【作者】 杨柳；

【导师】 彭爽；

【作者基本信息】 东北师范大学 ， 语言学及应用语言学， 2012， 硕士

【摘要】 随着中国传媒行业的发展，广告作为一种行之有效的传播手段已经走进千家万户。我们想要使广告做得有品位，能够吸引打动消费者，就必须在有限的时间和空间里展现最精彩的语言。而仿拟作为一种新兴的广告修辞现象，它不仅产生了一种新奇特的表达效果，而且使语言更加诙谐、生动，给人们留下深刻的印象，进而达到良好的宣传效果。Sperber和Wilson在对Grice的合作原则进行修改和补充中提出了自己的语用学理论——关联理论，他们认为言语交际的过程就是对有效信息进行加工处理的认知过程。对于不同的信息，我们在处理中所花费的时间和精力也是不同的，当发话人传递的信息与受话人的认知语境相一致时，对受话人来说就是具有刺激信号的显映，易于受话人的理解和推理，言语交际自然也会成功。所以为了明确交际中的信息意图和交际意图，为此，Sperber和Wilson也提出了最大关联原则和最佳关联原则。广告语属于言语交际的一种，在广告的传播中我们应该更加关注消费者和产品信息之间的关联，把有效、明确的信息意图传递给消费者，不仅能扩大商品宣传、影响舆论，也能促进我国市场经济健康有序的发展。根据本文所阐释的内容，全文共分五个部分：第一章是引言。这一章主要对仿拟有一个宏观的了解，分别介绍了仿拟的研究现状，广告语中仿拟现象的研究现状，并阐述了本文的研究目的以及语料来源。第二章着重介绍关联理论的主要观点。从关联理论的定义、最佳关联原则、推理模式和关联理论的语境观四大部分详细地介绍了关联理论。第三章是广告语中的仿拟现象。在这一部分，主要从仿拟的分类、作用以及仿拟在广告语中的形式进行分析。第四章是关联理论在广告仿拟中的应用，也是文章的重点。主要以关联理论为依据，阐述广告传播的两种意图以及对仿拟广告语的分类。第五章是仿拟广告语存在的问题以及具体的解决方案。更多还原

【Abstract】 With the development of China’s media industry, advertising as an effective means of communication to households. We want to make the ads do have a taste that is attractive to impress consumers, must be in the limited time and space to show the most exciting language. Parody as a new phenomenon of advertising rhetoric, it is not only produced a new and strange expression, but also make the language more witty, vivid, make a deep impression to the people, thus achieve good publicity.Sperber and Wilson changed and added to the Cooperative Principle of Grice’s and proposed own pragmatic theory-Relevance Theory, they believe that the process of linguistic communication is effective information processing of cognitive processes. Different information, time and effort we spent in dealing with different, when the speaker passed and the hearer’s cognitive context consistent for the recipient is a significant manifest of stimulatory signals, easy to hearer’s understanding and inference, linguistic communication will naturally succeed. Therefore, in order to clear the informative intention and the communicative intention in communication, so Sperber and Wilson also raised the maximum relevance and the principle of optimal relevance. The advertisement belongs to a kind of linguistic communication, we should pay more attention to the relationship between consumer and product information, clear informative intention passed on to consumers, not only to expand the commercial propaganda and influence public opinion, but also can promote the healthy and orderly development of China’s market economy. According to the contents of this article illustrate, the text is divided into five sections:The first chapter is introduction. This chapter basically parody of have a macro understanding are introduced, and the research status of parody, advertising parody of the current research status of phenomenon, and expounds the purpose and the source language.The second chapter introduced the main ideas of the relevance theory. From the definition of relevance theory, the optimal relevance principle and deductive device and context theory four most introduced in detail the relevance theory.The third is the parody AD phenomenon. In this part analysis from the classification of parody, function, and form of parody in advertisements.The fourth chapter is the application of Relevance Theory in Ad Parody, is the focus of the article. Relevance Theory as the basis, described the two kinds of advertising communication intentions and classification parody slogan.The fifth is parodic advertisement of the problems and specific solutions.更多还原