从言语行为理论看英文商业广告词中的隐喻
发布时间：2019-05-16 22:20
【摘要】：随着广告产业的迅速发展，现代广告在国际商业活动中的重要性不断加强。广告是利用各种传播媒介广泛地传递信息，旨在达到宣传目的，即引发公众的消费欲望和行为。广告语言，作为信息交流、传递的载体，起着不可缺少的作用。本论文将运用言语行为理论分析广告词里的隐喻现象。 第一章概述全文，并指出研究方法、广告取样标准、语言数据分析依据。所用广告来自英文杂志?财富?、?时代周刊?、?福布斯?、?商业周刊?以及英文报纸?广告时代?。 第二章对言语行为理论、隐喻研究作了简单回顾。塞尔于1979年用言语行为理论对隐喻这一修辞概念的解析使其富有了新的意义。由于广告商，或者说广告撰写人的说服目的在广告语言设计上起着决定性作用，次言语行为（话语本身构成的行为、命题行为和以言行事行为/言外行为）的结构可以进行适当的调整和补充。塞尔的隐喻解析八原则的前六原则按照隐喻中相似性的相近程度重新划分为三组，为下一章中广告实例的分类做了准备。 第三章重在广告实例分析。塞尔的次言语行为层次在隐喻分析中有所增加和充实。部分广告例子作为实例得到了较充分的分析。怎样让广告读者理解、解析广告语言并能达到认同是所有广告商的目的。提供识别、解析隐喻语言的方法是帮助它实现的一个重要途径。本章的核心内容概括如下： 三组解析原则（一至六原则）试加以运用于简单广告隐喻语句，即可归类为“S is P”形式的隐喻。此六个原则应用于关系式隐喻(relational metaphors)，即可归类为“S P-relation S’”形式的隐喻，并表现于以动词、形容词、名词为中心的句法形式。换喻(metonymy)和提喻(synecdoche)是隐喻的两个特殊种类。在现有广告例子中存在四种现象：局部替代整体、抽象和具体之间的代替以及用典型的特征代替特征所有者。 广告实例分析的方面有广告类别(consumer or prestige ads)、可适用解析原则、次言语行为中的言外行为(illocutionary act)的类别（描述、指令、承诺、表达和宣布）、言后目的(perlocutionary act)、相似性（以相似性为基础的隐喻、创造相似性的隐喻）、句型语法特色等。 在隐喻广告例子当中，关系式隐喻多于简单式隐喻。创造相似性隐喻多于以相似性为基础的隐喻。这也说明了广告语言运用的创造空间广阔，能够留给读者充足的想象空间。语用的创造性和语法结构的新颖性相辅相成。 五种言语行为类别在广告隐喻词中发挥着不同的作用。首先，宣布言外行为似乎没有用武之地。它的成功应用要求命题内容与现实相应发生，而广告词中或多或少的夸张使其不具有立即现实效应。其次，表达言外行为的应用频率也很低。它不具有先决条件(direction of fit),在以说服为目的的广告词中显然不能充当主角。最重要的是，描述、指令和承诺这三种言外行为在广告隐喻词中应用广泛。 隐性指令可通过描述行为实现；隐性承诺可以通过描述、指令等言语行为方式实现。这是通过利益手段以说服读者消费为目的的广告词的特色。劝阻的言辞实质上是变相说服、引诱的语言现象。言语作用在广告运作中的成功也离不开背景画面的衬托和支持。 第四章是论文的总结部分，，对论文主题内容等方面进行了总结性思考，提出了 有限和不足，希望对广告词的隐喻研究以及言语行为理论的应用有所借鉴。
[Abstract]:With the rapid development of the advertising industry, the importance of modern advertising in international commercial activities has been strengthened. The advertisement is widely used by various media to reach the purpose of propaganda, that is, the desire and behavior of public consumption. The advertising language, as a carrier of information exchange and transmission, plays an indispensable role. The thesis will use the speech act theory to analyze the phenomenon of the metaphor in the advertisement words. In that first chap, the full text is outline, and the research method and the advertisement sampling standard are pointed out. Language data analysis basis. Used the advertisement Ziying Wen Magazine? Money Rich? ? Times a weekly magazine ?,? Fubu S?,? Business Week The Journal and the English The newspaper? The time of the advertisement?-chapter two. The theory of speech act and the study of metaphor are briefly reviewed. The analysis of a rhetorical concept makes it a new sense. As an advertiser, or an advertising writer, is designed to play a decisive role in the design of the advertising language, the behavior of the sub-speech act (the behavior of the utterance itself, the propositional behavior, and the act of words and deeds/ words) The first six principles of the eight principles are re-divided into three groups according to the similarity of the similarity in the metaphor. for the case of an advertisement in the next chapter The class is ready. The third chapter focuses on advertising examples. The analysis of the sub-verbal behavior of Ssel in the analysis of metaphor Added and enriched. Some examples of advertising have been more fully analysed as examples. How to make an ad The reader understands that it is the purpose of all the advertisers to resolve the advertising language and to recognize that it is the purpose of all the advertisers. A party to identify and parse a metaphorical language. It is an important way to help it. The core contents of this chapter are as follows: three sets of analytical principles (one to six principles) try to be applied to Jane The single-advertisement metaphor statement can be classified as a metaphor in the form of a "S is P". The six principles apply to relational entities, and can be classified as" trunk> "S P-relay S ' A metaphor in the form of a verb, an adjective, and a noun. (metonymy) and metonyche are two special categories of metaphor. There are four existing advertising examples. phenomena: the replacement of the whole, the abstract and the concrete, and the replacement of the feature owner with the typical features. The aspect of the ad instance analysis has an advertisement category (description, instruction, commitment, table, To and announced), post-talk purpose (perlocu tionary act), similarity (based on similarity) The Metaphor of Similarity, the Metaphor of the Creation of the Similarity, the Grammatical Characteristics of the Sentence Patterns In that case of a metaphor advertisement, the relational metaphor is more than a simple metaphor. Creating a Similarity-based Metaphor with Similarity-based Metaphor It also shows that the creative space of the application of the advertising language is wide and can be left to The reader's ample imagination. Pragmatic creativity and language. The novelty of the law structure is complementary to each other. The five types of speech act play different roles in the term of advertising metaphor First of all, it seems that the outspoken act does not appear to be in place Its successful application requires that the content and reality of the proposition occur correspondingly, and the more or less exaggeration in the advertising word makes it free from the immediate reality effect. times, the frequency of the application of an out-of-speech act is also low. It does not have a prerequisite (direct On of fit, it is clearly not possible to act as a leading role in an advertising word that is intended for purpose, and most importantly, the drawing The three kinds of out-of-word behavior of the statement, instruction and commitment are widely used in the term of advertising metaphor. Recessive instructions can be implemented by describing behavior The implicit promise can be realized by means of a speech act, such as a description, an instruction, or the like. This is done by The characteristics of an advertising word for the purpose of persuading the reader to consume. The language of the dissuasion is essentially disguised. The language phenomenon of clothing and luring. The success of speech function in the operation of advertisement is also inseparable from the lining of the background picture.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2004
【分类号】：H315
本文编号：2478591
[Abstract]:With the rapid development of the advertising industry, the importance of modern advertising in international commercial activities has been strengthened. The advertisement is widely used by various media to reach the purpose of propaganda, that is, the desire and behavior of public consumption. The advertising language, as a carrier of information exchange and transmission, plays an indispensable role. The thesis will use the speech act theory to analyze the phenomenon of the metaphor in the advertisement words. In that first chap, the full text is outline, and the research method and the advertisement sampling standard are pointed out. Language data analysis basis. Used the advertisement Ziying Wen Magazine? Money Rich? ? Times a weekly magazine ?,? Fubu S?,? Business Week The Journal and the English The newspaper? The time of the advertisement?-chapter two. The theory of speech act and the study of metaphor are briefly reviewed. The analysis of a rhetorical concept makes it a new sense. As an advertiser, or an advertising writer, is designed to play a decisive role in the design of the advertising language, the behavior of the sub-speech act (the behavior of the utterance itself, the propositional behavior, and the act of words and deeds/ words) The first six principles of the eight principles are re-divided into three groups according to the similarity of the similarity in the metaphor. for the case of an advertisement in the next chapter The class is ready. The third chapter focuses on advertising examples. The analysis of the sub-verbal behavior of Ssel in the analysis of metaphor Added and enriched. Some examples of advertising have been more fully analysed as examples. How to make an ad The reader understands that it is the purpose of all the advertisers to resolve the advertising language and to recognize that it is the purpose of all the advertisers. A party to identify and parse a metaphorical language. It is an important way to help it. The core contents of this chapter are as follows: three sets of analytical principles (one to six principles) try to be applied to Jane The single-advertisement metaphor statement can be classified as a metaphor in the form of a "S is P". The six principles apply to relational entities, and can be classified as" trunk> "S P-relay S ' A metaphor in the form of a verb, an adjective, and a noun. (metonymy) and metonyche are two special categories of metaphor. There are four existing advertising examples. phenomena: the replacement of the whole, the abstract and the concrete, and the replacement of the feature owner with the typical features. The aspect of the ad instance analysis has an advertisement category (description, instruction, commitment, table, To and announced), post-talk purpose (perlocu tionary act), similarity (based on similarity) The Metaphor of Similarity, the Metaphor of the Creation of the Similarity, the Grammatical Characteristics of the Sentence Patterns In that case of a metaphor advertisement, the relational metaphor is more than a simple metaphor. Creating a Similarity-based Metaphor with Similarity-based Metaphor It also shows that the creative space of the application of the advertising language is wide and can be left to The reader's ample imagination. Pragmatic creativity and language. The novelty of the law structure is complementary to each other. The five types of speech act play different roles in the term of advertising metaphor First of all, it seems that the outspoken act does not appear to be in place Its successful application requires that the content and reality of the proposition occur correspondingly, and the more or less exaggeration in the advertising word makes it free from the immediate reality effect. times, the frequency of the application of an out-of-speech act is also low. It does not have a prerequisite (direct On of fit, it is clearly not possible to act as a leading role in an advertising word that is intended for purpose, and most importantly, the drawing The three kinds of out-of-word behavior of the statement, instruction and commitment are widely used in the term of advertising metaphor. Recessive instructions can be implemented by describing behavior The implicit promise can be realized by means of a speech act, such as a description, an instruction, or the like. This is done by The characteristics of an advertising word for the purpose of persuading the reader to consume. The language of the dissuasion is essentially disguised. The language phenomenon of clothing and luring. The success of speech function in the operation of advertisement is also inseparable from the lining of the background picture.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2004
【分类号】：H315
【引证文献】
相关硕士学位论文 前1条
1 曾楚芝;顺应论视角下广告中的新奇隐喻研究[D];广东外语外贸大学;2008年
本文编号：2478591
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