西班牙廣告雙關語之認知分析

A Cognitive Analysis of Puns in Spanish Advertising

標語應用在商業及大量的廣告中由來已久，且形成其特色。標語或由一個字詞或由一個句子構成，旨在傳遞廣告的主要信息。雙關修辭技巧普遍地使用在廣告語言中，學者們對於具雙重解釋的雙關廣告語是否比只容單一解釋的雙關廣告語更受歡迎的假設，尚待檢驗。本研究企圖從認知的角度對此進行探討，以關聯理論分析廣告雙關語，以實驗印證假設，並將結果應用於西語教學之中。

Since long time ago, the slogan has been integrated into the communication advertising and has become an important element of a large number of advertisements(ads). The slogan can be a word or phrase with which the advertising message is transmitted. The play of words is a very popular rhetorical figure in the ads. Researchers have made several predictions about the question of whether the slogans with puns will be more valued than those with a single interpretation. In the present work we intend to contribute to the study of slogans from the cognitive perspective. We conducted an experiment to test these hypotheses. We analyzed the slogans with puns according to the Relevance Theory. We also raised some proposals to apply this type of material in ELE class.