本文關(guān)鍵詞： 合作原則 違反 言外之意 影響因素 廣告語言　出處：《上海師范大學(xué)》2010年碩士論文　論文類型：學(xué)位論文

【摘要】： 在市場經(jīng)濟(jì)日益發(fā)展的今天,廣告已滲入到世界的各個角落,并直接影響著人們的日常生活。廣告作為社會話語類型,廣告的特征可以從語言,語用和跨文化方面予以體現(xiàn)。廣告語言是廣告的語言文字要素,是實(shí)現(xiàn)廣告目的的重要手段。 美國語言學(xué)哲學(xué)家格萊斯(1975)提出的合作原則是語言學(xué)中一條重要的原則。本文從合作原則出發(fā),把這一原則擴(kuò)充到日常會話范圍之外,并與當(dāng)今形形色色的廣告聯(lián)系起來,通過分析大量英語廣告,研究結(jié)果表明:通過違反合作原則,在特殊的語境下產(chǎn)生會話含義是廣告的一大特色。文章指出廣告巧妙地違反合作原則產(chǎn)生特殊說服效果,并由此從社會文化視角深入探討違反合作原則背后的制約因素,運(yùn)用例證法分別分析這一現(xiàn)象背后的大眾心理、社會因素、文化因素等。 本文所得出的結(jié)論為更全面的理解對待格萊斯的合作原則予以啟示,也為準(zhǔn)確解讀英語廣告中的特殊效果提供一定的理論參考和指導(dǎo)。一方面,為廣告設(shè)計者設(shè)計優(yōu)秀廣告增添了更寬廣的途徑,也指出了應(yīng)注意的問題;其次,也為消費(fèi)者更好的理解廣告含義,識別欺騙性廣告提供了有效的幫助。
[Abstract]:Today, with the development of market economy, advertising has penetrated into every corner of the world and directly affected people's daily life. As a social discourse type, advertising features can be derived from language. Advertising language is the language element of advertising and an important means to achieve the purpose of advertising. The cooperative principle put forward by the American linguistic philosopher Grissberg in 1975 is an important principle in linguistics. This paper expands this principle beyond the scope of daily conversation from the perspective of the principle of cooperation, and links it with various kinds of advertisements today. Through the analysis of a large number of English advertisements, the results show that it is a feature of advertising to produce conversational implicature in a special context by violating the cooperative principle. This paper points out that the advertisement cleverly violates the cooperative principle to produce a special persuasive effect. From the perspective of social culture, this paper probes into the restrictive factors behind the violation of the principle of cooperation, and analyzes the public psychology, social factors, cultural factors and so on. The conclusions of this paper provide some theoretical reference and guidance for a more comprehensive understanding of the cooperative principles of Grice and for the accurate interpretation of the special effects in English advertising. It adds a wider way for the advertising designers to design excellent advertisements, and points out the problems that should be paid attention to. Secondly, it also provides effective help for consumers to better understand the meaning of advertisements and identify deceptive 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】：2010
【分類號】：H315

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 譚衛(wèi)國;英漢廣告常用辭格及其功能[J];上海大學(xué)學(xué)報(社會科學(xué)版);2002年01期

，

本文編號：1529332