广告模糊语言的语用分析研究
发布时间：2024-03-17 15:11
受模糊语言的启发,美国控制论专家札德于1965年创立了模糊集合论。这个理论的创立对语言学的研究产生了十分重要的影响。它为语言学诸学科提供了新的研究方法从而使许多学者对此课题产生了极大的兴趣。模糊语言学就是在运用模糊集合论研究模糊语言中产生的一门新兴学科。语言的模糊性是一种存在于人类言语交际中的普遍的语言现象,是人类自然语言固有特征,这种现象在广告语言中也不例外。在广告制作中,广告商为了达到自己的连锁目的,即引起注意—Attention;产生兴趣—Interest;激发欲望—Desire;加强记忆—Memory;导致行动—Action,并最终说服消费者来购买自己广告中所宣传的产品或服务,广告商经常采用模糊这种策略。 到目前为止,国内外学者都对模糊语言这种特殊的语言现象进行大量的理论研究并取得了一定的成就,并且有越来越多的人开始在模糊的基础上进行各自领域的研究。然而,通过大量搜集相关资料发现从语用学的视角对广告这种特殊的商业交际手段中出现的模糊语言进行更加详细的分析还需要更大的研究力度。正如何自然教授所说,“只有从语言运用的角度来分析模糊这一独特的语言现象才有意义。”因此,基于前人的研究成...
【文章页数】：73 页
【学位级别】：硕士
【文章目录】：
摘要
Abstract
Chapter One Introduction
Chapter Two Literature Review
2.1 The Definition of Vagueness and Pragmatic Vagueness
2.1.1 The Definition of Vagueness
2.1.2 The Definition of Pragmatic Vagueness
2.2 Pragmatic Vagueness and Advertising Language
2.3 Relevant Researches
2.3.1 Relevant Researches on Vagueness
2.3.2 Relevant Researches on Pragmatic Vagueness
2.3.3 Relevant Researches on Advertising Language
2.4 Summary
Chapter Three Vagueness in Advertising
3.1 Realizations of Vagueness in Advertising Language from Semantic Perspective
3.1.1 Vague Sound
3.1.2 Vague Word
3.1.3 Vague Rhetoric
3.2 Realizations of Vagueness in Advertising Language from Syntactical
3.2.1 Ellipsis
3.2.2 Independent Sentence
3.2.3 Word Order Variation
3.3 Motives behind the Employment of Vagueness in Advertising
3.3.1 An Individual Perspective
3.3.2 A Society Perspective
3.3.3 A Culture Perspective
Chapter Four Pragmatic Approach to Vagueness in Advertising
4.1 Theoretical Backgrounds
4.1.1 Pragmatic as an Ideal Tool
4.1.2 Theory of Conversational Implicature
4.2 Pragmatic Analysis on the Application of Vagueness in Advertising Language
4.2.1 The Violation of Cooperative Principle
Chapter Five Pragmatic Functions of Vagueness in Advertising
5.1 Enhancing the Flexibility of the Advertisement
5.2 Contributing Appropriateness of the Advertisement
5.3 Increasing the Memory Value of the Advertisement
5.4 Condensing the Advertisement
5.5 Mitigating Unhappiness and Embarrassment
Chapter Six Conclusion
6.1 Summary
6.2 Limitations
Bibliography
攻读硕士学位期间发表的论文及其它成果
Acknowledgements
详细摘要
本文编号：3931216
【文章页数】：73 页
【学位级别】：硕士
【文章目录】：
摘要
Abstract
Chapter One Introduction
Chapter Two Literature Review
2.1 The Definition of Vagueness and Pragmatic Vagueness
2.1.1 The Definition of Vagueness
2.1.2 The Definition of Pragmatic Vagueness
2.2 Pragmatic Vagueness and Advertising Language
2.3 Relevant Researches
2.3.1 Relevant Researches on Vagueness
2.3.2 Relevant Researches on Pragmatic Vagueness
2.3.3 Relevant Researches on Advertising Language
2.4 Summary
Chapter Three Vagueness in Advertising
3.1 Realizations of Vagueness in Advertising Language from Semantic Perspective
3.1.1 Vague Sound
3.1.2 Vague Word
3.1.3 Vague Rhetoric
3.2 Realizations of Vagueness in Advertising Language from Syntactical
3.2.1 Ellipsis
3.2.2 Independent Sentence
3.2.3 Word Order Variation
3.3 Motives behind the Employment of Vagueness in Advertising
3.3.1 An Individual Perspective
3.3.2 A Society Perspective
3.3.3 A Culture Perspective
Chapter Four Pragmatic Approach to Vagueness in Advertising
4.1 Theoretical Backgrounds
4.1.1 Pragmatic as an Ideal Tool
4.1.2 Theory of Conversational Implicature
4.2 Pragmatic Analysis on the Application of Vagueness in Advertising Language
4.2.1 The Violation of Cooperative Principle
Chapter Five Pragmatic Functions of Vagueness in Advertising
5.1 Enhancing the Flexibility of the Advertisement
5.2 Contributing Appropriateness of the Advertisement
5.3 Increasing the Memory Value of the Advertisement
5.4 Condensing the Advertisement
5.5 Mitigating Unhappiness and Embarrassment
Chapter Six Conclusion
6.1 Summary
6.2 Limitations
Bibliography
攻读硕士学位期间发表的论文及其它成果
Acknowledgements
详细摘要
本文编号：3931216
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