英语广告语中语用预设的研究

发布时间：2018-03-22 08:11

本文选题：语用预设　切入点：广告英语　出处：《山东科技大学》2010年硕士论文　论文类型：学位论文

【摘要】：广告作为现代社会的一个普遍现象在现代经济和社会生活中发挥着重要作用。广告无处不在,主要通过报纸、杂志、刊物、电视、收音机以及海报等媒介传播。身处现代社会,人们的生活或多或少会受到广告的影响或者为广告所改变。广告能够吸引潜在顾客的注意、激发他们的兴趣、刺激他们的购买欲望并最终达到说服他们购买产品的目的。因此,广告制作者尽可能地采用一切语言和非语言技巧来实现广告的目的。作为广告的灵魂,广告语言与广告的成功有着密切关系。因此,语言学家们从不同角度对广告语言做了大量研究。过去对广告的研究大多是从广告语中的词汇和短语以及修辞和交际目的等角度出发进行的。预设由于其具有主观性和迷惑性常被用于广告语言中用来加强广告的说服性。因此,从语用预设的角度来研究广告语言具有重要意义。本文的目的是通过对广告语言中语用预设应用情况的系统分析揭示广告设计中语用预设发挥的作用,语用预设在广告中出现的频率以及语用预设如何帮助广告实现其说服功能。作者致力于通过深入探究广告语言中的语用预设使用机制,使广告撰写人更好的理解语用预设如何使广告语言更加具有吸引力、说服力和鼓动性,帮助他们成功地利用语用预设设计出更好的广告。本文采用定性分析和定量分析相结合的研究方法,其中以定性分析作为主要研究方法,以定量分析为补充。文中对于语用预设分类以及语用预设在广告语言中的功能的分析属定性分析,而对语用预设在广告语言中的使用频率以及各类型语用预设在广告语言中的分布的分析属定量研究。通过对来源于《时代周刊》、《人物》以及《新闻周刊》的160条英文广告的定量分析,我们得出以下结果：在分析对象中,47%的广告使用了语用预设,其中存在预设出现频率最高,占到了45.1%的比例,其次是事实预设和状态预设,他们分别占了19.5%和17.1%的比例。基于本文的定性分析以及定量分析的结果我们得出以下结论：语用预设被广泛应用于广告语言中用来帮助实现广告的目的。五种类型的语用预设均被应用于广告中,但其中以存在预设、事实预设和状态预设为使用频率最高的类型。语用预设在广告中发挥着不可替代的作用,其功能主要体现在语言功能和语用功能两方面。
[Abstract]:Advertising, as a universal phenomenon in modern society, plays an important role in modern economic and social life. Advertising is everywhere and is spread mainly through newspapers, magazines, publications, television, radio and posters. People's lives are more or less affected by or changed by advertising. Advertising can attract the attention of potential customers, stimulate their interest, stimulate their desire to buy and ultimately achieve the goal of persuading them to buy products. Advertisers use as many language and non-verbal skills as possible to achieve the purpose of advertising. As the soul of advertising, advertising language is closely related to the success of advertising. Linguists have done a great deal of research on advertising language from different angles. In the past, most of the studies on advertising were carried out from the perspectives of words and phrases in advertising language, rhetoric and communicative purpose. Presupposition is due to its dominant character. Perception and confusion are often used in advertising language to strengthen the persuasiveness of advertising. It is of great significance to study advertising language from the perspective of pragmatic presupposition. The purpose of this paper is to reveal the role of pragmatic presupposition in advertising design through a systematic analysis of the application of pragmatic presupposition in advertising language. The frequency of pragmatic presupposition in advertising and how pragmatic presupposition can help advertising achieve its persuasive function. How to make advertising language more attractive, persuasive and motivating can help advertisers to design better advertisements successfully by using pragmatic presupposition. In this paper, qualitative analysis is combined with quantitative analysis, in which qualitative analysis is the main research method. The classification of pragmatic presupposition and the function of pragmatic presupposition in advertising language are qualitatively analyzed. The analysis of the frequency of pragmatic presupposition in advertising language and the distribution of pragmatic presupposition in advertising language is a quantitative study. Through the quantitative analysis of 160 English advertisements from time magazine, people and Newsweek, we get the following results: 47% of the advertisements used pragmatic presupposition, among which presupposition appears most frequently. They accounted for 45.1%, followed by factual presupposition and state presupposition, accounting for 19.5% and 17.1%, respectively. Based on the qualitative analysis and quantitative analysis, we draw the following conclusions: pragmatic presupposition is widely used in advertising language to help achieve the purpose of advertising, and five types of pragmatic presupposition are used in advertising. The pragmatic presupposition plays an irreplaceable role in advertising, and its functions are mainly embodied in two aspects: language function and pragmatic function, among which the existence presupposition, the factual presupposition and the state presupposition are the most frequently used types. The pragmatic presupposition plays an irreplaceable role in advertising.
【学位授予单位】：山东科技大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：H313

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