英文汽车平面广告中连贯现象的关联理论解读
发布时间:2018-05-27 02:30
本文选题:英文汽车平面广告 + 语篇连贯 ; 参考:《西南交通大学》2008年硕士论文
【摘要】: 本文是运用关联理论对英文汽车平面广告语篇中的连贯现象进行分析的一次尝试。语篇连贯是话语分析中一个复杂且颇具争议的问题。近三十年来,语言学家们从不同的角度对连贯进行了研究,得出不同的定义,构建了不同的理论。从语义角度(如衔接理论)和语用角度(如会话含义理论、言语行为理论)对连贯进行的研究,都加深了我们对连贯的认识。但同时这些研究也存在其自身的不足,其中深层次的问题在于忽视了认知性。这使本文从认知语用学角度对连贯的研究具有价值和意义。 本文的理论基础是关联理论。Sperber Wilson(1986)认为交际本质上属于认知活动的范畴,人类认知是以关联为取向的。在比较代码模式和推理模式的基础上,他们提出了一个新的交际模式:明示—推理交际模式。明示和推理是同一过程的两个方面,明示是相对于说话者而言的,推理则是相对于听话者而言的。明示和推理都要以关联为准则。 文章首先从广告制作者的角度进行分析,阐明交际中广告制作者对语篇连贯的构建起着重要的作用。在互动的过程中,广告制作者始终是理性的、有意图的,并且相信读者能从自己的语句中获得该意图。设计广告词时,制作者为了有效地实现自己的意图,使广告可以为读者所理解,力图以连贯的方式构建广告。制作者通过明示保证关联,进而保证连贯。广告制作者以正确估计读者的认知语境为基础,有效地调节语句以确保能激活受话者大脑中与发话者意图相同的记忆。从这个方面来说,制作者的语句是英文汽车平面广告语篇连贯的保证,由于他意在构建连贯的语篇,其意图自然会在受话者脑中突现,因此整个语篇连贯的实现就是一个自然的过程。 接着文章指出读者通过推理寻找关联从而构建连贯的英文汽车平面广告。读者的推理活动以关联为导向,在推导广告制作者的真正意图时,读者首先需要推导出广告中语句的隐含前提,在此隐含前提的基础上,才能推导出制作者的真正意图,即隐含结论。连贯随关联的实现而实现,并可分为两类:命题内容的连贯和语境效果的连贯。当后一句的内容需要借助前一句的命题内容来理解时,就是连贯的:当后一句在前一句形成的语境假设中产生语境效果时,就是连贯的。 基于关联理论,本文分别阐释了交际双方即广告制作者和读者在连贯的英文汽车平面广告语篇中各自做出的贡献,从而得出结论:连贯是广告制作者和读者共同努力,寻求关联的结果。
[Abstract]:This paper is an attempt to use relevance theory to analyze the coherence phenomenon in English automobile advertising discourse. Discourse coherence is a complex and controversial issue in discourse analysis. In the past 30 years, linguists have studied coherence from different angles, come up with different definitions and construct different theories. The study of coherence from the semantic point of view (such as cohesion theory) and pragmatics (such as conversational implicature theory and speech act theory) has deepened our understanding of coherence. But at the same time, these studies also have their own shortcomings, in which the deep problem lies in the neglect of cognition. This makes the study of coherence from the perspective of cognitive pragmatics of value and significance. The theoretical basis of this paper is relevance theory, which holds that communication is essentially a category of cognitive activity, and human cognition is oriented towards relevance. On the basis of comparing code mode with inference mode, they propose a new communication model: ostensive-inferential communication model. Ostensible and inferential are two aspects of the same process. Ostensibility is relative to the speaker and inference is relative to the hearer. Both ostensibility and inference should be based on relevance. From the perspective of the advertising producer, the paper first illustrates that the advertisement producer plays an important role in the construction of discourse coherence in communication. In the process of interaction, the advertisers are always rational and intentional, and believe that readers can get the intention from their own statements. When designing advertising words, the producer tries to construct advertisements in a coherent way in order to realize his intention effectively and make the advertisements understood by readers. The producer guarantees coherence by expressly guaranteeing the connection. Based on the correct estimation of the reader's cognitive context, the advertisement maker adjusts the sentence effectively to ensure that the memory in the addressee's brain is the same as the speaker's intention. In this respect, the producer's statement is the guarantee of coherence in the English automobile advertising discourse. Since he intends to construct a coherent text, his intention naturally appears in the mind of the addressee. Therefore, the realization of coherence is a natural process. Then it is pointed out that the readers construct coherent English car print advertisements by searching for relevance through reasoning. The reader's reasoning activity is directed by relevance. When deducing the real intention of the advertising producer, the reader first needs to deduce the implicit premise of the statement in the advertisement, and on the basis of this implicit premise, the real intention of the producer can be deduced. Implied conclusion. Coherence is realized with the realization of relevance and can be divided into two categories: coherence of propositional content and coherence of contextual effect. The latter sentence is coherent when it needs to be understood by the propositional content of the preceding sentence and when the latter sentence produces contextual effects in the context hypothesis formed by the preceding sentence. Based on relevance theory, this paper explains the respective contributions made by both the communicators and the readers in the coherent English vehicle advertising discourse, and concludes that coherence is the joint effort of the advertisers and the readers. Seek the result of association.
【学位授予单位】:西南交通大学
【学位级别】:硕士
【学位授予年份】:2008
【分类号】:H315
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