长沙房地产广告语中的语用预设研究

发布时间：2018-03-02 01:13

本文关键词： 长沙房地产广告用语语用预设语用功能　出处：《湖南师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：本文旨在以长沙房地产广告为语料来定量分析语用预设是如何实现广告劝说功能的。不言而喻,广告是现代社会经济生活中的重要组成部分。从本质上说,广告语言属于劝说型语言并具有功利性。尤其是在商业广告中,广告商会尽可能地采用一切语言及非语言的手段向目标消费者传递相关信息,试图与其保持互动关系,最终达到影响和劝说消费者进行消费决策的目的。作为语言学,尤其是语用学中的一个重要话题,预设因其合适性、共知性、单向性、主观性、隐蔽性等特点经常被运用来增强广告的说服效果。由此可见,广告语中的语用预设是一种有效的说服策略。随着语用预设在理论研究和商业广告中的广泛应用,在预设理论框架下对商业广告进行研究显得十分必要。尽管在日用品和服务广告方面已有很多成果,但对房地产广告的相关研究还很少。加之考虑到房地产市场的繁荣,作者选择房地产广告作为研究对象。本文结合前人对语用预设的研究,将不同学者对预设的分类与房地产广告相结合,对长沙房地产广告中语用预设的种类进行了初步划分,并进一步探讨了语用预设在增强广告语言的简洁性、多样性和幽默性方面的作用。作者希望本文能在理论上拓展语用预设的研究范围,丰富房地产广告语言的分析角度,证明语用预设理论在商业广告研究.上的实用性,并能在实践上帮助消费者更好地理解房地产广告。
[Abstract]:The purpose of this paper is to quantitatively analyze how pragmatic presupposition realizes the function of advertising persuasion with Changsha real estate advertisement as the corpus. It goes without saying that advertising is an important part of modern social and economic life. In essence, advertising language is persuasive and utilitarian, especially in commercial advertising. The advertisers try to communicate the relevant information to the target consumers by all means, both in language and non-language, and try to keep an interactive relationship with them so as to achieve the purpose of influencing and persuading consumers to make consumer decisions. In particular, an important topic in pragmatics, presupposition is often used to enhance the persuasive effect of advertising because of its suitability, understanding, unidirectionality, subjectivity, concealment, etc. Pragmatic presupposition in advertising is an effective strategy of persuasion. With the wide application of pragmatic presupposition in theoretical research and commercial advertising, it is necessary to study commercial advertising within the framework of presupposition theory. Considering the prosperity of real estate market, the author chooses real estate advertisement as the object of study. Based on the previous researches on pragmatic presupposition, this paper combines the classification of presupposition by different scholars with the real estate advertisement, and makes a preliminary classification of pragmatic presupposition in Changsha real estate advertisement. The author also discusses the role of pragmatic presupposition in enhancing the simplicity, diversity and humor of advertising language. The author hopes that this paper can expand the scope of pragmatic presupposition in theory and enrich the analysis of advertising language in real estate. It proves the practicability of pragmatic presupposition theory in the study of commercial advertising, and it can help consumers to understand real estate advertisements better in practice.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H136;H15

【参考文献】