本文選題：認(rèn)知語境　切入點(diǎn)：關(guān)聯(lián)理論　出處：《上海師范大學(xué)》2011年碩士論文

【摘要】：與忽視人類心理的傳統(tǒng)交際理論不同,Sperber和Wilson創(chuàng)造性地從認(rèn)知角度提出了明示推理交際模式。他們認(rèn)為,說話人基于自己的認(rèn)知語境和對(duì)聽話人認(rèn)知語境的預(yù)測(cè)發(fā)出明示刺激,引導(dǎo)聽話人運(yùn)用認(rèn)知推理能力推斷說話人的意圖。如果雙方的認(rèn)知語境在某種程度上達(dá)到一致,換句話說,如果說話人對(duì)聽話人的語境預(yù)測(cè)與事實(shí)相符,聽話人才有可能尋找到最佳關(guān)聯(lián)。依據(jù)關(guān)聯(lián)理論,關(guān)聯(lián)是交際者的最佳認(rèn)知模式,相比最大關(guān)聯(lián),最佳關(guān)聯(lián)才是人們所追求的,更符合交際實(shí)際。 作為市場(chǎng)經(jīng)濟(jì)的產(chǎn)物,廣告交際也屬于明示-推理交際范疇,盡管廣告受眾往往采取不信任的態(tài)度。在設(shè)計(jì)廣告之前,制作者依據(jù)自己的認(rèn)知語境作估測(cè),廣告受眾只需依照明示刺激選擇認(rèn)知語境作推理。如果最可及的語境假設(shè)不能達(dá)到最佳關(guān)聯(lián),他們就會(huì)一直篩選下去,直到尋找到最佳關(guān)聯(lián)為止。在這個(gè)過程中,廣告商為成功交際肩負(fù)著重大責(zé)任。認(rèn)知語境是動(dòng)態(tài)的,在廣告交際中占有重要地位。與包羅萬象的傳統(tǒng)語境相比,不斷變化的認(rèn)知語境在解釋人類交際方面更有說服力。如果廣告受眾覺得某廣告與自己相關(guān),他們就會(huì)產(chǎn)生興趣去尋找最佳關(guān)聯(lián)。眾所周知,廣告商的目的就是說服顧客購(gòu)買產(chǎn)品或服務(wù),因此那些考慮廣告受眾心理的廣告商才有可能獲得成功。 在關(guān)聯(lián)理論問世之前,人們對(duì)廣告的研究主要從文體學(xué),語篇學(xué),以及言語行為理論和合作原則角度。盡管這些研究做出巨大貢獻(xiàn),然而卻沒有對(duì)人類交際作出令人滿意的闡釋。隨著關(guān)聯(lián)理論的出現(xiàn),人們把注意力轉(zhuǎn)向關(guān)聯(lián)理論對(duì)廣告的闡釋力,廣告中的策略以及文案設(shè)計(jì)等。盡管人們認(rèn)識(shí)到關(guān)聯(lián)理論在解釋廣告交際中的重要性,很少有人試圖去證明其在消除歧義和實(shí)現(xiàn)語境效果方面的重大作用。又因?yàn)閺V告標(biāo)題是一則廣告的靈魂,因此我選擇了這個(gè)題目和論點(diǎn)。 衷心希望本論文能夠豐富對(duì)認(rèn)知語境和廣告交際的研究,并為探索人類交際提供啟示。同時(shí)也希望本論文有助于廣告商設(shè)計(jì)更好的廣告。
[Abstract]:Different from the traditional communicative theory which ignores human psychology, Sperber and Wilson creatively put forward the ostensive-inferential communication model from the cognitive perspective. They believe that the speaker gives an explicit stimulus based on his own cognitive context and the prediction of the hearer's cognitive context. If the cognitive context of both sides is consistent to some extent, in other words, if the speaker's prediction of the addressee's context is consistent with the facts, According to relevance theory, relevance is the best cognitive model for communicators. As a product of the market economy, advertising communication also belongs to the category of ostensive-inferential communication, although the advertising audience tends to adopt an attitude of distrust. The advertising audience simply chooses the cognitive context according to the explicit stimulus. If the most accessible contextual hypothesis fails to achieve the optimal relevance, they will continue to screen until the best relevance is found. In the process, Advertisers shoulder a great responsibility for successful communication. Cognitive context is dynamic and plays an important role in advertising communication. The changing cognitive context is more persuasive in explaining human communication. If the advertising audience feels that an ad is relevant to them, they will be interested in finding the best relevance. Advertisers' goal is to persuade customers to buy products or services, so advertisers who consider the psychology of the advertising audience are likely to succeed. Before relevance theory came into being, the study of advertising was mainly from the perspectives of stylistics, discourse science, speech act theory and cooperative principle. However, there is no satisfactory explanation for human communication. With the emergence of relevance theory, people turn their attention to the explanatory power of relevance theory to advertising. Strategies and copywriting in advertising. Although people recognize the importance of relevance theory in interpreting advertising communication, Very few people try to prove its important role in disambiguation and contextual effect, and because the title of an advertisement is the soul of an advertisement, I chose this topic and argument. It is hoped that this thesis can enrich the research on cognitive context and advertising communication and provide enlightenment for the exploration of human communication. At the same time, it is hoped that this paper will help advertisers to design better advertisements.
【學(xué)位授予單位】：上海師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：H052

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