中英文商业广告语言设计的语用研究

发布时间：2018-06-06 05:08

本文选题：商业广告 + 语言设计　；参考：《大连海事大学》2008年硕士论文

【摘要】： 商业广告是经济全球化和信息时代一种重要的社会现象。国家经济,企业发展,市场开发,对外贸易和人们日常生活都与商业广告密切相关。从根本上说,商业广告语言作为一种说服性语言,其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采取购买行为。中英文商业广告在共同追求这个目的的同时,语言设计上存在着差异。本文针对特定范围内收集的75则中英文商业广告进行了语言设计上的研究,运用了语用学中预设理论,礼貌原则及言语行为理论结合跨文化交际中高低语境理论,针对主要影响语言设计的文化因素和迎合消费者心理因素进行分析。在解决研究问题中,采用了定性分析的方法对数据进行对比分析及个案分析。研究结果表明:中英文商业广告的语言设计既有区别,又有相似之处;其中文化差异是最为根本的原因。成功的语言设计是反映文化和消费者心理的一面镜子;同时这二者对商业广告语言的设计也有十分深远的影响。本研究对中国及其他国家公司进行跨国广告宣传有一定的参考意义。另一方面把语用学和商业广告结合起来进行研究,可以看出语用学在语言设计中是如何运用的,从而利于跨学科知识的应用,对语用学和跨文化交际学的发展有一定的价值。
[Abstract]:Commercial advertisement is an important social phenomenon in economic globalization and information age. National economy, enterprise development, market development, foreign trade and people's daily life are closely related to commercial advertising. Fundamentally speaking, as a persuasive language, the purpose of commercial advertising language is to convey product or service information to potential customer groups and finally persuade people to take purchase behavior. At the same time, there are differences in language design between Chinese and English commercial advertisements. This paper studies the language design of 75 Chinese and English commercial advertisements collected within a specific scope, and applies the presupposition theory of pragmatics, politeness principle and speech act theory in combination with the theory of high and low context in cross-cultural communication. This paper analyzes the cultural factors which mainly affect language design and the psychological factors of catering to consumers. In solving the problem, qualitative analysis method is used to analyze the data and case analysis. The results show that there are both differences and similarities in the language design of Chinese and English commercial advertisements, among which cultural differences are the most fundamental reason. Successful language design is a mirror reflecting culture and consumer psychology, and both of them have a profound influence on the design of commercial advertising language. This research has some reference significance for Chinese and other national companies to carry out transnational advertising. On the other hand, by combining pragmatics with commercial advertising, we can see how pragmatics is used in language design, which is conducive to the application of interdisciplinary knowledge and has certain value for the development of pragmatics and cross-cultural communication.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：H03

【共引文献】