广告语言中预设的语用价值分析
发布时间：2019-05-11 01:59
【摘要】： 当今社会,人们生活在广告的世界里,无论喜欢与否,我们都无法摆脱它对我们的影响。报刊、杂志、收音机及电视节目,甚至在路上收到的各式宣传单里,无不充斥着大量的广告。在这个飞速发展瞬息万变的社会里,广告为人们提供了可以满足各种需求的有用的信息,商人把广告作为宣传和销售其产品的有效工具。 随着对广告的重要性的认识越来越明确,经济学家、艺术家、心理学家等都给予了广告日益密切的关注,语言学家更是从不同角度对广告语言进行了大量的分析研究。作为语言学,特别是语用学中的一个重要话题,预设现象由于其自身的特点经常被广告撰写人用来增强广告的说服效果。一些学者选取预设(语用学的一个重要概念)作为广告语研究的切入点,本文正是以他们的研究为基础展开的。 本文通过回顾预设研究的历史背景及理论背景,对广告语言中的语用预设进行了尝试性的分析。作者主要从预设与广告的语言形式、预设与广告的语篇、预设与广告的信息及预设与广告的市场策略等四个层面来分析语用预设在广告语言中的语用价值。作者试图挖掘语用预设在广告语言中的功能,揭示语用预设在帮助广告达到其劝说目的中的积极作用。与此同时,作者希望该论文的完成在理论上可以加深对语用预设的认识和理解,丰富它的内容,同时开辟广告语言研究的新视角;在实践上能帮助广告撰稿人设计出更具魅力,更成功的广告。
[Abstract]:In today's society, people live in the world of advertising, whether we like it or not, we can not get rid of its influence on us. Newspapers, magazines, radio and television programs, and even all kinds of brochures received on the road, are full of advertisements. In this rapidly developing society, advertising provides people with useful information that can meet all kinds of needs. Businessmen use advertising as an effective tool to promote and sell their products. With the understanding of the importance of advertising becoming more and more clear, economists, artists, psychologists and so on have paid more and more close attention to advertising, and linguists have done a lot of analysis and research on advertising language from different angles. As an important topic in linguistics, especially pragmatics, presupposition is often used by advertising writers to enhance the persuasive effect of advertising because of its own characteristics. Some scholars choose presupposition (an important concept of pragmatics) as the starting point of advertising language research. This paper is based on their research. By reviewing the historical and theoretical background of presupposition research, this paper makes a tentative analysis of pragmatic presupposition in advertising language. The author mainly analyzes the pragmatic value of pragmatic presupposition in advertising language from four aspects: the linguistic form of presupposition and advertising, the text of presupposition and advertising, the information of presupposition and advertising, and the market strategy of presupposition and advertising. The author tries to excavate the function of pragmatic presupposition in advertising language and reveals the positive role of pragmatic presupposition in helping advertising achieve its persuasive purpose. At the same time, the author hopes that the completion of the thesis can deepen the understanding and understanding of pragmatic presupposition in theory, enrich its content, and open up a new perspective of advertising language research. In practice, it can help advertising writers design more attractive and successful advertisements.
【学位授予单位】：辽宁师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：H030
本文编号：2474163
[Abstract]:In today's society, people live in the world of advertising, whether we like it or not, we can not get rid of its influence on us. Newspapers, magazines, radio and television programs, and even all kinds of brochures received on the road, are full of advertisements. In this rapidly developing society, advertising provides people with useful information that can meet all kinds of needs. Businessmen use advertising as an effective tool to promote and sell their products. With the understanding of the importance of advertising becoming more and more clear, economists, artists, psychologists and so on have paid more and more close attention to advertising, and linguists have done a lot of analysis and research on advertising language from different angles. As an important topic in linguistics, especially pragmatics, presupposition is often used by advertising writers to enhance the persuasive effect of advertising because of its own characteristics. Some scholars choose presupposition (an important concept of pragmatics) as the starting point of advertising language research. This paper is based on their research. By reviewing the historical and theoretical background of presupposition research, this paper makes a tentative analysis of pragmatic presupposition in advertising language. The author mainly analyzes the pragmatic value of pragmatic presupposition in advertising language from four aspects: the linguistic form of presupposition and advertising, the text of presupposition and advertising, the information of presupposition and advertising, and the market strategy of presupposition and advertising. The author tries to excavate the function of pragmatic presupposition in advertising language and reveals the positive role of pragmatic presupposition in helping advertising achieve its persuasive purpose. At the same time, the author hopes that the completion of the thesis can deepen the understanding and understanding of pragmatic presupposition in theory, enrich its content, and open up a new perspective of advertising language research. In practice, it can help advertising writers design more attractive and successful advertisements.
【学位授予单位】：辽宁师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：H030
【参考文献】
相关期刊论文 前3条
1 郭富辉;谈预设在广告中的作用[J];上海理工大学学报(社会科学版);2001年03期
2 钟守满;现代广告英语委婉现象初探[J];外语与外语教学;1997年04期
3 陈新仁;论广告用语中的语用预设[J];外国语(上海外国语大学学报);1998年05期
，本文编号：2474163
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