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1、分类号:H0-010710-2010113012硕士学位论文概念整合和合作关联理论视角下广告双关语的研究吴君导师姓名职称刘宇副教授外国语言学及应用申请学位级别硕士学科专业名称语言学论文提交日期2013年5月22日论文答辩日期2013年6月9日学位授予单位长安大学iAStudyonAdvertisementPunfromPerspectivesofConceptualIntegrationTheory,CooperativePrincipleandRelevanceTheoryADissertationSubmittedforth
2、eDegreeofMasterCandidate：WuJunSupervisor：Prof.LiuYuChang’anUniversity,Xi’an,ChinaAbstractRecently,advertisementpunhasbecomeahottopicinacademicresearchandalargenumberofstudieshavebeenconductedonthisfieldfromdifferentperspectivesvaryingfromrhetoricapproachtotranslation
3、approach.However,advertisementpunhasbeenrarelybeenstudiedfromdoubleperspectivesofpragmaticandcognitive.Toaddressthisgap,thisstudymakesadetailedanalysisofadvertisementpunfromtwoperspectives,namely,cognitiveperspectiveandpragmaticperspective,attemptingtoexploretheinter
4、pretationmodelforadvertisementpunandthecognitivemechanismofgeneratingadvertisementpunbasedontheinterpretationframework.Andthreetheoriesareadoptedinthisstudy,includingConceptualIntegrationTheory,CooperationPrinciple,andRelevanceTheory.AcorpusofEnglishandChineseversion
5、sofcommercialadvertisementpun,withatotalofthreehundredofsamples,wascollectedfromvarioussources,suchasTV,newspaper,onlineresources,andstreetbillboard.Fromthreehundredsamples,onehundredandninety-oneadvertisementscontainingpunsareselectedandclassified.Andthenfromthoseon
6、ehundredandninety-oneadvertisements,fortyarerandomlyselectedandanalyzedinaqualitativemethod,consistingoftwenty-threeChineseadvertisementsandseventeenEnglishadvertisements.Theresultsaretwofold.Firstly,regardingtheinterpretationmodelforadvertisementpun,basedonCIT,fives
7、pacesareinvolved,namely,inputspace1,inputspace2,genericspace,blendspaceandoutputspace.Inaddition,basedonCPandRT,duringtheinteractionbetweeninputspace1andinputspace2,fivestagesareundergoneconcerningconflict,cooperation,commoncharacteristic,relevance,cross-spacemapping
8、.Secondly,regardingthecognitivemechanismofgeneratingadvertisementpunbasedontheinterpretationframework,fourpointsareidentifiedconcer
