论语用预设在广告中的应用

发布时间：2018-05-19 19:03

本文选题：广告 + 预设　；参考：《重庆师范大学》2009年硕士论文

【摘要】： 在当今这个社会和科技高速发展的年代,广告已经成为了人们日常生活的一部分。无论我们喜欢与否,大众媒体,电视上,广播中,网络上,报纸上,杂志上,甚至在街道上都充满了各种各样的广告。广告的目的是劝说消费者购买产品或服务。对于一则广告来说,语言技巧是至关重要的。因为这个原因,哲学家、心理学家、修辞学家以及语言学家都注意到了广告中的特殊的语言形式。根据Vestergaard和Schroder的观点,广告语言有三个基本功能:信息功能,劝说功能及反映功能。为了展示这三种功能,学者们试图从不同角度对不同类型的广告语言进行分析。前人的分析方法中重要的有:符号学方法,语言学方法,交际法以及语用法。虽然以前的学者在广告语言方面的研究取得了很大成就,但是他们还是遗留下许多未解决的问题。为了提高我们目前对广告语言研究的水平,本文作者提出了一个新的视角—语用预设的视角。本文的写作目的是给出一个“在广告中应用语用预设”的系统地和完整地分析,并为设计出有意义并且有吸引力的广告提供理论基础。当我们谈论语用预设的时候,我们首先应该知道预设的概念。预设起源于哲学领域。最先,这一概念是在1892年被一个德国的哲学家Frege提出来的。在20世纪60年代,预设被纳入语言学领域并最初被定义为一个语义学里面的新的概念。后来在20世纪70年代,预设开始进入语用学的领域。因此,在本篇论文中,作者系统地介绍了预设的两个层次的概念——语义预设和语用预设。基于现实要求,作者重点介绍了语用预设。根据Levinson(2001)的观点,语用预设有两个基本属性——合适性和共知性。然后作者又在陈新仁(1998)的观点基础上,介绍了语用预设的三个特点——单向性,主观性和隐蔽性。基于语用预设的这些特点,本文作者根据陈新仁(1998)的观点提出,把语用预设分为四种类型。它们分别是事实预设,状态预设,信念预设和行为预设。正是由于广告中这些不同类型的预设,才拉近了广告制作人和消费者的心理距离。为什么广告制作人在设计广告时经常用到语用预设呢?本文作者给出了原因。那就是:语用预设在广告中的独特的功能使广告制作人把它作为一种有效的促销策略。虽然一些学者也提到过语用预设在广告中的功能,但他们的讨论都不系统和全面。本文根据语用预设的特点来试图探讨语用预设在广告中的四种功能,即简化语言、增强说服性、委婉及传播文化功能。总之,本文的研究采用理论和实践相结合的方法来分析广告用语。从研究意义来看,本文能够给出一个“语用预设运用在广告中”的理论指导,帮助广告制作者制造出更有吸引力的广告;而且从长远影响来看,本文显示出语用预设在广告应用中的重要性。
[Abstract]:With the rapid development of society and technology, advertising has become a part of people's daily life. Whether we like it or not, the mass media, television, radio, the Internet, newspapers, magazines, and even the streets are full of all kinds of advertisements. The purpose of advertising is to persuade consumers to buy products or services. Language skills are essential to an advertisement. For this reason, philosophers, psychologists, rhetoric and linguists have noticed the special forms of language in advertising. According to Vestergaard and Schroder, advertising language has three basic functions: information function, persuasion function and reflection function. In order to demonstrate these three functions, scholars try to analyze different types of advertising language from different angles. Among the previous analytical methods are semiotics, linguistics, communicative methods and usage. Although previous scholars have made great achievements in advertising language, they have left many unsolved problems. In order to improve our current research on advertising language, the author proposes a new perspective-pragmatic presupposition. The purpose of this thesis is to provide a systematic and complete analysis of the application of pragmatic presupposition in advertising, and to provide a theoretical basis for designing meaningful and attractive advertisements. When we talk about pragmatic presupposition, we should first know the concept of presupposition. Presupposition originates from the field of philosophy. The concept was first put forward by Frege, a German philosopher, in 1892. In the 1960s, presupposition was incorporated into the field of linguistics and initially defined as a new concept in semantics. Later, in the 1970 s, presupposition began to enter the field of pragmatics. Therefore, in this thesis, the author systematically introduces two levels of presupposition: semantic presupposition and pragmatic presupposition. Based on the practical requirements, the author focuses on pragmatic presupposition. According to Levinsonian (2001), pragmatic presupposition has two basic attributes: appropriateness and understanding. Then the author introduces three characteristics of pragmatic presupposition on the basis of Chen Xinren's point of view: unidirectional, subjectivity and concealment. Based on these characteristics of pragmatic presupposition, the author puts forward that pragmatic presupposition can be divided into four types according to Chen Xinren's viewpoint in 1998. They are fact presupposition, state presupposition, belief presupposition and behavior presupposition. It is because of these different types of presupposition in advertising that the psychological distance between advertisers and consumers is drawn closer. Why do advertisers often use pragmatic presupposition when designing advertisements? The author gives the reasons. That is: the unique function of pragmatic presupposition in advertising makes advertisers use it as an effective promotion strategy. Although some scholars have mentioned the function of pragmatic presupposition in advertising, their discussion is not systematic and comprehensive. According to the characteristics of pragmatic presupposition, this paper attempts to explore the four functions of pragmatic presupposition in advertising, that is, simplifying language, enhancing persuasion, euphemism and spreading cultural functions. In a word, this research adopts the method of combining theory and practice to analyze advertising terms. From the point of view of research, this paper can give a theoretical guidance of "pragmatic presupposition applied in advertising" to help advertisers to create more attractive advertisements, and in the long run, This paper shows the importance of pragmatic presupposition in advertising applications.
【学位授予单位】：重庆师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：H030

【引证文献】