从合作原则角度谈中文广告语言的会话含义

发布时间：2018-07-11 11:53

本文选题：中文广告 + 合作原则　；参考：《上海外国语大学》2007年硕士论文

【摘要】： 在市场经济日益发展的今天,广告作为商家的一种促销手段已渗入到世界的各个角落,并直接影响着人们的日常工作和生活。各商家使出浑身解数制作独具匠心的广告来吸引消费者的注意力,使他们对其产品产生兴趣,引发他们的购买欲望,从而达到促销商品的目的。广告语言是广告的语言文字要素,是实现广告目的的重要手段。它是一种具有很高商业价值的实用文体。近年来,众多学者从经济学、新闻学、传播学、美学、声学、心理学等不同角度对这一新兴领域进行了细致而深入的探索,取得了较为丰硕的成果。而略感遗憾的是,相比以上方面,对书面广告语语言方面的研究尚欠深入。在西方语言学家中,利奇是最早对广告语言文体特征进行系统研究的语言学家。自他以后,许多学者又从社会语言学、跨文化研究、文体学等方面对广告语言进行了卓有成效的探索。但是,将语用学合作原则运用于中文广告的系统性研究至今为数甚微。本文从各类中文报刊杂志,广告教材中选取合适的中文消费品广告,尤其是食品和日用品广告为研究对象,以格赖斯提出的合作原则为理论基础,采用定性的案例分析研究方法,分析中文广告中遵守和违背其原则的现象及规律。研究结果表明:中文广告通过违反合作原则,在特殊的语境下产生会话含义是中文广告的一大特色。一方面,合作原则在中文广告中的使用,增强了广告的劝诱功能和说服力。而另一方面,由于合作原则在广告中的不合理应用,造成一些广告模式类同,人云亦云现象严重;一些广告片面追求生动形象的效果,反而弄巧成拙,使消费者对其误解并产生抵触情绪。同时,本文还尝试寻找出一些产生特殊会话含义的广告的创作材料来源。本文所得出的结论为广告设计者设计优秀广告增添了更宽广的途径,也指出了应注意的问题;其次,也为消费者更好的理解广告含义,识别欺骗性广告提供了有效的帮助。
[Abstract]:Nowadays, with the development of market economy, advertising, as a means of promotion, has penetrated into every corner of the world and directly affected people's daily work and life. The merchants try their best to produce ingenious advertisements to attract the attention of consumers, make them interested in their products, arouse their desire to buy, and thus achieve the purpose of promoting products. Advertising language is the language elements of advertising, is an important means to achieve the purpose of advertising. It is a practical style with high commercial value. In recent years, many scholars from the economics, journalism, communication, aesthetics, acoustics, psychology and other aspects of this new field of detailed and in-depth exploration, has achieved more fruitful results. However, it is a pity that the study on the language of written advertising is still far from thorough. Among western linguists, Leech is the first linguist to study the stylistic features of advertising language. Since then, many scholars have made fruitful explorations on advertising language from sociolinguistics, cross-cultural studies and stylistics. However, there are few systematic studies on the application of pragmatic cooperative principles to Chinese advertising. Based on the cooperative principle put forward by Grice, this paper selects suitable Chinese consumer advertisements, especially food and commodity advertisements, from all kinds of Chinese newspapers and magazines and advertising materials. The qualitative case study method is used to analyze the phenomena and rules of obeying and violating the principles of Chinese advertising. The results show that it is a feature of Chinese advertising to produce conversational implicature in a special context by violating the principle of cooperation. On the one hand, the use of the principle of cooperation in Chinese advertisements enhances the persuasive function and persuasion of advertisements. On the other hand, because of the irrational application of the principle of cooperation in advertising, some advertising models are similar, and others follow the same line seriously; some advertisements are self-defeating in their one-sided pursuit of vivid image effects. Cause consumer to misunderstand and produce resistance to it. At the same time, this paper tries to find out some creative material sources of advertising with special conversational implicature. The conclusion of this paper not only adds a broader approach to the design of excellent advertisements, but also points out the problems that should be paid attention to. Secondly, it also provides effective help for consumers to understand the meaning of advertisements and identify deceptive advertisements.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：H15

【引证文献】