發(fā)布時(shí)間：2018-03-22 08:11

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

【摘要】：廣告作為現(xiàn)代社會(huì)的一個(gè)普遍現(xiàn)象在現(xiàn)代經(jīng)濟(jì)和社會(huì)生活中發(fā)揮著重要作用。廣告無(wú)處不在,主要通過(guò)報(bào)紙、雜志、刊物、電視、收音機(jī)以及海報(bào)等媒介傳播。身處現(xiàn)代社會(huì),人們的生活或多或少會(huì)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(gòu)買(mǎi)欲望并最終達(dá)到說(shuō)服他們購(gòu)買(mǎi)產(chǎn)品的目的。因此,廣告制作者盡可能地采用一切語(yǔ)言和非語(yǔ)言技巧來(lái)實(shí)現(xiàn)廣告的目的。 作為廣告的靈魂,廣告語(yǔ)言與廣告的成功有著密切關(guān)系。因此,語(yǔ)言學(xué)家們從不同角度對(duì)廣告語(yǔ)言做了大量研究。過(guò)去對(duì)廣告的研究大多是從廣告語(yǔ)中的詞匯和短語(yǔ)以及修辭和交際目的等角度出發(fā)進(jìn)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(yǔ)言中用來(lái)加強(qiáng)廣告的說(shuō)服性。因此,從語(yǔ)用預(yù)設(shè)的角度來(lái)研究廣告語(yǔ)言具有重要意義。 本文的目的是通過(guò)對(duì)廣告語(yǔ)言中語(yǔ)用預(yù)設(shè)應(yīng)用情況的系統(tǒng)分析揭示廣告設(shè)計(jì)中語(yǔ)用預(yù)設(shè)發(fā)揮的作用,語(yǔ)用預(yù)設(shè)在廣告中出現(xiàn)的頻率以及語(yǔ)用預(yù)設(shè)如何幫助廣告實(shí)現(xiàn)其說(shuō)服功能。作者致力于通過(guò)深入探究廣告語(yǔ)言中的語(yǔ)用預(yù)設(shè)使用機(jī)制,使廣告撰寫(xiě)人更好的理解語(yǔ)用預(yù)設(shè)如何使廣告語(yǔ)言更加具有吸引力、說(shuō)服力和鼓動(dòng)性,幫助他們成功地利用語(yǔ)用預(yù)設(shè)設(shè)計(jì)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(bǔ)充。文中對(duì)于語(yǔ)用預(yù)設(shè)分類(lèi)以及語(yǔ)用預(yù)設(shè)在廣告語(yǔ)言中的功能的分析屬定性分析,而對(duì)語(yǔ)用預(yù)設(shè)在廣告語(yǔ)言中的使用頻率以及各類(lèi)型語(yǔ)用預(yù)設(shè)在廣告語(yǔ)言中的分布的分析屬定量研究。 通過(guò)對(duì)來(lái)源于《時(shí)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(duì)象中,47%的廣告使用了語(yǔ)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(shí)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(yǔ)用預(yù)設(shè)被廣泛應(yīng)用于廣告語(yǔ)言中用來(lái)幫助實(shí)現(xiàn)廣告的目的。五種類(lèi)型的語(yǔ)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(shí)預(yù)設(shè)和狀態(tài)預(yù)設(shè)為使用頻率最高的類(lèi)型。語(yǔ)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(yǔ)言功能和語(yǔ)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(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：H313

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本文編號(hào)：1647812