基于SPB模型的汽车广告语的认知机制研究

发布时间：2018-04-19 00:19

本文选题：汽车广告语 + 社会性　；参考：《四川外国语大学》2017年硕士论文

【摘要】：作为现代社会经济发展的一种产物,广告与人们的生活息息相关。广告为我们提供产品信息的同时,也深深地影响着我们的消费习惯和思维方式。汽车作为一种重要的交通工具,随着社会的不断进步和人们生活水平的不断提高,其功能也在发生着变化。它不再仅仅是一种交通工具,而更多的是人们身份、地位、品味的象征,在一定程度上体现了消费者的精神状态及个人追求。纵观前人研究,我们发现,大多数学者仅用某一语言学理论从语言特点、修辞手法等角度对汽车广告语言进行研究,鲜有学者考察其背后的社会因素和人们的社会认知。认知社会语言学视“社会、认知、语言”为主要研究内容,认为语言是人们在现实生活中进行认知加工的产物,使用中的语言必然受到社会环境的影响,因此语言研究必须关注语言的的社会性。基于此,本文以8个汽车品牌的164条汽车广告语为研究对象,在认知社会语言学视域下,借鉴突显观及概念整合理论的基础上,作者拟构建SPB模型,并辅以问卷调查,试图揭示汽车广告语的认知机制,旨在发现汽车生产商和广告商是如何通过广告引导消费者,并促使他们购买汽车。数据结果显示,164条汽车广告语分别凸显了汽车的性能、外观、品牌等9类特点,尤其突显了汽车的性能,共计63条(占38.41%)。132份问卷调查结果显示,购买汽车时,影响消费者最主要因素是安全性、价格和耗油量。基于SPB模型的分析,研究发现,大多数汽车广告语均是基于消费者的需求来突显汽车的主要特点;但在164条汽车广告语中,只有一条广告语体现了汽车的安全性,这与调查问卷中的最主要影响因素相背离。研究表明,汽车生产商和广告商在广告中适时根据社会心理,基于消费者的社会需求和心理期待,突显了该车最主要的特点,以此来拉近与消费者的距离,引起共鸣,最终促使消费者购买该车。但汽车的安全性并不能作为汽车的主要特点,而是汽车作为消费产品的基本前提,是消费者对消费产品最基本要求。研究表明,在认知社会语言学视域下,本文构建的SPB模型对汽车广告语具有较强的解释力,同时也表明将突显观与概念整合相结合的可行性和必要性。
[Abstract]:As a product of modern social and economic development, advertising is closely related to people's life.Advertising provides us with product information, but also deeply affects our consumption habits and ways of thinking.As an important vehicle, with the development of society and the improvement of people's living standard, the function of automobile is changing.It is no longer just a means of transportation, but more is a symbol of people's identity, status, taste, to a certain extent, reflects the consumer's mental state and personal pursuit.Throughout the previous studies, we find that most scholars only use a certain linguistic theory to study automotive advertising language from the perspective of linguistic characteristics and rhetorical devices, and few scholars investigate the social factors behind it and people's social cognition.Cognitive sociolinguistics regards "society, cognition and language" as the main research content, and holds that language is the product of cognitive processing in real life, and the language in use is bound to be influenced by social environment.Therefore, language research must pay attention to the sociality of language.Based on this, this paper takes 164 automobile advertising words of 8 automobile brands as the research object, and from the perspective of cognitive sociolinguistics, on the basis of the theory of salience and conceptual integration, the author intends to construct a SPB model, supplemented by a questionnaire survey.This paper attempts to reveal the cognitive mechanism of auto advertising language in order to find out how auto makers and advertisers guide consumers through advertising and encourage them to buy cars.The results of the data show that 164 vehicle advertisements highlight the performance, appearance and brand of the car respectively, especially the performance of the car. A total of 63 (38.411,132) questionnaires show that when buying a car,The most important factors affecting consumers are safety, price and fuel consumption.Based on the analysis of SPB model, it is found that most of the vehicle advertising language is based on the needs of consumers to highlight the main characteristics of the car, but in the 164 vehicle advertising language, only one of the advertising language reflects the safety of the car.This deviates from the main influencing factors in the questionnaire.Research shows that automobile manufacturers and advertisers in advertising timely according to the social psychology, based on the social needs and psychological expectations of consumers, highlighted the car's most important characteristics, in order to close the distance between consumers, and resonate.Eventually, consumers were prompted to buy the car.But the safety of the automobile is not the main characteristic of the automobile, but the basic premise of the automobile as the consumer product and the most basic requirement of the consumer.From the perspective of cognitive sociolinguistics, the study shows that the SPB model constructed in this paper has a strong explanatory power to the automotive advertising language, and it also shows the feasibility and necessity of combining the salience view with the conceptual integration.
【学位授予单位】：四川外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H030

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