汉语化妆品广告中预设触发项的研究

发布时间：2018-05-01 03:33

本文选题：预设触发语 + 三层次模式　；参考：《陕西师范大学》2012年硕士论文

【摘要】：广告与现代人的生活息息相关,它已经成为现代社会交流的一个重要组成部分。广告语言是广告中最重要的交际因素,是一种说服性语言。通过传递产品信息或者服务理念,广告语言的最终目标是说服潜在的消费者接受某种产品信息和服务理念,以致实施购买行为。为了达到这种说服效果,广告制作者经常会采取各种策略使得广告语言更具有吸引力,预设是常见的一种。预设是说话者在发出一种言语之前头脑中已经有假定成立命题的一种现象。它本属于哲学范畴,由德国哲学家佛雷格于1892年提出。直到20世纪60年代预设才作为重要的概念被引入语言学领域。语言学家们发现预设的成立与句子中的某些词语或句子结构有联系,也就是说,一些词和句子结构可以触发预设,他们就叫预设触发语。预设触发语在预设句中起着至关重要的作用。国内外学者都对预设触发语做了不同的分类,其中Levinson的13种的分类最为流行。本文通过对前人的分类做出总结,进一步把预设触发语分为三个层面来研究：即词汇层面,句法层面和语音层面。本文选用相对比较成熟的汉语平面化妆品广告作为语料文本,从词汇,句法和语音三个层面对预设触发语在广告中的应用进行分析,同时,对预设触发语在广告信息和广告语言中的功能作了总结概括。通过分析和总结预设触发语在广告中的应用和功能,本文有以下几点发现：一,在三个层面的预设触发语言中,词汇层面预设触发语被应用的频率最高,其次是句法层面和语音层面。二,预设触发语在广告中的功能主要体现在可以增加广告信息和转移广告信息焦点,同时可以使广告语言更简洁和多样化。本文的研究目的是让广告制作者能更好的在广告中运用预设触发语使广告具有更强的吸引力,同时也使得消费者能更好的理解广告语言中预设的潜在意义。本文研究意义还在于把预设触发语作为切入点,分析具有特殊体裁的汉语化妆品广告语,旨在丰富汉语预设触发语,以及对其分类有一定的启发。
[Abstract]:Advertising is closely related to the life of modern people, and it has become an important part of communication in modern society. Advertising language is the most important communicative factor in advertising and is a persuasive language. By transmitting product information or service concept, the ultimate goal of advertising language is to persuade potential consumers to accept a certain product information and service concept, so that the purchase behavior is carried out. In order to achieve this persuasive effect, advertisers often adopt various strategies to make advertising language more attractive, presupposition is a common one. Presupposition is a phenomenon in which the speaker presupposes a proposition before he utters a speech. It belongs to the category of philosophy, was proposed by the German philosopher Frege in 1892. It was not until the 1960 s that presupposition was introduced into the field of linguistics as an important concept. Linguists find that presupposition is related to some words or sentence structures in sentences, that is, some words and sentence structures can trigger presupposition, and they are called presupposition triggers. Presupposition triggers play an important role in presupposition sentences. Many scholars at home and abroad have made different classification of presupposition triggers, among which 13 kinds of Levinson are the most popular. In this paper, the presupposition trigger is further divided into three levels: lexical level, syntactic level and phonetic level. This paper selects the relatively mature Chinese print cosmetics advertisement as the corpus text, analyzes the application of presupposition trigger in the advertisement from the lexical, syntactic and phonological levels, and at the same time, analyzes the application of the presupposition trigger in the advertisement. The functions of presupposition triggers in advertising information and advertising language are summarized. By analyzing and summarizing the application and function of presupposition trigger in advertising, this paper finds the following points: first, among the three levels of presupposition trigger language, lexical presupposition trigger is the most frequently used. The second is syntactic level and phonetic level. Second, the function of presupposition trigger in advertising is that it can increase advertising information and shift the focus of advertising information, at the same time, it can make advertising language more concise and diversified. The purpose of this study is to make the advertisement more attractive by using presupposition trigger in advertising, and to make consumers better understand the potential meaning of presupposition in advertising language. The purpose of this study is to use presupposition triggers as a starting point to analyze Chinese cosmetics advertisements with special genres in order to enrich Chinese presupposition triggers and to enlighten their classification.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H152

【参考文献】