对于英语广告中违反合作原则准则的探究

发布时间：2018-02-24 07:11

本文关键词： 合作原则违反言外之意影响因素广告语言　出处：《上海师范大学》2010年硕士论文　论文类型：学位论文

【摘要】： 在市场经济日益发展的今天,广告已渗入到世界的各个角落,并直接影响着人们的日常生活。广告作为社会话语类型,广告的特征可以从语言,语用和跨文化方面予以体现。广告语言是广告的语言文字要素,是实现广告目的的重要手段。美国语言学哲学家格莱斯(1975)提出的合作原则是语言学中一条重要的原则。本文从合作原则出发,把这一原则扩充到日常会话范围之外,并与当今形形色色的广告联系起来,通过分析大量英语广告,研究结果表明:通过违反合作原则,在特殊的语境下产生会话含义是广告的一大特色。文章指出广告巧妙地违反合作原则产生特殊说服效果,并由此从社会文化视角深入探讨违反合作原则背后的制约因素,运用例证法分别分析这一现象背后的大众心理、社会因素、文化因素等。本文所得出的结论为更全面的理解对待格莱斯的合作原则予以启示,也为准确解读英语广告中的特殊效果提供一定的理论参考和指导。一方面,为广告设计者设计优秀广告增添了更宽广的途径,也指出了应注意的问题;其次,也为消费者更好的理解广告含义,识别欺骗性广告提供了有效的帮助。
[Abstract]:Today, with the development of market economy, advertising has penetrated into every corner of the world and directly affected people's daily life. As a social discourse type, advertising features can be derived from language. Advertising language is the language element of advertising and an important means to achieve the purpose of advertising. The cooperative principle put forward by the American linguistic philosopher Grissberg in 1975 is an important principle in linguistics. This paper expands this principle beyond the scope of daily conversation from the perspective of the principle of cooperation, and links it with various kinds of advertisements today. Through the analysis of a large number of English advertisements, the results show that it is a feature of advertising to produce conversational implicature in a special context by violating the cooperative principle. This paper points out that the advertisement cleverly violates the cooperative principle to produce a special persuasive effect. From the perspective of social culture, this paper probes into the restrictive factors behind the violation of the principle of cooperation, and analyzes the public psychology, social factors, cultural factors and so on. The conclusions of this paper provide some theoretical reference and guidance for a more comprehensive understanding of the cooperative principles of Grice and for the accurate interpretation of the special effects in English advertising. It adds a wider way for the advertising designers to design excellent advertisements, and points out the problems that should be paid attention to. Secondly, it also provides effective help for consumers to better understand the meaning of advertisements and identify deceptive 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】：2010
【分类号】：H315

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