对话性电视广告的会话结构研究

发布时间：2018-03-17 07:10

本文选题：会话结构　切入点：静态　出处：《河北大学》2013年硕士论文　论文类型：学位论文

【摘要】：广告是生产厂家、广告商和消费者进行交流，，达到引起消费者注意，对产品发生兴趣，产生欲望，最后付诸行动购买的有效手段。在众多类型的广告中，笔者发现电视广告是实现上述目的最好形式。电视广告通过短小精悍的语句和新奇巧妙的构思影响着消费者的消费心理和消费行为。其中对话性电视广告更是以其生动真实的对话形式、轻松活泼的对话内容深深吸引着消费者。纵观对对话性广告的研究，大多是从语篇分析或者巴赫金的对话理论角度进行探讨，但从会话结构角度对对话性广告的探究却很少。笔者认为对话性电视广告之所以能够达到吸引消费者购买的目的，其生动真实的语言和巧妙恰当的结构组合起到了很大的作用，因此有必要以会话结构理论为基础对对话性电视广告进行研究。本文以会话结构的静态研究和动态研究为理论基础，从相邻对、修正机制、话语角色类型的转换以及语用模糊方面对14篇对话性电视广告进行了定性研究，系统分析了对话性电视广告在会话结构上的特点及功能。笔者发现相邻对、修正机制、话语角色类型的转换以及语用模糊的应用使对话性电视广告更具有真实性和说服力。本研究有助于商品生产者和广告商充分利用会话结构方面的技巧，提高广告的效能，创作出引人入胜的电视广告。另外，本研究将为广大消费者提供一个理解广告的新视角，使其了解广告在会话结构上的特点，增加其识别广告商技巧的能力，从而甄别出真正适合自己的商品。本文由五个章节构成。第一章为导论，主要概述课题的研究背景，研究目的和意义,研究方法和语料收集方法以及整篇论文的结构。第二章为文献综述部分，简要介绍了广告的分类，并且对从语篇分析角度和巴赫金的对话理论角度对对话性广告的研究分别进行了回顾和评述。第三章为本文的理论框架部分，详细阐述了会话结构的静态研究和动态研究。主要论述了会话结构静态研究中的相邻对和修正机制以及会话结构动态研究中的话语角色类型和语用模糊。第四章为本文的分析主体，笔者分别从相邻对、修正机制、话语角色类型的转换和语用模糊方面进行案例分析，探究收集到的对话性电视广告在会话结构上的特点以及上述方面在这类广告中的应用和作用。同时也为商品生产者、广告商和消费者提供了建议。第五章为文章的总结部分，对全文的主要发现做了总结，并提出本研究的局限以及对未来研究的展望。
[Abstract]:Advertising is an effective means for manufacturers, advertisers and consumers to communicate with each other in order to attract consumers' attention, develop interest in products, produce desires, and finally put them into action to buy. In many types of advertisements, The author finds that TV advertisement is the best form to achieve the above purpose. TV advertisement influences consumers' consumption psychology and behavior through short and sharp sentences and novel and ingenious ideas. Its vivid and real form of dialogue, The relaxed and lively dialogue content is deeply attracted to consumers. Throughout the study of conversational advertising, most of them are discussed from the perspective of discourse analysis or Bakhtin's dialogue theory. However, from the perspective of conversational structure, there are few researches on conversational advertising. The author thinks that the vivid and real language and clever and appropriate structural combination of dialogical TV advertisements play a great role in attracting consumers to buy them. Therefore, it is necessary to study the conversational TV advertising based on the theory of conversational structure. Based on the static and dynamic study of conversational structure, this paper makes a qualitative study of 14 dialogue TV advertisements from the aspects of adjoining pair, correction mechanism, transformation of discourse role types and pragmatic vagueness. The characteristics and functions of conversational TV advertisement in conversational structure are systematically analyzed. The conversion of discourse role types and the application of pragmatic vagueness make conversational TV advertisements more authentic and persuasive. This study helps commodity producers and advertisers to make full use of conversational structure skills and improve the effectiveness of advertising. In addition, this study will provide consumers with a new perspective to understand advertising, enable them to understand the characteristics of advertising in the conversational structure, and increase their ability to identify advertisers' skills. In order to identify the real suitable for their own goods. This paper is composed of five chapters. The first chapter is the introduction, which mainly summarizes the research background, research purpose and significance, research methods and data collection methods, and the structure of the whole paper. This paper briefly introduces the classification of advertising, and reviews and comments on the study of dialogue advertising from the perspective of discourse analysis and Bakhtin's dialogue theory. Chapter three is the theoretical framework of this thesis. In this paper, the static and dynamic studies of conversational structure are discussed in detail. The mechanism of adjoining pair and modification in the static study of conversational structure, the types of discourse roles and pragmatic vagueness in the dynamic study of conversational structure are discussed in detail. Chapter 4th. For the main body of this paper, The author makes a case study from the aspects of adjacent pairs, correction mechanisms, the conversion of discourse role types and pragmatic vagueness, respectively. This paper explores the features of conversational TV advertisements collected and their application and function in this kind of advertisements. It also provides suggestions for commodity producers, advertisers and consumers. Chapter 5th is the summary of the article. The main findings of this paper are summarized, and the limitations of this study and the prospects for future research are proposed.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H136

【参考文献】