从语言学和社会认同角度试析移动通信广告语中的隐含意

发布时间：2017-09-01 06:49

本文关键词：从语言学和社会认同角度试析移动通信广告语中的隐含意

【摘要】：作为一种重要的信息传播形式和营销手段,广告在现代社会中起到了举足轻重的作用。近几年来,广告逐渐成为一门流行的研究学科,对其研究涉及到如经济学,媒体传播,美学和心理学等诸多领域。然而,相对以上领域,在语言学领域和社会文化认同领域对广告的研究仍然不多。本文旨在对中英文通信类产品广告语中的隐含意义进行话语分析。首先,本文对广告语和文化社会认同给出了清晰的定义。其次,本文介绍了相关学术理论(如会话含义,人际语法隐喻,概念隐喻等)和研究方法作为指导依据。接着,本文结合语言学和社会认同理论框架对具体的中英文通信运营商的广告语案例进行话语分析,探讨了广告语隐含意中的话语特点和形式内容。最后,本文阐述了不同地域的人们的文化和社会认同是如何对广告语隐含意义产生影响的。在语言学层面上,通过消费者社会身份和文化心理对广告语具体反应的研究,体现出了该广告语话语分析的价值,并且有助于人们对广告语言进行改进。
【关键词】：通信广告语中的隐含意 话语分析 社会认同 会话含义 人际语法隐喻
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：H15
【目录】：

Acknowledgements4-5
摘要5-6
Abstract6-9
Introduction9-12
Chapter One Literature Review12-20
1.1 Overview of Advertising Language12-17
1.1.1 Definition of Advertising Language13
1.1.2 Distinguishing Advertising Language from Other Language Forms13-15
1.1.3 Review of Previous Research on AdVertising Language15-17
1.2 Overview of Cultural and Social Identity17-20
1.2.1 Definition of Cultural Identity17-18
1.2.2 Definition of Social Identity18
1.2.3 Review of Previous Studies on Advertising Language with Cultural and Social Identity18-20
Chapter Two Theoretical Framework and Research Methodology20-32
2.1 Towards a Framework for Interpreting the Implied Meaning in Mobile Communications Advertising20-31
2.1.1 Linguistic Theoretical Framework for Interpreting the Implied Meaning in MC Advertising20-28
2.1.1.1 Grice's Implicature Theory21-23
2.1.1.2 Halliday's Interpersonal Function and Grammatical Metaphor Theory23-26
2.1.1.3 Lakoff and Johnson's Conceptual Metaphor Theory26-28
2.1.2 Social Idenity Theoretical Framework for Explaining the Implied Meaning in MC Advertising28-31
2.1.2.1 Social-categorization29-30
2.1.2.2 Social Comparison30-31
2.1.2.3 Positive Distinctiveness31
2.2 Methodology for the Present Study31-32
2.2.1 Data Collection32
2.2.2 Methods for Analyzing the Advertising Discourse32
Chapter Three Analyzing the Implied Meaning in MC Advertising Discourse withinthe Framewcrk of Linguistic Theories32-63
3.1 The Context of Situation to Analyze the Impl ied Meaning of MC Advertising Discourse41-48
3.1.1 Addressor,Addressee and Setting43-45
3.1.2 Code,Channel and Purpose45-48
3.2 The Representation of Discourse Structure to Analyze the Implied Meaning of MC Adverising Discourse48-54
3.2.1 Theme Structure49-51
3.2.2 Grammatical Structure51-54
3.3 Rhetorical Strategies to Analyze the Impl ied Meaning of MC Advertising Discourse54-63
3.3.1 Covert Communication Applied in Advertising55-56
3.3.2 Puns in Advertising56-60
3.3.3 Metaphors in Advertising60-63
Chapter Four Explaining the Implied Meaning in MC Advertising Discourse withinthe Framework of Social Identity Theory63-71
4.1 Language,Culture,and Social Identity63-64
4.2 Explaining the Implied Meaning in MC Advertising Discourse with the Socia Identity Theory64-71
4.2.1 Implied Meaning in MC Advertising Discourse and Social-categorization of Consumer64-67
4.2.2 Implied Meaning in MC Adverrising Discourse and Social Comparison of Consumer67-70
4.2.3 Implied Meaning in MC Advertising Discourse and Positive Distinctiveness70-71
Conclusion71-75
Bibliography75-79