中文化妆品广告语篇的语用预设新视角研究

发布时间：2018-05-15 01:38

本文选题：语用预设 + 广告语篇　；参考：《广东外语外贸大学》2017年硕士论文

【摘要】：本文从语用预设新视角研究中文化妆品广告语篇,旨在帮助广告商利用语用预设合法有效地实现广告的商业目的。以LS模型中的消费者心理和预设相关理论为基础,本文将语用预设分为四类,分别是事实预设,信念预设,状态预设以及文化预设。在此基础上,本文通过定性研究的方法,对选取的语料进行实例分析。研究发现,事实预设通过陈述事实来提高产品的可信度,信念预设通过强化或者挑战消费者已有的信念来促使消费者接受产品,状态预设通过回忆或者展望自身状态来激发购物欲望,文化预设则可以引发消费者的共鸣。其中,针对事实预设,本文与《化妆品广告管理办法》(中华人民共和国国家工商行政管理总局通过)进行对比分析后,运用语篇预设新视角提出化妆品广告中四类非法利用事实预设的情形,包括数据,专家推荐,产品功效以及医疗用词等。最后,本文提出了合法合理使用语用预设的建议,总结了针对不同消费心理的四类语用预设,并从广告商,消费者和政府三个角度指出了规避其违法使用的相关举措。本研究兼具理论和实践意义。从理论层面而言,本文以更加简练的方式对语用预设进行重新分类。同时,本文还引进了《化妆品广告管理办法》对语用预设的子分类——事实预设的非法应用进行了讨论。这一点在以往研究中几乎无人问津。从实践的角度看,本文希望可以为化妆品广告语篇的设计提供一种更有艺术性和说服力的视角,同时可以使商家规避对语用预设的违法使用。
[Abstract]:This paper studies Chinese cosmetics advertising discourse from a new perspective of pragmatic presupposition in order to help advertisers to use pragmatic presupposition to achieve the commercial purpose of advertising legally and effectively. Based on the relevant theories of consumer psychology and presupposition in LS model, this paper divides pragmatic presupposition into four categories: factual presupposition, belief presupposition, state presupposition and cultural presupposition. On this basis, this paper carries on the case analysis to the selected corpus through the qualitative research method. The study found that fact presupposition enhances product credibility by stating facts, and belief presuppositions promote consumers to accept products by reinforcing or challenging existing consumer beliefs. State presupposition stimulates shopping desire by recalling or looking forward to its own state, while cultural presupposition can arouse consumers' resonance. Among them, in view of the fact presupposition, this article compares and analyzes with the Cosmetics Advertising Administration (adopted by the State Administration for Industry and Commerce of the people's Republic of China). Using the new perspective of discourse presupposition, this paper presents four kinds of cases in cosmetic advertising that illegally utilize factual presupposition, including data, expert recommendation, product efficacy and medical words, and so on. Finally, this paper puts forward some suggestions on the legal and rational use of pragmatic presupposition, summarizes four kinds of pragmatic presuppositions for different consumer psychology, and points out the relevant measures to avoid their illegal use from the perspectives of advertisers, consumers and the government. This study has both theoretical and practical significance. Theoretically, this paper reclassifies pragmatic presupposition in a more concise way. At the same time, this paper also introduces the "Cosmetics Advertising Management method" to discuss the illegal application of pragmatic presupposition-factual presupposition. This is a point that has hardly been addressed in previous studies. From a practical point of view, this paper hopes to provide a more artistic and persuasive perspective for the design of cosmetics advertising discourse, and at the same time, it can make merchants avoid the illegal use of pragmatic presupposition.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H136

【参考文献】