本文關(guān)鍵詞： 廣告交際 認(rèn)知語境 語境效果 明示--推理　出處：《上海師范大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 廣告,在我們的生活中隨處可見。作為一種常見的社會現(xiàn)象,廣告吸引了很多學(xué)者的注意力。很多學(xué)者已從不同的角度對廣告開展了大量研究。一些學(xué)者己從符號學(xué)、文體學(xué)、語用學(xué)的角度對廣告進(jìn)行了研究。自1986年斯波伯和威爾遜出版了《關(guān)聯(lián)性:交際與認(rèn)知》,很多學(xué)者又把他們的注意力轉(zhuǎn)向運用關(guān)聯(lián)理論去研究言語交際。 根據(jù)關(guān)聯(lián)理論,言語交際是一種明示--推理的交際過程。從說話人的角度來看,交際是一種明示過程,即把說話人的信息意圖明白地展現(xiàn)出來;而從聽話人的角度來看,交際又是一個推理過程,也就是聽話人根據(jù)說話人的明示刺激來推理說話人的交際意圖的過程。 廣告交際,作為人類言語交際的一種比較特殊的形式,是廣告商和廣告受眾之間的交際。本文試圖在關(guān)聯(lián)理論的框架內(nèi)分析廣告交際的明示推理過程,對廣告受眾獲得最佳關(guān)聯(lián)完成廣告交際的過程加以闡釋。 基于關(guān)聯(lián)理論框架的廣告交際研究,本文針對廣告設(shè)計提出了一些建議:設(shè)計廣告時,廣告商首先要保證廣告能夠吸引廣告受眾的注意力,其次要促使廣告受眾對廣告付出處理努力,并保證他們因此獲得語境效果。此外,他們要充分考慮廣告受眾的認(rèn)知語境以及目標(biāo)市場的文化,并以此為根據(jù)設(shè)計廣告。這樣,廣告人才能設(shè)計出既有創(chuàng)意又能夠保證廣告交際順利進(jìn)行的廣告。 本論文的寫作具有一定的實際意義。首先,本文為廣告受眾提供了理解廣告的正確方法,以幫助廣告受眾更加深入、充分、正確的理解廣告。此外,本文的寫作也為廣告商如何才能創(chuàng)作出成功而又有創(chuàng)意的廣告提出了一定的見解。
[Abstract]:Advertising, as a common social phenomenon, can be seen everywhere in our life. Advertising has attracted the attention of many scholars. Many scholars have carried out a lot of research on advertising from different angles. Some scholars have started from semiotics and stylistics. Since 1986, Spob and Wilson have published relevance: communication and Cognition. Many scholars turn their attention to the use of relevance theory to study verbal communication. According to relevance theory, verbal communication is an ostensive-inferential communication process. From the perspective of the speaker, communication is an explicit process, that is, the information intention of the speaker is clearly displayed. From the perspective of the hearer, communication is also a process of reasoning, that is, the hearer inferring the speaker's communicative intention according to the speaker's explicit stimulation. Advertising communication, as a special form of human verbal communication, is the communication between advertisers and advertising audiences. This paper attempts to analyze the ostensive-inferential process of advertising communication within the framework of relevance theory. This paper explains the process of the advertising audience to get the best relevance to complete the advertising communication. Based on the research of advertising communication based on relevance theory, this paper puts forward some suggestions for advertising design: when designing advertisements, advertisers should first ensure that advertisements can attract the attention of the advertising audience. Secondly, it is necessary to urge the advertising audience to pay attention to the advertising, and to ensure that they get the contextual effect. In addition, they should fully consider the cognitive context of the advertising audience and the culture of the target market. In this way, the advertisement talents can design the advertisement which is creative and can guarantee the smooth communication of the advertisement. The writing of this paper has certain practical significance. Firstly, this paper provides the advertising audience with the correct way to understand the advertisement, in order to help the advertising audience to understand the advertisement more deeply, fully and correctly. In addition. The writing of this paper also provides some insights into how advertisers can create successful and creative advertisements.
【學(xué)位授予單位】：上海師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F713.8;H05

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