基于关联理论的中文广告中的言语反讽研究-英语语言文学专业论文.docxVIP

The The findings of the study are shown as follows：(1)The generative motivation of employing verbal irony in Chinese advertisements is attributed to their distinctive characteristics and pragmatic effects， especially to the complimentary meaning it expresses first．And then the creation of semantic inconsistency through an integration of cognitive environment is the core of designing Chinese advertisements with verbal irony．(2)The comprehension falls into two steps：first，the identification of semantic inconsistency of verbal irony in Chinese advertisements between literal meaning and intended meaning based on cognitive environment；second，the comprehension of verbal irony’S complimentary meaning in Chinese advertisements，which can be described simply as that the literal meaning works as an ostensive stimulus to attract consumers to infer the real intention and attitude of the advertisers， comprehend their complimentary meaning and appreciate the charm and beauty further．Cognitive environment is the factor which should be considered through the whole process from its generation to comprehension． We hope that what the thesis has done can popularize the application of Relevance Theory in linguistic study，and will be of some help to the later study of similar linguistic phenomena to some extent．In addition，it can exert some reference value to effective creation of advertisers，consumers’complete understanding of advertisements with verbal irony and other related studies． Key words：verbal irony in Chinese advertisements；generation； comprehension； complimentary meaning； Relevance Theory 万方数据 摘要随着商品经济和信息技术的迅猛发展，广告俨然已成为人们生活 摘要 随着商品经济和信息技术的迅猛发展，广告俨然已成为人们生活 的一部分。由于其自身与众不同的特点和语用功能的实效性，带有言 语反讽的广告于众多类型的广告中脱颖而出，也因此广泛受到学者们 关注。然而目前国内外对反讽广告的研究有以下两点不足：一是主要 从单一的角度解释其创作的缘由或研究消费者的理解，缺乏一个从创 作到理解的统一完整解释；二是主要研究广告反讽表幽默、讽刺、批 评指责、期望和礼貌等语用功能，很少对其表赞美的语用功能进行分 析。 本文从认知的视角研究中文广告反讽，探讨中文广告中言语反讽 的生成依据、过程及其理解。本文采用以分析法为主的研究方法，依 据关联理论框架下最大关联、最佳关联、明示一推理和认知语境等重 要概念试图分析解释诸多中文广告反讽实例。 本文试图依据关联