用关联理论解读英语广告标语的交际意图的实现过程

发布时间：2019-06-14 04:50

【摘要】： 作为一种促销的手段,广告已经成为我们日常生活中不可缺少的一部分。广告的最终目标是说服广告受众去买广告商所推出的产品,因此广告商们就会不遗余力的采取多种有效的形式来吸引广告受众的注意。目前国内外对广告已经作了比较多的研究,比如对中西方广告的对比研究,英语广告的修辞方法,关联理论与广告双关语,等等。关联理论认为交际是一个明示推理的过程,这实际上是对认知环境进行认知和互明的过程。在这一过程中,首先是说话人在其说话过程中设置一个明示信息,通过该明示信息,一方面向听话人传达了说话人的信息意图,一方面又指出说话人有一个传递信息意图的交际意图。听话人收到明示信息后,以关联为取向进行推理。广告是一种特殊的交际形式,广告商会采用一些能吸引广告受众注意力的策略,力图使广告受众接受广告所传递的信息。而广告标语可以说是一则广告的眼睛,人们提到某个广告会首先想起那些耳熟能详的标语,因此一则广告成功与否,广告标语的设计起到及其重要的作用。本文从Sperber和Wilson所提出的关联理论入手,运用其基本理论框架中的明示刺激和认知环境来分析广告受众对广告的理解认知过程,最终分析出广告商所选择的广告标语的交际意图的实现,并对广告商在设计广告标语上给出了个人意见。最后作者得出结论:在分析理解广告标语的交际意图的实现过程中,作为策略的修辞手段,在关联理论认知环境和明示刺激的框架下,能起到关键性作用,并且作者希望通过对广告标语设计者的几点建议能对商业部门促产促销有些许借鉴价值。
[Abstract]:As a means of promotion, advertising has become an indispensable part of our daily life. The ultimate goal of advertising is to persuade the advertising audience to buy the products launched by advertisers, so advertisers will spare no effort to take a variety of effective forms to attract the attention of advertising audiences. At present, a lot of research has been done on advertising at home and abroad, such as the contrastive study of advertising between China and the West, rhetorical devices of English advertising, relevance theory and advertising puns, and so on. Relevance theory holds that communication is a process of explicit reasoning, which is actually a process of cognition and mutual understanding of the cognitive environment. In this process, first of all, the speaker sets up an express message in the process of his speech. Through the express information, on the one hand, the speaker conveys the speaker's information intention to the hearer, and on the other hand, he points out that the speaker has a communicative intention to convey the information intention. After receiving the express information, the hearer deduces with the orientation of relevance. Advertising is a special form of communication. Advertisers adopt some strategies that can attract the attention of the advertising audience and try to make the advertising audience accept the information transmitted by the advertisement. Advertising slogan can be said to be an advertising eye, it is mentioned that a certain advertisement will first think of those familiar slogans, so whether an advertisement is successful or not, the design of advertising slogan plays an important role. Starting with the relevance theory put forward by Sperber and Wilson, this paper analyzes the cognitive process of advertising audience's understanding of advertising by using the explicit stimulation and cognitive environment in its basic theoretical framework, and finally analyzes the realization of the communicative intention of advertising slogans chosen by advertisers, and gives some personal opinions on the design of advertising slogans. Finally, the author draws a conclusion that in the process of analyzing and understanding the communicative intention of advertising slogans, as a rhetorical device of strategy, it can play a key role in the framework of cognitive environment and explicit stimulation of relevance theory, and the author hopes that some suggestions to advertising slogan designers can have some reference value for commercial departments to promote production and promotion.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：H315

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