中文房地产广告语中的语用预设研究
发布时间：2021-01-14 04:03
本文通过对语用预设及房地产广告研究的历史回顾,尝试性分析了中文房地产广告中的预设工作机制。我们畅游在广告的海洋中,广告在现代社会中几乎无处不在,并且以报纸、杂志、电视以及因特网等多样方式传播,它已成为现代经济和生活的一个重要组成部分。从本质上说,广告语言属于劝说型语言,具有明显功利性。尤其在商业广告中,广告商会尽可能的采用一切语言及非语言的技巧向潜在消费者传递商品或服务信息,试图与其保持互动的磋商关系,激发其购买欲望并最终实现消费行为,最终达到广告宣传的目的。作为语言学,尤其是语用学中的一个重要话题,预设由于其自身单向性、主观性、隐蔽性等特点经常被广告商加以运用,以此增强广告的说服效果。巧妙运用语用预设,可以衍生出交际所需的策略,广告用语对语用预设的利用很大程度上反映了这种策略性。随着预设理论在研究中的广泛应用,以及使用大量预设资源的商业广告的大幅度出现,在预设理论框架下对汉语商业广告进行研究显得十分重要。我们不难发现大量对广告的研究主要涉及食品广告、服装广告及汽车广告等领域,而对房地产广告的研究较少。虑及中国房地产行业的繁荣发展,本研究着眼于中文房地产广告。本文作者结合前人对语用预设...
【文章来源】：重庆大学重庆市 211工程院校 985工程院校 教育部直属院校
【文章页数】：61 页
【学位级别】：硕士
【文章目录】：
中文摘要
ABSTRACT
Chapter One Introduction
1.1 General Background
1.2 Motivations for the Thesis
1.3 Research Purpose and Significance
1.4 Organization of the Thesis
Chapter Two Literature Review
2.1 Pragmatic Presupposition
2.1.1 Understandings of Pragmatic Presupposition
2.1.2 Properties of Pragmatic Presupposition
2.1.3 Classification of Pragmatic Presupposition
2.2 Advertising
2.2.1 Definition of Advertising
2.2.2 Advertising Language
2.2.3 Previous Studies on Pragmatic Presupposition in Advertising
2.3 Real Estate Advertising
2.3.1 Real Estate Advertising
2.3.2 Previous Studies on Real Estate Advertising
2.4 The Research Framework
Chapter Three Research Methodology
3.1 Research Questions and Methodology
3.2 Research Procedure
3.3 Data Collection
Chapter Four Findings and Analysis on the Distribution of Pragmatic Presupposition in Chinese Real Estate Advertising
4.1 Statistical Data
4.2 Findings and Analysis
Chapter Five Analysis of Pragmatic Presupposition in Chinese Real Estate Advertising
5.1 Realization of Persuasion through Factive Presupposition
5.1.1 Assuming Facts about the Advertised House
5.1.2 Assuming Facts about the Potential Consumers
5.2 Realization of Persuasion through Belief Presupposition
5.2.1 Changing the Attitudes towards House
5.2.2 Changing the Consumers’Recognition on Themselves
5.2.3 Changing the Attitudes towards Life
5.3 Realization of Persuasion through State Presupposition
5.4 Realization of Persuasion through Behavior Presupposition
5.5 Realization of Persuasion through Cultural Presupposition
5.5.1 Catering for the Attitudes towards Nature
5.5.2 Catering for the Understanding of Family
5.5.3 Considering the Consumers’Self-Cultivation on Culture
5.5.4 Considering the Influence of Foreign Culture
5.6 Realization of Persuasion through Status Presupposition
5.6.1 Complimenting the Targeted Consumers
5.6.2 Glorifying the Advertised House
Chapter Six Conclusion
6.1 Main Findings
6.2 Implications
6.3 Limitations and Suggestions
Acknowledgements
References
Appendix
作者在攻读硕士学位期间发表的学术论文
本文编号：2976176
【文章来源】：重庆大学重庆市 211工程院校 985工程院校 教育部直属院校
【文章页数】：61 页
【学位级别】：硕士
【文章目录】：
中文摘要
ABSTRACT
Chapter One Introduction
1.1 General Background
1.2 Motivations for the Thesis
1.3 Research Purpose and Significance
1.4 Organization of the Thesis
Chapter Two Literature Review
2.1 Pragmatic Presupposition
2.1.1 Understandings of Pragmatic Presupposition
2.1.2 Properties of Pragmatic Presupposition
2.1.3 Classification of Pragmatic Presupposition
2.2 Advertising
2.2.1 Definition of Advertising
2.2.2 Advertising Language
2.2.3 Previous Studies on Pragmatic Presupposition in Advertising
2.3 Real Estate Advertising
2.3.1 Real Estate Advertising
2.3.2 Previous Studies on Real Estate Advertising
2.4 The Research Framework
Chapter Three Research Methodology
3.1 Research Questions and Methodology
3.2 Research Procedure
3.3 Data Collection
Chapter Four Findings and Analysis on the Distribution of Pragmatic Presupposition in Chinese Real Estate Advertising
4.1 Statistical Data
4.2 Findings and Analysis
Chapter Five Analysis of Pragmatic Presupposition in Chinese Real Estate Advertising
5.1 Realization of Persuasion through Factive Presupposition
5.1.1 Assuming Facts about the Advertised House
5.1.2 Assuming Facts about the Potential Consumers
5.2 Realization of Persuasion through Belief Presupposition
5.2.1 Changing the Attitudes towards House
5.2.2 Changing the Consumers’Recognition on Themselves
5.2.3 Changing the Attitudes towards Life
5.3 Realization of Persuasion through State Presupposition
5.4 Realization of Persuasion through Behavior Presupposition
5.5 Realization of Persuasion through Cultural Presupposition
5.5.1 Catering for the Attitudes towards Nature
5.5.2 Catering for the Understanding of Family
5.5.3 Considering the Consumers’Self-Cultivation on Culture
5.5.4 Considering the Influence of Foreign Culture
5.6 Realization of Persuasion through Status Presupposition
5.6.1 Complimenting the Targeted Consumers
5.6.2 Glorifying the Advertised House
Chapter Six Conclusion
6.1 Main Findings
6.2 Implications
6.3 Limitations and Suggestions
Acknowledgements
References
Appendix
作者在攻读硕士学位期间发表的学术论文
本文编号：2976176
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