Семантика юмора в англоязычной рекламе

• Номер работы:
  236258
• Раздел:
  Все работы   →   Дипломные работы   →   Лингвистика
• Год добавления:
  30.03.2013 г.
• Объем работы:
  88 стр.
• Содержание:
  Introduction 3
  Chapter 1. The main concepts of humour 6
  1.1. Etymology and evolution of the notion “humour” 6
  1.2. Famous investigators of humour and their definitions 11
  1.3. Distinctive features of humour 12
  Chapter 2. Theories and strategies of humour 18
  2.1. Theories of humour 18
  2.2. Popular strategies of humour in advertisement 22
  Chapter 3. Investigation of print advertisement in English-speaking countries 27
  3.1. Analyses of lexical means of humour in British and American print advertisement 27
  3.2. Investigation of humourous stylistic devices used in British and American print advertisement 55
  Conclusion 61
  Bibliography 65
  Appendix 70
  
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  The topicality of this work is cognitive-linguistic aspect of the study of humor.
  The object of research is semantics of humor.
  The subject of research is features of humor in British print advertisements.
  The aim of research is investigation of the use of humor elements in British print advertisements.
  Let’s begin the analyses of humorous stylistic features of British and American print advertisement with phonetic means. The most investigators of PR and advertisement prove that phonetic means are the most expressive.
  Many investigators emphasize the efficiency of the influence of sound combinations into people and their emotional state. Some sound combinations can not only provoke emotions but also are misapprehended as some images.
  To the phonetic means we can put down rhyme. Rhymed words in advertisement are very efficient as a rule, especially when the brand naming itself is rhymed. Such advertisements are good remembered by people. Let’s make an example.
  After Whisky, Driving Risky. [Ad.18]
  In this example rhyme adds to serious social advertisement some jollity, game, naughtiness. From our point of view, such humorous rhyme is used here with the aim to intrigue people and make them remember this “verses”.
  On the morphemic level of lexical means of advertisements we can see sometimes so called morphemic repetition, or gomeology. Simply saying, it is a repetition of endings or morphemes of the same type. For example,