论英语广告语言含蓄性与读者认知间的互动
发布时间：2018-10-09 15:52
【摘要】：在信息爆炸的时代,随着市场竞争的日益激烈,广告语言作为重要的信息载体,已经深入到人们的日常生活中。研究广告语言久已成为语言学研究的焦点之一。 本论文认为广告生产者与读者之间的互动是建立在顺应的基础上,而这种顺应又往往主要建立于广告生产者对广告读者期盼(expectations)的成功顺应。本文运用Verschueren的顺应理论,首先从广告语言的含蓄性出发,指出广告语言的含蓄性产生是顺应的实现,揭示广告语言含蓄性在互动中的重要作用,在互动中,语言的含蓄性主要通过以下表征:歧义,含蓄性修辞,模糊限制语,间接引语等方式得以实现,从而作为广告主在互动中采取的主要策略。此外,还探讨了广告读者对广告语言的认知心理过程,是广告读者的认知心理促使广告生产者运用含蓄性语言积极顺应消费者的心理世界和社交世界,进而在语境顺应中实现有效互动。本文的研究性质为定性研究,因为本研究主要基于对文字结合图片等多样性语料的语用分析,即对图文并茂的语料进行多视角的语用解释。 研究发现,第一,英语广告语言的含蓄性与读者之间的互动是广告主对广告语言的不断选择中形成的。但是这种选择不是随意的,而是在互动中为了适应广告读者的期待值和消费欲望而进行的适应性选择。第二,通过广告语言含蓄性表征的解读,剖析了广告读者对广告主传达的信息的认知心理特征。得出广告语言含蓄性与读者之间的互动是以读者认知心理为导向的互动。广告读者的认知心理在互动中指导广告主的含蓄性策略选择。第三,广告语言含蓄性与读者之间的互动受所宣传产品的性质和特征影响。特定的商品或服务需要语言含蓄性在互动中起作用,并且广告语言含蓄性的选择要顺应这些因素。最后,研究结果与顺应论关于多变性、协商性和顺应性的观点一致。研究的启示在于许多广告可以根据受众的内在认知心理和外在社会文化多维互动的结果反馈,在复杂多变的广告顺应体系中不断完善。 希望该论文的完成能够在广告的实际应用中产生一定的理论指导作用,从而有利于广告学习者特别是初学者更好地欣赏和理解广告语言,使广告语言设计方案更加科学有效。
[Abstract]:In the era of information explosion, with the increasingly fierce market competition, advertising language, as an important information carrier, has penetrated into people's daily life. The study of advertising language has long been one of the focuses of linguistic research. This paper argues that the interaction between advertising producers and readers is based on adaptation, which is often based on the successful adaptation of advertisers to (expectations). Based on the adaptation theory of Verschueren, this paper first points out that the implication of advertising language is the realization of adaptation, and reveals the important role of the implication of advertising language in the interaction. The implicature of language is mainly expressed in the following ways: ambiguity, implicit rhetoric, hedges, indirect quotations and so on, which are the main strategies adopted by advertisers in their interactions. In addition, the paper also discusses the cognitive psychological process of advertising readers, and it is the cognitive psychology of advertising readers that urges advertising producers to use implicit language to actively adapt to the psychological and social world of consumers. And then realize effective interaction in contextual adaptation. The nature of this study is qualitative, because this study is mainly based on the pragmatic analysis of a variety of data, such as text and pictures, that is, the pragmatic interpretation of the picturesque corpus from multiple perspectives. Firstly, the interaction between English advertising language and readers is the result of advertisers' choice of advertising language. But this kind of choice is not random, but adapts in the interaction in order to adapt the advertisement reader's expectation value and the consumption desire. Secondly, through the interpretation of implicit representation of advertising language, this paper analyzes the cognitive and psychological characteristics of advertising readers to the information conveyed by advertisers. It is concluded that the interaction between advertising language implicature and readers is guided by readers' cognitive psychology. The cognitive psychology of advertising readers guides advertisers' implicit strategy selection in interaction. Thirdly, the implicit nature of advertising language and the interaction between readers are affected by the nature and characteristics of the product. Specific goods or services need language implicature to play a role in interaction, and the choice of advertising language implicature should be adapted to these factors. Finally, the results are consistent with the adaptation theory on variability, negotiation and adaptability. The enlightenment of the study is that many advertisements can be improved in the complex and changeable advertising adaptation system according to the internal cognitive psychology of the audience and the result feedback of the external social and cultural multidimensional interaction. It is hoped that the completion of this paper will have a certain theoretical guidance role in the practical application of advertising, so as to help the advertising learners, especially the beginners, to appreciate and understand the advertising language better, and to make the design of advertising language more scientific and effective.
【学位授予单位】：江苏科技大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H315
本文编号：2259903
[Abstract]:In the era of information explosion, with the increasingly fierce market competition, advertising language, as an important information carrier, has penetrated into people's daily life. The study of advertising language has long been one of the focuses of linguistic research. This paper argues that the interaction between advertising producers and readers is based on adaptation, which is often based on the successful adaptation of advertisers to (expectations). Based on the adaptation theory of Verschueren, this paper first points out that the implication of advertising language is the realization of adaptation, and reveals the important role of the implication of advertising language in the interaction. The implicature of language is mainly expressed in the following ways: ambiguity, implicit rhetoric, hedges, indirect quotations and so on, which are the main strategies adopted by advertisers in their interactions. In addition, the paper also discusses the cognitive psychological process of advertising readers, and it is the cognitive psychology of advertising readers that urges advertising producers to use implicit language to actively adapt to the psychological and social world of consumers. And then realize effective interaction in contextual adaptation. The nature of this study is qualitative, because this study is mainly based on the pragmatic analysis of a variety of data, such as text and pictures, that is, the pragmatic interpretation of the picturesque corpus from multiple perspectives. Firstly, the interaction between English advertising language and readers is the result of advertisers' choice of advertising language. But this kind of choice is not random, but adapts in the interaction in order to adapt the advertisement reader's expectation value and the consumption desire. Secondly, through the interpretation of implicit representation of advertising language, this paper analyzes the cognitive and psychological characteristics of advertising readers to the information conveyed by advertisers. It is concluded that the interaction between advertising language implicature and readers is guided by readers' cognitive psychology. The cognitive psychology of advertising readers guides advertisers' implicit strategy selection in interaction. Thirdly, the implicit nature of advertising language and the interaction between readers are affected by the nature and characteristics of the product. Specific goods or services need language implicature to play a role in interaction, and the choice of advertising language implicature should be adapted to these factors. Finally, the results are consistent with the adaptation theory on variability, negotiation and adaptability. The enlightenment of the study is that many advertisements can be improved in the complex and changeable advertising adaptation system according to the internal cognitive psychology of the audience and the result feedback of the external social and cultural multidimensional interaction. It is hoped that the completion of this paper will have a certain theoretical guidance role in the practical application of advertising, so as to help the advertising learners, especially the beginners, to appreciate and understand the advertising language better, and to make the design of advertising language more scientific and effective.
【学位授予单位】：江苏科技大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H315
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