商业广告的模糊度及其语用价值

发布时间：2018-03-31 15:59

本文选题：商业广告　切入点：模糊　出处：《长江大学》2013年硕士论文

【摘要】：模糊是自然语言的一个重要属性,自从模糊集合创始人扎德的模糊集理论被人们所广泛认识以后,大量研究者便将研究领域扩展到对模糊表达模糊语义系统研究中来。商业广告作为信息广而告之的代表形式,作为商家和消费者沟通的重要桥梁,根据广告协会的要求,其广告语必须提供清晰,明确的信息。然而广告商为了实现其交际目的,模糊表达在商业广告中被频频使用,出于对这种特殊语言现象的关注。本文作者对商业广告中模糊性、模糊度、模糊的语用价值进行了研究。本文从以下几个方面展开：文章的第一章是引言,叙述了本文的研究目的、意义以及思路。第二章对模糊及广告的相关研究文献进行了回顾。第三章为广告中存在的模糊现象定性归类介绍,首先对商业广告进行了功能性分类和解释,将其分为产品类广告、企业类广告和促销类广告并与广义上的广告进行区分。然后从词汇方面的音,形,义,以及修辞手法等方面讨论不同类型的商业广告模糊性。此外,作者还根据商业广告中的模糊语言的语义联系,在反思中总结出两种模糊实质：1)向心类模糊,即拥有清晰意义中心的模糊语言2)离心类模糊,即具有多种可能性解释但无意义中心的模糊广告。与此同时,为了避免关于如何明确区别模糊和非模糊的争论,在定性讨论的基础上,本文在第四章使用定量的方法,综合标记理论和数学概率的原理,进行了针对商业广告模糊性的进一步研究,对商业广告的模糊度和进行差别量化。根据模糊的等级划分方法设计出调查荆州市面商业广告模糊程度的问卷,分析得出：荆州市面上的各类广告的综合模糊度为1.73,其模糊程度介于F与F+之间；企业类广告的平均模糊值最小,促销类广告的平均模糊度值最大,为1.84,排在中间的是产品类广告,其模糊值最为接近平均值,因此认为该类广告的模糊性最容易被消费者理解,符合大多数消费者的期望；从公差来看,模糊度偏差最小的是促销类广告,由此看出促销类的模糊度比较稳定,最适合以其为研究对象进行语用价值分析。第五章关于商业广告语用价值的研究,本文作者阐述了商家希望通过模糊语言达到其意图的愿望与不恰当的广告模糊度带来负面影响的冲突,并指出,需要借助模糊广告的经济价值作为第三方评定标准,对模糊语言在商业广告中的语用价值进行综合评定,通过问卷调查研究后发现：促销类广告呈现的模糊度值虽略高于其他两类广告,但对消费者的购买欲望刺激作用不太稳定,对不同性别的消费者,其刺激作用不同,其中促销广告对男性购买欲望的刺激作用较女性相对稳定,但较小,对女性而言,模糊度对模糊价值影响具有决定性的作用；在文章的结论部分第六章,作者回顾了本文的研究成果和现实意义,并对文章局限性进行了评估。
[Abstract]:Fuzzy is an important attribute of natural language. Since the theory of fuzzy set proposed by Zadeh, the founder of fuzzy set, has been widely recognized, a large number of researchers have extended the research field to the study of fuzzy semantic system of fuzzy expression.As a representative form of information advertising and an important bridge between merchants and consumers the advertising language must provide clear and clear information according to the requirements of advertising association.However, in order to achieve their communicative purpose, vague expression is frequently used in commercial advertising, out of concern for this special linguistic phenomenon.The author studies the pragmatic value of fuzziness, ambiguity and vagueness in commercial advertisements.This paper starts from the following aspects:The first chapter is the introduction, describing the purpose, significance and thinking of this paper.The second chapter reviews the relevant research literature on fuzziness and advertising.The third chapter introduces the qualitative classification of fuzzy phenomena in advertising. Firstly, it classifies and explains the commercial advertisements, classifies them into product advertising, enterprise advertising and promotional advertising, and distinguishes them from the general advertising.Then the fuzziness of different types of commercial advertisements is discussed in terms of lexical sounds, shapes, meanings, and rhetorical devices.In addition, according to the semantic relation of fuzzy language in commercial advertisement, the author summarizes two kinds of fuzzy substance: 1) centripetal fuzzy, that is, fuzzy language with clear meaning center (2) centrifugal fuzzy.That is, there are many possibilities to explain but meaningless center of fuzzy advertising.At the same time, in order to avoid the dispute about how to distinguish between fuzzy and non-fuzzy clearly, based on the qualitative discussion, this paper uses quantitative method in chapter 4, synthesizing the principle of marking theory and mathematical probability.Further research on the fuzziness of commercial advertising is carried out to quantify the ambiguity and difference of commercial advertising.According to the fuzzy classification method, a questionnaire is designed to investigate the fuzzy degree of commercial advertising in Jingzhou. The analysis shows that the comprehensive ambiguity of all kinds of advertisements in Jingzhou is 1.73, and the fuzzy degree is between F and F;The average fuzzy value of the enterprise advertisement is the smallest, the average ambiguity value of the promotion type advertisement is the largest, is 1.84. The product advertisement is in the middle, and its fuzzy value is the closest to the average value, so the fuzziness of this kind of advertisement is thought to be the most easily understood by the consumers.According to the expectation of most consumers, the least ambiguity deviation is the promotion advertisement, which shows that the ambiguity of the promotion class is relatively stable and is the most suitable for pragmatic value analysis.The fifth chapter is about the value of commercial advertising. The author expounds the conflict between the desire of merchants to achieve their intention through vague language and the negative impact of inappropriate ambiguity of advertising, and points out that,It is necessary to evaluate the pragmatic value of fuzzy language in commercial advertisements by using the economic value of fuzzy advertising as the third party evaluation standard.Through the questionnaire investigation, we found that although the ambiguity value of promotional advertising is slightly higher than that of the other two kinds of advertisements, the stimulative effect on consumers' purchase desire is not stable, and the stimulative effect on different gender consumers is different.The stimulative effect of promotional advertising on male desire to buy is relatively stable, but less than that on female. For women, ambiguity plays a decisive role in the influence of fuzzy value.The author reviews the research results and practical significance, and evaluates the limitations of the paper.
【学位授予单位】：长江大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H136

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