论平面汽车广告解释过程中的连贯构建

发布时间：2018-04-28 05:42

本文选题：连贯构建 + 衔接理论　；参考：《北京交通大学》2009年硕士论文

【摘要】： 广告是日常生活中十分常见的一种现象,语言又是广告的重要载体,所以广告语言引起了国内外很多研究者的注意。主要有Geoffrey N.Leech(1966)、Vestergaard and Schroder(1985)、Keido Tanaka(1994)、Guy Cook(1992)、黄国文(2001)and Judith Williamson(1983)。他们分别从文体学、社会语言学、语用学、话语分析、功能语言学以及符号学的角度探讨了广告的语言特点、影响广告理解的语用因素以及认知因素。但是,在以往的研究中,对广告语篇连贯的研究较少,Guy Cook和黄国文只对广告语篇的语法衔接做过简要分析。语篇连贯的过程也是语篇理解的过程。语篇被理解表明语篇也就达到了连贯。本文基于韩礼德和哈桑的衔接理论以及斯伯伯和威尔逊的关联理论来研究汽车平面广告的显性连贯和隐性连贯。韩礼德和哈桑把语篇衔接分为语法衔接和词汇衔接,语法衔接分为照应,替代,省略,连接;词汇衔接分为复现和搭配。关联理论认为语言交际是一个认知过程,而这个过程是通过明示推理来进行的,并受关联原则的支配。每个交际过程都传递有最佳关联的假设,即说话者总是通过话语来提供具有最佳关联的假设,话语理解则是一个通过处理话语找出最佳关联解释的推理过程。作者从时代杂志及网站上搜集29篇汽车广告作为研究对象,其中18篇用来探讨衔接理论是如何建构汽车广告的连贯,11篇用来探讨关联理论在理解汽车广告中所起的作用,作者选取了带有双关,隐喻,拟人及图片特征的汽车广告,分析读者是如何利用这些特征来推理进而达到广告连贯的。通过分析汽车广告中的语篇连贯,一方面语篇衔接有助于我们更加深刻的了解汽车广告语言的特点,另一方面关联理论有助于我们欣赏汽车广告的创新性并且激活我们的想象思维,对于广告设计具有一定的指导意义和参考价值。然而本文也有很多不足,主要表现在一下几个方面:一、由于语料库数量较少,对于影响汽车广告连贯的其他因素可能没有考虑到。二、作者主要研究汽车平面广告,对于语调等在有声汽车广告语篇中的连贯没有分析。
[Abstract]:Advertising is a very common phenomenon in daily life, and language is an important carrier of advertising, so advertising language has attracted the attention of many researchers at home and abroad. Vestergaard and Schrodera (1985), Geoffrey N. Leecher (1996) and Judith Williamson (1983) are mainly Geoffrey N. Leechard and Schrodera (1985), Keido Tanakaer (1994), Guy Cooker (1992), Huang Guowen (2001) and Judith Williamson (1983). From the perspectives of stylistics, sociolinguistics, pragmatics, discourse analysis, functional linguistics and semiotics, they explored the linguistic characteristics of advertising, the pragmatic factors that affect the understanding of advertising and the cognitive factors. However, in previous studies, only a brief analysis of the grammatical cohesion of advertising texts has been made by Guy Cook and Huang Guowen. The process of discourse coherence is also a process of text comprehension. The understanding of a text indicates that the text is coherent. Based on Halliday and Hasan's cohesion theory and uncle s and Wilson's relevance theory, this paper studies the explicit and implicit coherence of automobile print advertising. Halliday and Hasan divided textual cohesion into grammatical cohesion and lexical cohesion, grammatical cohesion into reference, substitution, ellipsis and connection, and lexical cohesion into repetition and collocation. Relevance theory holds that language communication is a cognitive process, which is conducted by ostensive-inferential and is governed by the principle of relevance. Every communication process conveys the hypothesis of optimal relevance, that is, the speaker always provides the hypothesis with the best relevance through utterance, and discourse understanding is a process of reasoning to find out the best relevance explanation by dealing with the utterance. The author collects 29 automobile advertisements from time magazine and website as the research object, of which 18 are used to explore how cohesion theory is used to construct coherence in automobile advertising. 11 articles are used to explore the role of relevance theory in the understanding of automobile advertising. The author selects automobile advertisements with puns, metaphors, personification and image features to analyze how readers use these features to infer and achieve advertising coherence. Through the analysis of discourse coherence in automobile advertising, on the one hand, discourse cohesion can help us to understand the characteristics of automobile advertising language more deeply. On the other hand, relevance theory is helpful for us to appreciate the innovation of automobile advertisement and activate our imagination thinking, which has certain guiding significance and reference value for advertising design. However, this paper also has many shortcomings, mainly in the following aspects: first, due to the small number of corpus, the other factors that affect the coherence of automobile advertising may not be taken into account. Secondly, the author mainly studies the automobile print advertising, and does not analyze the coherence of intonation in the audible automobile advertising discourse.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：H15

【引证文献】