广告语篇中交际语境的顺应性研究

发布时间：2018-06-24 15:22

本文选题：广告语篇 + 交际语镜　；参考：《河北大学》2012年硕士论文

【摘要】：随着中国经济的迅猛发展，与此相关的广告产业也方兴未艾，，如果说语言是对现实社会的描述和反映的话，那么这些铺天盖地的广告语篇也在某种程度上带有社会的印记，反映着社会的文化、心理和价值观念等方面，而这些因素都要通过语篇中构建的交际语境显现出来。与此同时，现代语言学的研究不再满足一个自己自足系统的研究，而是要求更多地从多角度、多层面考察语言及其运用，在分析语言现象时，注重语言的社会功能和文化差异，强调在动态中结合语言使用者及具体语境来研究语言。尽管对于广告语篇的研究非常普遍，但是单针对于汉语广告中语境因素进行系统的语用研究并不多。因此，本文意欲通过Verschueren的顺应论来分析广告语篇中交际语境的动态构建过程。Verschueren对语言选择的动态顺应理论，不失为对语境研究强有力的新诠释，该理论注重交际双方的互动，把表达者和解读者置于语境关系框架的中心，同时Verschueren用交际语境这一概念更突出了会话的交际性特征，因此本文将这一概念所反映的现象作为研究的重点，在顺应理论基础上针对广告语篇做进一步的分析和阐释。本文主要采取定性研究的方法，对于案例的甄选源自相关广告书籍中的作品，立足于在中国本土播放的汉语广告。希望通过对广告语篇中交际语境的系统分析，来揭示其交际语境的动态实现过程，以期深化和丰富语用学理论，增进人们互相间的交流和沟通，同时也有助于增强广告商使用语言策略的能力和意识，提高广告的交际效力。全文结构如下：第一章介绍本文的研究对象、研究背景、研究意义和研究方法；第二章为文献综述，对相关领域所作的广告语篇研究进行了简要的回顾和述评；第三章分别介绍了顺应论和交际语境，并将其与广告语篇结合从而提出广告交流顺应机制这一理论框架；第四章进行具体的分类和案例分析，分析了广告人和受众如何通过心理世界、社交世界和物理世界的相互顺应以达到最终的交际目标；第五章总结全文，概括本研究的主要结论、不足及对今后研究的建议。
[Abstract]:With the rapid development of China's economy, the advertising industry is also in the ascendant. If language is a description and reflection of the real society, then to a certain extent, these numerous advertising texts also bear the social imprint. It reflects the cultural, psychological and value aspects of the society, and these factors are revealed through the communicative context constructed in the discourse. At the same time, the study of modern linguistics is no longer satisfied with the study of its own self-contained system, but rather requires more investigation of language and its application from many angles and facets, and pays attention to the social functions and cultural differences of language in the analysis of linguistic phenomena. Emphasis is placed on the dynamic study of language by combining language users and specific contexts. Although the research on advertising texts is very common, there are few systematic pragmatic studies on contextual factors in Chinese advertising. Therefore, this thesis intends to analyze the dynamic construction process of communicative context in advertising discourse by Verschueren's adaptation Theory. Verschueren's theory of dynamic adaptation to language choice is a powerful new interpretation to the study of context, which focuses on the interaction between the two parties. The author puts the speaker and the reader at the center of the contextual relation frame, and Verschueren uses the concept of communicative context to highlight the communicative characteristics of conversation. Therefore, this paper focuses on the phenomenon reflected by this concept. On the basis of adaptation theory, this paper makes further analysis and interpretation of advertising discourse. This paper mainly adopts the qualitative research method to select the case from the relevant advertising books based on the Chinese advertisements broadcast in China. It is hoped that through the systematic analysis of the communicative context in advertising discourse, the dynamic realization of the communicative context can be revealed in order to deepen and enrich the pragmatic theory and enhance the communication and communication between people. It also helps to enhance advertisers' ability and awareness of using language strategies and improve their communicative effectiveness. The structure of the thesis is as follows: the first chapter introduces the research object, the research background, the research significance and the research method, the second chapter is the literature review, the brief review and the review of the advertising discourse research in the related fields; Chapter three introduces adaptation Theory and communicative context, and combines them with advertising discourse to put forward the theoretical framework of Advertising Communication adaptation Mechanism. It analyzes how advertisers and audiences adapt to each other in the psychological world, social world and physical world in order to achieve the ultimate communicative goal. Chapter five summarizes the full text, summarizes the main conclusions of this study, and summarizes the shortcomings and suggestions for future research.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H152

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