语境顺应理论视角下饮品广告语的语用移情研究

发布时间：2018-03-27 08:00

本文选题：语境顺应　切入点：饮品广告语　出处：《西安外国语大学》2017年硕士论文

【摘要】：移情理论自19世纪在德国美学领域提出后,学者在心理学、社会学、语言学等领域相继做了系统的描述性研究。1991年,何自然教授首次将移情引入语用学研究领域,并提出语用移情的概念。他从语用语言学和社会语用学两个角度研究移情,认为言语交际的双方必须通过视角转换设想和理解对方的用意,站在对方的角度编码和解码言语信息才能实现语用移情。言语交际中使用语用移情的目的在于缩短心理距离,实现情感趋同,建立和谐的交际关系。作为言语交际的语用策略,语用移情具有很高的语用学研究价值。本文基于维索尔伦提出的语境顺应理论,聚焦中国市场饮品行业广告语,选取2015年饮料品牌指数排行榜前15位品牌中文广告语共130条作为研究语料,主要采用以定性描述为主量化分析相结合的研究方法。其中,利用语料库检索工具Antconc3.2.0统计分析语用移情在饮品广告语中的三种主要实现形式;同时,结合语境顺应理论和代表性语料进一步探讨饮品广告语如何顺应语境因素从而实现语用移情效果以及移情在饮品广告语中的语用功能。研究发现,语用移情在饮品广告语中的使用体现了广告商有意识的进行语言选择与使用的过程,它通常有三种主要实现形式:人称指示语、使用情感词汇、陈述说明产品功能。为实现饮品广告的移情效果进而达到劝导性的交际目的,广告商在语言选择的过程中必须顺应语言使用者(饮品消费者)、社交范畴、心理范畴和物理范畴四个方面的具体语境因素。语用移情的使用不仅能够缩短广告商与饮品消费者之间的心理距离实现情感趋同,而且有利于饮品企业树立良好的品牌形象,提升产品竞争力。本研究结果在一定程度上丰富了饮品广告语言的语用研究,同时为广告商创作广告语提供一定的理论指导。
[Abstract]:Since the theory of empathy was put forward in the field of German aesthetics in the 19th century, scholars have done systematic descriptive research in the fields of psychology, sociology, linguistics, etc. In 1991, Professor he Nature first introduced empathy into the field of pragmatics. He studies empathy from the perspectives of pragmatic linguistics and social pragmatics, and argues that both sides of verbal communication must assume and understand each other's intention through a change of perspective. The purpose of using pragmatic empathy in verbal communication is to shorten the psychological distance, achieve emotional convergence, and establish harmonious communication relationship. As a pragmatic strategy of verbal communication, pragmatic empathy can be realized only by encoding and decoding speech information from the point of view of the other party. Pragmatic empathy is of great value in pragmatic research. Based on the contextual adaptation theory put forward by Visorun, this paper focuses on the advertising language of beverage industry in China market. A total of 130 Chinese advertising words of the top 15 brands in the beverage brand index ranking in 2015 were selected as the research corpus, mainly using qualitative description as the main quantitative analysis method. Using Antconc3.2.0, a corpus retrieval tool, to analyze the three main forms of pragmatic empathy in beverage advertising. Based on contextual adaptation theory and representative corpus, this paper further discusses how beverage advertising language adapts to contextual factors to achieve pragmatic empathy effect and pragmatic function of empathy in beverage advertising language. The use of pragmatic empathy in beverage advertising reflects the process of advertisers' conscious choice and use of language. It usually has three main forms of realization: personal deixis and the use of emotional vocabulary. In order to achieve the transference effect of beverage advertisement and achieve the communicative purpose of persuasion, the advertiser must adapt to the language user (beverage consumer, social category) in the process of language choice. The use of pragmatic empathy can not only shorten the psychological distance between advertisers and beverage consumers to achieve emotional convergence, but also help beverage enterprises to establish a good brand image. To some extent, this study enriches the pragmatic study of beverage advertising language and provides some theoretical guidance for advertisers to create advertising language.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H136

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