發(fā)布時(shí)間：2018-03-15 21:37

  本文選題：語境順應(yīng)論　切入點(diǎn)：選擇　出處：《浙江工商大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著社會(huì)和經(jīng)濟(jì)的發(fā)展,廣告已經(jīng)成為我們生活中不可缺少的一部分。因此,許多語言學(xué)家、邏輯學(xué)家、哲學(xué)家和心理學(xué)家等都對此進(jìn)行了相關(guān)的研究并取得顯著成果。歧義,作為廣告的一種策略,如果運(yùn)用得當(dāng),經(jīng)常能產(chǎn)生一種出人意料的藝術(shù)效果,從而達(dá)到其特定的交際目的。而且,由于廣告版面的限制和高昂的版面費(fèi),廣告商通過歧義策略,可以用一個(gè)單詞或者一個(gè)句子來表達(dá)兩種或更多的意思,從而節(jié)約版面和成本。因此這一策略受到越來越多廣告商的歡迎。 本文主要是以Jef Verschueren的順應(yīng)論為理論框架,通過收集雜志、報(bào)紙和網(wǎng)絡(luò)上的廣告,對廣告英語中歧義現(xiàn)象是如何順應(yīng)動(dòng)態(tài)的交際語境和語言語境進(jìn)行了深入研究。根據(jù)順應(yīng)理論,語言使用過程就是語言不斷選擇的過程；語言使用者之所以能夠在語言使用過程中做出種種恰當(dāng)?shù)倪x擇,是因?yàn)檎Z言具有變異性、協(xié)商性和順應(yīng)性的特點(diǎn)；順應(yīng)又是雙向的：即人們根據(jù)語境進(jìn)行語言選擇,同時(shí)語境也會(huì)相應(yīng)地順應(yīng)所做的語言選擇。本文主要采用定性研究方法,分別從交際語境中的心智世界、社交世界和物理世界三個(gè)維度和語言語境中的語音、詞和結(jié)構(gòu)三個(gè)維度,對40個(gè)英語廣告中的歧義現(xiàn)象進(jìn)行了詳細(xì)地分析。通過分析,本論文說明了維索爾綸的語境順應(yīng)論可以用于分析研究英語廣告中的歧義現(xiàn)象。并且證明了英語歧義廣告產(chǎn)生的過程是一個(gè)動(dòng)態(tài)順應(yīng)受眾交際語境和語言語境的過程；受眾理解英語歧義廣告的過程是廣告語言和受眾的交際語境、語言語境之間動(dòng)態(tài)適應(yīng)的過程。 本研究從一個(gè)新的角度對英語歧義廣告的產(chǎn)生和理解進(jìn)行了分析和論證,從而擴(kuò)大了順應(yīng)理論研究的范圍,同時(shí)也為我們使用和理解英語廣告中的歧義現(xiàn)象帶來一些啟發(fā)。
[Abstract]:With the development of society and economy, advertising has become an indispensable part of our daily life. Therefore, many linguists, logicians, philosophers and psychologists have studied and achieved remarkable results. The ambiguity, as a strategy of advertising, if used properly, can often produce a kind of artistic effect beyond all expectations. In order to achieve their specific communicative purposes. Moreover, due to advertising restrictions and high fees, advertisers by means of ambiguity, can express two or more of the meaning of a word or a sentence, so as to save space and cost. So this strategy is more and more advertisers welcome.
This paper is mainly based on Jef Verschueren's adaptation theory, through the collection of magazines, newspapers and advertising on the Internet, the ambiguity in advertising English is how to adapt to the dynamic communicative context and linguistic context were studied. According to the adaptation theory, language use is the process of language choice; language users are able to make various appropriate choices in the use of language, because language has variability, negotiability and adaptability characteristics; adaptation is bidirectional: that people make linguistic choices according to the context, and the context will correspondingly conform to make linguistic choices. This paper mainly adopts the method of qualitative research, from communicative context in the mental world, the social world and the physical world of speech and language in the context of three dimensions, three dimensions and structure of 40 words, in English advertising activities The meaning of the phenomenon are analyzed in detail. Through the analysis, this paper illustrates the vesole fiber context adaptation theory can be used for the analysis of ambiguity in English advertising. And proved that the process of ambiguity in English advertising is a process of dynamic adaptation to the communicative context and the linguistic context of the audience; the audience understand the process of ambiguity in English advertising is advertising the audience's language and communicative context, linguistic context between the dynamic process of adaptation.
This study analyzes and demonstrates the emergence and understanding of English ambiguity advertisements from a new perspective, thus enlarging the scope of the study of adaptation theory, and also providing some inspiration for us to understand ambiguity in English advertisements.

【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：H314

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本文編號(hào)：1616895