关联顺应模式下对英语商业广告委婉语解释力的探析

发布时间：2018-05-18 19:29

本文选题：委婉语 + 商业广告　；参考：《四川外国语大学》2015年硕士论文

【摘要】：广告委婉语作为委婉语的一个分支,其研究一直以来鲜有问津,国内外大多数学者的相关研究也多局限于委婉语在广告中的表现形式,语用功能等,而对其生成机制和理解机制的研究并不深入。鉴于此,本文基于冉永平(2004)提出的关联-顺应模式,将广告作为一种话语交际,对其中出现的委婉语加以阐释,目的在于研究广告商如何在广告文案中使用委婉语,广告委婉语又是怎样成功地将其信息意图和交际意图传递给消费者,重点讨论在关联-顺应模式下广告委婉语的生成机制和理解机制,以期为广告受众(消费者)理解广告隐藏意图和欣赏广告语言艺术提供新的思路和方法。为了夯实该研究的内容,本文选取了两种知名杂志——The Economist和Time于2014年1月至6月期间刊登的不同类型的商业广告以及从百度高级检索中检索的广告文案为语料,以关联-顺应模式为理论框架,分析这些商业广告中委婉语的生成及理解机制,详细描述了语境因素对相关委婉语选择造成的影响,阐明了商业广告如何使用相关委婉语策略,并说服、吸引消费者解释其信息,从而采取消费行动。研究结果证实了关联-顺应模式对出现在商业广告中的委婉语的强大的适用性和解释力。此外,本研究还能对广告商设计广告和消费者理解欣赏广告艺术提供一定的参考帮助。
[Abstract]:As a branch of euphemism, there has been little interest in the study of euphemism, and most scholars at home and abroad are limited to the form of expression and pragmatic function of euphemism in advertising. However, the research on its generation mechanism and understanding mechanism is not deep. In view of this, based on the model of relevance and adaptation proposed by ran Yongping 2004, this paper regards advertising as a kind of discourse communication and interprets the euphemisms which appear in it. The purpose of this study is to study how advertisers use euphemisms in advertising texts. How can advertising euphemism be successfully conveyed to consumers with its information intention and communicative intention, and the formation and understanding mechanism of advertising euphemism under the model of relevance and adaptation are mainly discussed? The aim is to provide new ideas and methods for the audience to understand the hidden intention of advertising and appreciate the art of advertising language. In order to consolidate the content of this study, two well-known magazines, the Economist and Time, were selected as the corpus of different types of commercial advertisements published between January and June 2014, as well as advertising texts retrieved from Baidu Advanced Retrieval. Based on the theory frame of relevance and adaptation model, this paper analyzes the formation and understanding mechanism of euphemism in commercial advertisements, describes in detail the influence of contextual factors on the choice of relevant euphemisms, and expounds how commercial advertisements use relevant euphemism strategies. And persuade, attract consumer to explain its information, thus take consumer action. The results confirm the strong applicability and explanatory power of relevance-adaptation model to euphemism appearing in commercial advertisements. In addition, this study can also provide some reference for advertisers to design advertisements and consumers to understand the art of appreciating advertising.
【学位授予单位】：四川外国语大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：H313

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