發(fā)布時間：2018-03-22 08:11

  本文選題：語用預(yù)設(shè)　切入點：廣告英語　出處：《山東科技大學(xué)》2010年碩士論文　論文類型：學(xué)位論文

【摘要】：廣告作為現(xiàn)代社會的一個普遍現(xiàn)象在現(xiàn)代經(jīng)濟和社會生活中發(fā)揮著重要作用。廣告無處不在,主要通過報紙、雜志、刊物、電視、收音機以及海報等媒介傳播。身處現(xiàn)代社會,人們的生活或多或少會受到廣告的影響或者為廣告所改變。廣告能夠吸引潛在顧客的注意、激發(fā)他們的興趣、刺激他們的購買欲望并最終達(dá)到說服他們購買產(chǎn)品的目的。因此,廣告制作者盡可能地采用一切語言和非語言技巧來實現(xiàn)廣告的目的。 作為廣告的靈魂,廣告語言與廣告的成功有著密切關(guān)系。因此,語言學(xué)家們從不同角度對廣告語言做了大量研究。過去對廣告的研究大多是從廣告語中的詞匯和短語以及修辭和交際目的等角度出發(fā)進行的。預(yù)設(shè)由于其具有主觀性和迷惑性常被用于廣告語言中用來加強廣告的說服性。因此,從語用預(yù)設(shè)的角度來研究廣告語言具有重要意義。 本文的目的是通過對廣告語言中語用預(yù)設(shè)應(yīng)用情況的系統(tǒng)分析揭示廣告設(shè)計中語用預(yù)設(shè)發(fā)揮的作用,語用預(yù)設(shè)在廣告中出現(xiàn)的頻率以及語用預(yù)設(shè)如何幫助廣告實現(xiàn)其說服功能。作者致力于通過深入探究廣告語言中的語用預(yù)設(shè)使用機制,使廣告撰寫人更好的理解語用預(yù)設(shè)如何使廣告語言更加具有吸引力、說服力和鼓動性,幫助他們成功地利用語用預(yù)設(shè)設(shè)計出更好的廣告。 本文采用定性分析和定量分析相結(jié)合的研究方法,其中以定性分析作為主要研究方法,以定量分析為補充。文中對于語用預(yù)設(shè)分類以及語用預(yù)設(shè)在廣告語言中的功能的分析屬定性分析,而對語用預(yù)設(shè)在廣告語言中的使用頻率以及各類型語用預(yù)設(shè)在廣告語言中的分布的分析屬定量研究。 通過對來源于《時代周刊》、《人物》以及《新聞周刊》的160條英文廣告的定量分析,我們得出以下結(jié)果：在分析對象中,47%的廣告使用了語用預(yù)設(shè),其中存在預(yù)設(shè)出現(xiàn)頻率最高,占到了45.1%的比例,其次是事實預(yù)設(shè)和狀態(tài)預(yù)設(shè),他們分別占了19.5%和17.1%的比例。 基于本文的定性分析以及定量分析的結(jié)果我們得出以下結(jié)論：語用預(yù)設(shè)被廣泛應(yīng)用于廣告語言中用來幫助實現(xiàn)廣告的目的。五種類型的語用預(yù)設(shè)均被應(yīng)用于廣告中,但其中以存在預(yù)設(shè)、事實預(yù)設(shè)和狀態(tài)預(yù)設(shè)為使用頻率最高的類型。語用預(yù)設(shè)在廣告中發(fā)揮著不可替代的作用,其功能主要體現(xiàn)在語言功能和語用功能兩方面。
[Abstract]:Advertising, as a universal phenomenon in modern society, plays an important role in modern economic and social life. Advertising is everywhere and is spread mainly through newspapers, magazines, publications, television, radio and posters. People's lives are more or less affected by or changed by advertising. Advertising can attract the attention of potential customers, stimulate their interest, stimulate their desire to buy and ultimately achieve the goal of persuading them to buy products. Advertisers use as many language and non-verbal skills as possible to achieve the purpose of advertising. As the soul of advertising, advertising language is closely related to the success of advertising. Linguists have done a great deal of research on advertising language from different angles. In the past, most of the studies on advertising were carried out from the perspectives of words and phrases in advertising language, rhetoric and communicative purpose. Presupposition is due to its dominant character. Perception and confusion are often used in advertising language to strengthen the persuasiveness of advertising. It is of great significance to study advertising language from the perspective of pragmatic presupposition. The purpose of this paper is to reveal the role of pragmatic presupposition in advertising design through a systematic analysis of the application of pragmatic presupposition in advertising language. The frequency of pragmatic presupposition in advertising and how pragmatic presupposition can help advertising achieve its persuasive function. How to make advertising language more attractive, persuasive and motivating can help advertisers to design better advertisements successfully by using pragmatic presupposition. In this paper, qualitative analysis is combined with quantitative analysis, in which qualitative analysis is the main research method. The classification of pragmatic presupposition and the function of pragmatic presupposition in advertising language are qualitatively analyzed. The analysis of the frequency of pragmatic presupposition in advertising language and the distribution of pragmatic presupposition in advertising language is a quantitative study. Through the quantitative analysis of 160 English advertisements from time magazine, people and Newsweek, we get the following results: 47% of the advertisements used pragmatic presupposition, among which presupposition appears most frequently. They accounted for 45.1%, followed by factual presupposition and state presupposition, accounting for 19.5% and 17.1%, respectively. Based on the qualitative analysis and quantitative analysis, we draw the following conclusions: pragmatic presupposition is widely used in advertising language to help achieve the purpose of advertising, and five types of pragmatic presupposition are used in advertising. The pragmatic presupposition plays an irreplaceable role in advertising, and its functions are mainly embodied in two aspects: language function and pragmatic function, among which the existence presupposition, the factual presupposition and the state presupposition are the most frequently used types. The pragmatic presupposition plays an irreplaceable role in advertising.
【學(xué)位授予單位】：山東科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：H313

【參考文獻】

相關(guān)期刊論文 前1條

1 陳新仁;論廣告用語中的語用預(yù)設(shè)[J];外國語(上海外國語大學(xué)學(xué)報);1998年05期

相關(guān)碩士學(xué)位論文 前1條

1 吳洋;英語廣告用語中的預(yù)設(shè)研究[D];華中師范大學(xué);2007年

，

本文編號：1647812