化妆品广告中语用模糊的顺应性研究

发布时间：2018-05-08 06:10

本文选题：化妆品广告 + 语用模糊　；参考：《郑州大学》2012年硕士论文

【摘要】：随着现代社会的不断发展进步,广告作为一种重要的大众传媒方式也产生了日新月异的变化。化妆品广告更是以优美的语言在广告行业占据重要地位。本文以Verschueren的顺应论作为理论框架,从而研究和分析化妆品广告中的语用模糊现象。本文旨在使消费者更加清晰的理解化妆品广告,并且使广告制作商制作出更高质量的化妆品广告。 Verschueren经过大量的理论研究和分析得出,语言的运用不仅仅是个人的行为,语言的使用时一种社会现象和行为。语言的应用既然是一种社会行为,由此得知它与社会生活中的文化,社会以及认知等各种因素关联性强。语用学是从文化,社会和认知的综合的视角,对语言现象以及其使用规律的一种综合的概述和认识。依据对语用学相关理论的研究以及分析,Verschueren提出了顺应论的概念。该理论的框架是：1)使用语言是一个不断进行选择(包括语言形式和交际策略)的过程；2)选择过程之所以能够进行是因为语言具有变异性、协商性和顺应性这三种特性；3)顺应性概念为语言的使用提供了四个研究角度,即语境关系的顺应、语言结构的顺应、顺应的动态性和顺应过程的意识程度。本文主要以顺应论作为主要的理论框架,从该理论角度分析化妆品广告中的语用模糊现象。化妆品广告随着社会的发展出现了较明显的变化,无论从语言还是句式的选择方面。综观大量的化妆品广告会发现,在许多化妆品广告中都会采用语用模糊的语言手段,从而达到广告商以及商品制造者的特定交际目的。本文以Verscheuren的顺应理论为基础和基本框架,对中外化妆品广告材料进行定性研究和分析。主要分析和研究顺应性以及变异性在中外化妆品广告中的语用模糊功效。本论文的主要研究问题有：1)在化妆品广告中,广告商为了达到语用模糊的交际策略,一般采用怎样的语言手法使其语言策略得以实现?2)化妆品广告的语言如何顺应不同的非语言的语境关系(如物理世界,心理世界和社会世界)?3)化妆品广告中的语用模糊策略会有什么样的语用功能? 为了回答并解决以上问题,本文作者搜集并整理了一些中英文化妆品广告语料,并且进行了相应的分析和研究。经过分析和研究,论文得出以下结论：中外化妆品广告中,制造商和广告商通常采用双关、数量词、模糊限制语、评价性褒义词、间接言语行为以及比喻等言语手段来实现语用模糊策略,从而达到其促销产品的交际目的。在化妆品广告的顺应性方面,作者主要从心理,社会以及物理世界等方面来进行详细的分析。经分析得出,广告商自身自我保护的需要以及消费者的偏好、个性,对物质利益和非物质成就的追求等精神方面来影响广告商的语言顺应过程；同时还受文化,风俗以及社会规约等社会语境的影响和物质世界中交际者数量的多少等影响广告商的语言顺应过程。在化妆品广告制作中如果能正确运用模糊语的顺应性来引起消费者对产品或服务的兴趣,可以促进产品的销售和服务的良好进行,可使广告制作者从修辞美学等方面制作出更好的广告。但如果语用模糊的顺应性使用不当,则可能会产生一些副作用。
[Abstract]:With the continuous development and progress of modern society, advertising, as an important mass media, has also changed with each passing day. Cosmetics advertising is more important in the advertising industry. This paper takes the Verschueren adaptation theory as the theoretical framework to study and analyze the pragmatic vagueness in cosmetic advertising. The purpose of this paper is to enable consumers to understand cosmetics advertisements more clearly and to make advertisers produce higher quality cosmetic advertisements.
Verschueren through a large number of theoretical studies and analyses, the use of language is not only a person's behavior, but the use of language is a social phenomenon and behavior. Since the application of language is a social behavior, it is found that it is strongly associated with various factors such as culture, society and cognition in social life. Pragmatics is from culture, A comprehensive overview and understanding of linguistic phenomena and their rules of use in a comprehensive perspective of society and cognition. Based on the study and analysis of pragmatic theories of pragmatics, Verschueren puts forward the concept of adaptation theory. The framework of this theory is: 1) the use of language is a continuous choice (including language form and communication strategy). Process; 2) the choice process can be carried out because of the three characteristics of language variability, negotiability and compliance; 3) the concept of adaptation provides four perspectives for the use of language, namely, adaptation of contextual relations, adaptation of language structure, dynamics of adaptation and awareness of compliance process. This article is mainly based on the theory of adaptation. As a main theoretical framework, the pragmatic vagueness in cosmetic advertisements is analyzed from the perspective of this theory.
Cosmetic advertisements have changed obviously with the development of society. In terms of the choice of language and sentence patterns, a comprehensive view of a large number of cosmetic advertisements will find that pragmatic and vague language means are used in many cosmetic advertisements to achieve the specific communicative purposes of advertisers and commodity makers. This article is based on Verscheuren Based on the theory of adaptation and the basic framework, the qualitative research and analysis of Chinese and foreign cosmetics advertising materials are carried out. The pragmatic vagueness of compliance and variability in Chinese and foreign cosmetics advertising is mainly analyzed and studied. The main research questions of this thesis are as follows: 1) in cosmetic advertising, advertisers are in order to achieve pragmatic vagueness. What kind of language techniques do they usually use to make their language strategies be realized? 2) how does the language of cosmetic advertising conform to different non linguistic contextual relationships (such as the physical world, the psychological world and the social world)? (3) what kind of pragmatic functions will the pragmatic vagueness strategy in cosmetic advertising have?
In order to answer and solve the above problems, the author collects and collates some Chinese and English cosmetics advertising language materials, and carries out the corresponding analysis and research. After analysis and research, the paper draws the following conclusions: in the Chinese and foreign cosmetics advertising, manufacturers and advertisers usually use puns, quantitative words, hedges and evaluative words. The pragmatic vagueness strategy is realized by indirect speech act and metaphor to achieve the communicative purpose of its promotional products. In the aspect of cosmetic advertising, the author makes a detailed analysis of the psychological, social and physical world. It is analyzed that the need for self protection and consumption of the advertisers themselves. People's preference, personality, the pursuit of material interests and the pursuit of non material achievements affect the language adaptation process of advertisers, and also influenced by the influence of social context such as culture, customs, social conventions and the number of communicators in the material world. It can use the adaptability of fuzzy language correctly to arouse the interest of the consumer to the product or service. It can promote the sale and service of the product well. It can make the advertisers make better advertisements from the rhetorical aesthetics. But if the pragmatic vagueness is not used properly, it may have some side effects.

【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H030

【参考文献】