认知语境在广告标题理解中的作用

发布时间：2018-03-27 07:41

本文选题：认知语境　切入点：关联理论　出处：《上海师范大学》2011年硕士论文

【摘要】：与忽视人类心理的传统交际理论不同,Sperber和Wilson创造性地从认知角度提出了明示推理交际模式。他们认为,说话人基于自己的认知语境和对听话人认知语境的预测发出明示刺激,引导听话人运用认知推理能力推断说话人的意图。如果双方的认知语境在某种程度上达到一致,换句话说,如果说话人对听话人的语境预测与事实相符,听话人才有可能寻找到最佳关联。依据关联理论,关联是交际者的最佳认知模式,相比最大关联,最佳关联才是人们所追求的,更符合交际实际。作为市场经济的产物,广告交际也属于明示-推理交际范畴,尽管广告受众往往采取不信任的态度。在设计广告之前,制作者依据自己的认知语境作估测,广告受众只需依照明示刺激选择认知语境作推理。如果最可及的语境假设不能达到最佳关联,他们就会一直筛选下去,直到寻找到最佳关联为止。在这个过程中,广告商为成功交际肩负着重大责任。认知语境是动态的,在广告交际中占有重要地位。与包罗万象的传统语境相比,不断变化的认知语境在解释人类交际方面更有说服力。如果广告受众觉得某广告与自己相关,他们就会产生兴趣去寻找最佳关联。众所周知,广告商的目的就是说服顾客购买产品或服务,因此那些考虑广告受众心理的广告商才有可能获得成功。在关联理论问世之前,人们对广告的研究主要从文体学,语篇学,以及言语行为理论和合作原则角度。尽管这些研究做出巨大贡献,然而却没有对人类交际作出令人满意的阐释。随着关联理论的出现,人们把注意力转向关联理论对广告的阐释力,广告中的策略以及文案设计等。尽管人们认识到关联理论在解释广告交际中的重要性,很少有人试图去证明其在消除歧义和实现语境效果方面的重大作用。又因为广告标题是一则广告的灵魂,因此我选择了这个题目和论点。衷心希望本论文能够丰富对认知语境和广告交际的研究,并为探索人类交际提供启示。同时也希望本论文有助于广告商设计更好的广告。
[Abstract]:Different from the traditional communicative theory which ignores human psychology, Sperber and Wilson creatively put forward the ostensive-inferential communication model from the cognitive perspective. They believe that the speaker gives an explicit stimulus based on his own cognitive context and the prediction of the hearer's cognitive context. If the cognitive context of both sides is consistent to some extent, in other words, if the speaker's prediction of the addressee's context is consistent with the facts, According to relevance theory, relevance is the best cognitive model for communicators. As a product of the market economy, advertising communication also belongs to the category of ostensive-inferential communication, although the advertising audience tends to adopt an attitude of distrust. The advertising audience simply chooses the cognitive context according to the explicit stimulus. If the most accessible contextual hypothesis fails to achieve the optimal relevance, they will continue to screen until the best relevance is found. In the process, Advertisers shoulder a great responsibility for successful communication. Cognitive context is dynamic and plays an important role in advertising communication. The changing cognitive context is more persuasive in explaining human communication. If the advertising audience feels that an ad is relevant to them, they will be interested in finding the best relevance. Advertisers' goal is to persuade customers to buy products or services, so advertisers who consider the psychology of the advertising audience are likely to succeed. Before relevance theory came into being, the study of advertising was mainly from the perspectives of stylistics, discourse science, speech act theory and cooperative principle. However, there is no satisfactory explanation for human communication. With the emergence of relevance theory, people turn their attention to the explanatory power of relevance theory to advertising. Strategies and copywriting in advertising. Although people recognize the importance of relevance theory in interpreting advertising communication, Very few people try to prove its important role in disambiguation and contextual effect, and because the title of an advertisement is the soul of an advertisement, I chose this topic and argument. It is hoped that this thesis can enrich the research on cognitive context and advertising communication and provide enlightenment for the exploration of human communication. At the same time, it is hoped that this paper will help advertisers to design better 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】：2011
【分类号】：H052

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