广告英语语言的说服性研究
发布时间：2018-08-04 09:18
【摘要】：广告是经济全球化和信息时代的一个重要的社会现象。人们的生活和广告密切相关。广告语言作为一种说服性语言，其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。为了实现这一目标，广告主尽可能地采用一切语言及非语言的技巧来增强说服效果。 本文对广告主如何采用语言和语用手段来增强说服效果进行分析，旨在探索成功广告的撰写和技巧使用的规律，从而使广告语言设计方案更科学，同时也帮助英语学习者更好地欣赏广告语言的精华。 论文共分五章。引言部分指出了本研究的重要性，，采用的研究方法和论文的结构安排；第一章是文献综述，回顾了对广告英语已经做出的研究，包括广告英语的定义和语言特色。第二章讨论了说服性的概念、组成部分及其交流环境。第三章从文体学层面进行对如何增强说服性的探讨，分别从词汇、句法和修辞的角度分析。第四、五、六章则是进一步从语用学层面进行深入分析。分别利用指示词，预设和涵义等语用学理论进行对广告语言说服性的研究，发现利用这些语用策略在把握消费者的心理和成功劝说方面起了举足轻重的作用。第七章对整个论文作了总结，并提出本研究在在理论和实际中的意义、存在的问题以及以后进一步研究的方向。
[Abstract]:Advertising is an important social phenomenon in the economic globalization and information age. People's lives are closely related to advertising. Advertising language as a persuasive language, its ultimate purpose is to convey product or service information to potential customer groups and finally persuade people to take purchase behavior. To achieve this goal, advertisers use all linguistic and non-verbal techniques to enhance persuasion as much as possible. This paper analyzes how advertisers use language and pragmatics to enhance the persuasion effect, in order to explore the rules of successful advertisement writing and skill use, so as to make the advertising language design more scientific. It also helps English learners better appreciate the essence of advertising language. The thesis is divided into five chapters. The introduction points out the importance of this study, the research methods adopted and the structure of the thesis. The first chapter is a literature review, reviewing the research on advertising English, including the definition and linguistic characteristics of advertising English. The second chapter discusses the concept, components and communication environment of persuasion. The third chapter discusses how to enhance persuasiveness from stylistic level, analyzing from lexical, syntactic and rhetorical perspectives. The fourth, fifth and sixth chapters are further analyzed from the perspective of pragmatics. Based on the pragmatic theories of deixis presupposition and implication this paper studies the persuasion of advertising language and finds that these pragmatic strategies play an important role in grasping consumers' psychology and successful persuasion. The seventh chapter summarizes the whole thesis, and points out the significance of this study in theory and practice, the existing problems and the direction of further research.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：H315
本文编号：2163368
[Abstract]:Advertising is an important social phenomenon in the economic globalization and information age. People's lives are closely related to advertising. Advertising language as a persuasive language, its ultimate purpose is to convey product or service information to potential customer groups and finally persuade people to take purchase behavior. To achieve this goal, advertisers use all linguistic and non-verbal techniques to enhance persuasion as much as possible. This paper analyzes how advertisers use language and pragmatics to enhance the persuasion effect, in order to explore the rules of successful advertisement writing and skill use, so as to make the advertising language design more scientific. It also helps English learners better appreciate the essence of advertising language. The thesis is divided into five chapters. The introduction points out the importance of this study, the research methods adopted and the structure of the thesis. The first chapter is a literature review, reviewing the research on advertising English, including the definition and linguistic characteristics of advertising English. The second chapter discusses the concept, components and communication environment of persuasion. The third chapter discusses how to enhance persuasiveness from stylistic level, analyzing from lexical, syntactic and rhetorical perspectives. The fourth, fifth and sixth chapters are further analyzed from the perspective of pragmatics. Based on the pragmatic theories of deixis presupposition and implication this paper studies the persuasion of advertising language and finds that these pragmatic strategies play an important role in grasping consumers' psychology and successful persuasion. The seventh chapter summarizes the whole thesis, and points out the significance of this study in theory and practice, the existing problems and the direction of further research.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：H315
【引证文献】
相关硕士学位论文 前1条
1 朱晓萍;汉语杂志广告中劝说性的批评性话语分析[D];江苏科技大学;2011年
本文编号：2163368
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