语义学视角下汉语广告语中的同音异义现象

摘要

音、义、形的对立统一构成语言的三要素，即每一个语言符号都包含音、义、形三个方面。由于语言的任意性以及“音少、形少而义多”所造成的某种矛盾，语言系统中这三个要素之间并非一一对应，从而产生了一词多义与同音异义现象。歧义是一种普遍的语言现象，古今中外皆有存在，是语言结构与意义之间的一种特殊关系。语言学家认为，一个词或一个句子的意义含混不清，或者一种表达存在两种及以上解释，即称为语言歧义。在这一理论背景下，同音异义是现代广告中被广泛使用的一类词汇歧义。本文尝试通过具体实例分析同音异义词在广告中的语言学意义，以使人们更好地体会语言的机智、幽默与丰富，同时关注其对语言发展与青少年的影响。通过上述举措，可望在长远意义上做到兴利除弊。

Abstract

The opposition and unity of sound, meaning, and form constitute the three elements of language, that is, each language symbol contains three aspects: sound, meaning, and form. Due to the arbitrariness of language and certain contradiction caused by "less sound, fewer forms, and more meaning", the relationship between these elements in the language system is not one-to-one, leading to the phenomenon of polysemy and homonym in languages. Ambiguity is a common linguistic phenomenon that exists in both ancient and modern languages, both locally and across languages. It is a special relationship between language structure and meaning. Linguists believe that the phenomenon of ambiguity in the meaning of a word or sentence, or the existence of two or more interpretations for one expression, is called linguistic ambiguity. In this theoretical context, homonym is a type of lexical ambiguity widely used in modern advertising. The present study attempts to analyze the linguistic significance of homophones in advertisements through specific examples, so that people can better understand the wit, humor, and richness of languages, while paying attention to its impact on language development and adolescents. Through these measures, it can be expected that more benefits and less harm will be achieved in the long run.