本文關(guān)鍵詞： 公益廣告語 語境 合作原則 禮貌原則 最佳關(guān)聯(lián) 語用策略　出處：《東北師范大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：奧格威曾說過,廣告是詞語的生涯。也就是說,即使再有創(chuàng)意的廣告,倘若沒有語言,廣告也就失去了靈魂。近些年來,伴隨著中國廣告業(yè)的蓬勃發(fā)展,公益廣告映入我們眼簾。公益廣告作為一種特殊的言語交際活動(dòng),向公眾傳播有益的社會(huì)觀念,旨在“潤物細(xì)無聲”地引導(dǎo)公眾。公益廣告猶如一縷清風(fēng),溫情脈脈地喚醒人們的公益素養(yǎng),給人們以啟迪。公益廣告要想達(dá)到良好的傳播效果,吸引公眾去注意,這要求廣告的內(nèi)容要有新穎的創(chuàng)意和修辭,還要運(yùn)用語用策略和手段,并在創(chuàng)作過程中了解公益廣告語的語用特點(diǎn),遵循其語用原則。筆者將選取近幾年公益廣告語為語料,嘗試以語用學(xué)理論為主,宏觀地分析廣告語言受哪些因素影響和制約,以探究出一些具有指導(dǎo)意義的公益廣告語的創(chuàng)作原則,使公益廣告語語用理論方面的研究進(jìn)一步地深入和發(fā)展。通過對(duì)公益廣告語在語用方面的研究,整篇論文分六部分展開論述:(1)緒言部分明確了研究對(duì)象,界定了含義,概括了公益廣告語研究現(xiàn)狀及語料來源。(2)在公益廣告語中,語境和預(yù)設(shè)發(fā)揮著十分重要的作用,比如語境能使廣告語消除歧義還可以賦予其言外之意等;語用預(yù)設(shè)能夠簡(jiǎn)化語言、增強(qiáng)廣告效果、還能增強(qiáng)公益廣告的說服力等。(3)從合作原則、禮貌原則及相關(guān)次準(zhǔn)則對(duì)公益廣告語進(jìn)行闡述,探討了使用語用原則對(duì)公益廣告語的調(diào)節(jié)作用,使廣告達(dá)到更好的宣傳效果。(4)公益廣告語中存在模糊語言現(xiàn)象,并體現(xiàn)在各個(gè)語言層面中。存在模糊語言的原因有很多,既有客觀的又有主觀的。(5)分析了受眾是如何通過公益廣告創(chuàng)作者所設(shè)計(jì)的明示刺激來獲得最佳關(guān)聯(lián)的;還分析怎樣創(chuàng)作才能使公眾用最小的努力來推理出廣告語的背后涵義,使廣告達(dá)到預(yù)期效果。(6)最后討論了公益廣告是如何順應(yīng)受眾的心理世界。本次研究發(fā)現(xiàn):無論對(duì)公益廣告的創(chuàng)作還是理解,都有重要的指導(dǎo)意義。首先,對(duì)公益廣告作者來說,能夠探尋出一些廣告語創(chuàng)作原則,重視語用學(xué)的重要性。如果他們能注意并使用語用策略,就能夠制作出更好的廣告語。其次,對(duì)于受眾來說,幫助了他們更好地去理解生活中遇到的公益廣告,在閱讀廣告的過程中,把握好自己理解的標(biāo)尺。最后,此次研究成果擴(kuò)展了語用學(xué)研究廣度,也豐富了語用學(xué)研究素材,具有現(xiàn)實(shí)意義。
[Abstract]:Ogilvy once said that advertising is a career of words. That is to say, even if there is no more creative advertising, advertising will lose its soul if there is no language. In recent years, China's advertising industry has been booming. As a kind of special verbal communication activity, public service advertisement spreads beneficial social concept to the public, aiming at guiding the public with "moisturizing things silently". Public service advertisement is like a wisp of breeze. In order to achieve good communication effect and attract the public attention, the content of public service advertisement should have novel ideas and rhetoric. We should also use pragmatic strategies and means to understand the pragmatic characteristics of public service advertising language and follow its pragmatic principles in the process of creation. The author will choose the public service advertising language as the corpus in recent years and try to use pragmatic theory as the main body. Macro analysis of advertising language by what factors and constraints, in order to explore some guiding significance of the creation of public service advertising principles. Through the study of the pragmatic aspects of the public service advertising language, the whole paper is divided into six parts to discuss the subject of the study. This paper defines the meaning and summarizes the present situation of the study of public service advertising language and the source of the corpus.) context and presupposition play a very important role in the public service advertising language. For example, context can make advertising words clear of ambiguity, and it can also give them the implied meaning and so on. Pragmatic presupposition can simplify language, enhance advertising effect, and enhance the persuasiveness of public service advertising. This paper explores the effect of pragmatic principles on the regulation of public service advertising language, so that the advertising can achieve a better publicity effect. 4) there is a vague language phenomenon in the public service advertising language. There are many reasons for the existence of fuzzy language. This paper analyzes how the audience obtains the best relevance through the explicit stimulus designed by the creator of public service advertisement. It also analyzes how to create to make the public use the minimum effort to infer the meaning behind the advertising language. Finally, it discusses how the public service advertising conforms to the psychological world of the audience. This study finds that: whether the creation or understanding of public service advertising, there is an important guiding significance. First of all. For the authors of public service advertisements, they can find out some principles of advertising language creation and attach importance to the importance of pragmatics. If they can pay attention to and use pragmatic strategies, they can produce better advertising language. Secondly. For the audience, it helps them to better understand the public service advertisements encountered in life, and to grasp their own understanding of the scale in the process of reading advertisements. Finally, the research results expand the breadth of pragmatic research. It also enriches the research materials of pragmatics and has practical significance.
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：H136

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