基于关联理论的广告交际研究

发布时间：2018-01-27 14:30

本文关键词： 广告交际认知语境语境效果明示--推理　出处：《上海师范大学》2009年硕士论文　论文类型：学位论文

【摘要】： 广告,在我们的生活中随处可见。作为一种常见的社会现象,广告吸引了很多学者的注意力。很多学者已从不同的角度对广告开展了大量研究。一些学者己从符号学、文体学、语用学的角度对广告进行了研究。自1986年斯波伯和威尔逊出版了《关联性:交际与认知》,很多学者又把他们的注意力转向运用关联理论去研究言语交际。根据关联理论,言语交际是一种明示--推理的交际过程。从说话人的角度来看,交际是一种明示过程,即把说话人的信息意图明白地展现出来;而从听话人的角度来看,交际又是一个推理过程,也就是听话人根据说话人的明示刺激来推理说话人的交际意图的过程。广告交际,作为人类言语交际的一种比较特殊的形式,是广告商和广告受众之间的交际。本文试图在关联理论的框架内分析广告交际的明示推理过程,对广告受众获得最佳关联完成广告交际的过程加以阐释。基于关联理论框架的广告交际研究,本文针对广告设计提出了一些建议:设计广告时,广告商首先要保证广告能够吸引广告受众的注意力,其次要促使广告受众对广告付出处理努力,并保证他们因此获得语境效果。此外,他们要充分考虑广告受众的认知语境以及目标市场的文化,并以此为根据设计广告。这样,广告人才能设计出既有创意又能够保证广告交际顺利进行的广告。本论文的写作具有一定的实际意义。首先,本文为广告受众提供了理解广告的正确方法,以帮助广告受众更加深入、充分、正确的理解广告。此外,本文的写作也为广告商如何才能创作出成功而又有创意的广告提出了一定的见解。
[Abstract]:Advertising, as a common social phenomenon, can be seen everywhere in our life. Advertising has attracted the attention of many scholars. Many scholars have carried out a lot of research on advertising from different angles. Some scholars have started from semiotics and stylistics. Since 1986, Spob and Wilson have published relevance: communication and Cognition. Many scholars turn their attention to the use of relevance theory to study verbal communication. According to relevance theory, verbal communication is an ostensive-inferential communication process. From the perspective of the speaker, communication is an explicit process, that is, the information intention of the speaker is clearly displayed. From the perspective of the hearer, communication is also a process of reasoning, that is, the hearer inferring the speaker's communicative intention according to the speaker's explicit stimulation. Advertising communication, as a special form of human verbal communication, is the communication between advertisers and advertising audiences. This paper attempts to analyze the ostensive-inferential process of advertising communication within the framework of relevance theory. This paper explains the process of the advertising audience to get the best relevance to complete the advertising communication. Based on the research of advertising communication based on relevance theory, this paper puts forward some suggestions for advertising design: when designing advertisements, advertisers should first ensure that advertisements can attract the attention of the advertising audience. Secondly, it is necessary to urge the advertising audience to pay attention to the advertising, and to ensure that they get the contextual effect. In addition, they should fully consider the cognitive context of the advertising audience and the culture of the target market. In this way, the advertisement talents can design the advertisement which is creative and can guarantee the smooth communication of the advertisement. The writing of this paper has certain practical significance. Firstly, this paper provides the advertising audience with the correct way to understand the advertisement, in order to help the advertising audience to understand the advertisement more deeply, fully and correctly. In addition. The writing of this paper also provides some insights into how advertisers can create successful and creative advertisements.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8;H05

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