中文化妆品广告语篇中语用预设功能研究

发布时间：2018-06-16 18:11

本文选题：语用预设 + 广告功能　；参考：《浙江师范大学》2013年硕士论文

【摘要】：随着全球经济的发展和信息时代的到来,广告已成为了一种重要的社会现象。广告是一种以广告商或制造商尽可能的说服消费者接受并购买产品或服务,以便更多的获取利润为目的的说服性语言。成功的广告商不会直接推销产品而是擅长处理广告语言以及掌握受众的心理。他们在广告语言中利用语用预设巧妙地隐藏自己的目的。广告语言的研究可以揭示广告的语用策略,反映广告背后的这种诱导机制,也就是说,可以使读者了解广告对消费者产生诱导作用的原因。本文旨在探究中文化妆品广告语篇中语用预设功能的研究。三个研究问题分别是：(1)哪些类型的预设常用于中文化妆品广告语篇中功能的实现?(2)每种语用预设的使用频率是多少?(3)通过各类预设,广告功能是如何实现的? 在现有的如陈新仁(1999),魏在江(2002)等学者对于语用预设分类的研究基础上,再结合中文化妆品广告语用预设的特点,作者试探性的把语用预设分为5大类：事实预设,信仰预设,行为预设,状态预设以及文化预设。根据收集的110则中文化妆品广告,作者对各类语用预设的比例和分布进行了统计。数据分析表明,在5种预设中,状态预设(35%)是最常用的预设。各种预设使用频率的不同不是一个偶然现象,而是反映了受众的心理需求。为了更好地理解每种预设是怎样加强广告语言的力度,作者对其进行了分析,发现不同的语用预设采取的是不同的角度。广告商为了满足消费者的心理需求,往往会预设一些信息,如权威机构或名人代言；对化妆品以及对消费者自身有全新的理解；预设消费者以前,现在和将来的行为。此项研究无论是在理论上还是实践上,都具有一定的意义。该研究可以揭示预设在化妆品广告中的功能,尤其是如何通过语用预设来实现中文化妆品广告的功能。此外,目前对中文化妆品广告中功能实现的研究还不多见。希望此项研究可以丰富化妆品广告的研究,也能帮助广告攥写人有效地在广告语言中使用预设,创造更有效的吸引人的广告,同时也能帮助读者提高理解和分析广告信息的能力。
[Abstract]:With the development of global economy and the arrival of information age, advertising has become an important social phenomenon. Advertising is a persuasive language in which advertisers or manufacturers try to persuade consumers to accept and purchase products or services in order to gain more profits. Successful advertisers do not sell products directly but are good at handling advertising language and understanding the psychology of the audience. They use pragmatic presupposition to subtly hide their purpose in advertising language. The study of advertising language can reveal the pragmatic strategies of advertising and reflect the inductive mechanism behind advertising, that is to say, it can help readers understand the reasons why advertising has an inductive effect on consumers. The purpose of this paper is to explore the pragmatic presupposition function in Chinese cosmetics advertisements. The three research questions are: (1) which types of presuppositions are often used in the realization of functions in Chinese cosmetics advertising discourse? (2) what is the frequency of use of each pragmatic presupposition? (3) how can advertising function be realized through various presuppositions? On the basis of the existing researches on pragmatic presupposition classification by scholars such as Chen Xinreng (1999) and Wei Zaijiang (2002), and combined with the characteristics of presupposition in Chinese cosmetics advertisements, the author tentatively divides pragmatic presupposition into five categories: factual presupposition and belief presupposition. Behavior presupposition, state presupposition and cultural presupposition. According to 110 Chinese cosmetic advertisements, the author makes statistics on the proportion and distribution of pragmatic presupposition. Data analysis shows that the state presupposition is the most commonly used among the five presuppositions. The different presupposition frequency is not an accidental phenomenon, but reflects the psychological needs of the audience. In order to better understand how each presupposition strengthens the advertising language, the author analyzes it and finds that different pragmatic presuppositions adopt different angles. In order to meet the psychological needs of consumers, advertisers often presuppose some information, such as authoritative organizations or celebrity endorsements; a new understanding of cosmetics and consumers themselves; and a presupposition of consumer behavior before, now and in the future. Both in theory and in practice, this study has a certain significance. This study can reveal the function of presupposition in cosmetics advertisement, especially how to realize the function of Chinese cosmetic advertisement by pragmatic presupposition. In addition, the research on the function realization of Chinese cosmetics advertisement is rare. It is hoped that this study will enrich the research on cosmetics advertising and help the writer to use presupposition effectively in the advertising language and to create more effective attractive advertisements. It also helps readers improve their ability to understand and analyze advertising information.
【学位授予单位】：浙江师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15

【参考文献】