日本語形容詞「あまい」の意味拡張と広告における多義的使用の分析 : 英語 <sweet> 及びタイ語 <wăan> と対照しながら

Abstract

Through analyzing the process of the meaning extension of "amai, " "sweet, " and "wăan, " it is clarified that there are both common and different features of these three languages when it comes to such semantic extension. The process of the extension of the negative meaning of "amai" is focused upon in this thesis, for only Japanese "amai" has a negative meaning. The characteristic common to these three words, "amai, " "sweet" and "wăan, " is that their meanings are extended from the inside to the outside of the taste term's domain through metaphorical understanding. However, Japanese "amai" alone has a negative meaning because its process of "antonymization" is different from that of English and Thai. That is to say, in the case of "amai, " there are three steps to "antonymization" of the domain. When the meaning of "amai" is extended to the outside of the domain by metaphor, "amai" acquires its negative meaning. On the other hand, in the case of "sweet" and "wăan, " there are only two steps to the extension process. There is no third step of meaning extension, the step that is important for acquisition of a negative meaning. Finally, the double meanings of "amai" in advertisements are analyzed. In contrast to ordinary usage, "amai" in advertisements bears double meanings through various rhetorical devices. We come to see that the negative meaning of "amai" is skillfully made use of in advertising language.