinan,ChinaApril,2013原创性声明本人郑重声明:所呈交的学位论文,是本人在导师的指导下,独立进行研究所取得的成果。除文中已经注明引用的内容外,本论文不包含任何其他个人或集体已经发表或撰写过的科研成果。对本文的研究作出重要贡献的个人和集体,均已在文中以明确方式标明。本声明的法律责任由本人承担。论文作者签名:塑遏墨 El期:关于学位论文使用授权的声明本人完全了解山东大学有关保留、使用学位论文的规定,同意学校保留或向国家有关部门或机构送交论文的复印件和电子版,允许论文被查阅和借阅;本人授权山东大学可以将本学位论文的全部或部分内容编入有关数据库进行检索,可以采用影印、缩印或其他复制手段保存论文和汇编本学位论文。(保密论文在解密后应遵守此规定)论文作者签名:盈匝导师签名:警喾整整L日期:【IJ东火学硕.I?学位论文ContentsAbstract………………………………………………………………………………………………………….i摘要………………………………………………………………………………..iiiList ofTables…….….….…….….…….…..…….…….….…….…..….…….…….….…….….….….…、,List of Figures.............................................................................................................viChapter One Introduction.....................................................................................1 1.1 Description ofAdvertising Puns..........................................................................1 1.2 Significance ofthe Present Study….…....…..….……….……….….……….….….….……3 1.anization ofthe Thesis.….......……….…….….…..….….….……..….….……...…..….4Chapter Two Literature Review..…….…....….…...…...…..…………..…..….….….….….6 2.1 Definition and Features of Puns…………………………………………………………………6 2.1.1 Definitions of Puns…………………………………………………………………………….7:!.1.2 Features of Puns………………………………………………………………………………..8:!.2 Previous Studies on Puns………………………………………………………………………….9 2.2.1 Rhetoric Study on Puns…….....……………………..…....………………….……………9 2.2.2 Double Context Study on Puns..………………………......…………….….…...…….1 0 2.2.3 Humor Study on Puns………….....………………………..………………………………10 2.2.4 Ambiguity Study on Puns.....……………….….….……………….....…………………1 1 2.2.5 Pragmatic Study on Puns….….…........…….…….………..…………..….…....……..1 2 2.3 Previous Studies on Advertising Puns.….….…….…….….……...…..…….……………14Chapter Three Theoretical Framework:Relevance Theory............................1 7山东大学硕士学位论文:;.1 Key Notions of Relevance Theory.…..….……….……….….……….….…..…….….…..1 7 3.1.1 Ostensive—munication…………………………………………………17 3.1.2 Implicature…………….…..…..………………....…...….…………………......…...…....22 3.1.3 Contextual Effects and Processing Effort...................................................25 3.2 Relevance and Cognition...................................................................................26 3.3 Summary of Relevance Theory.........................................................................28 3.4 Relevance-theoretic Cognitive Process of Advertising Puns………………………..29 3.4.1 Puns with One Relevant Interpretation.......................................................30 3.4.2 Puns with Two or More Relevant Interpretations…………………………………34Chapter Four Methodology.................................................................................37 4.1 Research Questions............................................................................................38 4.2 Participants........................................................................................................38 4.3 Design ofQuestionnaires...................................................................................39 4.3.1 Questionnaire to TestAdvertising Involvement..........................................39 4.3.2 Questionnaire to Test the Effectiveness......................................................40 4.4 Data Collection..................................................................................................—4】l4.5 Data Processing.................................................................................................42Chapter Five Results and Discussion.................................................................43 5.1 The Distribution Pattem of the Two Types of Puns Used in Chinese Advertisements.................................................................................................................................43 5.2 The Degree ofAdvertising Involvement...........................................................44 5.3 Advertising Effectiveness Achieved by the Use of Puns……………………………..46 5.3.1 Effectiveness Difference Between Advertisements with a pun andAdvertisements Without a Pun.............................................................................46 5.3.2 Effectiveness Difference Between Advertisements Containing the Two PunTypes…….........…………………....…......……………………..…………………........………...49山东大学硕士学位论文5.3.3 SampleAnalysis from View ofRelevance Theory......................................51 5.4Chapter Summary...............................................................................................54Chapter Six Conclusion.......................................................................................55 6.1 Major Findings.….….….….…..…....….……..…..…..….…….…...….….….………...…....55 6.2 Limitations..…..….….……..…..….…......….….……….….……..…..….….…..…………....56Bibliography….…….….…..…............…….….……….............…..…..….…….…..........…...…57Appendix………......….......……………………….......……….………………………..………………61Acknowledgements…………...…......…..………………..............….…………........……………70山东人学硕l:学位论文AbstractFor a long time puns are widely used in modem munication and thestudies of puns have also involved almost all the aspects of language.However’most of theresearches in the past only concerned advertisement itself and ignored the audiences’interaction process.There are few explanations about the cognitive process of generatingand interpreting advertising puns,especially the Chinese puns.The present study tries to analyze puns used in Chinese advertising as a speciallanguage phenomenon according to D.Sperber and D.Wilson’S Relevance Theory bymeans of statistic and case study.A distinction is made between puns in which twointerpretations are relevant to the advertisers’intentional massage and puns in which onlyone interpretation is relevant.This paper reports tries to find out whether advertisementscontaining a pun in general are more appreciated than those without a pun,and alsowhether advertisements containing a pun with two or more relevant interpretations moreappreciated than advertisements containing a pun with only one relevant interpretation.A total of 1 72 Chinese advertisements containing apun are collected and clarifiedfirst to study the distribution paaern.Furthermore,Questionnaires are designed plementary means toexplore the different effectiveness of different kinds of puns.Sixty-three participants rate their appreciation of the advertisements from three aspects.Inorder to avoid gender difference towards different types of products,the author revises thePersonal Involvement Inventory(PII)to test their advertising involvement.Results showthat electronic products,medicine,insurance and consulting are the three highly involvedadvertisements for boys,and cosmetics and medicine advertisements are ofhigh—involvement for girls.Next,based on those highly involved advertisements,twoquestionnaires aredesigned toexplore the effectiveness of the three kinds of Chineseadvertisements(one is for girls while the other is for boys).The participants are asked toj udge each advertisement on individual Likert sacles from three aspects includinginterestingness,impression and favoE山东大学硕士学位论文The results areanalyzed by statistic means.With regard to the questionnairescollected,Reliability test is firstly employed to examine whether items used in thequestionnaires are reliable and then Independent Sample Test is used to analyze whetherthere is significant difference prehension for the three advertising types.After thedata processing,the author analyzes some cases to discuss the interpreting process ofadvertising puns based on Relevance TheoryResults of the study manifest that the presence or absence of puns has asignificantimpact on the audience’S appreciation.And also,advertisements containing apun are moreeffective than advertisements without a pun which means that puns play asignificant rolein Chinese advertising.Moreover,puns with two or more relevant interpretations areregarded more interesting and favored than advertisements containing apun with only onerelevant interpretation,but the later are considered more impressive than the former.Findings of the present study further illustrate the great explanatory power of theRelevance Theory for puns.Furthermore,the present study can also help the audienceenrich their understanding of puns and help the advertisers make better application of punsin their advertisements design to make munication more efficient.Key words:advertising puns;pun with one relevant interpretation;pun with two or morerelevant interpretations;cognitive process;Relevance Theory摘要长期以来,双关语被广泛运用于现代广告交际之中,双关研究也几乎涉及到语言研究的各个方面。然而,以往对广告中双关语的研究大多只关注广告本身而忽略了观众与其的互动过程,对于广告双关语,尤其是中文广告双关语如何产生受众欢迎的效果及其意义的生成,并没能提供机理性的阐释。本文主要依据Sperber和Wilson所提出的关联理论,通过大量数据统计、案例分析以及问卷调查尝试对中文广告中双关语这一特殊语言现象进行剖析。由于双重语境的特征,双关可被分为单意双关和多意双关。本研究从关联理论的角度对这两种双关类型的认知过程进行了分析,并通过采用调查问卷的形式探究包含双关语的中文广告是否比不含双关语的中文广告更受青睐,以及包含不同双关类型的中文广告是否能够产生不同的效果。本研究首先对收集的172条含有双关语的中文广告按照两类双关语的特点进行了分类,并对其分布情况进行了统计。随后借助问卷对三类广告语的效果进行对比研究。63名大学生参与了此次调查,问卷调查分为两个阶段。为了避免性别因素的影响,采用个人卷入量表首先对被试进行了卷入度的测试。根据测试结果,选取高卷入广告设计第二份问卷,分为女生组和男生组。被试者根据李克特量表对每一个广告分别从趣味性、印象以及喜爱程度进行判断。数据采集完成后,首先使用信度测试以检验问卷中所涉及题目是否可信,然后运用独立样本T检验对受众对三种广告语在这三个测试方面的理解有无显著性差异进行了分析。数据处理结束之后,利用关联理论对每项结果进行了分析讨论并且针对问卷中典型样本进行了案例分析。本研究结果表明双关的存在与否对受众的广告态度有很大的影响,并且含有双关语的广告比不含双关语的广告能够产生更好的效果。本研究同时表明含有多意双关的广告比含有单意双关的广告更有趣而且更受欢迎,但是含有单意双关的广告却更令人印象深刻。本研究的发现进一步证明了关联理论对于双关语具有较强的解释力。另外,该研究的研究方法以及研究结果对广告中的反讽研究有着一定的贡献,可以增强受众对双关广告的理解,同时对于广告商设计双关』。告提出了建议和意见,对于广告交际起到山东大学钡十学位论文了一定的促进作用。关键词:广告双关语;单意双关;多意双关;认知过程;关联理论山东大学硕一仁学位论文List of TablesTable 3.1 Cognitive process of puns with one relevant interpretation……………………3 3Table 3.2 Cognitive process ofpuns with two or more relevant interpretations.........36Table 5.]【Results ofdistribution..................................................................................43Table 5.2 Group ofadvertising involvement...............................................................45Table 5.3 Results ofvalidity........................................................................................46Table 5.4 T-Test...........................................................................................................47Table 5.5 Results of interestingness 1……………………………………………………………….47Table 5.6 Results of impression 1................................................................................48Table 5.7 Results of favor]1.........................................................................................48Table 5.8 Results of interestingness 2.........................................................................49Table 5.9 Results ofimpression 2................................................................................50Table 5.10 Results of favor 2.......................................................................................5()V

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