语用预设在现代广告语中的应用研究
发布时间：2018-08-24 16:28
【摘要】：语用预设成为现代汉语语言表达的一种语法手段,其因性质特殊,经常在广告语言中广泛应用,从而使广告的宣传功能得到进一步加强。当前,广告逐渐普及到社会生活的各个角落,从多个角度渗透到人们的日常生活。本文主要研究的对象是语用预设,通过对语用预设在广告用语运用中研究,进一步发挥语用预设的功效,更深一层探讨广告语中语用预设的运用策略和功能作用。语用预设能够为短暂的,简单的广告语言隐含更加丰富、更加精准的商品信息,有效弥补广告语言介绍商品信息不完善、不详尽的缺憾。在广告的应用中,其最主要的目的是向社会大众传播服务和产品,但其根本目的是吸引消费着的购买欲望,销售产品或服务。语用预设在广告的应用中发挥着重要的作用,具体表现在其经常被应用在语言的表现形式、策略的应用及信息传递等方面。本论文的研究,将会为语用预设在广告中的应用,积累丰富的理论参考和实践应用经验,为广告设计者提供一系列可参考的运用策略,使广告的舒服感和宣传效应得到提升,最终实行广告吸引顾客消费目的。
[Abstract]:Pragmatic presupposition has become a kind of grammatical means of modern Chinese language expression. Because of its special nature, pragmatic presupposition is often widely used in advertising language, which further strengthens the propaganda function of advertisement. At present, the advertisement gradually popularizes every corner of the social life, permeates into people's daily life from many angles. This paper focuses on pragmatic presupposition. Through the study of pragmatic presupposition in the use of advertising language, we can give full play to the effect of pragmatic presupposition, and further explore the strategies and functions of pragmatic presupposition in advertising. Pragmatic presupposition can make up for the imperfections and imperfections of the information in advertising language. In the application of advertising, its main purpose is to spread services and products to the public, but its fundamental purpose is to attract consumer desire to buy, to sell products or services. Pragmatic presupposition plays an important role in the application of advertising. The research of this thesis will accumulate rich theoretical and practical experience for the application of pragmatic presupposition in advertising, and provide a series of referential strategies for advertising designers, so as to enhance the sense of comfort and publicity effect of advertising. Finally, the purpose of advertising to attract customers is implemented.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：H136
[Abstract]:Pragmatic presupposition has become a kind of grammatical means of modern Chinese language expression. Because of its special nature, pragmatic presupposition is often widely used in advertising language, which further strengthens the propaganda function of advertisement. At present, the advertisement gradually popularizes every corner of the social life, permeates into people's daily life from many angles. This paper focuses on pragmatic presupposition. Through the study of pragmatic presupposition in the use of advertising language, we can give full play to the effect of pragmatic presupposition, and further explore the strategies and functions of pragmatic presupposition in advertising. Pragmatic presupposition can make up for the imperfections and imperfections of the information in advertising language. In the application of advertising, its main purpose is to spread services and products to the public, but its fundamental purpose is to attract consumer desire to buy, to sell products or services. Pragmatic presupposition plays an important role in the application of advertising. The research of this thesis will accumulate rich theoretical and practical experience for the application of pragmatic presupposition in advertising, and provide a series of referential strategies for advertising designers, so as to enhance the sense of comfort and publicity effect of advertising. Finally, the purpose of advertising to attract customers is implemented.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：H136
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