电视独白广告语的言语行为研究

发布时间：2018-08-20 09:26

【摘要】：在当今社会，广告已经成为我们生活的一部分。广告为商家与消费者之间的交流架起了一座桥梁，而在众多广告元素中，广告语言无疑是其中最重要的元素。本文收集了100则中文电视独白广告语作为研究语料，语料收集历时6个月（1月3日至6月3日），均来源于中央电视台综合频道的晚间黄金时段：每晚7：30至10点。本文以这100则中文电视独白广告为研究对象，通过分析和讨论找出中文电视独白广告中的言语行为特点。本文主要运用塞尔的言语行为理论来分析和讨论这100则中文电视独白广告语的言语行为特点。塞尔在其言语行为理论中将言语行为分为五类：断言行为，指令行为，承诺行为，表达行为和宣告行为。根据塞尔的分类标准，本文主要分析在中文电视独白广告中这些言语行为的使用特点。首先，通过分析，作者发现在100则中文电视独白广告中，除宣告行为外，其余4种言语行为均在这100则广告中出现。其次，作者发现有些广告只体现出一种言语行为特点，还有一些广告可以同时体现两种或两种以上的言语行为特点。再次，通过分析发现，断言行为和承诺行为相结合运用的广告在100则中文电视独白广告中出现频率最高，其次为断言行为类别的广告，，断言行为、承诺行为和指令行为相结合运用的广告，断言行为和指令行为相结合运用的广告。最后，本文还探究了这些言语行为特点应用于中文电视独白广告语中的原因。在广告创作中，广告商的意图和消费者的利益需求必须同时得到满足，广告才能体现出其应有的价值。在广告中，断言行为和承诺行为相结合的广告语不仅可以更好地体现出广告商的意图，更可以有效地体现出该产品能够满足消费者的利益需求，因此，断言行为与承诺行为相结合运用的广告出现的频率最高。
[Abstract]:In today's society, advertising has become a part of our lives. Advertising has built a bridge between merchants and consumers, among which advertising language is undoubtedly the most important one. In this paper, 100 monologues of Chinese TV are collected as the research materials. The data are collected for six months (January 3 to June 3) and are all from the evening prime time of CCTV comprehensive channel: 7:30 to 10:00 every night. By analyzing and discussing the 100 Chinese TV monologues, this paper finds out the characteristics of speech acts in Chinese TV monologues. This paper uses Searle's speech act theory to analyze and discuss the speech act characteristics of 100 Chinese TV monologues. In his speech act theory, Searle classifies speech act into five categories: assertive act, command act, commitment act, expressive act and declarative act. According to Searle's classification standard, this paper mainly analyzes the characteristics of these speech acts in Chinese TV monologues. First of all, the author finds out that in 100 Chinese TV monologues, the other four kinds of speech acts appear in 100 advertisements except declarative acts. Secondly, the author finds that some advertisements only embody the characteristics of one speech act, and some advertisements can embody two or more kinds of speech acts at the same time. Thirdly, through the analysis, we find that the advertising with the combination of assertive behavior and commitment behavior appears most frequently in 100 Chinese TV monologue ads, followed by assertive behavior category ads, assertive behavior. A combination of commitment behavior and command behavior advertising, assertion behavior and command behavior combined use of advertising. Finally, this paper explores the reasons why these speech acts are applied to Chinese TV monologues. In advertising creation, the intention of advertisers and the interests of consumers must be met at the same time, in order to reflect its due value. In the advertisement, the advertising language combining assertive behavior with commitment behavior can not only better reflect the intention of the advertisers, but also effectively reflect that the product can meet the interests of consumers. The advertising with the combination of assertive behavior and commitment behavior appears most frequently.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：H15

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