英语广告用语中的预设研究

发布时间：2018-05-18 08:25

本文选题：预设 + 英语广告　；参考：《华中师范大学》2007年硕士论文

【摘要】： 广告是经济全球化和信息时代的一个重要社会现象，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，作为一种特殊的交际形式，从语用角度讲，广告语言是一种说服性言语行为，其最终目的是向潜在的顾客群体传递产品或服务信息并最终劝说人们实施购买行为。广告撰写人尽可能地采用一切语言和非语言技巧来实现广告的传递信息和说服的双重目的，预设就是其中一个非常重要的语言工具。长久以来，，广告现象在各个研究领域成为主题，诸如；语言学、传播学、社会学、营销学、符号学。近二十年来，数位语言学家运用语言学理论对广告中语言的使用进行了系列阐述。其中语用学被看作是分析广告语言的理想工具。而从预设的角度对广告语言进行研究又是极具理论和现实意义的。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，这些都为广告预设的进一步研究打下了基础。作者试图通过本项研究从理论上结合大量实例更加细致深入的对预设的性质功能加以论证，从而给予“预设有助于加强广告的说服效果”以更多的理论支持，证明预设在广告的信息传递、心理策略以及市场策略中所发挥的积极作用，同时也希望该论文的完成能够对预设在广告中的实际应用产生一定的理论指导作用，从而使广告语言设计方案更加科学有效。本文充分利用国内外现有研究成果，从社会心理角度对广告用语中的预设进行分类描写，通过理论分析、举例说明来论证预设在广告中的规律和积极作用，继而作者对从《时代周刊》、《新闻周刊》和《人物》等知名英文杂志中收集到的广告语料进行分类和数据统计，对“状态预设是最高频率的预设类型”的假设加以验证，并进一步论证高频率预设类型与广告心理策略的关联性。首先，作者简要介绍其研究目的、研究意义、方法论以及整体的铺设，而后进行文献综述，回顾介绍了预设在广告中的运用的国内外研究历史和现状。其次，作者就预设和广告语料两个方面进行了理论阐述和铺垫，结合相关理论提出作者有关预设在本文中的定义，其包含了语义和语用两个层面，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广告语用服务的有机组成部分，这也是作者在预设的定义中所明确指出的。而后，作者介绍了广告的定义以及广告用语的功能和目的。接下来，作者就预设与广告的心理策略和市场策略进行了系统深入的理论分析，这也为论文第四部分的分析论证铺平了理论道路并埋下了理论伏笔。再次，广告旨在影响消费者的态度，从而影响他们的行为。所以，基于前文的理论铺设，作者提议从社会心理角度对广告用语中的预设进行分类描写，以期发现广告语中的一些规律。作者从事实预设、信念预设、状态预设和行为预设等几个方面结合殷实的英文广告例句进行具体分析。而后，作者在“状态预设是最高频率的预设类型”的假设前提下，将从《时代周刊》、《新闻周刊》以及《人物》等英文杂志中所收集整理的广告语料按照这几个类别进行分类和数据统计，探讨广告中大量存在的预设使用情况，并且得出出现频率最高的预设类型，以期为进一步的论证提供事实和数据依据。最后，在大量理论分析、例证和数据统计之后，作者把得出的最高频率预设类型与假设相印证，从而检验其是否成立：若成立，则说明其与广告制作者试图把握消费者希望改变不良状态的心理是吻合的，作者会就此加以论证；若不成立，作者会进一步论证数据统计后得出的最高频率预设类型与广告语言中所包含的市场策略和心理策略的关联性。
[Abstract]:Advertisement is an important social phenomenon in economic globalization and information age . The national economy , enterprise development , market development , foreign trade and people ' s daily life are closely related to advertising . As a special form of communication , advertising language is a persuasive speech act .

For a long time , advertising has become a subject in various fields of research , such as ;
In the past two decades , the author has made a series of studies on the use of language in advertising by using the linguistic theory , which is regarded as the ideal tool for analyzing the advertisement language .

This paper makes full use of the present research results at home and abroad , classifies and describes the presets in advertising terms from the perspective of social psychology , and proves the laws and positive effects of the preset in the advertisement through theoretical analysis . Then the author verifies the assumption that the " state preset is the preset type of the highest frequency " , and further demonstrates the relevance of the high frequency preset type and the advertising psychology strategy .

Firstly , the author briefly introduces its research purpose , research significance , methodology and overall laying , and then makes a review of the literature , and reviews the history and present situation of domestic and foreign research on the application of preset in advertisement .

Secondly , the author makes a theoretical exposition of the two aspects of the pre - set and advertising material , and puts forward the definition of the author ' s pre - set in this paper in combination with the relevant theories . It contains both the semantic and the pragmatic two aspects . The author then introduces the definition of the advertisement and the function and purpose of the advertising language . Then , the author makes a systematic and deep theoretical analysis on the pre - set and advertising psychology strategy and marketing strategy .

Therefore , based on the former theories , the author proposes to classify and describe the presets in the advertising language from the perspective of social psychology , so as to find out some rules in the advertising language .

Finally , after a large number of theoretical analysis , examples and data statistics , the author compares the highest frequency preset type with the hypothesis to verify whether it is established : if it is established , it indicates that it is in agreement with the advertising producer trying to grasp the psychology that the consumer wants to change the bad state , and the author will prove it ;
If not , the author further demonstrates the relevance of the highest frequency preset type obtained after the data statistics and the market strategy and psychological strategy contained in the advertisement language .
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：H315

【引证文献】