顺应论视角下英汉饮料广告语中模糊限制语的对比研究

发布时间：2019-01-20 10:56

【摘要】：模糊限制语作为模糊语言学中最重要的组成成分之一,自1972年由Lakoff首次提出后,很多学者主要从语义学和逻辑学对其进行研究。20世纪80年代以后,随着语用学的兴起和日渐成熟,越来越多的学者开始从顺应论,关联论,合作原则和礼貌原则等角度研究实用语篇中的模糊现象,包括广告语中的模糊限制语。随着经济的快速发展以及全球化的不断推进,广告在人们的日常生活中扮演着越来越重要的角色。但是很少有学者研究中英广告语中模糊限制语的使用情况,因此本文以顺应论作为理论框架对比分析中英饮料广告语中模糊限制语使用的异同,试图引起学界对中英模糊限制语研究的关注,以期推动和发展模糊限制语在中英广告语中的应用。由比利时学者Verschueren提出的顺应论被认为是语用学中最具影响力和解释力的理论之一。该理论的核心内容是语言的使用是一个不断动态选择和顺应的过程。广告的创作也是广告设计者不断做出选择的过程,在选择的过程中他需要动态顺应不同的语境因素以及语言结构来引起消费者的注意,诱使他们采取行动。本文从网络,报纸,广告宣传页等随机收集英汉各130条饮料广告语作为语料,以顺应论为理论框架,通过对语料的定量定性分析,探讨英汉饮料广告语中模糊限制语的使用是否存在异同以及产生异同的深层顺应因素。研究结果表明:中英饮料广告语中都存在着模糊限制语,但在模糊限制语的应用上,中英饮料广告语既有相同点也有不同点。其中相同点主要体现在,首先中英饮料广告语中都使用了模糊限制语;其次,二者都偏爱使用变动型模糊限制语特别是程度变动型限制语而不喜欢缓和型限制语语尤其是间接缓和型限制语;最后,他们在范围变动型限制语和间接缓和语的使用上有相似之处。而不同点在于首先英语饮料广告语中模糊限制语的使用总频率显著高于中文;而且在四种类型模糊限制语的使用频率上英语饮料广告语都高于中文饮料广告语;另外二者在程度变动型限制语和直接缓和语的使用上存在显著性差异。根据顺应论,中英饮料广告语中大量使用模糊限制语主要是为了顺应消费者追求安全和被爱以及概念模糊的心理世界和广告设计者渴望与消费者建立良好关系的心理,广告要求简洁的客观世界以及广告特殊的交际风格;而中英不同的文化价值观,不同的语言结构以及不同程度的元语用意识都会影响广告设计者对模糊限制语的偏好。本研究不仅能丰富现有的模糊限制语的研究,而且可以帮助消费者了解广告设计者使用的语言策略,避免掉入商家的陷阱;同时也对广告语的创作特别是跨国广告语的创作有一定的指导意义。
[Abstract]:As one of the most important components of fuzzy linguistics, since it was first proposed by Lakoff in 1972, many scholars have studied it mainly from semantics and logic. With the rise and maturity of pragmatics, more and more scholars begin to study vagueness in practical discourse from the perspectives of adaptation theory, relevance theory, cooperative principle and politeness principle, including hedges in advertising. With the rapid development of economy and globalization, advertising plays a more and more important role in people's daily life. However, few scholars have studied the use of hedges in Chinese and English advertising, so this paper uses adaptation theory as a theoretical framework to compare and analyze the similarities and differences of the use of hedges in Chinese and English beverage advertising. This paper attempts to draw attention to the study of Chinese and English hedges in order to promote and develop the application of hedges in Chinese and English advertising. The adaptation theory proposed by Belgian scholar Verschueren is considered to be one of the most influential and explanatory theories in pragmatics. The core of this theory is that language use is a process of dynamic choice and adaptation. The creation of advertisement is also the process of the advertisement designer making the choice constantly. In the process of choosing, he needs to adapt to different contextual factors and language structure dynamically to attract the attention of consumers and induce them to take action. In this paper, 130 beverage advertisements in English and Chinese are collected randomly from internet, newspaper and advertising pages, and the adaptation theory is taken as the theoretical framework, and the quantitative qualitative analysis of the corpus is carried out. This paper explores whether there are similarities and differences in the use of hedges in English and Chinese beverage advertisements and the underlying adaptation factors that produce similarities and differences. The results show that there are hedges in both Chinese and English beverage advertisements, but in the application of the hedges, there are both similarities and differences in the English and Chinese beverage advertisements. The similarities are mainly reflected in: first of all, both Chinese and English beverage advertisements use hedges; Secondly, both of them prefer to use variable hedges, especially those with variable degree, and not to use extenuating hedges, especially indirect hedges. Finally, they have similarities in the use of range variant hedges and indirect modifiers. The difference lies in the fact that the total frequency of using hedges in English beverage advertisements is significantly higher than that in Chinese, and that in the four types of hedges, the frequency of use of English beverage advertisements is higher than that of Chinese ones. In addition, there are significant differences between the two groups in the use of variable degree hedges and direct detente. According to adaptation theory, the use of hedges in English and Chinese beverage advertisements is mainly to conform to the psychological world in which consumers seek safety and be loved and the concept is vague, as well as the desire of advertisers to establish a good relationship with consumers. Advertising requires a concise objective world and a special communicative style of advertising; However, different cultural values, different language structures and different degrees of metaphorical awareness in China and English will affect the preference of advertising designers for hedges. This study can not only enrich the existing research on hedges, but also help consumers understand the language strategies used by advertising designers and avoid falling into the trap of merchants. At the same time, it also has certain guiding significance to the creation of advertising language, especially the creation of transnational advertising language.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：H136;H313

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