广告语的语用视角分析
发布时间：2019-01-21 16:59
【摘要】：随着广告活动在我国的广泛发展,广告学界以及语言学界人士纷纷涉足这一领域并取得了一定的研究成果。本文在借鉴以往研究成果的基础上,将从语用学这一相对新颖的视角对广告语做进一步解析。 绪论部分首先指出本研究的对象、目的意义等,梳理了前人取得的研究成果以及本文的创新之处。而后对本文的研究对象——广告语做一简要的分析介绍,同时指出本文涉及的语用学内容。接下来将广告作为一项交际活动,从语用学角度运用语用预设、格赖斯(H. P. Grice)的会话含义理论、利奇(Leech G. N)的礼貌原则分析广告语的劝导性,并将在三者指导下创作的广告语中体现的模糊性问题提出来。 本文在每一章简单的理论概述后都会选取大量有代表性的广告语实例进行论证,并将这些广告语进行归类,以期能够更好地认识语用学相关理论研究与广告语创作之间相互促进的关系。在具体的分析过程中也会涉及一些心理学等方面的知识,但不做具体介绍。对于一些语用误用的广告语,也尽量分析其原因,以期能对广告创意者起到一定的借鉴意义。 本文在写作过程中,比较注重资料的搜集,希望能够紧贴社会现实,真正了解广告语的创作规律,使语用学在广告语创作中发挥更大的作用。但笔者才疏学浅,对于很多问题的认识不够深刻、分析不够透彻,只希望本文能对语用学的研究以及广告语的创作起到一定的积极作用。
[Abstract]:With the extensive development of advertising activities in China, advertising and linguistics have been involved in this field and achieved certain research results. Based on the previous research results, this thesis will further analyze the advertising language from the perspective of pragmatics. The introduction first points out the object, purpose and significance of this study, combing the previous research results and the innovation of this paper. Then, this paper makes a brief analysis and introduction of advertising language, and points out the content of pragmatics involved in this paper. Secondly, advertising is regarded as a communicative activity, which uses pragmatic presupposition from pragmatic perspective, Grice (H. P. Grice) 's conversational implicature theory and Lich (Leech G. N) 's politeness principle to analyze the persuasion of advertising language. The fuzziness reflected in the advertising language created under the guidance of the three is raised. After a brief theoretical overview of each chapter, this paper will select a large number of representative examples of advertising language to demonstrate, and these advertising words will be classified. In order to better understand the relationship between pragmatic theory and advertising language creation. In the specific analysis process will also involve some psychology and other aspects of knowledge, but do not make specific introduction. To some advertisement words which are misused by pragmatics, we should try to analyze the reasons so as to give some reference to the advertisement creators. In the process of writing, this paper pays more attention to the collection of materials, hoping to be able to closely adhere to the social reality, truly understand the rules of advertising language creation, so that pragmatics plays a greater role in advertising language creation. However, the author is very talented, not deep enough to understand many problems, and not thorough enough to analyze them. I just hope that this paper can play a positive role in the study of pragmatics and the creation of advertising language.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H13
本文编号：2412841
[Abstract]:With the extensive development of advertising activities in China, advertising and linguistics have been involved in this field and achieved certain research results. Based on the previous research results, this thesis will further analyze the advertising language from the perspective of pragmatics. The introduction first points out the object, purpose and significance of this study, combing the previous research results and the innovation of this paper. Then, this paper makes a brief analysis and introduction of advertising language, and points out the content of pragmatics involved in this paper. Secondly, advertising is regarded as a communicative activity, which uses pragmatic presupposition from pragmatic perspective, Grice (H. P. Grice) 's conversational implicature theory and Lich (Leech G. N) 's politeness principle to analyze the persuasion of advertising language. The fuzziness reflected in the advertising language created under the guidance of the three is raised. After a brief theoretical overview of each chapter, this paper will select a large number of representative examples of advertising language to demonstrate, and these advertising words will be classified. In order to better understand the relationship between pragmatic theory and advertising language creation. In the specific analysis process will also involve some psychology and other aspects of knowledge, but do not make specific introduction. To some advertisement words which are misused by pragmatics, we should try to analyze the reasons so as to give some reference to the advertisement creators. In the process of writing, this paper pays more attention to the collection of materials, hoping to be able to closely adhere to the social reality, truly understand the rules of advertising language creation, so that pragmatics plays a greater role in advertising language creation. However, the author is very talented, not deep enough to understand many problems, and not thorough enough to analyze them. I just hope that this paper can play a positive role in the study of pragmatics and the creation of advertising language.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H13
【引证文献】
相关期刊论文 前1条
1 刘荣;李武武;缪爱飞;;旅游营销口号评价指标的相关研究综述[J];市场周刊(理论研究);2013年01期
，本文编号：2412841
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