中英文房地产广告中模糊限制语的语用功能对比研究

发布时间：2018-05-17 02:05

本文选题：模糊限制语 + 语境顺应论　；参考：《西安外国语大学》2012年硕士论文

【摘要】：模糊性是自然语言的基本属性。上世纪70年代开始语言学家开始从语义学角度来研究模糊限制语，随后对于其的研究内容视角及理论得到不断的扩展和丰富：从理论性强的语义学，逻辑学研究逐渐发展到应用性强的语用和语篇研究，以及人工智能方面的研究。模糊语言不仅存在于日常生活中，也出现在商业领域里，尤其体现在广告中。随着经济与科技日新月异的发展，广告作为信息时代的重要交流手段，极大的影响着人们的生活。广告利用语言的信息功能,表情功能和感染功能，起到宣传、劝说和诱导的作用，其最初的特点是信息性、简洁性、准确性和劝导性。然而现代模糊思想的提出和模糊语言学的发展，广告语言中所蕴涵着的模糊性日渐凸现，成为广告语言的突出特点之一。因此，模糊限制语在房地产广告中的应用也呈现出它独特之处。国内学者较多地研究英语糊限制语在法律、政治、文学、外交、商贸、科技和谈判等活动中的运用，但其在房地产广告中的运用却研究较少。特别是由于全球经济一体化的发展，中国与其他国家在经济、政治、文化方面日益紧密的联系。因此，本文尝试从顺应论中的语境顺应论为理论基础同时结合礼貌原则与合作原则来对比分析模糊限制语在中英房地产广告中的语用价值，相同之处与不同之处；并找出背后的深层原因，从而更好的理解模糊限制语及其运用，提高研究的系统性和理论深度。同时对于中外广告撰写人来说正确运用模糊性语言可以提高广告语言表达的简洁性、准确性、灵活性和联想性，更加成功地实现其广告运用的目的。对于消费者来说可以对房地产广告中模糊限制语有更好的理解，及增强自我防范意识警惕广告陷阱。
[Abstract]:Fuzziness is the basic attribute of natural language. Since the 1970s, linguists began to study hedges from the perspective of semantics, and then their research content and theory have been continuously expanded and enriched: from the perspective of strong theoretical semantics, Logic studies have gradually developed into pragmatic and textual studies and artificial intelligence studies. Vague language not only exists in daily life, but also in the field of business, especially in advertising. With the rapid development of economy and technology, advertising, as an important means of communication in the information age, greatly affects people's lives. Advertising uses the information function, expression function and infection function of language to play the role of propaganda, persuasion and inducement. Its initial characteristics are information, simplicity, accuracy and persuasion. However, with the development of modern fuzziness and the development of fuzzy linguistics, the fuzziness contained in advertising language has become one of the prominent features of advertising language. Therefore, the application of hedges in real estate advertising also presents its unique features. Domestic scholars mainly study the use of English language in law, politics, literature, diplomacy, commerce, science and technology and negotiation, but their use in real estate advertising is less. Especially due to the development of global economic integration, China and other countries in economic, political, cultural and increasingly close ties. Therefore, this paper attempts to analyze the pragmatic value of hedges in Chinese and English real estate advertisements on the basis of contextual adaptation theory and politeness principle and cooperative principle. And find out the underlying causes, so as to better understand the hedges and their application, to improve the study of the system and theoretical depth. At the same time, the correct use of fuzzy language can improve the simplicity, accuracy, flexibility and association of advertising language for Chinese and foreign advertising writers, and achieve the purpose of advertising application more successfully. For consumers, they can better understand the hedges in real estate advertisements, and enhance their awareness to guard against advertising pitfalls.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H13;H313

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