关联理论指导下的军品广告研究

发布时间：2018-02-21 14:40

本文关键词： 广告注意力吸引手段军事装备关联理论最佳关联假设　出处：《国防科学技术大学》2008年硕士论文　论文类型：学位论文

【摘要】： 随着国际关系的发展,各国之间的军事交流日益频繁。作为军事交流的一种形式,军品贸易变得越来越重要。同时,随着全球经济的发展,军品贸易对于国民经济的影响日益突出。因此,各国政府、相关企业和组织对于这一问题给予了高度重视。为了提高军品贸易的规模和效率,人们采取了多种手段与方法,其中包括广告的应用。但是,中国的军工企业缺乏对于广告的深刻理解,因此其效能并未得到充分发挥。为此,有必要对广告进行全面的研究。广告也是一种明示交际,因此可以根据Sperber和Wilson提出的关联理论加以分析。同时,根据广告相关理论,广告取得成功的第一步在于吸引观众的注意力。因此,本文的目的就是从关联理论出发,对广告语言、特别是军品广告语言中采用的注意力吸引手段进行研究。作者首先对广告和广告语言进行了简单的介绍,并分析了以往学者对广告语言的研究成果,指出其局限与不足。然后通过对关联理论,特别是最佳关联假设及其语用价值的分析,确认了其对军品广告语言的解释力。在文章主体部分,作者提出了七种军品广告中常见的注意力吸引手段,并根据最佳关联假设的两大语用价值(第一个令人满意的解释即为唯一满意解释;额外的处理努力应当获得额外的认知效果)对其进行了分析。通过分析,可知这些注意力吸引手段均可从两大语用价值的某一方面(或者两者兼备)加以解释。使用这些注意力吸引手段有助于减少观众不必要的处理努力,并获得额外的认知效果。同时,这些手段有助于促使观众进行推理,并最终实现其对最佳关联的预期。通过本文的研究,作者发现,与非军品广告相比,军品广告中使用的注意力吸引手段数量较少。例如,民品广告中常用的讽刺(irony)手段在军品广告中十分少见。此外,虽然几乎所有军品广告中使用的注意力吸引手段均可从两大语用价值方面加以解释,但仍有一个例外,即:同时传递两个意图的双关(pun)。这种情况只能利用第二条语用价值解释。通过本文的研究,关联理论,特别是最佳关联假设及其语用价值对军品广告中注意力吸引手段在理论方面的解释力得到了进一步验证。在实践应用方面,本文的研究有助于国内军工生产企业加深对广告,特别是广告中注意力吸引手段作用机制的理解,改进其广告设计。论文最后讨论了本研究的局限性,并对后续研究工作进行了展望。
[Abstract]:With the development of international relations, military exchanges between countries are becoming more and more frequent. As a form of military exchanges, military trade becomes more and more important. At the same time, with the development of the global economy, The impact of military trade on the national economy is becoming increasingly prominent. Therefore, governments, relevant enterprises and organizations have attached great importance to this issue. In order to improve the scale and efficiency of military trade, people have adopted a variety of means and methods. However, China's military enterprises lack a profound understanding of advertising, so its effectiveness has not been fully brought into play. Therefore, it is necessary to conduct a comprehensive study on advertising. Advertising is also an explicit communication, so it can be analyzed according to the relevance theory proposed by Sperber and Wilson. At the same time, according to the advertising theory, the first step to the success of advertising is to attract the attention of the audience. The purpose of this paper is to study the means of attracting attention in advertising language, especially in military advertising language, based on relevance theory. The author first introduces advertising and advertising language, analyzes the previous research results of advertising language, and points out its limitations and shortcomings. In particular, the analysis of the optimal relevance hypothesis and its pragmatic value confirms its explanatory power to the language of military advertising. In the main part of the article, the author proposes seven common means of attracting attention in military advertisements. It is also analyzed according to the two pragmatic values of the optimal relevance hypothesis (the first satisfactory explanation is the only satisfactory explanation; the additional processing effort should achieve additional cognitive effects). We can see that these means of attracting attention can be explained from one aspect of two pragmatic values (or both). The use of these means of attracting attention can help to reduce the unnecessary processing efforts of the audience. At the same time, these methods can help to induce the audience to reason and finally realize their expectation of optimal relevance. Through this study, the author finds that the number of attention-attracting devices used in military advertisements is less than that in non-military advertisements. For example, satirical devices commonly used in civilian advertisements are very rare in military advertisements. Although almost all the means of attracting attention used in military advertisements can be explained from two aspects of pragmatic value, there is one exception, that is, pun which conveys two intentions at the same time, which can only be explained by the second pragmatic value. Through this study, relevance theory, especially the optimal relevance hypothesis and its pragmatic value, have been further verified for the theoretical interpretation of the means of attracting attention in military advertisements. The research in this paper is helpful for the domestic military manufacturing enterprises to deepen the understanding of the mechanism of attention attraction in advertising, and to improve the advertising design. Finally, the paper discusses the limitations of this study. The future research work is prospected.
【学位授予单位】：国防科学技术大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：E0-054;F713.8

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