顺应论视角下英文汽车广告语“不合作”现象探究

发布时间：2018-07-29 07:43

【摘要】：随着全球经济的不断发展,全球化的进程的不断加快,全球贸易变得日益密切。世界经济的迅速发展伴随着信息文化交流的愈发频繁。广告,作为一种宣传手段,是全球间贸易的重要纽带。广告已深入到社会的各个角落,广告的发展进入到一个前所未有的繁荣时代,成为人们日常生活中的重要组成部分。广告作为一种宣传语言,需要拥有强有力的说服力,从而实现劝导消费者消费的目的。作为广告信息中的最重要的载体,广告的说服力主要体现在广告语言的运用中。鉴于广告的重要作用,国内外越来越多的语言学家开始从不同角度对广告语言进行系统性研究,如从社会语言学、跨文化交际、文体学等角度对广告语言进行研究,并且获得一些骄人的成果。从语用学的角度对广告语言进行分析研究是近年来中西方语言学家致力研究的课题。但纵观以往研究,不难发现发现将语用学中合作原则与语言顺应论结合起来对广告语言进行系统性研究的至今为数不多。且很少有理论可以全面地解释广告语中“不合作”的现象。作为一种非直接的研究交际,广告不能对潜在消费者造成直接影响。也就是说,为了能够实现广告的信息以及劝说作用,广告必须对消费者具有吸引力。基于此,很多广告设计者故意违反合作原则中的准则去吸引潜在消费者的注意力。虽然有学者用礼貌原则和关联原则对广告语中“不合作”现象进行解释,但礼貌作为一种社会准则,会因文化不同而差异很大,故其分析会限定在特定的文化内,而运用关联理论的研究试图将广告交际中所有的现象都归于关联,他们的解释不能令人满意。Verschueren的语言顺应论指出:语言使用过程是语言使用者在语言内(即结构)、外(如交际意图)动因的驱动下不断作出选择的过程。这种选择不仅体现在语言结构层面上,还同时在语言策略上进行。语言顺应论从以下四个方面描写和解释语言使用现象:顺应的语境关联成分、顺应的结构对象、顺应的动态性以及顺应过程的意识突显性。语境关联成分包括交际语境中必须和语言选择相互顺应的全部要素。语言的可变性、协调性和顺应性,使得语言使用者在使用语言的过程中能够做出合适的选择。Verschueren将语境分为交际语境和语言语境。交际语境主要包含交际双方涉及的心理世界、社会世界以及物理世界。就语言使用这的心理世界而言,心理世界主要包括语言使用者的性格,情感,信仰和动机等。社会世界主要包含社会文化、社会准则、社会习俗等。除此之外,物理世界也是影响语言使用的重要因素。主要涉及时间和空间两个维度的概念。语言使用者在使用语言过程中,语言的选择需要符合语言语境与交际语境。广告语言的使用可被看做是广告语言不断选择的过程,其目的在于顺应语言使用的语境。广告语言的使用不仅是语言形式的选择,还包括语言策略的选择。广告语中的“不合作”现象就是广告商语言策略的应用表现。目的在于顺应消费者的心理世界,以及广告出现的社会世界和物理世界,从而成功劝导消费。从某种意义上讲,消费者的消费行为主要受消费心理所影响,也就是说,商业广告需要顺应消费者的心理世界以实现广告的功能。但是合作原则、关联原则以及其他的理论忽视了目标受众的心理世界。此外,在语用学中,大多数关于语境的定义不够全面。一般来讲,语境是静态的而广告交际是动态的过程。忽略语境的重要作用必然会导致对任何交际的解释不尽如人意。为了解决这个问题,本文作者采用动态顺应论来解释广告语中的不合作现象。在顺应论中,消费者的心理世界、精神世界以及物理世界被充分考虑。本文以合作原则和语言顺应论作为理论基础,对广告语言进行系统的调查研究。本文通过对汽车广告语言中“不合作”现象进行阐释,一方面旨在对广告创作和解读予以一定的指导,使广告交际更加顺畅;另一方面,旨在帮助广告消费者能够正确解读广告中的信息。通过研究发现,“合作原则”本身并不能解释广告语中的不合作现象。因此,本文用“语言顺应论”来解释汽车广告语中的不合作现象,得出结论:广告商通过违反合作原则,去顺应广告交际的语境,满足消费者的需求,从而实现顺利销售产品的最终目的。
[Abstract]:With the continuous development of the global economy and the accelerating process of globalization, Global trade has become increasingly close. The rapid development of the world economy is accompanied by more frequent information and cultural exchanges. Advertising, as a means of publicity, is an important link between Global trade. Advertising has entered every corner of the society and the development of advertising has entered. An era of unprecedented prosperity has become an important part of people's daily life. As a propaganda language, advertising needs strong persuasion so as to realize the purpose of persuading consumers to consume. As the most important carrier in advertising information, advertising is mainly embodied in the use of advertising language. The important role of advertising is that more and more linguists at home and abroad have begun to study advertising language systematically from different angles, such as sociolinguistics, cross-cultural communication, stylistics and other aspects of advertising language, and have gained some remarkable achievements. The analysis of advertising language from the perspective of pragmatics is a recent study. However, it is not difficult to find that the cooperative principles of pragmatics and linguistic adaptation have not been systematically studied in the past, and few theories can fully explain the phenomenon of "non cooperation" in the advertising language. In the study of communication, advertising does not have a direct impact on potential consumers. In other words, in order to be able to realize the information and persuasive effect of advertising, advertising must be attractive to consumers. Based on this, many advertising designers deliberately violate the principles of cooperation to attract the attention of potential consumers. Although some scholars use politeness, they are polite. The principle and the principle of relevance explain the phenomenon of "non cooperation" in advertising language, but politeness as a social norm will vary greatly because of different cultures. Therefore, the analysis will be limited to a specific culture, and the use of relevance theory tries to relate all the images in the advertising communication. Their explanation is not satisfactory. The linguistic adaptation theory of.Verschueren points out that language use process is the process of continuous selection by language users in language (i.e. structure) and external (such as communicative intention). This choice is not only reflected in the linguistic structure level, but also in the language strategy. The language adaptation theory is described and explained from the following four aspects. The use of language: the contextual elements of adaptation, the structural objects that conform to the structure, the dynamics of adaptation and the awareness of the conforming process. The contextual related components include all the elements that must be complying with the choice of language in the communicative context. The variability, coordination and CIS of language can make the language users in the process of using language. It is possible to make the appropriate choice.Verschueren to divide context into communicative context and linguistic context. The communicative context mainly includes the psychological world, the social world and the physical world involved by the two parties. In terms of the psychological world used by language, the psychological world mainly includes the character, emotion, belief and motivation of the language users. In addition to this, the physical world is also an important factor affecting the use of language. It mainly involves the concept of two dimensions of time and space. Language users in the use of language, the choice of language needs to conform to the language and communicative context. The use of advertising language can be seen as a language. The purpose of advertising language is to adapt to the context of language use. The use of advertising language is not only the choice of language forms, but also the choice of language strategies. The phenomenon of "non cooperation" in advertising language is the application of advertising language strategies. The purpose is to respond to the psychological world of consumers and advertising. In a sense, consumer behavior is mainly influenced by consumer psychology in a sense, that is, commercial advertising needs to comply with the consumer's psychological world to realize the function of advertising. But the principle of cooperation, the principle of association and other theories ignore the target audience. In addition, in pragmatics, most of the definitions of context are not comprehensive. Generally speaking, context is static and advertising communication is a dynamic process. The important role of ignoring context will inevitably lead to unsatisfactory interpretation of any communication. In order to solve this problem, the author uses dynamic adaptation theory to explain the wide range. In the conformance, the psychological world, the spiritual world and the physical world are fully considered in the adaptation theory. This article is based on the principle of cooperation and the theory of linguistic adaptation as the theoretical basis for the systematic investigation and study of the advertising language. This article is to explain the "non cooperation" in the language of the automobile advertising, on the one hand. On the other hand, it is aimed at helping the advertising consumers to correctly interpret the information in the advertisement. On the other hand, it is found that the "cooperative principle" itself does not explain the uncooperative phenomenon in the advertising language. The phenomenon of non cooperation in the announcement comes to the conclusion that the advertisers will conform to the context of advertising communication and meet the needs of consumers by violating the principle of cooperation, thus realizing the ultimate goal of the smooth sale of the products.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：H313

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