通过关联理论透视广告语言变异现象

学士学位论文论文题目:INTERPRETINGDEVIATIONALUSEOFLANGUAGEINADVERTISINGWITHRELEVANCETHEORY通过关联理论透视广告语言变异现象e姓名：石怡丹学号：0501603院系：外国语学院专业：英语指导教师：方立王丽虹二〇〇九年五月InterpretingDeviationalUseofLanguageinAdvertisingwithRelevanceTheorybyShiYidanSupervisedbyFangLiWangLihongSubmittedtotheEnglishDepartmentinpartialfulfillmentoftherequirementsforthedegreeofBachelorofArtsatBeijingLanguageandCultureUniversityMay2009论文摘要语言变异，意即对语言违反常规的使用，被广泛地应用在当代广告中，其目的在于吸引公众的注意。英语广告中的语言变异可被分为几大类别，例如词汇变异，语法变异，语义变异等。本文试图运用斯波伯和威尔森于1986年提出的关联理论来回答以下两个问题:一是广告受众是如何解读变异了的语言的，二是为什么语言变异能如此引人注意。另外，本文还对今后的研究方向提出了建议。本文主体由三部分组成：第一部分介绍了相关的基本定义和在广告语言研究中各种流派的理论，同时回顾并评论了中国学者之前在此领域的研究状况。第二部分系统地讲解了关联理论的理论构架。这一理论提出了交际是一个”明示-推理”的过程，发话人通过”刺激信息”创造出一个发话人与听话人共同的语境，并表达自己的交流意图。听话人接收到”刺激信息”会自动寻求”最佳关联”，并推理出发话人的意图。第三部分作者根据语言变异的不同种类出发，将广告例子和关联理论紧密结合，运用该理论分析了对广告语言变异的理解过程，并解释了其深得人心的原因。文章的最后，作者对本文的分析做出推论并提出建议。关键词：“明示-推理”交际，关联原则，语言变异，英语广告，解读iAbstractContemporaryadvertisingutilizesdeviation,meaningtheuseoflanguagethatdepartsfromnormality,togainpublicattentionThedeviationaluseoflanguageinEnglishadvertisingcanbedividedinseveralcategories,suchaslexicaldeviation,grammaticaldeviation,semanticdeviation，etc.Howdoadvertisementreceiversinterpretdeviationallanguage?Whatisthereasonfordeviationtobesoarresting?ThisthesisendeavorstoanswerthetwoquestionsunderthetheoreticalframeworkofRelevanceTheory,proposedbySperberandWilsonin1986,andofferssuggestionsforfuturestudies.Thethesisconsistsofthreeparts.Thefirstpartintroducesbasicdefinitions,differentapproachesinthestudyofadvertisinglanguageandreviewsofthepreviousstudiesinChinainthisfield.ThesecondpartsystematicallydealswiththetheoreticalframeworkofRelevanceTheory.ItisproposedinRelevanceTheorythatcommunicationisan“ostensive-inferential”process.Thecommunicatordesignsastimulustocreateacognitiveenvironmentwherehiscommunicativeintentionismutuallymanifest.Onreceivingthestimulus,thereceiverwillsearch“optimalrelevance”andinferthecommunicator’sintention.Inthelastpart,bycategorizingdeviations,theauthorwillexplainhowRelevanceTheoryisreflectedintheadvertisinglanguageandwhydeviationstandsoutitself.Thethesisisconcludedbyexaminingtheimplicationoftheanalysisandofferingsuggestionsforfuturestudies.Keywords:Ostensive-inferentialcommunication;RelevanceTheory;deviationaluseoflanguage;Englishadvertising;interpretationiiContentsAbstractinChinese…………………………………………………….……………iAbstractinEnglish………………………………………………………………....iiIntroduction…………………………………………………………………….11.Researchbackground………………………………..……………………….21.1Definitions……….……………………………………………………21.2Readingsofrelevanttheories..……………………………………………....21.2.1Foregroundingtheory………………………………………………...21.2.2Defamiliarizationtheory………………………………………….….31.2.3Economicprinciple……………………………………………….….31.2.4Conversationalimplicature…………………………………………..31.2.5Advertisingasdiscourse…………………………………………….51.2.6Studyofrhetoricaldevices…………………………………………...51.3LiteraturereviewofpreviousstudiesinChina……………………………....52.RelevanceTheory..…………………………………………………………....62.1Definitions………………………………………………………………..62.1.1Relevance……………………………………………………………72.1.2Cognitiveeffectandprocessingeffort……………………………….82.1.3Mutualcognitiveenvironmentandmutualmanifestness……………82.1.4Informativeintentionandcommunicativeintentions………………...92.2Ostensive-inferentialcommunication…………………………………...........92.3Optimalrelevanceandprincipleofrelevance….………………................103.InterpretingDeviationfromthePerspectiveofRelevanceTheory……....123.1Lexicaldeviation………………………..………………………………..123.2Grammaticaldeviation……………………………………………………133.3Graphologicaldeviation……………………………………………………143.4Semanticdeviation…………………………………………………………153.5Otherdeviations…………………………………………………………....16Conclusion……………………………………………………………….…….16Bibliography……………..………………….……………………………………….17IntroductionContemporaryadvertisingisubiquitousinpeople’sdailylife.Accordingtostatistics,intheUnitedStates,onecanbeexposedtoabout500advertisementsinasingleday,182,000advertisementsperyear(WangJ,6).Therefore,advertisinglanguage,asalivelyandtypicalsocialphenomenon,istargetedinthisthesis.Inparticular,theresearchfocusesondeviationaluseoflanguageinadvertising,thelanguagethatdepartsfromnormality,inthatitprevailsincontemporaryadvertising.Tounderstandhowandwhysucharepresentativerhetoricaldevicefunctionscanhopefullyshedlightontheadvertisingdesigninthelongrun.Differentapproachesexistintheresearchofadvertisinglanguage,amongwhichtheauthorholdstheRelevanceTheory,proposedbyDanSperberandDeirdreWilson,contributestotheexplanationofitspopularity.Thereforetheauthorendeavorstoutilizethattheorytointerprettheuseofdeviationinadvertisinglanguage.Thethesisaimstofulfilltwoprimarytasks.OneeffortistoutilizeRelevanceTheorytoexplaintheprocessofinterpretationofdeviationandwhyitfunctionsasitdoes.Inaddition,thethesisservesasanconfirmationtotheapplicationofRelevanceTheory.Thethesisconsistsofthreeparts.Thefirstpartdefinesadvertisinganddeviation.Italsointroducesdifferentapproachesinthestudyofadvertisinglanguage,whichincludesforegroundingtheory,defamiliarizationtheory,economicprinciple,conversationalimplica