涵义对广告英语影响的语用学研究

发布时间：2018-06-13 16:59

本文选题：会话涵义 + 预设　；参考：《辽宁师范大学》2006年硕士论文

【摘要】：语言对人及其行为施加着重要影响，特别是在市场行销和广告宣传领域。广告无时无刻不存在于我们的生活中，广告用语要有效地影响人们的购买行为，就必须在有限的空间字符内传达更多让人印象深刻的信息，其原因就在于广告的根本特征的就是劝导性，即要说服消费者购买其产品。虽然视觉，听觉甚至嗅觉的内容和设计也起着重要的作用，但是语言才是商家所采用的最有效的说服方式，因为语言是帮助消费者们识别并真正记住某种商品的最简单，最有效的方式。但是，在绝大多数情况下，广告语的选择并不是随意的，从语用学角度来看，广告用语的字面意思与其所要传达的真正信息有时是十分冲突的，在这种情况下，广告商往往是在引导消费者进行信息处理，运用常理，预设等进行推断，从而把更多的未知和未确定信息变成已知前提，甚至是误导。那么我们是怎样得出，并应该怎样分析其中隐含的劝导信息呢?广告又是如何作用于人的思维过程并影响人的购买行为的呢?广告既是一种社会现象，又是一种语言现象，社会学者们曾经运用符号学，语意学以及语言学等等理论来阐释它，但是由于广告的基本概念即关联性，即所言之物必与所需相关，这就与Grice的语言学理论(Maxim ofRelevance)相关联了，，即广告宣传要引起消费者的注意力，并作用于其心理过程，就要通过广告语言的设计操纵消费者的关联期待值。基于此点，本文选择了从应用语言学的角度来解释广告这一社会现象，切入点即应用语言学中的涵义。本文从应用语言学角度，通过标准涵义中的预设和会话涵义中的故意破坏Grice的合作原则揭示了广告用语中的隐含劝导信息，分析了这些言外之意是如何有效地被运用于市场销售和广告宣传之中的，其实证性主要是来自于两个相关定性分析：一个是关于预设在广告中出现频率分布状况的定性分析，另一个是有关的标准涵义和会话涵义在广告中运用比率的定性分析。这两个定性分析的语料均运用目的抽样的方式来自于120条广告(82条来自书刊杂志，38条来自互联网)，因为目的抽样的方式能够有的放矢地提供更足够的相关信息，并有利于通过细节的数据分析使读者获得更深入的理解。
[Abstract]:Language exerts an important influence on people and their behavior, especially in marketing and advertising. Advertising exists all the time in our lives. In order to effectively influence people's purchase behavior, advertising language must convey more impressive information in limited space characters. The reason lies in the fundamental feature of advertising is persuasion, that is, to persuade consumers to buy its products. Although visual, auditory and even olfactory content and design also play an important role, language is the most effective way to persuade businesses because language is the simplest way to help consumers identify and truly remember a product. The most effective way. However, in the vast majority of cases, the choice of advertising language is not random. From a pragmatic point of view, the literal meaning of the advertising language is sometimes in conflict with the real message it is intended to convey, in which case, Advertisers often guide consumers to process information, use common sense, presupposition and so on to infer, thus turning more unknown and undetermined information into known premises, even misleading. So how do we come to, and how should we analyze, the implicit message of persuasion? How does advertising affect people's thinking process and their purchasing behavior? Advertising is not only a social phenomenon, but also a linguistic phenomenon. Sociologists have used the theories of semiotics, semantics and linguistics to explain it, but because of the basic concept of advertising, that is, relevance. That is, what is said has to do with what is needed, which is linked to Grice's linguistic theory of Maxim of relevance, that is, advertising should attract the attention of consumers and act on their psychological processes. The design of advertising language will manipulate the associated expectations of consumers. Based on this, this paper chooses to explain advertising as a social phenomenon from the perspective of applied linguistics, that is, the meaning of applied linguistics. From the perspective of applied linguistics, this paper reveals the implicit persuasive information in advertising through the cooperative principles of presupposition in standard meaning and deliberate destruction of Grice in conversational meaning. This paper analyzes how these implicature are effectively used in marketing and advertising. The positivities mainly come from two relevant qualitative analyses: one is qualitative analysis of the frequency distribution of presupposition in advertising. Another is the qualitative analysis of the standard meaning and conversational meaning used in advertising. The two qualitative data were collected from 120 advertisements and 82 from books, magazines and 38 articles from the Internet, because the purpose sampling method can provide more adequate relevant information in a targeted way. It also helps readers to get a deeper understanding through detailed data analysis.
【学位授予单位】：辽宁师范大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：H313

【引证文献】