从顺应理论角度分析中国产品的英文广告中的语用失误

发布时间：2019-05-14 22:15

【摘要】： 作为一种有效的市场营销手段,广告的目的在于提升企业形象,提高品牌认知度,从而扩大产品的市场效应。广告能挖掘潜在客户购买产品。通常顾客会因为产品的广告语能给人信任感且具有吸引力而去购买这些产品。由此可见,广告是何等重要。因此,本着吸引外国顾客购买产品以及开发国外市场的目的,很多中国公司甚至商店都为产品设计了英语广告。然而由于中西方语言与文化的差异,往往会导致语用失误(pragmatic failure)的产生,这些语用失误使得有些英语广告不仅没有达到预期的效果,甚至给产品及公司带来了不良的影响。因此,广告中存在的语用失误便成了产品销售及市场开拓的一大障碍。本文旨在通过顺应论(Adaptation Theory)分析中国产品的英文广告中的语用失误出现的根本原因,以提高这些英文广告的质量和效果。在分析的基础上,作者尝试从广告语言的角度提出了减少并避免语用失误的解决方案。作为商务英语的一种,广告英语的研究对商务英语产生了一定的启示作用。运用顺应论对广告中语用失误进行分析,作者发现文化差异是造成英语广告中的语用失误的重要因素。作者以文化为切入点,阐述了语用失误对商务英语教学的启示作用,包括如何在商务英语教学中培养学生的商务文化意识,提高学生的商务语用交际能力。通过运用顺应理论作为分析工具,该研究不仅拓宽了商务英语研究的理论基础,更实现了商务英语教学的实践价值。
[Abstract]:As an effective marketing means, the purpose of advertising is to improve the image of the enterprise, improve the brand recognition, so as to expand the market effect of the product. Advertising can tap into potential customers to buy products. Usually customers buy products because the advertising language of the products can be trusted and attractive. Thus it can be seen how important advertising is. Therefore, in order to attract foreign customers to buy products and develop foreign markets, many Chinese companies and even stores have designed English advertisements for their products. However, due to the differences between Chinese and Western languages and cultures, pragmatic failures often lead to pragmatic failures (pragmatic failure), which make some English advertisements not only fail to achieve the desired results, but also have a negative impact on products and companies. Therefore, pragmatic failure in advertising has become a major obstacle to product sales and market development. The purpose of this paper is to analyze the root causes of pragmatic failures in English advertisements of Chinese products through adaptation theory (Adaptation Theory) in order to improve the quality and effect of these English advertisements. On the basis of analysis, the author tries to put forward a solution to reduce and avoid pragmatic failure from the perspective of advertising language. As a kind of business English, the study of advertising English has a certain enlightening effect on business English. By using adaptation theory to analyze pragmatic failure in advertising, the author finds that cultural differences are important factors causing pragmatic failure in English advertising. Taking culture as the starting point, the author expounds the enlightening effect of pragmatic failure on business English teaching, including how to cultivate students' business culture consciousness and improve their business pragmatic communicative competence in business English teaching. By using adaptation theory as an analytical tool, this study not only broadens the theoretical basis of business English research, but also realizes the practical value of business English teaching.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：H313

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