广告中指示语的语用研究

发布时间：2018-03-25 05:13

本文选题：语用指示　切入点：广告语言　出处：《东北林业大学》2013年硕士论文

【摘要】：作为一种重要的社会现象,广告已经深入到社会的每个方面,在人们生活中起着重要的作用。广告与国家的经济、市场的开发、对外贸易和人们的生活密不可分。广告语言具有丰富的语用功能,是社会文化的写照。从根本上说,广告语言属于说服性语言。因此,广告商尽其所能地采用一切语言技巧来达到商业宣传目的。语用指示语是人类语言中的普遍现象,这种语言现象反映了语言使用者和语境之间的密切关系。指示语也是人类语言的起源,它是指在有说话人和听话人参与的言语活动中,对参与者所涉及的事情做出正确的判断。然而,广告是一种传播信息的语言,推销商品是其商业目标。广告商创作广告其实就是一个编码过程,他们将信息传递给有关企业,然后用消费者能理解的语言表达出来,即信息的准确性、即时性。在语用指示语中,包括人物、时间、地点、语篇和社交指示,他们都具有增强广告的说服性,所以被广泛的应用于广告。本文中作者收集各类中外广告,对其进行语用指示的研究。本文研究结合了广告语言和语用学理论,使人们更加了解语用指示和广告语言的特点。此外,作者在这方面的研究,为我们国家语言的研究、经济和文化的发展有很大贡献。基于广告语言和语用指示的理论基础,本文作者分五部分分析语用指示语在广告中的应用。首先,介绍了本文的写作背景、目的及结构。然后,回顾以往对指示语和广告语言做过的历史研究。基于本文的理论基础,分析了语用指示语在广告中的语用功能,即拉近广告者与消费者之间的心理距离。最后,在本文定性分析基础上做出了总结。通过本文的研究,不仅能帮助广告商设计出更加科学、合理的广告,达到广告的目的；而且普通大众都能更加关注广告语言的使用。
[Abstract]:As an important social phenomenon, advertising has penetrated into every aspect of society and plays an important role in people's life. Advertising is closely related to national economy, market development, foreign trade and people's life. Advertising language has rich pragmatic functions and is the portrayal of social culture. Fundamentally speaking, advertising language belongs to persuasive language. Advertisers do their best to use all language skills for commercial purposes. Pragmatic deixis are a common phenomenon in human languages. This linguistic phenomenon reflects the close relationship between language users and context. Deixis are also the origin of human language, which refers to speech activities in which speakers and hearers participate. Make the right judgment about what the participants are involved in. However, advertising is a language for disseminating information, and selling goods is its business objective. Advertising is actually a coding process, and they pass the information to the enterprise concerned. Then it is expressed in a language that consumers can understand, that is, the accuracy and immediacy of the information. In pragmatic deixis, including characters, time, place, discourse and social deixis, they are all persuasive to enhance advertising. So it is widely used in advertising. In this paper, the author collects all kinds of advertisements at home and abroad to study their pragmatic deixis. The present study combines the theory of advertising language and pragmatics to make people know more about the characteristics of pragmatic deixis and advertising language. The author's research in this field has made great contribution to the study of national language and the development of economy and culture. Based on the theoretical basis of advertising language and pragmatic deixis, the author analyzes the application of pragmatic deixis in advertising in five parts. Based on the theoretical basis of this paper, this paper analyzes the pragmatic functions of pragmatic deixis in advertising, that is, to narrow the psychological distance between advertisers and consumers. A summary is made on the basis of qualitative analysis in this paper. The research in this paper can not only help advertisers to design more scientific and reasonable advertisements to achieve the purpose of advertising, but also the general public can pay more attention to the use of advertising language.
【学位授予单位】：东北林业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H030

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