广告英语语言说服策略研究

发布时间：2018-01-16 02:21

本文关键词：广告英语语言说服策略研究　出处：《哈尔滨工程大学》2005年硕士论文　论文类型：学位论文

【摘要】：广告语言是语言劝说功能的一种运用形式。由于如今商品千差万别，消费者的心理也复杂多变，这都使广告劝说从整体上应有策略艺术。本论文在研究广告体英语的语言特点和作用方式基础上，把理性说服策略，感性说服策略以及情理结合策略作为分析对象。旨在研究配合三种说服策略的广告英语言语技法艺术，进而揭示广告英语的诉求功能，即语言劝说功能在感性和理性诉求广告中的不同体现。本文主要探讨了广告英语的三种说服策略。首先，概述了之前学者对于广告英语的研究，并且简要介绍了两种基本的英语广告诉求策略即理性诉求策略和感性诉求策略。其次，分析了配合这两种基本说服策略的英语语言技法、篇章艺术以及美学风格。最后，分析了情理结合策略中附加式与融合式的言语技法艺术。通过以上的研究，，本文解释了语言在不同策略的广告中劝说功能的不同体现，即理性说服广告是以理服人，而感性说服广告则是以情动人。
[Abstract]:Advertising language is a form of language persuasion. Because of the diversity of goods nowadays, consumers' psychology is complex and changeable. All of these make advertising persuasion have the art of strategy on the whole. On the basis of studying the linguistic characteristics and the mode of action of advertising English, this thesis puts forward rational persuasion strategies. The purpose of this paper is to study the art of advertising English speech techniques combined with three persuasion strategies, and then to reveal the appeal function of advertising English. That is to say, the function of language persuasion is different in the advertising of sensibility and rational appeal. This paper mainly discusses three persuasive strategies of advertising English. Firstly, it summarizes the previous researches on advertising English. It also briefly introduces two basic strategies of English advertising appeal, namely rational appeal strategy and perceptual appeal strategy. Secondly, this paper analyzes the English language techniques combined with these two basic persuasion strategies. Chapter art and aesthetic style. Finally, the article analyzes the additional and fusion language art in the strategy of combination of reason and reason. Through the above research, this paper explains the different expression of persuasion function of language in different strategies, that is, rational persuasion advertising is rational persuasion, while perceptual persuasion advertising is emotional and moving.
【学位授予单位】：哈尔滨工程大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：H315

【引证文献】