順應(yīng)論視角下英文汽車廣告語“不合作”現(xiàn)象探究
發(fā)布時間：2018-07-29 07:43
【摘要】：隨著全球經(jīng)濟(jì)的不斷發(fā)展,全球化的進(jìn)程的不斷加快,全球貿(mào)易變得日益密切。世界經(jīng)濟(jì)的迅速發(fā)展伴隨著信息文化交流的愈發(fā)頻繁。廣告,作為一種宣傳手段,是全球間貿(mào)易的重要紐帶。廣告已深入到社會的各個角落,廣告的發(fā)展進(jìn)入到一個前所未有的繁榮時代,成為人們?nèi)粘Ｉ钪械闹匾M成部分。廣告作為一種宣傳語言,需要擁有強(qiáng)有力的說服力,從而實現(xiàn)勸導(dǎo)消費(fèi)者消費(fèi)的目的。作為廣告信息中的最重要的載體,廣告的說服力主要體現(xiàn)在廣告語言的運(yùn)用中。鑒于廣告的重要作用,國內(nèi)外越來越多的語言學(xué)家開始從不同角度對廣告語言進(jìn)行系統(tǒng)性研究,如從社會語言學(xué)、跨文化交際、文體學(xué)等角度對廣告語言進(jìn)行研究,并且獲得一些驕人的成果。從語用學(xué)的角度對廣告語言進(jìn)行分析研究是近年來中西方語言學(xué)家致力研究的課題。但縱觀以往研究,不難發(fā)現(xiàn)發(fā)現(xiàn)將語用學(xué)中合作原則與語言順應(yīng)論結(jié)合起來對廣告語言進(jìn)行系統(tǒng)性研究的至今為數(shù)不多。且很少有理論可以全面地解釋廣告語中“不合作”的現(xiàn)象。作為一種非直接的研究交際,廣告不能對潛在消費(fèi)者造成直接影響。也就是說,為了能夠?qū)崿F(xiàn)廣告的信息以及勸說作用,廣告必須對消費(fèi)者具有吸引力�；诖�,很多廣告設(shè)計者故意違反合作原則中的準(zhǔn)則去吸引潛在消費(fèi)者的注意力。雖然有學(xué)者用禮貌原則和關(guān)聯(lián)原則對廣告語中“不合作”現(xiàn)象進(jìn)行解釋,但禮貌作為一種社會準(zhǔn)則,會因文化不同而差異很大,故其分析會限定在特定的文化內(nèi),而運(yùn)用關(guān)聯(lián)理論的研究試圖將廣告交際中所有的現(xiàn)象都?xì)w于關(guān)聯(lián),他們的解釋不能令人滿意。Verschueren的語言順應(yīng)論指出:語言使用過程是語言使用者在語言內(nèi)(即結(jié)構(gòu))、外(如交際意圖)動因的驅(qū)動下不斷作出選擇的過程。這種選擇不僅體現(xiàn)在語言結(jié)構(gòu)層面上,還同時在語言策略上進(jìn)行。語言順應(yīng)論從以下四個方面描寫和解釋語言使用現(xiàn)象:順應(yīng)的語境關(guān)聯(lián)成分、順應(yīng)的結(jié)構(gòu)對象、順應(yīng)的動態(tài)性以及順應(yīng)過程的意識突顯性。語境關(guān)聯(lián)成分包括交際語境中必須和語言選擇相互順應(yīng)的全部要素。語言的可變性、協(xié)調(diào)性和順應(yīng)性,使得語言使用者在使用語言的過程中能夠做出合適的選擇。Verschueren將語境分為交際語境和語言語境。交際語境主要包含交際雙方涉及的心理世界、社會世界以及物理世界。就語言使用這的心理世界而言,心理世界主要包括語言使用者的性格,情感,信仰和動機(jī)等。社會世界主要包含社會文化、社會準(zhǔn)則、社會習(xí)俗等。除此之外,物理世界也是影響語言使用的重要因素。主要涉及時間和空間兩個維度的概念。語言使用者在使用語言過程中,語言的選擇需要符合語言語境與交際語境。廣告語言的使用可被看做是廣告語言不斷選擇的過程,其目的在于順應(yīng)語言使用的語境。廣告語言的使用不僅是語言形式的選擇,還包括語言策略的選擇。廣告語中的“不合作”現(xiàn)象就是廣告商語言策略的應(yīng)用表現(xiàn)。目的在于順應(yīng)消費(fèi)者的心理世界,以及廣告出現(xiàn)的社會世界和物理世界,從而成功勸導(dǎo)消費(fèi)。從某種意義上講,消費(fèi)者的消費(fèi)行為主要受消費(fèi)心理所影響,也就是說,商業(yè)廣告需要順應(yīng)消費(fèi)者的心理世界以實現(xiàn)廣告的功能。但是合作原則、關(guān)聯(lián)原則以及其他的理論忽視了目標(biāo)受眾的心理世界。此外,在語用學(xué)中,大多數(shù)關(guān)于語境的定義不夠全面。一般來講,語境是靜態(tài)的而廣告交際是動態(tài)的過程。忽略語境的重要作用必然會導(dǎo)致對任何交際的解釋不盡如人意。為了解決這個問題,本文作者采用動態(tài)順應(yīng)論來解釋廣告語中的不合作現(xiàn)象。在順應(yīng)論中,消費(fèi)者的心理世界、精神世界以及物理世界被充分考慮。本文以合作原則和語言順應(yīng)論作為理論基礎(chǔ),對廣告語言進(jìn)行系統(tǒng)的調(diào)查研究。本文通過對汽車廣告語言中“不合作”現(xiàn)象進(jìn)行闡釋,一方面旨在對廣告創(chuàng)作和解讀予以一定的指導(dǎo),使廣告交際更加順暢;另一方面,旨在幫助廣告消費(fèi)者能夠正確解讀廣告中的信息。通過研究發(fā)現(xiàn),“合作原則”本身并不能解釋廣告語中的不合作現(xiàn)象。因此,本文用“語言順應(yīng)論”來解釋汽車廣告語中的不合作現(xiàn)象,得出結(jié)論:廣告商通過違反合作原則,去順應(yīng)廣告交際的語境,滿足消費(fèi)者的需求,從而實現(xiàn)順利銷售產(chǎn)品的最終目的。
[Abstract]:With the continuous development of the global economy and the accelerating process of globalization, Global trade has become increasingly close. The rapid development of the world economy is accompanied by more frequent information and cultural exchanges. Advertising, as a means of publicity, is an important link between Global trade. Advertising has entered every corner of the society and the development of advertising has entered. An era of unprecedented prosperity has become an important part of people's daily life. As a propaganda language, advertising needs strong persuasion so as to realize the purpose of persuading consumers to consume. As the most important carrier in advertising information, advertising is mainly embodied in the use of advertising language. The important role of advertising is that more and more linguists at home and abroad have begun to study advertising language systematically from different angles, such as sociolinguistics, cross-cultural communication, stylistics and other aspects of advertising language, and have gained some remarkable achievements. The analysis of advertising language from the perspective of pragmatics is a recent study. However, it is not difficult to find that the cooperative principles of pragmatics and linguistic adaptation have not been systematically studied in the past, and few theories can fully explain the phenomenon of "non cooperation" in the advertising language. In the study of communication, advertising does not have a direct impact on potential consumers. In other words, in order to be able to realize the information and persuasive effect of advertising, advertising must be attractive to consumers. Based on this, many advertising designers deliberately violate the principles of cooperation to attract the attention of potential consumers. Although some scholars use politeness, they are polite. The principle and the principle of relevance explain the phenomenon of "non cooperation" in advertising language, but politeness as a social norm will vary greatly because of different cultures. Therefore, the analysis will be limited to a specific culture, and the use of relevance theory tries to relate all the images in the advertising communication. Their explanation is not satisfactory. The linguistic adaptation theory of.Verschueren points out that language use process is the process of continuous selection by language users in language (i.e. structure) and external (such as communicative intention). This choice is not only reflected in the linguistic structure level, but also in the language strategy. The language adaptation theory is described and explained from the following four aspects. The use of language: the contextual elements of adaptation, the structural objects that conform to the structure, the dynamics of adaptation and the awareness of the conforming process. The contextual related components include all the elements that must be complying with the choice of language in the communicative context. The variability, coordination and CIS of language can make the language users in the process of using language. It is possible to make the appropriate choice.Verschueren to divide context into communicative context and linguistic context. The communicative context mainly includes the psychological world, the social world and the physical world involved by the two parties. In terms of the psychological world used by language, the psychological world mainly includes the character, emotion, belief and motivation of the language users. In addition to this, the physical world is also an important factor affecting the use of language. It mainly involves the concept of two dimensions of time and space. Language users in the use of language, the choice of language needs to conform to the language and communicative context. The use of advertising language can be seen as a language. The purpose of advertising language is to adapt to the context of language use. The use of advertising language is not only the choice of language forms, but also the choice of language strategies. The phenomenon of "non cooperation" in advertising language is the application of advertising language strategies. The purpose is to respond to the psychological world of consumers and advertising. In a sense, consumer behavior is mainly influenced by consumer psychology in a sense, that is, commercial advertising needs to comply with the consumer's psychological world to realize the function of advertising. But the principle of cooperation, the principle of association and other theories ignore the target audience. In addition, in pragmatics, most of the definitions of context are not comprehensive. Generally speaking, context is static and advertising communication is a dynamic process. The important role of ignoring context will inevitably lead to unsatisfactory interpretation of any communication. In order to solve this problem, the author uses dynamic adaptation theory to explain the wide range. In the conformance, the psychological world, the spiritual world and the physical world are fully considered in the adaptation theory. This article is based on the principle of cooperation and the theory of linguistic adaptation as the theoretical basis for the systematic investigation and study of the advertising language. This article is to explain the "non cooperation" in the language of the automobile advertising, on the one hand. On the other hand, it is aimed at helping the advertising consumers to correctly interpret the information in the advertisement. On the other hand, it is found that the "cooperative principle" itself does not explain the uncooperative phenomenon in the advertising language. The phenomenon of non cooperation in the announcement comes to the conclusion that the advertisers will conform to the context of advertising communication and meet the needs of consumers by violating the principle of cooperation, thus realizing the ultimate goal of the smooth sale of the products.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：H313
本文編號：2151991
[Abstract]:With the continuous development of the global economy and the accelerating process of globalization, Global trade has become increasingly close. The rapid development of the world economy is accompanied by more frequent information and cultural exchanges. Advertising, as a means of publicity, is an important link between Global trade. Advertising has entered every corner of the society and the development of advertising has entered. An era of unprecedented prosperity has become an important part of people's daily life. As a propaganda language, advertising needs strong persuasion so as to realize the purpose of persuading consumers to consume. As the most important carrier in advertising information, advertising is mainly embodied in the use of advertising language. The important role of advertising is that more and more linguists at home and abroad have begun to study advertising language systematically from different angles, such as sociolinguistics, cross-cultural communication, stylistics and other aspects of advertising language, and have gained some remarkable achievements. The analysis of advertising language from the perspective of pragmatics is a recent study. However, it is not difficult to find that the cooperative principles of pragmatics and linguistic adaptation have not been systematically studied in the past, and few theories can fully explain the phenomenon of "non cooperation" in the advertising language. In the study of communication, advertising does not have a direct impact on potential consumers. In other words, in order to be able to realize the information and persuasive effect of advertising, advertising must be attractive to consumers. Based on this, many advertising designers deliberately violate the principles of cooperation to attract the attention of potential consumers. Although some scholars use politeness, they are polite. The principle and the principle of relevance explain the phenomenon of "non cooperation" in advertising language, but politeness as a social norm will vary greatly because of different cultures. Therefore, the analysis will be limited to a specific culture, and the use of relevance theory tries to relate all the images in the advertising communication. Their explanation is not satisfactory. The linguistic adaptation theory of.Verschueren points out that language use process is the process of continuous selection by language users in language (i.e. structure) and external (such as communicative intention). This choice is not only reflected in the linguistic structure level, but also in the language strategy. The language adaptation theory is described and explained from the following four aspects. The use of language: the contextual elements of adaptation, the structural objects that conform to the structure, the dynamics of adaptation and the awareness of the conforming process. The contextual related components include all the elements that must be complying with the choice of language in the communicative context. The variability, coordination and CIS of language can make the language users in the process of using language. It is possible to make the appropriate choice.Verschueren to divide context into communicative context and linguistic context. The communicative context mainly includes the psychological world, the social world and the physical world involved by the two parties. In terms of the psychological world used by language, the psychological world mainly includes the character, emotion, belief and motivation of the language users. In addition to this, the physical world is also an important factor affecting the use of language. It mainly involves the concept of two dimensions of time and space. Language users in the use of language, the choice of language needs to conform to the language and communicative context. The use of advertising language can be seen as a language. The purpose of advertising language is to adapt to the context of language use. The use of advertising language is not only the choice of language forms, but also the choice of language strategies. The phenomenon of "non cooperation" in advertising language is the application of advertising language strategies. The purpose is to respond to the psychological world of consumers and advertising. In a sense, consumer behavior is mainly influenced by consumer psychology in a sense, that is, commercial advertising needs to comply with the consumer's psychological world to realize the function of advertising. But the principle of cooperation, the principle of association and other theories ignore the target audience. In addition, in pragmatics, most of the definitions of context are not comprehensive. Generally speaking, context is static and advertising communication is a dynamic process. The important role of ignoring context will inevitably lead to unsatisfactory interpretation of any communication. In order to solve this problem, the author uses dynamic adaptation theory to explain the wide range. In the conformance, the psychological world, the spiritual world and the physical world are fully considered in the adaptation theory. This article is based on the principle of cooperation and the theory of linguistic adaptation as the theoretical basis for the systematic investigation and study of the advertising language. This article is to explain the "non cooperation" in the language of the automobile advertising, on the one hand. On the other hand, it is aimed at helping the advertising consumers to correctly interpret the information in the advertisement. On the other hand, it is found that the "cooperative principle" itself does not explain the uncooperative phenomenon in the advertising language. The phenomenon of non cooperation in the announcement comes to the conclusion that the advertisers will conform to the context of advertising communication and meet the needs of consumers by violating the principle of cooperation, thus realizing the ultimate goal of the smooth sale of the products.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：H313
【相似文獻(xiàn)】
相關(guān)期刊論文 前10條
1 Andy;;汽車廣告之速度篇[J];美與時代(上半月);2008年06期
2 Andy;;汽車廣告之安全篇[J];美與時代(上半月);2008年07期
3 葉英英;淺談汽車廣告[J];寧波大學(xué)學(xué)報(人文科學(xué)版);1998年01期
4 張冰冰;;汽車廣告的人文導(dǎo)向研究[J];藝術(shù)與設(shè)計(理論);2010年01期
5 趙彤;;私家車時代的電視汽車廣告:空間、心態(tài)和附屬物[J];當(dāng)代電視;2010年05期
6 陳誠;;廣告語篇修辭機(jī)制和模式研究——以汽車廣告為例[J];文學(xué)界(理論版);2012年07期
7 陳啟佑;汽車廣告與新詩[J];修辭學(xué)習(xí);1999年05期
8 卓雯雯;;媒體競爭下的汽車廣告創(chuàng)意問題思考[J];藝術(shù)科技;2014年03期
9 劉睿;肖新英;;汽車廣告語中的“雙關(guān)”賞析[J];大家;2011年18期
10 李芳;;順應(yīng)視角下的汽車廣告語研究[J];金田(勵志);2012年10期
相關(guān)重要報紙文章 前10條
1 本報記者 那日斯;汽車廣告 擋不住的誘惑看不夠的你[N];中國機(jī)電日報;2001年
2 潘勁松;華南地區(qū)汽車廣告投放分析（上）[N];中華新聞報;2003年
3 陳靜;我國汽車廣告的變遷[N];中國經(jīng)濟(jì)導(dǎo)報;2007年
4 陳靜;汽車廣告羽化為蝶[N];中國消費(fèi)者報;2007年
5 梟冬;汽車廣告的罪與罰[N];現(xiàn)代物流報;2008年
6 本報記者 趙霞;汽車廣告即將迎來文化大戰(zhàn)[N];中華工商時報;2008年
7 龐仙;汽車廣告 煽情多多 創(chuàng)意無限[N];中國工商報;2003年
8 吳學(xué)安;汽車廣告銷車有術(shù)[N];中國經(jīng)濟(jì)導(dǎo)報;2005年
9 ;消費(fèi)者青睞以人為本的汽車廣告[N];中國汽車報;2002年
10 劉袁娜;汽車廣告有三欠[N];中國汽車報;2003年
相關(guān)碩士學(xué)位論文 前10條
1 魏思文;汽車廣告語言分析[D];東北師范大學(xué);2010年
2 宋念華;中國汽車廣告探微[D];武漢大學(xué);2005年
3 康曼;汽車廣告語中的前景化現(xiàn)象研究[D];河北大學(xué);2013年
4 何真宇;中外平面雜志汽車廣告對比研究對《汽車雜志》與AUTO雜志的內(nèi)容分析[D];西南交通大學(xué);2015年
5 程禹茜;順應(yīng)論視角下英文汽車廣告語“不合作”現(xiàn)象探究[D];吉林大學(xué);2016年
6 路靜;文化視角中的中英文汽車廣告對比分析[D];吉林大學(xué);2005年
7 虞安驥;中國汽車廣告語篇中的評估語言態(tài)度研究[D];江西師范大學(xué);2011年
8 洪悅;汽車廣告對中國汽車消費(fèi)文化的影響[D];東北師范大學(xué);2012年
9 張艷;報紙汽車廣告經(jīng)營研究[D];暨南大學(xué);2013年
10 王紅霞;我國汽車廣告的現(xiàn)狀及發(fā)展趨勢研究[D];山西大學(xué);2010年
，本文編號：2151991
本文鏈接：http://sikaile.net/waiyulunwen/yingyulunwen/2151991.html
最近更新
教材專著
