论预设在广告中的语用功能

发布时间：2018-04-14 17:43

本文选题：预设 + 广告　；参考：《华中师范大学》2002年硕士论文

【摘要】： 广告是经济全球化和信息时代一个重要的社会现象，国家经济、企业发展、市场开发、对外贸易、人民日常生活无一不和广告密切相关，事实上，广告无处不在，成为现代生活的一个重要组成部分。鉴于广告的重要作用，越来越多的专家、学者给予广告日益密切的关注，语言学家们也从不同的角度对广告的最重要的交际因素——广告语言进行研究，旨在探索广告语言的基本规律和理论指导，从而使广告语言设计方案更科学，最终帮助广告实现其应有的目的。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持同样的观点并将广告中的预设分为几种类型。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多更深的层次、更多更广角度来进行。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。因为对于预设和广告之间的关系的研究刚刚开始，因此迄今为止，据本文作者所知，这方面的论文(著)数量极少，论述仍不够充分、深刻，相对而言，本文对于“预设在广告中的语用功能”这个课题的论证较为全面、较为详细、较为深入，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，同时作者也希望该论文可以对广告语言设计有一定的启发意义。本文以预设的定义、特点和广告语言的主要功能、要求为切入点，继而从三个不同的角度、通过理论分析、举例说明来论证预设在广告中的语用作用。首先，论文回顾了预设的相关理论并提出了作者有关预设在本文中的定义。预设原本为哲学研究的范畴，后来与语言的形式、结构、语言的用法、功能相提并论，逐渐从纯哲学、纯逻辑的研究转向语义和语用的研究。预设本身 J＼硕士学住论文＼Nhr AlAS”fFR’S”l”IIEm 具有一些独特的性质：它是一种话语的前提条件；它不可以简单否定；它涉及说话人的态度和意图，是说话人的预设；它涉及说话人的强调：它是互知的。学术界对于预设究竟属于语义或者是语用的范畴的看法仍有分歧，但是，本论文认为广告中的预设属于一种语用现象，但是它和语义密切相连，语义为语用所用。本文在论述广告中预设的语用功能时没有将它与语义截然分开，而是将预设的语义特点视为为广告语用服务的有机组成部分。其次，论文回顾了广告的主要功能：广告的功能和作用是传递信息、引起注意、提起兴趣、刺激欲望、令人信服、最终促使购买行动。要实现这些功能，广告的语言设计必然为一个复杂的过程。这个设计过程涉及到广告的语言形式、广告信息量的大小、广告语言中所包含的市场策略和心理策略等因素。再次，论文在其主要部分里具体地分析和论证了作者的观点：语用预设的特点与广告语言的特点及要求有很多吻合之处，它在广告中的应用可以使广告语言更具魁力。预设在广告中的语用功能主要从三个方面来实现，换而言之，＾预设从三个不同的角度服务于广告：广告的语言形式；广告的信息传递；广告的市场策略及心理策略。最后，在大量的理论分析和例证说明之后，论文借用几个音乐方面的术语形象化、概括化地总结全文的要旨：语用预设使广告语言更具魁力，，从而帮助广告实现其最终的语用功能。
[Abstract]:Advertising is an important social phenomenon, the economic globalization and the information age of national economy, enterprise development, market development, foreign trade and people's daily life and is closely related to advertising, advertising is everywhere, in fact, become an important part of modern life. In view of the important role of advertising, more and more experts. The scholar gives advertising attention increasingly close, linguists have studied from different point of view the most important communicative factors of advertising, advertising language, advertising language to explore the basic law and theoretical guidance to the design of advertising language is more scientific, and ultimately help advertisements achieve their goals.
The advertising language from the perspective of presupposition research is proposed in recent years, a new idea of.Jean Stilwell Peccei in his < > in pragmatics and put forward certain relations between presupposition and advertising, but he did not carry on the detailed discussion; Chinese scholar Chen Xinren and Peccei shares the same idea and presupposition in advertising is divided into several types. The author agree with the views of the two scholars, but also that there are some positive presupposition in advertising, because of the complexity of the relationship between presupposition and advertising language, the research on the relationship between the two and the pragmatic functions of Presupposition in advertisements should be from the more deeper, more perspective. Therefore, this article from the presupposition and advertising language forms, presupposition and advertising information transfer, presupposition and relationship between the three macro level of advertising psychology and market strategies of the The default certificate positive function in advertising, in which each level and from the more specific discusses the author's point of view. Because the study of the relationship between presupposition and advertising has just begun, so far, according to the author's knowledge, this thesis discusses the (a) the quantity is not enough, deep in this paper, relatively speaking, for the topic of "pragmatic function of Presupposition in advertising in the argument is more comprehensive, more detailed, more in-depth, explains the process there is no lack of substantial advertising examples. The author hopes that this study can give some theoretical guidance on the use of Presupposition in advertisements, the author also hope that the the paper can have certain significance in advertising language design.
Based on the presupposition definition, characteristics and requirements of the main functions of advertising language, this paper, from three different points of view, illustrates the pragmatic function of Presupposition in advertising through theoretical analysis.
First of all, the thesis reviews the relevant theories of presupposition and put forward the author's definition of Presupposition in this paper. The original presupposition for philosophy research category, and then the form of language, structure, language usage, function of par, gradually from the pure philosophy, pure logic research to the semantic and pragmatic presupposition itself.
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Nhr, AlAS "fFR" S "L" IIEm
It has some unique properties: it is a precondition for a kind of discourse; it can not be simply denied; it involves
The speaker's attitude and intention is the presupposition of the speaker; it involves the speaker's emphasis: it is mutual knowledge.
In the academic world, there are still differences in the view that presupposition belongs to the category of semantics or pragmatics.
It is considered that presupposition in advertising is a pragmatic phenomenon, but it is closely connected with the semantics, and the semantics is pragmatic.
It is used. In this paper, the presupposition of the pragmatic function in advertising does not separate it from the semantics.
The semantic features of presupposition are considered as an organic part of advertising pragmatic services.
Secondly, the paper reviews the main functions of advertising: the function and function of the advertisement is to transmit information and cause the advertisement.
Attention, interest, desire, convincing, and ultimately buying action. To achieve these functions,
The language design of advertising is necessarily a complex process. The design process involves the language of advertising.
The size of the amount of advertising information, the market strategy and psychological strategy included in the advertising language.
Thirdly, the author's point of view is analyzed and demonstrated in the main part of the thesis: pragmatic presupposition
There are many similarities with the characteristics and requirements of the advertising language, which can be used in advertising.
Language is more powerful. The pragmatic function of presupposition is mainly realized in three aspects, in other words.
^ the default from three different angles: advertising services in the form of advertising language; advertising information; advertising
Market strategy and psychological strategy.
Finally, after a large number of theoretical analyses and illustrations, the paper borrows several terms of music
Visualize and summarize the main purpose of the full text: pragmatic presupposition makes the advertising language more powerful, so as to help
Advertising realizes its ultimate pragmatic function.

【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2002
【分类号】：H315;H030

【引证文献】