香水广告中语用预设分析

发布时间：2018-07-11 15:58

本文选题：语用预设 + 预设触发语　；参考：《河南工业大学》2017年硕士论文

【摘要】：广告是一种特殊的交际形式,在人们的日常生活中有着重要的作用。一则成功的广告往往涉及到多种要素,例如视觉、听觉要素等,但相对其他要素而言,广告语言则更为重要。作为主导要素的广告语言极大程度地反应了广告特点。广告商可运用广告语言制作出更具有信息及说服性的广告,另一方面,语用预设作为一种有效的语言手段,广告商也常使用语用预设传递暗含信息以增添广告语言中的说服性。因此,本文将有针对性地对于广告语言中的语用预设方面进行仔细研究。众多研究者往往研究不同领域广告的语用预设,其研究结果往往缺乏针对性。于是,在具体广告领域中研究语用预设具有着深远的意义。本文选用香水广告作为研究领域,探寻语用预设在香水广告中的语篇运作机制,有利于香水广告商今后制作出更具说服性的成功的香水广告。本文选择研究香水中两大名牌迪奥和纪梵希,并对截止于2016年12月底两大品牌官网中全部香水广告作为原始数据,并最终选定52则香水广告作为有效数据。本文结合定性及定量两种研究方法,其中对于语用预设、语用触发语分布及频率统计为定量分析,而其应用及功能分析则采用定性分析。本文主要发现可总结为:首先,限定类词在香水广告中最常采用(39.1%)。其次,语用预设方面,香水广告商多采用事实预设(52.7%)和信念预设(32.7%)。最后,香水广告中的语用预设功能可总结为增添广告简洁性、含蓄性、衔接性、说服力和吸引力。总而言之,香水广告语言中的语用预设对于实现广告语境最大化及减少广告语篇负面影响有着显著效果。通过本文,香水广告商可依据不同香水产品的风格特点,分别应用不同类型的语用预设来增添广告的说服性,达成最终销售目的。
[Abstract]:Advertising is a special form of communication and plays an important role in people's daily life. A successful advertisement often involves a variety of elements, such as visual and auditory elements, but advertising language is more important than other elements. The advertising language, as the dominant factor, reflects the characteristics of the advertisement to a great extent. Advertisers can use advertising language to produce more informative and persuasive advertising. On the other hand, pragmatic presupposition as an effective language means, advertisers often use pragmatic presupposition to convey implicit information to increase the persuasiveness of advertising language. Therefore, this thesis will study the pragmatic presupposition in advertising language. Many researchers often study the pragmatic presupposition of advertisements in different fields, and the results are often lack of pertinence. Therefore, the study of pragmatic presupposition in the specific advertising field has profound significance. This paper chooses perfume advertisement as the research field and explores the discourse operation mechanism of pragmatic presupposition in perfume advertising, which is helpful for perfume advertisers to produce more persuasive and successful perfume advertisements in the future. This paper selects two famous brands Dior and Givenchy in perfume as raw data and 52 perfume advertisements as valid data at the end of December 2016. This paper combines qualitative and quantitative methods, in which pragmatic presupposition, pragmatic trigger distribution and frequency statistics are quantitatively analyzed, while its application and function are qualitatively analyzed. The main findings of this paper can be summarized as follows: firstly, qualified category words are most commonly used in perfume advertisements (39.1%). Secondly, in the aspect of pragmatic presupposition, perfume advertisers adopt fact presupposition (52.7%) and belief presupposition (32.7%). Finally, the functions of pragmatic presupposition in perfume advertising can be summarized as adding conciseness, implicature, cohesion, persuasion and attraction. In a word, pragmatic presupposition in perfume advertising language has significant effects on maximizing advertising context and reducing negative effects of advertising discourse. According to the style characteristics of different perfume products, perfume advertisers can apply different types of pragmatic presupposition to increase the persuasiveness of advertisements and achieve the final sales purpose.
【学位授予单位】：河南工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H136

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