论广告用语中语用预设的功能

发布时间：2018-06-08 01:21

本文选题：语用预设 + 广告用语　；参考：《西安电子科技大学》2007年硕士论文

【摘要】： 广告在现代社会中无处不在。无论我们喜欢与否,是否意识到它的存在,广告都深深的影响着我们的生活---大到经济全球化、国家经济,小到单个企业的发展、个人的衣食住行。广告已成为现代经济和生活的一个重要组成部分。随着对广告的重要性的认识越来越明确,经济学家,艺术家,心理学家等都给予了广告日益密切的关注,语言学家更是从不同角度对广告语言进行了大量的分析研究。广告语言作为一种说服性语言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采取购买行为。设计出富有诱惑力和说服力的广告语言需要广告撰写人很好的把握信息传播策略、语言策略和消费心理策略。伴随着语言学的发展,人们对广告语言的研究也逐渐从纯语言特点的分析到语言与语境的关系以及语言的得体性、适切性等角度进行研究,也就是说,语用学的理论已经被引入到广告语言的研究之中。作为语用学研究的一项重要课题,语用预设相对于话语理解而言具备合适性和共知性,而且本身具有单项性、主观性和隐蔽性。巧妙语用预设的这三个特征可以衍生出交际所需的策略性。广告用语对语用预设的利用很大程度上反映了这种策略性。通过理论分析、举例说明和定量研究,本文对预设与广告的语言形式、预设与广告的语篇、预设与广告的信息传递、预设与广告的心理策略四个宏观层面关系来论证,试图挖掘语用预设在报刊杂志广告语言中的功能,揭示语用预设在帮助广告达到其劝说目的中的积极作用。作者希望该论文的完成在理论上可以加深对语用预设的认识和理解,丰富它的内容,同时开辟广告语言研究的新视角;在实践上能帮助广告撰稿人设计出更具魅力,更成功的广告。本文包括以下部分,第一章介绍了本研究的目的和动机、文本资料来源、研究方法以及论文结构的安排。第二章和第三章为本文的文献综述和理论依据。预设最初起源于哲学和逻辑学的范畴,后来与语言的形式、结构、用法和功能的研究结合到一起。根据关联理论,作者介绍了与预设产生相关的前提触发语的几种形式,以便和后面广告语料分析相吻合。同时,作者还回顾了前人对报刊杂志广告语言的研究,尤其是从语用预设的角度对广告语言进行的研究。第四章和第五章为本文的案例部分,对选自英美报刊杂志中的一百五十篇广告文本进行分析,探讨语用预设在报刊杂志广告中的积极作用。第四章通过定量和定性研究分析了广告语言中的预设功能:通过预设能够使广告语言简洁,幽默和丰富多彩;通过预设能够使广告信息含蓄,耐人寻味,给消费者留下深刻的影响;通过预设能够使广告语篇经济、简洁,降低广告费用,使广告语篇信息前后衔接,通顺连贯。第五章对语用预设在把握消费者心理策略的不同功能进行探讨。如情感功能、隐藏功能、引导功能、委婉功能、说服功能以及幽默功能。借助于预设这种语言策略,广告人可以巧妙地拉近与潜在顾客的距离、赢得他们的好感、改变他们的态度和看法、引导他们接受一些假定的事实,并最终劝说他们去消费。第六章总结了广告语用预设的特点,并提出本研究在理论和实际中的意义、存在的问题以及今后发展的方向。
[Abstract]:Advertising is ubiquitous in modern society. Whether we like it or not, whether we are aware of its existence, advertising has a deep impact on our life - big to economic globalization, the national economy, the development of a single enterprise, personal food and living. Advertising has become an important part of the modern economy and life. With the advertising of advertising, advertising has become an important part of our life. The understanding of the importance is becoming more and more clear. Economists, artists, psychologists, etc. have paid more and more attention to advertising. Linguists have carried out a lot of analysis and Research on advertising language from different angles. As a persuasive language, advertising language is the ultimate purpose of delivering product or service information to potential customer groups. And ultimately persuading people to take buying behavior. The advertising language designed to be tempting and persuasive requires a good grasp of the communication strategies, language strategies and consumer psychology strategies.
With the development of linguistics, the research of advertising language has gradually been studied from the analysis of the characteristics of pure language to the relationship between language and context, the appropriateness and appropriateness of language. That is to say, the theory of pragmatics has been introduced into the research of advertising language. Pragmatic presupposition has the appropriateness and mutual understanding compared to the discourse understanding, and it itself has a single nature, subjectivity and concealment. The three features of the ingenious pragmatic presupposition can derive the strategy needed for communication. The use of advertising language to pragmatic presupposition reflects this strategy to a great extent.
Through theoretical analysis, illustrating and quantitative research, this paper demonstrates the linguistic form of presupposition and advertising, presupposition and advertising discourse, presupposition and advertising information transmission, presupposition and advertising psychological strategies, and tries to excavate the functions of Pragmatic Presupposition in the language of newspapers and periodicals and reveals the help of Pragmatic Presupposition in four aspects. The author hopes that the completion of this paper can deepen the understanding and understanding of Pragmatic Presupposition in theory, enrich its content, and open up a new perspective of advertising language research; in practice, it can help advertisers to design more attractive and more successful advertisements.
The first chapter introduces the purpose and motivation of this study, the source of the text, the method of research and the arrangement of the structure of the paper. The second and third chapters are the literature review and theoretical basis. The presupposition originated in the category of philosophy and logic, and later on the study of the form, structure, usage and function of language. Together. According to the relevance theory, the author introduces several forms of precondition triggers related to Presupposition in order to coincide with the post advertising language analysis. At the same time, the author also reviews the previous research on advertising language of newspapers and magazines, especially the study of advertising language from the perspective of pragmatic presupposition. The fourth and fifth chapters In the case part of this paper, one hundred and fifty advertisements selected from the British and American newspapers and magazines are analyzed to explore the positive role of Pragmatic Presupposition in the advertisement of newspapers and magazines. The fourth chapter analyzes the presupposition function in the advertisement language by quantitative and qualitative analysis: through presupposition, the advertisement language is concise, humorous and colorful; Over presupposition can make the advertising information implicit, thought-provoking, and leave profound influence to the consumer; through presupposition, the advertising discourse economy, succinct, lower advertising costs, and the advertising discourse information are connected and coherent. The fifth chapter discusses the different functions of Pragmatic Presupposition in grasping the psychological strategies of consumers. With the use of presupposed language strategies, advertisers can skillfully draw close proximity to potential customers, win their good feelings, change their attitudes and attitudes, guide them to accept some presumed facts and eventually persuade them to consume. The sixth chapter sums up The characteristics of advertising pragmatic presupposition, and put forward the significance and problems of this study in theory and practice, and the future development direction.
【学位授予单位】：西安电子科技大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：H315

【引证文献】