中文報紙之新聞標題及廣告用語中後設隱喻之語意研究

A Study of Meta-metaphor in the Headlines and Advertisements in Mandarin Chinese Newspapers

黃欣然(Hsin-jan Huang)

指導教授 ： 魏叔倫

國立臺灣師範大學/文學院/英語學系/碩士(2004年)

摘要

本研究依據Flip G. Droste所提出之後設隱喻理論，旨在探討其在中文報紙中新聞標題及廣告用語之語意與語用功能。研究所採用語料來源為中國時報、聯合報、自由時報、及其網站。
研究結果顯示﹐後設隱喻在中文語料中為自然語言的必要之一部分，而非僅是修辭潤飾上的功能。語言是因為需要而產生，以達到某種效果；後設隱喻的功能正符合新聞標題及廣告用語之目的：吸引讀者注意，並在有限的時空內，表達雙重的涵義。在依據內容、結構及觸發之語料分類中，社會新聞、雙字詞及語意歧義分別為各類中出現頻率最高者。中文的語言特性使後設隱喻在相較英文下，有良好的發揮空間且有更多的表現型態。它可以是由下列所觸發：（1）句法歧義；（2）語意歧義；（3）專有名詞之嵌入；（4）音譯。需要強調的是，語料蒐集過程中發現，中文後設隱喻的先決條件為先有隱喻的涵義，再從字面上獲得另一符合語境和指涉架構之用法，尤其字音、字型需一致，才不至於與隱喻、雙關語、假後設隱喻混淆。

關鍵字

隱喻 ； 後設隱喻 ； 雙關語 ； 語境 ； 指涉架構 ； 句法/語意歧義 ； 狀態 ； 新聞標題 ； 廣告

並列摘要

My present study explores meta-metaphor in headlines and advertisements in Mandarin Chinese newspapers on the basis of Flip G. Droste’s theory of meta-metaphor. Data consists of the following sources: United Daily News, China Times, Liberty Times, and their websites as well.
The results indicate meta-metaphor is part of natural language, not just a rhetoric device or a decorative function. Language is the consequence of need for gaining certain effects; meta-metaphor exactly conforms to the purposes of news headlines and advertisements: attracting readers’ attention and being informative with a double extensional value within limited time and space.
In the classifications in terms of the content, the structure and the trigger, meta-metaphor of social news, two-character utterances and semantic ambiguity are of the highest occurrence respectively. Compared with English, the characteristics of Mandarin Chinese allow meta-metaphor to have more manifestations. They can be triggered by semantic ambiguity, syntactic ambiguity, name embedding and transliteration. In the process of interpreting Chinese meta-metaphor, the metaphorical interpretation (the states of affair β) is evoked first and then the literal one (the states of affair α) is evoked in maximal compliance with the particular context and the frame of reference (FR). Noteworthily, the homomorphous feature also distinguishes meta-metaphor from pun and pseudo meta-metaphor.

並列關鍵字

metaphor ； meta-metaphor ； pun ； context ； frame of reference ； syntactic/semantic ambiguity ； state of affairs ； news headline ； advertising