유머 담화의 의미 해석 -텔레비전 광고텍스트를 자료로 하여-
A Semantic Analysis of Humorous Discourse: Based on Television Advertising Texts
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This study seeks to suggest how to analyse humorous discourse from a cognitive linguistic perspective. In doing so, television advertising texts, often indirect and persuasive, are used to verify the theory as they are confirmable with relation to the cognitive interpretation by the consumer. First, the generative factors of humorous discourse are determined as follows: unpredictability as a generative mechanism, predictability as a constraint and the laugh-generating device of the discourse characteristics determinant. Unpredictability functions as the centrifugal force of the text for the prediction of the consumer while predictability is the centripetal force of the text for the prediction of the consumer. In addition, the discourse characteristics determinant is a multiple device helping generate laughter, which includes the creation of verbal and non-verbal situations. The cognitive interpretation of humorous discourse is explained based on a 4-level process: confirmation (confirmation of discordance) ⇨ search (search for suitable interpretation) ⇨ comprehension (detection of the cause or the focus of discordance and comprehension the discourse) ⇨ derivation of meaning (recognition of discourse characteristics and acceptance of discordance).
Abstract
This study seeks to suggest how to analyse humorous discourse from a cognitive linguistic perspective. In doing so, television advertising texts, often indirect and persuasive, are used to verify the theory as they are confirmable with relation to the cognitive interpretation by the consumer. First, the generative factors of humorous discourse are determined as follows: unpredictability as a generative mechanism, predictability as a constraint and the laugh-generating device of the discourse characteristics determinant. Unpredictability functions as the centrifugal force of the text for the prediction of the consumer while predictability is the centripetal force of the text for the prediction of the consumer. In addition, the discourse characteristics determinant is a multiple device helping generate laughter, which includes the creation of verbal and non-verbal situations. The cognitive interpretation of humorous discourse is explained based on a 4-level process: confirmation (confirmation of discordance) ⇨ search (search for suitable interpretation) ⇨ comprehension (detection of the cause or the focus of discordance and comprehension the discourse) ⇨ derivation of meaning (recognition of discourse characteristics and acceptance of discordance).
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