日本广告语的预设研究

发布时间：2018-06-19 10:02

本文选题：广告 + 广告语　；参考：《山东师范大学》2008年硕士论文

【摘要】： 广告是经济社会和信息时代一个重要的社会现象,它与国家经济发展、企业营销推广以及人民的日常生活密切相关。鉴于它在当今社会所发挥的重要作用,越来越多的语言学家们开始从不同的角度研究广告中最重要的交际因素——广告语,旨在探索广告语创作的基本规律并寻求其指导理论。从根本上说,广告语言属于劝导说服型语言,广告撰写人借助各种不同的语言符号来宣传商品、树立良好的品牌形象,使公众产生购买欲望,从而达到最佳的广告宣传效应。然而广告是一种特殊的交际活动,在广告交际过程中,部分广告的功利性易使其受众(接受者)产生不信任、不合作的态度,从而达不到广告的宣传目的,所以如何使广告语有效地服务于广告的功能而不引起受众的反感,则成为广告撰写人最为关注的问题。作为语言学,特别是语用学中的一个重要研究课题——预设(presupposition),由于其自身的特点,常常被广告撰写人用来不露痕迹地增强广告的说服效果。预设又称前提,是一种推理。它是实施某一言语行为所需要满足的恰当条件;是交际双方所共有的知识;是那些对语境敏感的、与说话人的信念、态度、意图有关的前提关系。预设具有两大特征:合适性和已知性。合适性是指:预设是言语行为的先决条件,要与语境紧密结合。已知性是指:预设是说话人认为听话人已知的信息。另外,预设是说话人在说话前预先设定的内容,是主观的断言,它在使用上,具有单向性和隐蔽性的特点。现在有关广告语的研究越来越多,但从预设的角度来分析的却为数不多。因此,本文旨在对预设在广告语中的工作机制进行尝试性的分析和论证。本文由四部分构成。第一部分论述本文的研究目的和意义,介绍先行研究及阐明本文的立场。第二部分归纳广告语的特点和阐述预设的理论。第三部分为3、4、5三个章节。该部分主要从预设与广告的语言形式、预设与广告的信息传递及预设与广告的策略三个宏观层面来分析和论证预设在广告语中的功能。首先、章节3从广告语的简洁性和趣味性两个角度分析了预设在广告语的表达形式中所起的作用。通过理论分析及实例论证得出如下结论:(1)通过预设可以补足背景知识,使广告语简洁;(2)预设触发语可以改变一成不变的断言表达方式,使广告语具有趣味性。其次、章节4从广告产品本身的信息传递、对消费对象的信息把握及广告信息的传递质量、信息情调三个角度全面分析了预设在广告信息的传递中发挥的作用。研究发现:巧妙得体地使用预设,不但可以使广告含蓄、耐人寻味,而且(1)可以有效地传递产品本身的信息;(2)能够恰到好处地把握消费者的信息,吸引他们的注意,唤起其购买欲;(3)能够提高广告信息的传递质量,凸显广告的焦点信息,达到最佳的广告效果。最后、章节5从广告的心理策略和市场策略两个角度分析了预设在广告策略中的功能。通过理论分析及实例论证发现:(1)恰当地使用预设,可以更好地把握消费者的消费心理,隐藏某些不好的信息;(2)可以更好地确定目标读者,还可以帮助广告主进行自我保护。总之,通过第三部分的研究,可以得知:预设从广告的语言形式、信息传递及策略三个不同的层面服务于广告,在实现广告的最终目的方面起着不可替代的作用。第四部分是小结和今后的课题。该论文的完成将会对预设在广告中的应用产生一定的参考作用,即从实践上帮助广告撰写人有效地运用预设这一策略,使其设计出的语言更科学、更具说服力,更有利于实现广告的最终目的。另外也希望本文能够加深读者对预设的认识和理解,并扩大广告语的研究范围。但由于能力和篇幅有限,本文仍存在着许多不足,有待于专家学者们的指正与批评。
[Abstract]:Advertisement is an important social phenomenon in the society and the information age , it is closely related to the national economic development , enterprise marketing promotion and the daily life of the people . In view of its important role in the society , more and more linguist begin to study the most important communication factors in advertisement from different angles .

In the process of advertisement communication , the utility of partial advertisement is easy to make its audience ( recipient ) generate distrust and uncooperative attitude so as to reach the best advertising effect .

Presupposition is also a premise , it is a kind of reasoning . It is the proper condition that needs to be met in the implementation of a certain speech act . It is the premise that the communication parties share knowledge ; it is the precondition of the speech act and is closely related to the context . It is known that the preset is the pre - set content of the speaker , and it is subjective assertion that it has the characteristics of unidirectional and concealment in use .

Now the research on advertising language is more and more , but it has been analyzed from the preset angle , so the aim of this paper is to make a tentative analysis and demonstration of the pre - set working mechanism in the advertising language .

This paper consists of four parts .

In the first part , the purpose and significance of the research are discussed , and the position of this paper is introduced .

The second part sums up the characteristics of the advertising language and expounds the preset theory .

The third part is three chapters , 3 , 4 and 5 . This part mainly analyzes and proves the function of the preset in the advertising language from three macro aspects : the language form of the preset and the advertisement , the information transmission of the preset and the advertisement and the strategy of the preset and advertisement .

First , chapter 3 analyzes the role of the preset in the expression form of the advertising language from the perspectives of simplicity and interest of the advertising language . Through the theoretical analysis and the example demonstration , the following conclusions are drawn : ( 1 ) the advertising language is simple through the preset can complement the background knowledge , and ( 2 ) the preset trigger can change an unchanged assertion expression way , so that the advertisement language is interesting .

Second , the chapter 4 comprehensively analyzes the role of the preset in the delivery of advertisement information from the information transmission of the advertisement product itself , the information grasp of the consumer object and the transmission quality of the advertisement information , and the information emotion regulation .

Finally , chapter 5 analyzes the function of preset in advertising strategy from two aspects of advertising ' s psychological strategy and marketing strategy . Through theoretical analysis and example demonstration , it is found that : ( 1 ) It can better grasp the consumer ' s consumer psychology and hide some bad information .

In a word , through the research of the third part , it can be learned that the preset advertisement is served from three different aspects of advertisement ' s language form , information delivery and strategy , and plays an irreplaceable role in the realization of the ultimate purpose of the advertisement .

The fourth part is the summary and future research . The completion of this paper will have some reference to the application of the preset in the advertisement , that is , to help the advertisement writer to use the preset strategy effectively , make the language more scientific , more persuasive and more favorable for the final purpose of the advertisement .
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8

【引证文献】