现代广告用语的语用预设研究

发布时间：2018-02-24 11:07

本文关键词： 预设广告英语语义预设语用预设功能策略　出处：《西北工业大学》2005年硕士论文　论文类型：学位论文

【摘要】：本文通过回顾预设研究的历史背景以及理论背景对广告英语中预设的工作机制进行了尝试性的分析。在现代社会中,广告在人们的日常生活和交际中起着非常重要的作用,我们简直不能想象我们周围没有广告的生活。从根本上来说,广告语言属于劝导说服型的语言。因此,广告策划人尽可能的采用一切语言及非语言的技巧来实现广告宣传的目的。作为语言学,特别是语用学中的一个重要话题—预设现象由于其自身的特点经常被广告策划人用来增强广告的说服效果。从预设的角度对广告语言进行研究是近几年提出的一个新观点。Jean Stilwell Peccei根据关联理论在他的《语用学》中提出预设和广告有一定关系,但他未对其进行详细论述,我国学者陈新仁和Peccei持同样的观点,这些为广告预设的进一步研究打下了基础。本文作者十分认同两位学者的观点,同时还进一步认为预设在广告中具有诸多的积极功能,鉴于预设和广告语言之间的关系的复杂性,对两者之间的关系及预设在广告中的语用功能的研究应该从更深的层次、更广角度来进行。因此,本文从预设与广告的语言形式、预设与广告的信息传递、预设与广告的心理策略和市场策略三个宏观层面的关系来论证预设在广告中的积极功能,其中每个层面又从更为具体的角度来论述作者的观点。本文对于预设在广告中的语用功能这个课题进行了较为全面、详细、深入的论证,论述过程还不乏殷实的广告实例说明。作者希望该论文的完成将会对预设在广告中的运用产生一定的理论指导作用,同时也希望该论文可以对广告语言设计有一定的启发意义。本论文包括以下部分,第一章和第二章探讨了预设研究的背景以及预设的定义、特点。预设最初源于哲学和逻辑学研究范畴,后来与语言的形式、结构、用法和功能的研究结合在一起。根据关联理论,作者介绍了与预设产生相关的前提触发语的几种形式,以便和后面的广告语料分析相吻合。紧接着,作者在第三章分析了在广告中语用预设应用的主要原因,即传播广告信息、引发顾客兴趣、增强广告的说服力、考虑消费者的面子和引导消费者的最终购买行为。第四章通过定性和定量研究分析了广告语言中的预设功能,第五章进一步分析了广告语言的预设心理和市场营销策略,最后一章总结了广告语用预设的特点并提出了作者的建议和论文的局限性。
[Abstract]:This paper attempts to analyze the working mechanism of presupposition in advertising English by reviewing the historical background and theoretical background of presupposition research. In modern society, advertising plays a very important role in people's daily life and communication. We can hardly imagine that there is no advertising around us. Fundamentally speaking, advertising language belongs to persuasive and persuasive language. The advertising planner uses as many language and non-verbal techniques as possible to achieve the purpose of advertising. In particular, presupposition, an important topic in pragmatics, is often used by advertising planners to enhance the persuasive effect of advertising because of its own characteristics. The study of advertising language from the perspective of presupposition is a new viewpoint put forward by Jean Stilwell Peccei in recent years. According to relevance theory, Jean Stilwell Peccei puts forward that presupposition has certain relation with advertising in his Pragmatics, but he has not discussed it in detail. Chinese scholars Chen Xinren and Peccei hold the same view, which lays the foundation for further research on advertising presupposition. The author agrees with the views of the two scholars, and further thinks that presupposition has many positive functions in advertising. In view of the complexity of the relationship between presupposition and advertising language, the study of the relationship between them and the pragmatic functions of presupposition in advertising should be carried out from a deeper and broader perspective. The relationship between presupposition and advertising information transmission, presupposition and advertising psychological strategy and market strategy is to demonstrate the positive function of presupposition in advertising. Each of them discusses the author's point of view from a more specific angle. This paper makes a more comprehensive, detailed and in-depth demonstration of the pragmatic function of presupposition in advertising. The author hopes that the completion of this thesis will give some theoretical guidance to the application of presupposition in advertising, and that the thesis will have some enlightening significance for advertising language design. This thesis includes the following parts: the first and second chapters discuss the background of presupposition research and the definition and characteristics of presupposition. Presupposition comes from the category of philosophy and logic, and then from the form and structure of language. According to relevance theory, the author introduces several forms of presupposition triggers related to presupposition production in order to match the analysis of advertising materials. In the third chapter, the author analyzes the main reasons for the application of pragmatic presupposition in advertising, that is, spreading advertising information, arousing customer interest, and enhancing the persuasive power of advertising. Chapter 4th analyzes the presupposition function of advertising language through qualitative and quantitative research, and Chapter 5th further analyzes the presupposition psychology and marketing strategy of advertising language. The last chapter summarizes the features of presupposition in advertising and puts forward the author's suggestions and limitations of the thesis.
【学位授予单位】：西北工业大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：H313

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