本文選題：廣告 + 廣告語(yǔ)言　； 參考：《重慶大學(xué)》2005年碩士論文

【摘要】：廣告是經(jīng)濟(jì)全球化和信息時(shí)代的一個(gè)重要的社會(huì)現(xiàn)象。國(guó)家經(jīng)濟(jì)、企業(yè)發(fā)展、市場(chǎng)開(kāi)發(fā)、對(duì)外貿(mào)易和人民日常生活無(wú)一不和廣告密切相關(guān)。從根本上來(lái)說(shuō),廣告語(yǔ)言屬于勸導(dǎo)說(shuō)服性的語(yǔ)言。因此,廣告撰寫(xiě)人盡可能地采用一切語(yǔ)言及非語(yǔ)言的技巧來(lái)實(shí)現(xiàn)廣告宣傳的目的。作為語(yǔ)言學(xué),特別是語(yǔ)用學(xué)中的一個(gè)重要話題,預(yù)設(shè)現(xiàn)象由于其自身的特點(diǎn)經(jīng)常被廣告撰寫(xiě)人用來(lái)增強(qiáng)廣告的說(shuō)服效果。 本文通過(guò)回顧預(yù)設(shè)研究的歷史背景及理論背景,用定性研究的方法,對(duì)廣告語(yǔ)言中的語(yǔ)用預(yù)設(shè)進(jìn)行了嘗試性的分析。作者主要從預(yù)設(shè)與廣告的語(yǔ)言形式、預(yù)設(shè)與廣告的語(yǔ)篇、預(yù)設(shè)與廣告的信息及預(yù)設(shè)與廣告的市場(chǎng)策略等四個(gè)宏觀層面來(lái)分析語(yǔ)用預(yù)設(shè)在廣告語(yǔ)言中的功能。研究發(fā)現(xiàn),預(yù)設(shè)在廣告中具有諸多積極的功能。這些功能包括語(yǔ)言功能和語(yǔ)用功能。其中語(yǔ)言功能是:1、語(yǔ)用預(yù)設(shè)可以使廣告語(yǔ)言簡(jiǎn)潔和多樣化;2、語(yǔ)用預(yù)設(shè)具有對(duì)廣告語(yǔ)篇的組織功能,在廣告語(yǔ)篇的銜接和連貫方面起著重要的作用。其語(yǔ)用功能有:1、語(yǔ)用預(yù)設(shè)可以提高和增加廣告信息的質(zhì)和量;2、語(yǔ)用預(yù)設(shè)還可以被廣告制作者運(yùn)用到市場(chǎng)策略中,因?yàn)樗哂袑?dǎo)向功能、隱藏功能、自我保護(hù)功能、委婉功能、幽默功能和人際功能。換言之,語(yǔ)用預(yù)設(shè)從以上四個(gè)不同的角度服務(wù)于廣告,在實(shí)現(xiàn)廣告的最終目的方面起著不可替代的作用。 該論文的完成將會(huì)對(duì)預(yù)設(shè)在廣告中的應(yīng)用產(chǎn)生一定的理論指導(dǎo)作用,即從實(shí)踐上幫助廣告撰寫(xiě)人有效地運(yùn)用預(yù)設(shè)這一策略,使廣告語(yǔ)言的設(shè)計(jì)更科學(xué),更具魅力,最終幫助廣告實(shí)現(xiàn)其目的。作者也希望本研究能加深對(duì)預(yù)設(shè)的認(rèn)識(shí)和理解,并豐富廣告語(yǔ)言的研究。
[Abstract]:Advertising is an important social phenomenon in the economic globalization and information age.National economy, enterprise development, market development, foreign trade and people's daily life are closely related to advertising.Fundamentally speaking, advertising language belongs to persuasive and persuasive language.Therefore, advertisers use all linguistic and non-verbal techniques to achieve advertising purposes as much as possible.As an important topic in linguistics, especially in pragmatics, presupposition is often used by advertisers to enhance the persuasive effect of advertising because of its own characteristics.By reviewing the historical background and theoretical background of presupposition research, this paper makes a tentative analysis of pragmatic presupposition in advertising language by means of qualitative research.The author analyzes the functions of pragmatic presupposition in advertising language from four macro aspects: presupposition and advertising language form, presupposition and advertising discourse, presupposition and advertising information and presupposition and advertising market strategy.The study found that presupposition has many positive functions in advertising.These functions include language function and pragmatic function.The linguistic function is: 1, pragmatic presupposition can make advertising language simple and diversified. Pragmatic presupposition plays an important role in the cohesion and coherence of advertising discourse.Pragmatic presupposition can improve and increase the quality and quantity of advertising information, and pragmatic presupposition can also be used by advertisers in marketing strategies because it has the functions of guidance, concealment, self-protection and euphemism.Humor function and interpersonal function.In other words, pragmatic presupposition serves advertising from the above four different angles and plays an irreplaceable role in achieving the ultimate purpose of advertising.The completion of this paper will have a certain theoretical guidance function to the application of presupposition in advertising, that is, to help the advertisement writers to use the presupposition strategy effectively in practice, so that the design of advertising language can be more scientific and attractive.In the end, it helps the advertisement achieve its purpose.The author also hopes that this study will deepen the understanding of presupposition and enrich the study of advertising language.
【學(xué)位授予單位】：重慶大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2005
【分類號(hào)】：H05;H030

【引證文獻(xiàn)】

相關(guān)會(huì)議論文 前1條

1 黃碎歐;;論已知-新信息策略對(duì)廣告語(yǔ)句創(chuàng)作的啟示[A];福建省外國(guó)語(yǔ)文學(xué)會(huì)2008年年會(huì)論文集[C];2008年

相關(guān)碩士學(xué)位論文 前1條

1 陳鳳芳;英漢商務(wù)文本廣告中預(yù)設(shè)觸發(fā)語(yǔ)的對(duì)比研究[D];大連海事大學(xué);2010年

，

本文編號(hào)：1734809