以女性消费者为目标受众的商业广告中语用预设研究
发布时间：2018-09-07 21:13
【摘要】：语用预设是关于交际者双方及他们所提出的命题间关系的一个重要语用概念。它广泛应用于广告语言中用以增强其劝诱效果。语用预设的广泛应用使得广告语言晦涩难懂。本研究选择广告中的语用预设这一课题诣在使消费者能准确地理解广告所传达的信息。 许多学者都对广告中的语用预设这一课题进行过研究。但是这些研究主要是从语用预设的分类和语用预设在广告中的功能这两个方面来研究预设的。本文从消费者心理的角度研究语用预设，主要以以女性消费者为目标受众的商业广告作为研究对象，诣在发现决定女性消费者消费行为的心理特点。本研究的研究数据主要是从瑞丽伊人风尚、时尚、瑞丽服饰与美容、时尚芭莎以及Vogue这些女性杂志收集来的。作者通过在其微博中发起一项投票发现这五种杂志被认为是在中国女性读者中最流行的五种女性杂志。本研究的研究数据由268条广告构成，其中包括化妆品广告，护发用品广告，护肤用品广告，服饰广告，电器广告，食品广告，珠宝广告，手表广告，以及香水广告。本研究以语用预设理论和广告和消费心理学理论为理论指导，首先通过定性和定量分析证明了语用预设在以女性消费者为目标受众的商业广告中广泛存在；接着从语用预设分类的角度分析了语用预设在研究数据中的应用；最后在已有分析结果的基础上提女性消费者对美的追求、对浪漫的追求，，对尊贵的追求构成了她们主要的消费动机。 本研究不仅能使女性消费者更准确的理解广告所传达给他们的信息，从而理性消费；同时也可以帮助广告制作者更为清楚得了解决定女性消费者消费行为的心理因素，从而有助于他们以后的广告活动。
[Abstract]:Pragmatic presupposition is an important pragmatic concept concerning the relationship between communicators and their propositions. It is widely used in advertising language to enhance its persuasive effect. The wide application of pragmatic presupposition makes advertising language obscure and difficult to understand. Understand the information conveyed by the advertisement.
Many scholars have studied the topic of Pragmatic Presupposition in advertisements. However, these studies mainly focus on the classification of pragmatic presupposition and the function of Pragmatic Presupposition in advertisements. The data were collected from women's magazines such as Ruili fashion, fashion, Ruili costume and beauty, fashion Bassa and Vogue. The authors found that the five magazines were thought to be Ruili fashion, fashion, Ruili costume and beauty magazines by a poll on their microblogs. The data of this study consist of 268 advertisements, including cosmetics, hair care products, skin care products, clothing, electrical appliances, food, jewelry, watch and perfume advertisements. Psychological theory is the theoretical guidance. Firstly, it is proved that pragmatic presupposition exists widely in commercial advertisements with female consumers as the target audience by qualitative and quantitative analysis. Secondly, the application of Pragmatic Presupposition in research data is analyzed from the perspective of pragmatic presupposition classification. Finally, the female consumers are mentioned on the basis of the existing analysis results. The pursuit of beauty, pursuit of romance and noble pursuit constitute their main consumption motives.
This study can not only help women consumers understand the message conveyed to them more accurately, and thus rational consumption, but also help advertising producers more clearly solve the psychological factors that determine the consumption behavior of women consumers, thus contributing to their future advertising activities.
【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】：H030
本文编号：2229435
[Abstract]:Pragmatic presupposition is an important pragmatic concept concerning the relationship between communicators and their propositions. It is widely used in advertising language to enhance its persuasive effect. The wide application of pragmatic presupposition makes advertising language obscure and difficult to understand. Understand the information conveyed by the advertisement.
Many scholars have studied the topic of Pragmatic Presupposition in advertisements. However, these studies mainly focus on the classification of pragmatic presupposition and the function of Pragmatic Presupposition in advertisements. The data were collected from women's magazines such as Ruili fashion, fashion, Ruili costume and beauty, fashion Bassa and Vogue. The authors found that the five magazines were thought to be Ruili fashion, fashion, Ruili costume and beauty magazines by a poll on their microblogs. The data of this study consist of 268 advertisements, including cosmetics, hair care products, skin care products, clothing, electrical appliances, food, jewelry, watch and perfume advertisements. Psychological theory is the theoretical guidance. Firstly, it is proved that pragmatic presupposition exists widely in commercial advertisements with female consumers as the target audience by qualitative and quantitative analysis. Secondly, the application of Pragmatic Presupposition in research data is analyzed from the perspective of pragmatic presupposition classification. Finally, the female consumers are mentioned on the basis of the existing analysis results. The pursuit of beauty, pursuit of romance and noble pursuit constitute their main consumption motives.
This study can not only help women consumers understand the message conveyed to them more accurately, and thus rational consumption, but also help advertising producers more clearly solve the psychological factors that determine the consumption behavior of women consumers, thus contributing to their future advertising activities.
【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】：H030
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本文编号：2229435
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