论商业广告语篇中语用霸权的建构

发布时间：2018-09-11 06:28

【摘要】：语言不只是交际手段，还是权力关系的体现。融语言、画面和声音为一体的商业广告，，作为商业经济发展的产物，也不再只是宣传产品或服务的工具，还承载着巨大的赢利期望，反映着一定的权力关系。广告是商品生产者用以操纵并控制消费者的工具，广告本身并无霸权，它反映的是广告背后生产者或厂商建立在资本之上的霸权。所以，对广告语篇进行分析，探讨语言背后的权力和意识形态具有重要意义。它能帮助人们认清广告的本质，解读广告的含义，从而使消费者作出理性的消费选择。本文从语用学的角度，借用美国语言学家格赖斯的“合作原则”来分析商业广告语篇中语用霸权的建构。目前国内外对语言霸权的研究大都集中在新闻语篇和翻译中，因而产生了“话语霸权”、“文化霸权”的概念。本文根据研究内容和目的提出了“语用霸权”这一概念，以区别于上述两种霸权。这三种霸权都是话语霸权在三种领域的具体化和表现方式。所谓“语用霸权”，是指商品生产者或厂商以经济资本为基础，将其经济资本、文化资本、社会资本和符号资本进行“编码”，形成广告话语，以大众媒体为载体，通过不断的重复，强行向广告受众推销自己的商品或企业文化，从而参与消费者意识形态的建构并最终操纵或控制消费者。本文以自建的小型广告集为研究对象，分析厂商是如何利用“合作原则”成功建构其语用霸权的。首先，文章回顾了学术界对霸权的研究现状，在新闻语篇和广告中的研究成果。其次，详细阐述了语言学家格赖斯的“合作原则”，及其在广告研究中的现状和成就。然后，结合商业广告实例，分别从数量、质量、关系和方式四个准则分析商业广告在这四方面的表现形式以及如何利用“合作原则”来实现其语用霸权的成功建构的。
[Abstract]:Language is not only a means of communication, but also a reflection of power relations. As a product of the development of commercial economy, commercial advertisement, which integrates language, picture and sound, is no longer just a tool for publicizing products or services, but also carries huge profit expectations and reflects a certain power relationship. Advertising is a tool used by commodity producers to manipulate and control consumers. Advertising itself has no hegemony. It reflects the hegemony of producers or manufacturers based on capital behind advertising. Therefore, it is of great significance to analyze the advertising discourse and explore the power and ideology behind the language. It can help people to understand the nature of advertising, understand the meaning of advertising, so that consumers make rational consumption choices. From the perspective of pragmatics, this paper analyzes the construction of pragmatic hegemony in commercial advertising discourse from the perspective of American linguist Grice's Cooperative principle. At present, most of the researches on language hegemony at home and abroad are focused on news discourse and translation, thus giving rise to the concepts of "discourse hegemony" and "cultural hegemony". This paper puts forward the concept of "pragmatic hegemony" according to the content and purpose of the study, so as to distinguish it from the above two kinds of hegemony. These three kinds of hegemony are the embodiment and manifestation of discourse hegemony in three fields. The so-called "pragmatic hegemony" means that commodity producers or manufacturers "encode" their economic capital, cultural capital, social capital and symbolic capital on the basis of economic capital, and form advertising discourse with mass media as their carrier. Through repeated, the advertising audience is forced to sell their own goods or corporate culture, so as to participate in the construction of consumer ideology and ultimately manipulate or control consumers. This paper takes the self-built small advertising set as the research object, and analyzes how the firm successfully constructs its pragmatic hegemony by using the "Cooperative principle". Firstly, this paper reviews the current situation of academic research on hegemony and its achievements in news discourse and advertising. Secondly, Grice's Cooperative principle, as well as its current situation and achievements in advertising research, are described in detail. Then, with the example of commercial advertising, the paper analyzes the expression of commercial advertising in these four aspects from the four criteria of quantity, quality, relationship and mode, and how to use the "Cooperative principle" to realize the successful construction of its pragmatic hegemony.
【学位授予单位】：武汉科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H13

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