语用视角下的公益广告语分析

发布时间：2018-01-19 19:55

本文关键词： 公益广告语语境合作原则礼貌原则最佳关联语用策略　出处：《东北师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：奥格威曾说过,广告是词语的生涯。也就是说,即使再有创意的广告,倘若没有语言,广告也就失去了灵魂。近些年来,伴随着中国广告业的蓬勃发展,公益广告映入我们眼帘。公益广告作为一种特殊的言语交际活动,向公众传播有益的社会观念,旨在“润物细无声”地引导公众。公益广告犹如一缕清风,温情脉脉地唤醒人们的公益素养,给人们以启迪。公益广告要想达到良好的传播效果,吸引公众去注意,这要求广告的内容要有新颖的创意和修辞,还要运用语用策略和手段,并在创作过程中了解公益广告语的语用特点,遵循其语用原则。笔者将选取近几年公益广告语为语料,尝试以语用学理论为主,宏观地分析广告语言受哪些因素影响和制约,以探究出一些具有指导意义的公益广告语的创作原则,使公益广告语语用理论方面的研究进一步地深入和发展。通过对公益广告语在语用方面的研究,整篇论文分六部分展开论述:(1)绪言部分明确了研究对象,界定了含义,概括了公益广告语研究现状及语料来源。(2)在公益广告语中,语境和预设发挥着十分重要的作用,比如语境能使广告语消除歧义还可以赋予其言外之意等;语用预设能够简化语言、增强广告效果、还能增强公益广告的说服力等。(3)从合作原则、礼貌原则及相关次准则对公益广告语进行阐述,探讨了使用语用原则对公益广告语的调节作用,使广告达到更好的宣传效果。(4)公益广告语中存在模糊语言现象,并体现在各个语言层面中。存在模糊语言的原因有很多,既有客观的又有主观的。(5)分析了受众是如何通过公益广告创作者所设计的明示刺激来获得最佳关联的;还分析怎样创作才能使公众用最小的努力来推理出广告语的背后涵义,使广告达到预期效果。(6)最后讨论了公益广告是如何顺应受众的心理世界。本次研究发现:无论对公益广告的创作还是理解,都有重要的指导意义。首先,对公益广告作者来说,能够探寻出一些广告语创作原则,重视语用学的重要性。如果他们能注意并使用语用策略,就能够制作出更好的广告语。其次,对于受众来说,帮助了他们更好地去理解生活中遇到的公益广告,在阅读广告的过程中,把握好自己理解的标尺。最后,此次研究成果扩展了语用学研究广度,也丰富了语用学研究素材,具有现实意义。
[Abstract]:Ogilvy once said that advertising is a career of words. That is to say, even if there is no more creative advertising, advertising will lose its soul if there is no language. In recent years, China's advertising industry has been booming. As a kind of special verbal communication activity, public service advertisement spreads beneficial social concept to the public, aiming at guiding the public with "moisturizing things silently". Public service advertisement is like a wisp of breeze. In order to achieve good communication effect and attract the public attention, the content of public service advertisement should have novel ideas and rhetoric. We should also use pragmatic strategies and means to understand the pragmatic characteristics of public service advertising language and follow its pragmatic principles in the process of creation. The author will choose the public service advertising language as the corpus in recent years and try to use pragmatic theory as the main body. Macro analysis of advertising language by what factors and constraints, in order to explore some guiding significance of the creation of public service advertising principles. Through the study of the pragmatic aspects of the public service advertising language, the whole paper is divided into six parts to discuss the subject of the study. This paper defines the meaning and summarizes the present situation of the study of public service advertising language and the source of the corpus.) context and presupposition play a very important role in the public service advertising language. For example, context can make advertising words clear of ambiguity, and it can also give them the implied meaning and so on. Pragmatic presupposition can simplify language, enhance advertising effect, and enhance the persuasiveness of public service advertising. This paper explores the effect of pragmatic principles on the regulation of public service advertising language, so that the advertising can achieve a better publicity effect. 4) there is a vague language phenomenon in the public service advertising language. There are many reasons for the existence of fuzzy language. This paper analyzes how the audience obtains the best relevance through the explicit stimulus designed by the creator of public service advertisement. It also analyzes how to create to make the public use the minimum effort to infer the meaning behind the advertising language. Finally, it discusses how the public service advertising conforms to the psychological world of the audience. This study finds that: whether the creation or understanding of public service advertising, there is an important guiding significance. First of all. For the authors of public service advertisements, they can find out some principles of advertising language creation and attach importance to the importance of pragmatics. If they can pay attention to and use pragmatic strategies, they can produce better advertising language. Secondly. For the audience, it helps them to better understand the public service advertisements encountered in life, and to grasp their own understanding of the scale in the process of reading advertisements. Finally, the research results expand the breadth of pragmatic research. It also enriches the research materials of pragmatics and has practical significance.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H136

【参考文献】