语用指示在广告英语中的运用

发布时间：2019-02-28 09:53

【摘要】： 随着我国改革开放的深入和经济的迅速发展,广告也正以前所未有的速度飞速发展。广告作为经济全球化和信息时代的一个重要社会现象,已深入到社会生活的方方面面。广告与国家经济、企业发展、市场开发、对外贸易和人民生活休戚相关。广告语言是社会文化的写照,具有丰富的内容和相当的语用功能。从根本上说,广告语言属于劝导说服性的语言。因此,广告商和生产商尽可能地采用一切语言及非语言的技巧来实现广告宣传的目的。语用指示是人类语言中带有普遍性的现象,语言中存在指示这一语言现象充分说明了语言和使用语言的语境之间的密切关系。指示指的是在言语活动中,尤其是在有说话人和听话人参与的这种典型的语言交际活动中,对参与者所谈及的人物、事物、事件、过程和活动等作出确切的理解都必须把它们和某些语境构成要素(如交际的时间、空间等)联系起来。而广告是一种信息传播活动,其最终目标就是推销商品。广告的创作过程就是一个制码过程。制码者就是广告商,他们将企业、生产商即信源所要传达的有关企业,产品的信息或思想用语言表达出来,构成译码者(消费者)所能接受的信息,即能够准确解译的信息。语用指示中人称指示,时间指示和方位指示居于它们具有发话人与受话人、即时性、即地性的特点,能增强广告的说服效果,被广泛地运用于广告。本文作者收集中外各类广告,不仅对广告语言的词汇、句法和修辞等方面进行研究,而且研究了广告中的语用指示,这种研究结合了广告语言和语用学理论,使人们对语用指示与广告语言的发展运用,以及广告语言的各个特点有更全面的了解,对我国语言的研究、经济的发展,社会文化等诸多方面有着很大的贡献。本文作者主要从以下四个方面来分析广告语言中语用指示的功用。 1)广告的交际性的特点; 2)广告的语言特征; 3)语用指示种类和类别; 4)指示词在广告语言中的运用通过这方面的研究,不仅帮助广告商和生产商设计出更加科学、合理的广告,达到广告的目的;而且广告的受众——普通大众都能更加关注广告语言的使用。
[Abstract]:With the deepening of China's reform and opening-up and the rapid development of economy, advertising is also developing at an unprecedented speed. As an important social phenomenon of economic globalization and information age, advertising has gone deep into all aspects of social life. Advertising is closely related to national economy, enterprise development, market development, foreign trade and people's life. Advertising language is a portrayal of social culture and has rich content and pragmatic functions. Fundamentally speaking, advertising language belongs to persuasive language. As a result, advertisers and producers use all possible linguistic and non-verbal techniques to achieve advertising purposes. Pragmatic deixis is a universal phenomenon in human language. The existence of deixis in language fully illustrates the close relationship between language and the context in which language is used. Deixis refers to the persons and events that are addressed to the participants in speech activities, especially in the typical language communication activities in which the speaker and the listener are involved. A precise understanding of processes and activities must relate them to certain contextual elements (such as communication time, space, etc.). And advertisement is a kind of information dissemination activity, its ultimate goal is to promote the product. Advertising creation process is a coding process. The code maker is the advertiser. They express the information or thought of the product in language and form the information that the transcoder (consumer) can accept, that is, the information that can be accurately interpreted by the company, the manufacturer or the information about the enterprise that the source of information is intended to convey. In pragmatic deixis, the person deixis, the time deixis and the location deixis live in them have the speaker and the receiving person, the real-time, namely the geographical characteristic, can enhance the advertisement persuasion effect, has been widely used in the advertisement. The author collects all kinds of advertisements at home and abroad, and not only studies the lexical, syntactic and rhetorical aspects of advertising language, but also studies pragmatic instructions in advertising. This research combines advertising language and pragmatics theory. So that people have a more comprehensive understanding of the development and application of pragmatic deixis and advertising language, as well as the characteristics of advertising language, and have a great contribution to the study of Chinese language, economic development, social culture and so on. The author mainly analyzes the functions of pragmatic deixis in advertising language from the following four aspects. (1) the communicative features of advertisements; (2) the linguistic features of advertisements; (3) the types and categories of pragmatic deixis; 4) the application of deixis in advertising language not only helps advertisers and manufacturers design more scientific and reasonable advertisements, but also achieves the purpose of advertising; And the advertising audience-the general public can pay more attention to the use of advertising language.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：H315

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