关于饮品类英文广告口号的语用预设研究

发布时间：2018-06-03 05:17

本文选题：语用预设 + 英语饮料广告口号　；参考：《北京邮电大学》2017年硕士论文

【摘要】：广告能够为商家宣传和推销其商品,是经济世界的重要组成部分,同时,广告也是我们日常生活中不可逃避的现象,它们时时刻刻影响着我们的购物。由于广告业竞争激烈,并且制作广告的成本高,广告口号作为一种相对稳定的宣传方式应运而生。广告商为了诱发潜在消费者的购物欲望,广告口号通常简单,有趣和易记。预设这种理论能给消费者传递广告中关于产品的隐含信息,因而经常被用到广告口号中。很多学者已经从语义学和语用学的角度对预设在广告中的运用进行了研究。但是,针对广告口号,尤其是针对饮料类的广告口号的研究在国内很少。而随着经济的发展,国家之间的交流活动愈加频繁,人们生活中接触到英语广告的机会越来越多,预设在英语广告中也得到广泛应用,因此,运用预设理论对饮品类的英语广告进行研究显得尤为必要。本文聚焦实际生活中人们较熟悉的品牌广告,如可口可乐和百事可乐。在英语网站上收集饮料广告共215条,采用定性分析和定量分析结合的方法对它们进行分析。本文首先结合预设触发语理论对收集的广告口号的语言学特征进行分析,这个部分的内容主要包括广告口号的词汇,句法和修辞特征的分析。其次,本文对这些广告口号采用的预设内容进行分类,依据的语用学理论是Yule的预设理论。根据Yule的理论,预设可以分为六大类:存在预设,事实预设,词汇预设,结构预设,非事实预设和反事实预设。研究表明,这些广告口号中采用预设的广告频率高达96.7%,一个广告口号可以蕴含多种预设。本文在收集的广告口号中发现5类预设,采用最多的预设种类是存在预设,第二是词汇预设,第三是事实预设,第四是结构预设,第五是反事实预设。本文没有发现非事实预设。预设理论的运用使广告口号设计简单却达到对产品自我标榜的效果,同时,在劝说潜在消费者购买产品方面也发挥重要作用。本文通过研究语用预设理论在广告中的运用,希望帮助消费者了解预设理论在广告中的工作机制,在面对各种各样的广告时保持清醒的头脑,作出理智的选择。另外,研究结果对广告设计者有一定的参考意义,帮助他们设计出更科学,更具有说服力的广告。最后,作者也希望该研究能丰富国内广告语言的研究。
[Abstract]:Advertising is an important part of the economic world, which can promote and promote its products for merchants. At the same time, advertising is an unavoidable phenomenon in our daily life, which affects our shopping all the time. Because of the fierce competition in advertising industry and the high cost of advertising, advertising slogan as a relatively stable way of publicity came into being. Advertising slogans are often simple, interesting and memorable in order to induce potential consumers to buy. The theory of presupposition can convey implicit information about products to consumers, so it is often used in advertising slogans. Many scholars have studied the application of presupposition in advertising from the perspective of semantics and pragmatics. However, the research on advertising slogans, especially for drinks, is rare in China. With the development of economy, communication activities between countries become more and more frequent, people have more and more opportunities to contact English advertisements in their daily lives, and presupposition is also widely used in English advertisements. It is necessary to apply presupposition theory to English advertising of drinks. This article focuses on more familiar brand advertising in real life, such as Coca-Cola and Pepsi. A total of 215 beverage advertisements were collected on English websites and analyzed by qualitative analysis and quantitative analysis. This paper first analyzes the linguistic features of the collected advertising slogans based on the presupposition trigger theory, which mainly includes the analysis of the lexical, syntactic and rhetorical features of the advertising slogans. Secondly, this paper classifies the presupposition of these slogans according to Yule's presupposition theory. According to Yule's theory, presupposition can be divided into six categories: existential presupposition, factual presupposition, lexical presupposition, structural presupposition, non-factual presupposition and counterfactual presupposition. The research shows that the presupposition advertising frequency of these slogans is as high as 96. 7%, and a single slogan can contain multiple presuppositions. In this paper, five kinds of presuppositions are found in the collected advertising slogans. The most popular presupposition is existential presupposition, the second is lexical presupposition, the third is factual presupposition, the fourth is structural presupposition, and the fifth is counterfactual presupposition. No non-factual presupposition is found in this paper. The application of the presupposition theory makes the slogan design simple but achieves the effect of self-touting to the product, at the same time, it plays an important role in persuading the potential consumers to buy the product. By studying the application of pragmatic presupposition theory in advertising, this paper hopes to help consumers understand the working mechanism of presupposition theory in advertising, keep a clear mind and make rational choices in the face of all kinds of advertisements. In addition, the research results have certain reference significance to the advertisement designer, help them to design more scientific, more persuasive advertisement. Finally, the author also hopes that the study can enrich the study of advertising language in China.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H313

【参考文献】