对广告中违反合作原则的修辞格探析

发布时间：2018-04-13 02:17

本文选题：修辞格 + 广告语　；参考：《中南民族大学》2012年硕士论文

【摘要】：广告作为一种提供商品、服务或观念的大众传媒，通过电视，广播、杂志、报纸等媒介，越发显示出其对市场竞争的重要影响作用。广告语言是广告生命的支点，其好坏优劣对于广告的成败起着决定性的作用。因此，广告要取得良好的宣传效果，广告语必须要有很强的说服力和吸引力，广告语中修辞格的使用有意偏离常规，违反合作原则不但没有带来任何语言障碍，相反还会产生独特的语言效果，丰富语言的内涵。 Grice提出的合作原则是语言学中较为重要的一条原则，本文以语用学的会话合作原则为理论依据，巧妙的对一些违反质量准则、数量准则、关系准则及方式准则的广告修辞特点进行实例分析，对在特定情况下广告语修辞格的使用，恰当地，巧妙地偏离合作原则，可达到良好的效果，更能凸显出广告语独特的语言风格。广告语言精练简洁、形象生动、韵律优美、寓意深刻，具有强烈的艺术感染力和语言艺术美。对美学效果的重视和追求，使得成功的广告把美学、修辞学和语言学融会贯通而成为艺术精品。由此本文从美学角度对违反合作原则的修辞格的美学意义进行深入探讨，运用例证分别分析了修辞格的音韵美、简洁美、形式美和含蓄美。以往的广告语研究一般都是单纯的从修辞学角度或语用学角度进行分析，本文综合运用了修辞学与语用学的合作原则来分析广告语，让读者知道广告语中使用比喻、夸张、双关等修辞格有意偏离常规、违背会话合作原则，却很好的迎合了消费者接受广告的心理过程。本文所得出的结论为更全面的理解Grice的合作原则给予一定的启示，也为读者能从不同的视角阅读和欣赏广告语提供理论参考和指导。一方面，为广告设计者设计优秀的广告增添了更宽广的途径和视角；同时，也为消费者更好的理解广告含义，欣赏广告语言，，识别欺骗性的广告提供了有效帮助。
[Abstract]:Advertising, as a mass media providing goods, services or ideas, increasingly shows its important influence on market competition through television, radio, magazines, newspapers and other media.Advertising language is the fulcrum of advertising life, and its merits and demerits play a decisive role in the success or failure of advertising.Therefore, in order to achieve a good advertising effect, advertising language must be strong persuasive and attractive, the use of rhetorical devices in advertising language intentionally deviates from the conventional, the violation of the principle of cooperation not only does not bring any language barriers.On the contrary, it will produce unique language effect and enrich the connotation of language.The cooperative principle proposed by Grice is an important principle in linguistics. Based on the conversational cooperation principle of pragmatics, this paper cleverly disobeys some qualitative and quantitative criteria.This paper analyzes the rhetorical characteristics of advertising in the relation criterion and the way criterion. The use of rhetorical devices in advertising language under certain circumstances can be properly and skillfully deviated from the principle of cooperation, and good results can be achieved.More can highlight the advertising language unique language style.Advertising language is concise, vivid, rhythmic, profound, with strong artistic appeal and artistic beauty.The attention and pursuit of aesthetic effect make successful advertisement become fine art by integrating aesthetics rhetoric and linguistics.From the perspective of aesthetics, this paper probes into the aesthetic significance of figures of speech which violate the principle of cooperation, and analyzes the beauty of rhyme, simplicity, form and implicature of figures of speech with examples.In the past, the study of advertising language is generally from the perspective of rhetoric or pragmatics. This paper makes use of the cooperative principle of rhetoric and pragmatics to analyze advertising language, so that readers can know the use of metaphor and exaggeration in advertising language.Pun and other rhetorical devices deliberately deviate from the convention and violate the principle of conversational cooperation, but it caters to the psychological process of consumer acceptance of advertisement.The conclusions of this paper provide some enlightenment for a more comprehensive understanding of the cooperative principles of Grice, and also provide theoretical reference and guidance for readers to read and appreciate advertising language from different perspectives.On the one hand, it adds a broader approach and perspective for the designer to design excellent advertisements; at the same time, it provides effective help for consumers to better understand the meaning of advertising, appreciate the advertising language, and identify deceptive advertisements.
【学位授予单位】：中南民族大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H05

【参考文献】