意向性视域下的商业广告语分析
发布时间：2018-07-27 10:49
【摘要】：商业广告作为现代商品经济的参与者和不可缺少的生活必需品，不断地充斥着人们生活的方方面面。随着经济和科技的快速发展，广告商争相运用创新的营销策略、先进的科技手段和独具匠心的广告语来吸引顾客的注意力，以此引发顾客购买产品和服务的消费欲望，这也有利于广告商不断增加其市场份额，以便盈利。作为广告商销售意向的载体，广告语言或广告标语被赋予了内涵意义、隐含意义和超越字面意义的附加意义。时代发展和科技进步推动广告语不断地创新立意，广告语言与时俱进，呈现出很多前所未有的特点。 许多学者和研究人员参考各种成功的商业策划方案，从广告语丰富的内涵意义出发，从不同的角度研究超越广告语言本身的广告特点、产品特色和隐含意义。研究的领域主要涉及传播学、消费心理学和语言学，其中语言学方面的研究涉及广告语的词汇特征、句法句式，更多的是从修辞的角度进行分析，这些修辞手段包括双关、明喻、暗喻等。此外，还有学者从跨学科的角度，运用宏观语言学中的系统功能理论、文体学理论和认知科学等方面的观点进行分析。 由于其多样而独特的语言运用特征和蕴含的消费心理机制，广告语承载了广告商激发消费行为发生的意图。因此，本文从意向性的角度分析商业广告语，，运用意向性的关指性、表征性、意向内容和意向态度对商业广告语进行分析，探究广告商的意向性在影响广告语形成过程中的作用，意向性在销售过程中发挥的刺激消费作用以及意向性理论指导社会实践的应用意义。 本文总共分五个章节。 第一章阐释了本研究的背景、目标、研究问题和本文的结构安排。 第二章是对商业广告语国内外研究的综述。国外文献回顾包括从修辞、文体、消费认知和跨媒介等角度的分析，国内文献回顾则包括从微观语言学和宏观语言学两方面进行的分析。微观语言学主要是词汇学、修辞学和跨国家交流中广告语的翻译等方面的分析；宏观语言学主要是从认知、系统功能、文体学、对比、语料库和心理学方面进行的研究。 第三章是本论文的理论框架，梳理了意向性的起源、发展、分支和现有的理论内涵，并以约翰·塞尔提出的意向性理论中的关指性、表征性、意向内容和意向态度作为本论文分析商业广告语的理论指导。 第四章运用第三章提出的理论框架对商业广告语进行分析，从意向性的定义出发，运用它所蕴含的两大属性：表征意向内容的关指性和意向性的表现手段——表征性，分别对体育产品和品牌广告的广告语进行了分析；还从意向性的结构：意向内容和意向态度的角度，对电子商务网站的广告语和时下的流行体进行了分析。该分析探寻了意向性在社会实践中的意义和价值，以便以后能把意向性更好地与社会实践相结合。 第五章总结了本研究的主要发现，同时指出了本研究的局限和不足之处，希望能够不断地探寻意向性与社会生活紧密联系的契机，使理论更好地服务实践，拓展意向性研究的意义和内涵。
[Abstract]:As a participant in modern commodity economy and indispensable necessities of life, commercial advertising is constantly flooded with all aspects of people's life. With the rapid development of economy and science and technology, advertisers are competing to use innovative marketing strategies, advanced scientific and technological means and unique advertising language to attract customers' attention, thus triggering patron. The consumer desire to buy products and services also helps advertisers increase their market share to make profits. As the carrier of the advertisers' sales intention, advertising language or advertising slogans have been given the meaning, implied meaning and additional meaning beyond the literal meaning. The development of time generation and technological progress promote the continuous creation of advertising language. The new concept of advertising language keeps pace with the times and presents many unprecedented characteristics.
Many scholars and researchers refer to a variety of successful commercial planning schemes to study the advertising features, product characteristics and implied meanings of the advertising language itself from different perspectives, starting with the meaning of the rich advertising language. The field of research involves communication, consumer psychology and linguistics, in which linguistic studies are involved. The lexical features and syntactic patterns of advertising language are analyzed from the rhetorical point of view. These rhetorical devices include pun, simile, metaphor and so on. In addition, some scholars have analyzed the system function theory, stylistics and cognitive science in macro linguistics from the perspective of interdisciplinary.
Because of its diverse and unique features of language use and the implied consumer psychological mechanism, advertising slogans carry the intention of the advertisers to stimulate consumption behavior. Therefore, this paper analyzes commercial advertising from the angle of intention, analyzes commercial advertising language by intentionality, characterizing, intentional content and intention attitude. The intentionality of the advertiser plays an important role in the process of the formation of advertising language, the stimulating consumption effect of intentionality in the process of sales and the significance of intentionality theory to guide the application of social practice.
This article is divided into five chapters.
The first chapter explains the background, objectives, research questions and structural arrangement of this study.
The second chapter is a summary of the domestic and foreign research of commercial advertising language. The review of foreign literature includes the analysis of rhetoric, style, consumption cognition and cross media. The review of domestic literature includes two aspects of microlinguistics and macro linguistics. Microlinguistics is mainly lexicology, rhetoric, and cross national communication. In terms of language translation, macrolinguistics is mainly concerned with cognitive, systemic, stylistic, contrastive, corpus and psychological studies.
The third chapter is the theoretical framework of this paper, combing the origin, development, branch and existing theoretical connotation of intentionality, and taking the referential, representational, intentional content and intention attitude of John Sal's intentionality theory as the theoretical guidance for analyzing commercial advertising language.
The fourth chapter uses the theoretical framework proposed in the third chapter to analyze commercial advertising language, starting from the definition of intentionality, using the two attributes contained in it: characterizing the meaning of intention content and intentionality, and analyzing the advertising language of sports products and brand advertisements, and from intention. Structure: intentional content and intentional attitude, the advertising language of e-commerce websites and the current epidemic are analyzed. The analysis explores the meaning and value of intentionality in social practice so that intentionality can be better combined with social practice in the future.
The fifth chapter summarizes the main findings of this study, and points out the limitations and shortcomings of this study. I hope to continue to explore the opportunity of close connection between intentionality and social life, so that the theory can better serve practice and expand the meaning and connotation of intentionality research.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：H146
本文编号：2147577
[Abstract]:As a participant in modern commodity economy and indispensable necessities of life, commercial advertising is constantly flooded with all aspects of people's life. With the rapid development of economy and science and technology, advertisers are competing to use innovative marketing strategies, advanced scientific and technological means and unique advertising language to attract customers' attention, thus triggering patron. The consumer desire to buy products and services also helps advertisers increase their market share to make profits. As the carrier of the advertisers' sales intention, advertising language or advertising slogans have been given the meaning, implied meaning and additional meaning beyond the literal meaning. The development of time generation and technological progress promote the continuous creation of advertising language. The new concept of advertising language keeps pace with the times and presents many unprecedented characteristics.
Many scholars and researchers refer to a variety of successful commercial planning schemes to study the advertising features, product characteristics and implied meanings of the advertising language itself from different perspectives, starting with the meaning of the rich advertising language. The field of research involves communication, consumer psychology and linguistics, in which linguistic studies are involved. The lexical features and syntactic patterns of advertising language are analyzed from the rhetorical point of view. These rhetorical devices include pun, simile, metaphor and so on. In addition, some scholars have analyzed the system function theory, stylistics and cognitive science in macro linguistics from the perspective of interdisciplinary.
Because of its diverse and unique features of language use and the implied consumer psychological mechanism, advertising slogans carry the intention of the advertisers to stimulate consumption behavior. Therefore, this paper analyzes commercial advertising from the angle of intention, analyzes commercial advertising language by intentionality, characterizing, intentional content and intention attitude. The intentionality of the advertiser plays an important role in the process of the formation of advertising language, the stimulating consumption effect of intentionality in the process of sales and the significance of intentionality theory to guide the application of social practice.
This article is divided into five chapters.
The first chapter explains the background, objectives, research questions and structural arrangement of this study.
The second chapter is a summary of the domestic and foreign research of commercial advertising language. The review of foreign literature includes the analysis of rhetoric, style, consumption cognition and cross media. The review of domestic literature includes two aspects of microlinguistics and macro linguistics. Microlinguistics is mainly lexicology, rhetoric, and cross national communication. In terms of language translation, macrolinguistics is mainly concerned with cognitive, systemic, stylistic, contrastive, corpus and psychological studies.
The third chapter is the theoretical framework of this paper, combing the origin, development, branch and existing theoretical connotation of intentionality, and taking the referential, representational, intentional content and intention attitude of John Sal's intentionality theory as the theoretical guidance for analyzing commercial advertising language.
The fourth chapter uses the theoretical framework proposed in the third chapter to analyze commercial advertising language, starting from the definition of intentionality, using the two attributes contained in it: characterizing the meaning of intention content and intentionality, and analyzing the advertising language of sports products and brand advertisements, and from intention. Structure: intentional content and intentional attitude, the advertising language of e-commerce websites and the current epidemic are analyzed. The analysis explores the meaning and value of intentionality in social practice so that intentionality can be better combined with social practice in the future.
The fifth chapter summarizes the main findings of this study, and points out the limitations and shortcomings of this study. I hope to continue to explore the opportunity of close connection between intentionality and social life, so that the theory can better serve practice and expand the meaning and connotation of intentionality research.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：H146
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