基于语用分析的网络广告预设研究

发布时间：2018-05-26 10:30

本文选题：网络广告 + 语用　；参考：《上海外国语大学》2012年博士论文

【摘要】：随着信息技术的兴起,网络经济得到了迅速的发展。因特网的进步不仅给人们的生活方式带来了革新,也改变了经济贸易的方式。在现代社会中,网络广告在人们的日常生活和交际中起着非常重要的作用,我们简直不能想象网民上网时没有网络广告的情景。从根本上来说,网络广告语言属于劝导说服型的语言。因此,广告策划人尽可能地采用一切语言及非语言的技巧来实现网络广告宣传的目的。作为语言学,特别是语用学中的一个重要话题——预设现象由于其自身的特点经常被网络广告策划人用来增强网络广告的说服效果,网络广告预设逐渐引起学者们的关注,开始尝试研究网络广告的交互性,以及商家和顾客之间所形成的关系。作为电子营销的一部分,网络广告预设是一个不可忽视的研究领域,正是基于网络广告的重要性,本文尝试从语用学的角度研究网络广告的预设问题。网络广告的制作是广告商为了实现其劝导性交际目的而对各种语境因素做出顺应性选择的动态过程。在语用理论构建的框架下,本文通过回顾语用预设研究的历史背景以及理论综述对网络广告预设的工作机制进行了尝试性的分析,力图解释网络广告的预设功能,探究网络广告的语用预设以及动态顺应性、网络广告预设的有效交际性、网络广告的情感因素与预设心理分析,同时分析制约因素。当我们从理论上谈论语用预设的时候,我们首先应该知道预设的概念,预设起源于哲学领域。最先,这一概念是德国的哲学家Frege提出来的。在20世纪60年代,预设已经被纳入语言学领域并被定义为一个语义学里面的新概念。后来在20世纪70年代,预设开始进入语用学的领域。因此,在本论文理论阐释中,笔者系统地介绍了预设的两个层次的概念—语义预设和语用预设。基于现实要求,笔者重点介绍了语用预设。根据Levinson(2011)的观点,语用预设有两个基本属性——合适性和共知性,在此基础上介绍了语用预设的三个特点——单向性,主观性和潜在性。伴随着语言学的发展,人们对网络广告语言的研究也逐渐从纯语言特点分析发展到从语言与语境的关系以及语言的得体性、适时性等角度进行研究,也就是说,语用学的理论已经被引入到网络广告语言的研究之中。近几年,已有学者从预设的角度对广告语言进行研究,笔者基本认同其他学者的观点。但是,这些研究很少针对网络广告,而且也很少涉及到网络广告的文化内涵,因此,本论文从网络广告语言预设的特点、分类及功能等方面比较详细地论述了预设和网络广告语言、广告信息及消费者心理等方面的关系。此外,还阐述了网络广告通过预设手段所体现出的文化价值,从语用学和跨文化的新角度阐述了预设在网络广告中的作用,分析了网络广告的不同文化内涵。同时本论文对预设在网络广告中的应用进行了描述性的研究,揭示了网络广告所体现的不同文化内涵以及不同网络广告之间的文化差异。为了实现网络广告的交际目的,网络广告语言必须富有说服力和诱惑性。它要吸引消费者注意、激发他们的兴趣、刺激他们的消费欲望并最终说服他们购买所宣传的产品。因此为了有效地向潜在的顾客传递信息,网络广告策划人必须采取大量的语言技巧。预设具有主观性、潜在性,并且存在于不同的状态下,这些特性可以用来增强网络广告的说服力。因此为了设计富有吸引力和说服力的网络广告,预设成了网络广告设计者惯用的一种有效交际策略。预设和网络广告的语言、信息、篇章及模糊性也有密切的关系,而预设触发语在网络广告中则是一种很普遍的现象,预设触发语使网络广告语言变得简洁生动并且多样化。网络广告策划人通过预设触发语可以增加网络广告的信息量,强调网络广告中试图传达的重要信息来引起消费者的注意。预设触发语可以构建个连贯流畅的语篇,是广告设计中常用的一种非常有效的策略。同时网络广告预设的模糊性也可以有效的传递消息,而预设的隐蔽功能、诱导功能、劝说功能及委婉化功能都是预设在把握消费者心理策略中的不同功能,网络广告策划者借助预设这一手段拉进了与潜在顾客的距离、赢得了网民的好感、实现了其顺应性和交际性,并最终引导他们去消费。本文在定性研究和定量研究的基础上,不但分析了预设和网络广告语言、广告信息、广告语篇以及广告策略之间的紧密联系,而且还运用关联理论、面子理论和语篇分析理论对此进行了一定的分析。也就是说,预设是网络广告所要传达的总体信息的一个重要组成部分,而且在实现网络广告的最终目的方面起着不可替代的作用。本论文共有八个章节。第一章简要介绍本文的研究目的和必要性并阐述了网络广告用语与语用预设的关系。第二章总体描述了预设理论。本章回顾了预设的研究,重点讨论了预设的两种主要理论方法,即语义预设和语用预设。本章也讨论了预设的类型和特性并且区分了会话含义和语用预设这两个容易混淆的语用概念。本章的预设理论是本文网络广告个案分析的理论基石,同时探讨了网络广告语言的目标和功能。第三章阐述了网络广告的概念、特点和发展趋势。第四章具体阐明了网络广告的特点,说明了在网络广告中运用预设的原因以及对网络广告中的预设原因进行分类并用具体例子加以阐明。第五章是本文的核心,具体剖析预设在网络广告中的运用。它主要从两个方面说明预设的积极作用：预设在设计网络广告时的功能和预设在把握顾客心理时的功能。通过定量研究分析预设在未来几年网络广告中的动态分布以及与网络广告投入的正相关联。第六章提出了网络广告的顺应性问题,分析了网络广告预设的动态适应性,分析了网络广告预设的有效交际性以及实现的方法；第七章分析了网络广告的情感因素与预设心理分析。第八章是对整篇论文的总结,提出了本研究的主要结论以及创新性,同时还提出了研究的局限性和进一步研究的建议。
[Abstract]:With the rise of information technology, the network economy has developed rapidly. The progress of the Internet has not only brought innovation to people's way of life, but also changed the way of economic and trade. In modern society, Internet advertising plays a very important role in people's daily life and communication. We can hardly imagine Internet users when they surf the Internet. There is no Internet advertising scenario. Fundamentally, the Internet advertising language is a persuasive language. Therefore, the advertising planner uses all language and non language skills to achieve the purpose of the Internet advertising. As a major topic in linguistics, especially in pragmatics, the presupposition phenomenon is due to its own. The feature is often used by Internet advertising planners to enhance the persuasion effect of Internet advertising. The presupposition of Internet advertising has gradually aroused the attention of scholars, and began to try to study the interactivity of Internet advertising and the relationship between merchants and customers. As a part of E-marketing, the presupposition of Internet advertising is a research leading that can not be ignored. Based on the importance of online advertising, this paper attempts to study the presupposition of online advertising from the perspective of pragmatics.
The production of Internet advertising is a dynamic process for advertisers to make adaptation choices to various contextual factors in order to achieve their persuasive communication purposes. Under the framework of pragmatic theory, this paper attempts to analyze the working mechanism of Internet advertising by reviewing the historical background of pragmatic presupposition research and theoretical review. This paper tries to explain the presupposition function of Internet advertising, explore the pragmatic presupposition and dynamic adaptation of Internet advertising, the effective communicative nature of the presupposition of Internet advertising, the affective factors and the presupposition psychological analysis of the Internet advertising, and analyze the constraints.
When we talk about the presupposition in theory, we should first know the concept of presupposition. Presupposition originated in the field of philosophy. First, the concept was proposed by the German philosopher Frege. In 1960s, presupposition had been incorporated into the field of linguistics and was defined as a new concept in a semantics. Then, in twentieth Century 70 The presupposition begins in the field of pragmatics. Therefore, in the theoretical interpretation of this thesis, the author systematically introduces the two levels of presupposition - semantic presupposition and pragmatic presupposition. Based on the practical requirements, the author focuses on the presupposition of pragmatics. According to the point of view of Levinson (2011), pragmatic presupposition has two basic attributes - Suitability and On the basis of this, it introduces three characteristics of pragmatic presupposition, one way, subjectivity and potential. With the development of linguistics, the research of Internet advertising language has gradually developed from the analysis of pure language characteristics to the relationship between language and context, and the appropriateness and timeliness of language. It is said that the theory of pragmatics has been introduced into the research of Internet advertising language. In recent years, some scholars have studied advertising language from the perspective of presupposition, and the author basically agrees with other scholars. However, these studies are rarely aimed at Internet advertising and rarely involve the cultural connotation of Internet advertising. The characteristics, the classification and the function of the network advertisement language presupposes the relationship between the presupposition and the Internet advertising language, the advertisement information and the consumer psychology. In addition, it also expounds the cultural value embodied in the network advertisement through the presupposition means, and expounds the presupposition in the network from the new perspective of pragmatics and cross culture. At the same time, this paper makes a descriptive study of the application of Presupposition in Internet advertising, and reveals the cultural connotations embodied in the Internet advertising and the cultural differences between different network ads.
In order to achieve the communicative purpose of Internet advertising, the Internet advertising language must be persuasive and tempting. It should attract the attention of consumers, stimulate their interest, stimulate their desire for consumption and eventually persuade them to buy the products they propagate. A large number of language skills. Presuppositions are subjective, potential, and exist in different states. These features can be used to enhance the persuasiveness of Internet advertising. Therefore, in order to design attractive and persuasive Internet ads, it is a presupposition of an effective communication strategy used by Internet advertising designers.
Presupposition is closely related to the language, information, text and fuzziness of Internet advertising, and presupposition triggers are a common phenomenon in Internet advertising. Presupposition triggers make the Internet advertising language simple and vivid and diverse. It is a very effective strategy used in advertising design. The presupposition of the presupposition of Internet advertising can also effectively transmit messages, while the presupposed concealment function, induction function, persuasion function can be used as well. And the function of euphemism are the different functions of Presupposition in grasping the psychological strategy of the consumer. The Internet advertising planner draws the distance from the potential customer by means of presupposition, wins the good feeling of the netizens, realizes its adaptability and communicative nature, and eventually leads them to consume.
On the basis of qualitative and quantitative research, this paper not only analyzes the close connection between presupposition and Internet advertising language, advertising information, advertising discourse and advertising strategies, but also uses relevance theory, face theory and discourse analysis theory to analyze it. That is to say, presupposition is to be conveyed by Internet advertising. An important part of the overall information, and plays an irreplaceable role in achieving the ultimate goal of online advertising.
There are eight chapters in this paper. The first chapter briefly introduces the purpose and necessity of the study and expounds the relationship between the Internet advertising language and the pragmatic presupposition. The second chapter describes the presupposition theory in general. This chapter reviews the study of presupposition and focuses on the two main theoretical methods of presupposition, namely, semantic presupposition and pragmatic presupposition. On the basis of the types and characteristics of presupposition and distinguishing the two confusing pragmatic concepts of conversational implicature and pragmatic presupposition. The presupposition theory in this chapter is the cornerstone of the case analysis of this article in this paper, and also discusses the goals and functions of the Internet advertising language. The third chapter expounds the concept, characteristics and development trend of network advertising. Fourth The chapter clarifies the characteristics of Internet advertising, explains the reasons for the use of Presupposition in the Internet advertising and classifies the presupposition in the network advertisement and illustrates it with concrete examples. The fifth chapter is the core of this article, and analyzes the application of Presupposition in the network advertisement. The main purpose is to explain the positive role of presupposition from two aspects. The function of Presupposition in the design of network advertising and the function of Presupposition in the grasp of the customer's psychology. By quantitative analysis, the dynamic distribution of the presupposition in the network advertisement in the next few years and the positive correlation with the input of the network advertisement are analyzed. The sixth chapter puts forward the adaptability of the network advertisement, and analyzes the dynamic adaptability of the presupposition of the network advertisement. The seventh chapter analyzes the affective factors and the presupposition psychological analysis of the Internet advertising. The eighth chapter is the summary of the whole paper, the main conclusions and the innovation of this study, and the limitations of the research and the suggestions for further research are also put forward.
【学位授予单位】：上海外国语大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：H030

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