语用学视角下的广告语言研究

发布时间：2018-12-14 20:09

【摘要】：本文从语用学的视角对广告语言展开研究,结合语用学的相关理论和广告语言的各种特征,把语言理论和语言事实两方面结合起来进行具体研究。作为语言学中新崛起的一门学科,语用学在过去的三十年中迅速发展;广告语言作为人类语言的一个重要组成部分,是语言中最活跃、最具影响力的东西,具有时代烙印,在现实生活中无处不在,能够折射出社会的方方面面。本文以作者收集的语料为基础,结合国内外相关广告,从语用学的两大系列,即英美学派的微观语用学和欧洲大陆学派的宏观语用学的视角进行实证研究。一方面从指示语,语用含义, 语用预设,言语行为和礼貌原则等方面分析研究广告语言;另一方面从文化因素,语码混用,语码转换,经济原则和语用失误等探讨广告语言的方方面面。无庸置疑,广告语言具有丰富的内容和一定的语用功能,是社会文化的写照。我国对广告语言的词汇、句法及修辞方面的研究不少,但把语用学理论与广告语言结合起来的研究严重不足,而这种研究可以使人们对语用学的有关知识和最新发展情况,以及广告语言的各种特点和优劣性质有一个全面、多视角的了解,同时,对我国经济、社会、文化等方面却有着巨大价值。这种理论结合实例的分析研究无疑会培养我们的语用能力,最终提高我们的语言水平。本文着重从宏观语用学的方面来探讨研究广告语言,研究语言在现实社会中的使用,包括广告语言中的文化因素,语码混用,语码转换,经济原则和语用失误等问题。这方面的研究不仅有利于广告商和生产厂家,也有助于促使普通百姓更加注重语言使用。对广告语言的语用方面进行语言事实分析,观察社会中的语言使用情况,探讨语言使用的最佳效益的获取,具有实用价值和现实意义。这种研究还有助于广告语言的健康发展和语言建设,并最终促进全社会的政治,经济和文化的发展。
[Abstract]:This paper studies the advertising language from the perspective of pragmatics, combining the relevant theories of pragmatics and the characteristics of advertising language, combining language theory with linguistic facts. As a newly rising discipline in linguistics, pragmatics has developed rapidly in the past three decades. Advertising language, as an important part of human language, is the most active and influential thing in language. It has the brand of the times and is ubiquitous in real life, which can reflect all aspects of society. Based on the corpus collected by the author and combined with the relevant advertisements at home and abroad, this paper makes an empirical study from the perspective of micropragmatics of Anglo-American school and macropragmatics of continental school of Europe. On the one hand, it analyzes advertising language from the aspects of deixis, pragmatic meaning, pragmatic presupposition, speech act and politeness principle. On the other hand, it discusses all aspects of advertising language from cultural factors, code-mixing, code-switching, economic principles and pragmatic failures. There is no doubt that advertising language has rich content and certain pragmatic functions, which is a portrayal of social culture. There are a lot of researches on the lexical, syntactic and rhetorical aspects of advertising language in China, but the study of combining pragmatic theory with advertising language is seriously inadequate, and this kind of research can make people know the relevant knowledge of pragmatics and the latest development situation. The characteristics and advantages of advertising language have a comprehensive, multi-perspective understanding, at the same time, China's economic, social, cultural and other aspects of great value. This theory and case study will undoubtedly cultivate our pragmatic competence and ultimately improve our language proficiency. This paper focuses on the study of advertising language and its use in real society, including the cultural factors in advertising language, code-mixing, code-switching, economic principles and pragmatic failure. This research not only helps advertisers and manufacturers, but also helps ordinary people pay more attention to language use. It is of practical value and practical significance to analyze the pragmatic aspects of advertising language, observe the situation of language use in society, and explore the best benefit of language use. This research also contributes to the healthy development of advertising language and language construction, and ultimately promotes the political, economic and cultural development of the whole society.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：H030;H05

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