从关联理论角度研究广告创作与修辞
发布时间：2019-01-20 10:21
【摘要】：语言学界曾经从符号学分析法、文体学分析法、话语分析分析法以及语用学分析法的角度对广告进行研究。但这些理论对于广告的解释都存在这样或那样的缺陷。理解广告不仅仅是一个编码和解码的过程，而更应是一个推理的过程，因此语用学被看作是分析广告的理想工具。然而广告作为一种特殊的交际形式，要能在瞬间吸引广告受众的注意，刺激其购买欲望，促成其购买行为。因而广告交际是一个互动过程，心理过程和理解过程，是一个很复杂的语言现象，运用静态的语用学分析法难以进行全面的阐释。1986年，斯珀伯和威尔逊在他们的联合著作《关联性：交际与认知》一书中，提出了与交际、认知相关的关联理论。关联理论认为语言交际是一个认知过程，这个过程是靠明示推理来进行的，并受关联原则的支配。在交际过程中，每个交际行为都传递有最佳关联的假设，即说话者总是通过话语提供具有最佳关联的假设，话语理解则是一个通过处理话语找出最佳关联解释的推理过程。克服了以往理论的缺陷，关联理论从认知语用学的角度强调了交际过程中动态语境、推理和交际对象的作用，因此对广告的策划、解读提供里很好的理论基础和推理模式。 在我国，随着市场经济的不断发展，广告大战愈演愈烈。广告作为一种促销手段，它以宣传的方式，提高商品的知名度，提高消费者对商品的喜爱率，从而促使消费者采取购买行为。如何有效地激发消费者的购买欲，就成为了广告商们需要研究解决的问题。而这就需要运用广告的技术和手法来诱导消费者的消费心理，影响消费行为。广告语的修辞手法多种多样，在广告创作中运用这些修辞能产生新颖别致，生动形象，引人瞩目的效果，而且应用广泛，随着商品经济的发展，广告的作用日益增强，成为我们生活中不可缺少的一部分，在广告创作的过程中，一定要注意语言和修辞间的关系，适当，准确地应用修辞，在写广告语时，一定要注意创新，不能总是生搬硬套。要巧用修辞手法，以优美，典雅的语言艺术感染消费者，展开美感上的心理攻势。修辞要求把语言写的精准，生动，优美，富有表现。它讲求词语的锤炼，声音的和谐，句式的选择以及采用一些巧妙的表现手法，使听的人明了，信服，感动，接受，，达到感染人，说服人的目的。
[Abstract]:Linguists have studied advertising from the perspectives of semiotic analysis, stylistic analysis, discourse analysis and pragmatic analysis. However, there are some defects in the interpretation of advertising in these theories. Understanding advertising is not only a process of coding and decoding, but also a process of reasoning. Therefore, pragmatics is regarded as an ideal tool for analyzing advertising. However, advertising, as a special form of communication, should attract the attention of the advertising audience in an instant, stimulate its purchase desire and promote its purchase behavior. Therefore, advertising communication is an interactive process, a psychological process and a process of understanding, which is a very complicated linguistic phenomenon. In their joint book relevance: communication and Cognition, Sperber and Wilson put forward relevance theory related to communication and cognition. Relevance theory holds that language communication is a cognitive process, which is carried out by ostensive-inference and governed by relevance principle. In the process of communication, every communicative act conveys the hypothesis of optimal relevance, that is, the speaker always provides the hypothesis with the best relevance through discourse, and discourse understanding is a process of reasoning to find out the best relevance explanation by dealing with the utterance. To overcome the shortcomings of previous theories, relevance theory emphasizes the role of dynamic context, reasoning and communicative objects in the process of communication from the perspective of cognitive pragmatics, so it provides a good theoretical basis and reasoning model for advertising planning and interpretation. In our country, with the continuous development of market economy, advertising war intensified. Advertising, as a means of promotion, promotes the popularity of goods and the rate of consumers' love of goods, thus impels consumers to take the purchase behavior. How to effectively stimulate consumers' desire to buy has become a problem that advertisers need to study and solve. This requires the use of advertising techniques and techniques to induce consumer psychology, consumer behavior. There are various rhetorical devices in advertising language. The use of these figures of speech in advertising creation can produce novel and unique, vivid image, eye-catching effect, and it is widely used. With the development of commodity economy, the function of advertisement is increasing day by day. As an indispensable part of our life, in the process of advertising creation, we must pay attention to the relationship between language and rhetoric, appropriate and accurate use of rhetoric, in the writing of advertising, we must pay attention to innovation, not always copy. We should use rhetoric skillfully to infect consumers with beautiful and elegant language art and launch psychological offensive on aesthetic sense. Rhetoric requires accurate, vivid, graceful and expressive writing of language. It emphasizes the refinement of words, the harmony of sound, the choice of sentence patterns and the use of some clever expression techniques to make the listening people understand, convince, move, accept, and achieve the purpose of infecting and persuading people.
【学位授予单位】：南昌航空大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15
本文编号：2411950
[Abstract]:Linguists have studied advertising from the perspectives of semiotic analysis, stylistic analysis, discourse analysis and pragmatic analysis. However, there are some defects in the interpretation of advertising in these theories. Understanding advertising is not only a process of coding and decoding, but also a process of reasoning. Therefore, pragmatics is regarded as an ideal tool for analyzing advertising. However, advertising, as a special form of communication, should attract the attention of the advertising audience in an instant, stimulate its purchase desire and promote its purchase behavior. Therefore, advertising communication is an interactive process, a psychological process and a process of understanding, which is a very complicated linguistic phenomenon. In their joint book relevance: communication and Cognition, Sperber and Wilson put forward relevance theory related to communication and cognition. Relevance theory holds that language communication is a cognitive process, which is carried out by ostensive-inference and governed by relevance principle. In the process of communication, every communicative act conveys the hypothesis of optimal relevance, that is, the speaker always provides the hypothesis with the best relevance through discourse, and discourse understanding is a process of reasoning to find out the best relevance explanation by dealing with the utterance. To overcome the shortcomings of previous theories, relevance theory emphasizes the role of dynamic context, reasoning and communicative objects in the process of communication from the perspective of cognitive pragmatics, so it provides a good theoretical basis and reasoning model for advertising planning and interpretation. In our country, with the continuous development of market economy, advertising war intensified. Advertising, as a means of promotion, promotes the popularity of goods and the rate of consumers' love of goods, thus impels consumers to take the purchase behavior. How to effectively stimulate consumers' desire to buy has become a problem that advertisers need to study and solve. This requires the use of advertising techniques and techniques to induce consumer psychology, consumer behavior. There are various rhetorical devices in advertising language. The use of these figures of speech in advertising creation can produce novel and unique, vivid image, eye-catching effect, and it is widely used. With the development of commodity economy, the function of advertisement is increasing day by day. As an indispensable part of our life, in the process of advertising creation, we must pay attention to the relationship between language and rhetoric, appropriate and accurate use of rhetoric, in the writing of advertising, we must pay attention to innovation, not always copy. We should use rhetoric skillfully to infect consumers with beautiful and elegant language art and launch psychological offensive on aesthetic sense. Rhetoric requires accurate, vivid, graceful and expressive writing of language. It emphasizes the refinement of words, the harmony of sound, the choice of sentence patterns and the use of some clever expression techniques to make the listening people understand, convince, move, accept, and achieve the purpose of infecting and persuading people.
【学位授予单位】：南昌航空大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15
【参考文献】
相关期刊论文 前5条
1 申智奇;关联理论对说服行为的解释[J];外国语言文学;2004年04期
2 张明芳;从语用学角度分析广告的说服性[J];河北科技大学学报(社会科学版);2002年01期
3 曾立;英语语言文体功能与英语广告感性诉求[J];山东师大外国语学院学报;2000年04期
4 罗素梅;;广告英语辞格初探(上)[J];现代外语;1992年04期
5 孟琳,詹晶辉;英语广告中双关语的运用技巧及翻译[J];中国翻译;2001年05期
本文编号：2411950
本文链接：https://www.wllwen.com/wenyilunwen/yuyanxuelw/2411950.html
