象似广告语言的会话含义研究

发布时间：2019-01-01 20:45

【摘要】：语言在人们的日常交流中发挥着重要作用,这也体现在了广告领域。广告语言作为广告的灵魂，吸引了国内外众多学者的注意,他们分别从语言学、语用学、文体学等多个角度对其进行了广泛研究。本文在前人研究的基础上，尝试在语用学的会话含义理论的框架下，对象似广告语言进行研究。语言象似性是认知语言学的一个重要理论，语言符号的表达形式与表达内容之间存在某种必然联系。很多语言学家对象似性的概念、特点以及分类等做了详细的阐释，不断丰富、完善着这一理论体系。在前人研究的基础上，本文发现象似性在广告语言这一特殊文体中普遍存在，其中映像象似，拟象象似和喻象象似这三类已经被大部分学者所接受，并分别以不同的方式在广告语言中得以实现。象似的广告语言使得广告语言更加幽默、生动，更具有说服力。象似性是指语言符号能指与所指之间的理据性关系，，而所指或者说会话含义与语言的使用者息息相关，因此语言象似性的研究也应属于语用学的研究范畴。鉴于此，本文尝试在语用学会话含义的理论框架下研究象似广告语言特殊会话含义的产生。分析发现，违背Grice合作原则、基于Levinson的数量、信息、方式三原则对广告语言进行有效推理、以及关联理论推理，都可以得到象似广告语言的特殊会话含义。本文的研究，一方面，对于广告制作人和读者有一定借鉴意义，即广告制作人可以通过分析广告语言的会话含义，运用语言象似性制作更有说服力的广告，而读者也可以更好地理解广告；另一方面，丰富和拓宽了象似性的理论研究。为了更深入地研究类似的课题，可通过增加语料数量来增强研究的说服力，此外，亦可采用更多研究方法如统计，或从更多视角如心理学等入手，进而更深入的分析类似的研究。
[Abstract]:Language plays an important role in people's daily communication, which is also reflected in the field of advertising. As the soul of advertising, advertising language has attracted the attention of many scholars at home and abroad. They have made extensive research on it from the perspectives of linguistics, pragmatics, stylistics and so on. On the basis of previous studies, this paper attempts to study object-like advertising language under the framework of conversational implicature theory of pragmatics. Iconicity is an important theory in cognitive linguistics. Many linguists explain the concept, characteristics and classification of object iconicity in detail, enrich and perfect the theoretical system. On the basis of previous studies, this paper finds that iconicity is widely used in advertising language, in which image iconicity, mimic iconicity and metaphorical iconicity have been accepted by most scholars. And in different ways in the advertising language can be realized. Like advertising language makes advertising language more humorous, vivid, more persuasive. Iconicity refers to the motivational relationship between the signifier and the signifier, and the implicature or conversational implicature is closely related to the users of the language, so the study of iconicity should also belong to the category of pragmatics. In view of this, this paper attempts to study the emergence of special conversational implicature of like Advertising language under the theoretical framework of conversational implicature in pragmatics. It is found that the special conversational implicature like advertising language can be obtained by violating the Grice cooperation principle, effectively reasoning advertising language based on the three principles of Levinson's quantity, information and mode, as well as relevance theory. On the one hand, the research of this paper has some reference significance for advertisers and readers, that is, advertisers can use iconicity to produce more persuasive advertisements by analyzing the conversational implicature of advertising language. Readers can also better understand advertising; On the other hand, it enriches and widens the theoretical study of iconicity. In order to study similar topics in greater depth, the research can be enhanced by increasing the number of corpus, and more research methods such as statistics, or from more perspectives such as psychology, can also be used. Then more in-depth analysis of similar research.
【学位授予单位】：中南民族大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H030

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