中英食品广告中语用模糊的顺应性研究

发布时间：2017-12-31 02:36

本文关键词：中英食品广告中语用模糊的顺应性研究　出处：《天津商业大学》2015年硕士论文　论文类型：学位论文

【摘要】：模糊性是语言的自然属性,广告语作为一种特殊语言同样存在着模糊现象。迄今为止,模糊语并没有统一的定义。本文中的模糊语特指为达到一定交际目的而故意使用的模糊表达。语言顺应论是由Verschueren提出,此理论认为语言的使用是一个经常不间断的、有意无意的、受语言内或语言外因素影响的语言选择过程。语言使用者之所以能在语言使用中做出适当选择是因为语言具有变异性、商讨性和顺应性。其中,顺应性主要是对语言使用者心理世界、社交世界和物理世界的顺应。在此基础上,本文指出,中英食品广告中使用模糊语,其实就是广告商受语言内外因素影响而不断进行语言选择的过程。广告商能否说服消费者购买产品取决于广告能否成功实现语境顺应。本文共分为六章,第一章和第二章分别是引入部分和文献综述,介绍了广告及模糊语的相关研究情况,第三章是对顺应论这一理论框架的概述,第四章分别从不同层次详尽地分析了食品广告中的语用模糊现象,并对食品广告中模糊语的语用功能进行了简要的阐释。第五章主要分析了食品广告中的语用模糊是怎样顺应人的心理世界与社交世界的。最后一章为本文的结论部分,总结了本文的发现及未来研究的方向。通过对中英文食品广告语料的文本案例研究发现:第一,语用模糊作为一种交际策略经常出现在食品广告中,它可以从语音、词汇和句法三个层面来实现;第二,食品广告中使用模糊语是为了顺应消费者的心理世界和社交世界,具体来说是顺应了消费者对食品的营养、信誉度、味道、低廉价格和追求时尚和社会地位的心理需求,以及对一定社会规约和社会文化的顺应。通过研究,以期能够对消费者更好地理解广告和广告商更好地创作广告带来一定启示作用。
[Abstract]:Fuzziness is the natural attribute of language, advertising language as a special language also exists fuzzy phenomenon. Up to now. There is no uniform definition of vagueness. The fuzziness in this paper refers to the vague expressions deliberately used to achieve a certain communicative purpose. Linguistic adaptation Theory is put forward by Verschueren. This theory holds that the use of language is often uninterrupted, intentional or unintentional. Language selection process influenced by internal or external language factors. The reason why language users can make appropriate choices in language use is that language is variable, deliberative and adaptable. On the basis of the adaptation to the psychological, social and physical world of language users, this paper points out that fuzzy language is used in food advertisements in English and Chinese. As a matter of fact, it is a process in which advertisers make language choices under the influence of internal and external factors. Whether advertisers can persuade consumers to buy products depends on whether the advertisements can successfully achieve contextual adaptation. This article is divided into six chapters. The first chapter and the second chapter are the introduction of part and literature review, introducing the advertising and vague language related research situation, the third chapter is an overview of the theoretical framework of adaptation theory. Chapter 4th analyzes the phenomenon of pragmatic vagueness in food advertising from different levels. Chapter 5th mainly analyzes how the pragmatic vagueness in food advertising adapts to the psychological and social world. The last chapter is the conclusion of this paper. Part. This paper summarizes the findings of this paper and the direction of future research. Through the text case study of Chinese and English food advertising corpus, we find that: first, pragmatic vagueness often appears as a communication strategy in food advertising. It can be realized from the phonetic, lexical and syntactic levels. Second, the use of vague language in food advertising is to adapt to the consumer's psychological and social world, specifically to comply with the consumer's nutrition, credibility, taste. Low prices and the pursuit of fashion and social status of the psychological needs, as well as certain social norms and social cultural compliance. Through research. In order to better understand advertising and advertisers to better create advertising to bring some enlightenment.
【学位授予单位】：天津商业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：H15;H315

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