臺灣博碩士論文加值系統

本研究以語言學的角度來探討雙關語在廣告標題上的使用，及何種雙關語較受讀者欣賞。文中採用奧圖多（Attardo）的雙關語意分析將雙關語分成單層意義，雙層意義，及語境效應三種。其中前者在本文中被歸為低品質雙關（只有其中一層意思能配合廣告語境），後二者則為高品質雙關（二層意思都配合廣告語境）。本研究的雙關語語料來自於臺灣天下雜誌與美國時代雜誌（TIME）近三百個中英文雙關語廣告。在雙關語的類別分析上採用納許（Nash）的理論架構共將雙關語在廣告上的使用分成十五種並歸納出七大類：音韻型、構詞型、語意型、句法型、符碼型、產品型與媒體型。在雙關語在廣告上的讀者喜好反應則在三種雙關語（單層意義、雙層意義、語境效應）中各抽十個廣告做成問卷測驗讀者的反應。問卷的結果採用卡方檢定（Chi-square test）來檢驗讀者的喜好程度與三種雙關語的關聯性。研究結果顯示，讀者對於雙層義意與語境效應的雙關在廣告上的使用的欣賞度不分軒輊，而對單層義意雙關的欣賞度則遠低於前二者。因此本文對雙關語在廣告標題上的使用的結論是：高品質的雙關語的使用比低品質的雙關語更讓讀者欣賞喜愛。另外本篇亦歸納出雙關語在廣告的五大功能：吸引注意、引起興趣、加強記憶、製造幽默、具親和力。

This thesis explores the application of puns in advertising from a linguistic point of view, and to investigate what kind of puns are more appreciated by audience. Puns in advertising exist in many forms, the present research only focuses on the headlines of print advertisement. Attardo''s (1994) three semantic analyses of puns : one-sense, contextual-effect and two-sense punsare adopted in this research. The one-sense puns are put in low quality category, while contextual-effect and two-sense puns belong to high quality category in this research. The material for advertising in this research were taken from CommonWealth and TIME magazines. There were nearly three hundred advertisements used as the basis of this thesis. The classificatory analysis of puns in advertising of this research is based on Nash''s (1985) framework. There are totally fifteen kinds of applications of puns in advertising and can be induced as seven major aspects : phonology, morphology, semantics, syntax, semiotics, puns associated with product and puns associated with media. A questionnaire was used to examine the degree of appreciation of audience toward the different kinds of puns. The chi-square test was performed to examine the relationship between the degree of appreciation of audience and the category of puns. According to the results for our analysis, the audience appreciate the two-sense and contextual-effect puns more than the one-sense ones. Therefore the conclusion of this thesis is : The high quality puns are more appreciable than low quality puns. In addition, this thesis also summarizes five major functions of puns in advertising : attention-getting, interest arising, intensifying memory, creating humor and improving social relationship between the audience and the addressers.