【作者】 温丰玮；

【导师】 段玲琍；

【作者基本信息】 贵州大学 ， 外国语言学及应用语言学， 2007， 硕士

【摘要】 基于Jef Verschueren所提出的顺应理论，本文从其语境顺应的角度分析了广告发话者在汉语广告熟语活用的过程中是如何通过语境的选择来达到语境顺应以实现广告目的。本研究的目的主要有两个方面：首先是找出在汉语广告中熟语活用所涉及到的语境因素；其次是找出在汉语广告中熟语活用中所使用的语用策略。就研究方法而言，本研究是一个定性研究。本研究的理论框架包括Verschueren(2000)所提出的语境顺应观以及语用策略的生成两个部分。Verschueren(2000)的语境顺应观可分为语言语境以及非语言语境两个层面。在本研究中，非语言语境层面上的社交世界和心智世界以及语言语境将作为我们研究的对象加以讨论。据Verschueren(2000)所述，社交世界包括诸如人称指示词，态度指示词，社会场景或公共制度，文化等因素；心智世界包括个性，情感，信念等；语言语境则包括连词，强调，省略，重复，互文等方面。本研究共收集语料117条。作为本研究理论的一部分，在语用策略的生成这个章节里，通过七个步骤，所收集的语料可被粗分以下两大类：形式不变及形式活用。在本研究中对于语料的语境顺应的分析也是基于这样的一个分类。此外，对于语料的分析都是在本研究的理论框架下进行。结果表明，在所收集的语料中，在非语言语境中广告商对于人称指示词，文化和信念的使用比较凸现，与此同时，语言语境中广告商对于诸如省略，重复，强调以及互文的使用比较突出。此外结果还表明，作为语用策略，拟人和贬义褒用在两个类型中都可以找到。然而同音同形异义字，双关，夸张，同音不同形异义字，仿拟，顺序颠倒以及拆词作为语用策略时的使用，只能在其中的一个类型中找到。本研究的结果一方面可以检验Verschueren所提出的语境顺应的解释力，另一方面对于将来的广告制作也能提供积极的建议，此外，本研究还有助于提高人们对于汉语广告中熟语活用的理解能力。更多还原

【Abstract】 Based on Jef Verschueren’s adaptation theory, the present study analyzes how the advertiser achieves the purpose of advertising in the flexible use of idioms in Chinese advertisements, from the perspective of correlates of adaptability of contexts. The purpose of the study aims at finding out the contextual factors and the pragmatic strategies used in the flexible use of idioms in Chinese advertisements. As far as the research methodology is concerned, the present study is mainly a qualitative one.The theoretical framework of the present study consists of two parts, namely, Verchueren’s (2000) contextual adaptation perspective and the generation of the pragmatic strategies used in the flexible use of idioms in Chinese advertisements. Verschueren’s (2000) point of view on the contextual adaptation could be generally summarized as follows: linguistic context and non-linguistic context. Only the social world and the mental world within the range of non-linguistic context as well as linguistic context will be discussed in the present study. According to Verschueren (2000), the social world involves person deixis, attitudinal deixis, social settings or institutions, culture etc.; the mental world involves personality, emotions, beliefs and so forth; and the linguistic context includes conjunction, highlighting, ellipsis, repetition, intertextuality etc.Altogether 117 data are collected in the present thesis. As a part of the theoretical framework, in the part of generation of the pragmatic strategies, through seven steps, the data are roughly classified into two categories: the form-unchanged type and the form-changed type. Based on this classification, the data collected are analyzed.On the basis of the theoretical framework of the present study, the present study finds that the advertiser’s use of person deixis, culture and belief in the non-linguistic context of adaptation as well as ellipsis, repetition, highlighting and intertextuality in the linguistic context of adaptation are prominent in the data. It also finds that both using personification and commendatory use of derogatory meaning are shared by these two categories. Meanwhile the pragmatic strategy of using homonym, using pun, using exaggeration, using homophone, using parody, using reverse order or using word-splitting can only be found in one of these two categories.The results of the study, on the one hand, can testify the interpretation power of Verschueren’s contextual adaptation in adaptation theory; on the other hand, it can provide positive suggestions for future advertising; furthermore, it may help to improve our understanding of the flexible use of idioms in Chinese advertisements.更多还原