本文選題：預(yù)設(shè) + 廣告��； 參考：《華中師范大學(xué)》2002年碩士論文

【摘要】： 廣告是經(jīng)濟(jì)全球化和信息時(shí)代一個(gè)重要的社會(huì)現(xiàn)象，國家經(jīng)濟(jì)、企業(yè)發(fā)展、市場(chǎng)開發(fā)、對(duì)外貿(mào)易、人民日常生活無一不和廣告密切相關(guān)，事實(shí)上，廣告無處不在，成為現(xiàn)代生活的一個(gè)重要組成部分。鑒于廣告的重要作用，越來越多的專家、學(xué)者給予廣告日益密切的關(guān)注，語言學(xué)家們也從不同的角度對(duì)廣告的最重要的交際因素——廣告語言進(jìn)行研究，旨在探索廣告語言的基本規(guī)律和理論指導(dǎo)，從而使廣告語言設(shè)計(jì)方案更科學(xué)，最終幫助廣告實(shí)現(xiàn)其應(yīng)有的目的。 從預(yù)設(shè)的角度對(duì)廣告語言進(jìn)行研究是近幾年提出的一個(gè)新觀點(diǎn)。Jean Stilwell Peccei在他的《語用學(xué)》中提出預(yù)設(shè)和廣告有一定關(guān)系，但他未對(duì)其進(jìn)行詳細(xì)論述；我國學(xué)者陳新仁和Peccei持同樣的觀點(diǎn)并將廣告中的預(yù)設(shè)分為幾種類型。本文作者十分認(rèn)同兩位學(xué)者的觀點(diǎn)，同時(shí)還進(jìn)一步認(rèn)為：預(yù)設(shè)在廣告中具有諸多的積極功能，鑒于預(yù)設(shè)和廣告語言之間的關(guān)系的復(fù)雜性，對(duì)兩者之間的關(guān)系及預(yù)設(shè)在廣告中的語用功能的研究應(yīng)該從更多更深的層次、更多更廣角度來進(jìn)行。因此，本文從預(yù)設(shè)與廣告的語言形式、預(yù)設(shè)與廣告的信息傳遞、預(yù)設(shè)與廣告的心理策略和市場(chǎng)策略三個(gè)宏觀層面的關(guān)系來論證預(yù)設(shè)在廣告中的積極功能，其中每個(gè)層面又從更為具體的角度來論述作者的觀點(diǎn)。因?yàn)閷?duì)于預(yù)設(shè)和廣告之間的關(guān)系的研究剛剛開始，因此迄今為止，據(jù)本文作者所知，這方面的論文(著)數(shù)量極少，論述仍不夠充分、深刻，相對(duì)而言，本文對(duì)于“預(yù)設(shè)在廣告中的語用功能”這個(gè)課題的論證較為全面、較為詳細(xì)、較為深入，論述過程還不乏殷實(shí)的廣告實(shí)例說明。作者希望該論文的完成將會(huì)對(duì)預(yù)設(shè)在廣告中的運(yùn)用產(chǎn)生一定的理論指導(dǎo)作用，同時(shí)作者也希望該論文可以對(duì)廣告語言設(shè)計(jì)有一定的啟發(fā)意義。 本文以預(yù)設(shè)的定義、特點(diǎn)和廣告語言的主要功能、要求為切入點(diǎn)，繼而從三個(gè)不同的角度、通過理論分析、舉例說明來論證預(yù)設(shè)在廣告中的語用作用。 首先，論文回顧了預(yù)設(shè)的相關(guān)理論并提出了作者有關(guān)預(yù)設(shè)在本文中的定義。預(yù)設(shè)原本為哲學(xué)研究的范疇，后來與語言的形式、結(jié)構(gòu)、語言的用法、功能相提并論，逐漸從純哲學(xué)、純邏輯的研究轉(zhuǎn)向語義和語用的研究。預(yù)設(shè)本身 J＼碩士學(xué)住論文 ＼Nhr AlAS”fFR’S”l”IIEm 具有一些獨(dú)特的性質(zhì)：它是一種話語的前提條件；它不可以簡(jiǎn)單否定；它涉及 說話人的態(tài)度和意圖，是說話人的預(yù)設(shè)；它涉及說話人的強(qiáng)調(diào)：它是互知的。 學(xué)術(shù)界對(duì)于預(yù)設(shè)究竟屬于語義或者是語用的范疇的看法仍有分歧，但是，本論 文認(rèn)為廣告中的預(yù)設(shè)屬于一種語用現(xiàn)象，但是它和語義密切相連，語義為語用 所用。本文在論述廣告中預(yù)設(shè)的語用功能時(shí)沒有將它與語義截然分開，而是將 預(yù)設(shè)的語義特點(diǎn)視為為廣告語用服務(wù)的有機(jī)組成部分。 其次，論文回顧了廣告的主要功能：廣告的功能和作用是傳遞信息、引起 注意、提起興趣、刺激欲望、令人信服、最終促使購買行動(dòng)。要實(shí)現(xiàn)這些功能， 廣告的語言設(shè)計(jì)必然為一個(gè)復(fù)雜的過程。這個(gè)設(shè)計(jì)過程涉及到廣告的語言形 式、廣告信息量的大小、廣告語言中所包含的市場(chǎng)策略和心理策略等因素。 再次，論文在其主要部分里具體地分析和論證了作者的觀點(diǎn)：語用預(yù)設(shè)的 特點(diǎn)與廣告語言的特點(diǎn)及要求有很多吻合之處，它在廣告中的應(yīng)用可以使廣告 語言更具魁力。預(yù)設(shè)在廣告中的語用功能主要從三個(gè)方面來實(shí)現(xiàn)，換而言之， ＾預(yù)設(shè)從三個(gè)不同的角度服務(wù)于廣告：廣告的語言形式；廣告的信息傳遞；廣告 的市場(chǎng)策略及心理策略。 最后，在大量的理論分析和例證說明之后，論文借用幾個(gè)音樂方面的術(shù)語 形象化、概括化地總結(jié)全文的要旨：語用預(yù)設(shè)使廣告語言更具魁力，，從而幫助 廣告實(shí)現(xiàn)其最終的語用功能。
[Abstract]:Advertising is an important social phenomenon, the economic globalization and the information age of national economy, enterprise development, market development, foreign trade and people's daily life and is closely related to advertising, advertising is everywhere, in fact, become an important part of modern life. In view of the important role of advertising, more and more experts. The scholar gives advertising attention increasingly close, linguists have studied from different point of view the most important communicative factors of advertising, advertising language, advertising language to explore the basic law and theoretical guidance to the design of advertising language is more scientific, and ultimately help advertisements achieve their goals.
The advertising language from the perspective of presupposition research is proposed in recent years, a new idea of.Jean Stilwell Peccei in his < > in pragmatics and put forward certain relations between presupposition and advertising, but he did not carry on the detailed discussion; Chinese scholar Chen Xinren and Peccei shares the same idea and presupposition in advertising is divided into several types. The author agree with the views of the two scholars, but also that there are some positive presupposition in advertising, because of the complexity of the relationship between presupposition and advertising language, the research on the relationship between the two and the pragmatic functions of Presupposition in advertisements should be from the more deeper, more perspective. Therefore, this article from the presupposition and advertising language forms, presupposition and advertising information transfer, presupposition and relationship between the three macro level of advertising psychology and market strategies of the The default certificate positive function in advertising, in which each level and from the more specific discusses the author's point of view. Because the study of the relationship between presupposition and advertising has just begun, so far, according to the author's knowledge, this thesis discusses the (a) the quantity is not enough, deep in this paper, relatively speaking, for the topic of "pragmatic function of Presupposition in advertising in the argument is more comprehensive, more detailed, more in-depth, explains the process there is no lack of substantial advertising examples. The author hopes that this study can give some theoretical guidance on the use of Presupposition in advertisements, the author also hope that the the paper can have certain significance in advertising language design.
Based on the presupposition definition, characteristics and requirements of the main functions of advertising language, this paper, from three different points of view, illustrates the pragmatic function of Presupposition in advertising through theoretical analysis.
First of all, the thesis reviews the relevant theories of presupposition and put forward the author's definition of Presupposition in this paper. The original presupposition for philosophy research category, and then the form of language, structure, language usage, function of par, gradually from the pure philosophy, pure logic research to the semantic and pragmatic presupposition itself.
J, master of the living
Nhr, AlAS "fFR" S "L" IIEm
It has some unique properties: it is a precondition for a kind of discourse; it can not be simply denied; it involves
The speaker's attitude and intention is the presupposition of the speaker; it involves the speaker's emphasis: it is mutual knowledge.
In the academic world, there are still differences in the view that presupposition belongs to the category of semantics or pragmatics.
It is considered that presupposition in advertising is a pragmatic phenomenon, but it is closely connected with the semantics, and the semantics is pragmatic.
It is used. In this paper, the presupposition of the pragmatic function in advertising does not separate it from the semantics.
The semantic features of presupposition are considered as an organic part of advertising pragmatic services.
Secondly, the paper reviews the main functions of advertising: the function and function of the advertisement is to transmit information and cause the advertisement.
Attention, interest, desire, convincing, and ultimately buying action. To achieve these functions,
The language design of advertising is necessarily a complex process. The design process involves the language of advertising.
The size of the amount of advertising information, the market strategy and psychological strategy included in the advertising language.
Thirdly, the author's point of view is analyzed and demonstrated in the main part of the thesis: pragmatic presupposition
There are many similarities with the characteristics and requirements of the advertising language, which can be used in advertising.
Language is more powerful. The pragmatic function of presupposition is mainly realized in three aspects, in other words.
^ the default from three different angles: advertising services in the form of advertising language; advertising information; advertising
Market strategy and psychological strategy.
Finally, after a large number of theoretical analyses and illustrations, the paper borrows several terms of music
Visualize and summarize the main purpose of the full text: pragmatic presupposition makes the advertising language more powerful, so as to help
Advertising realizes its ultimate pragmatic function.

【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2002
【分類號(hào)】：H315;H030

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 倪海燕;語用預(yù)設(shè)與理想交際語境的構(gòu)建[D];湘潭大學(xué);2006年

2 韓麗霞;羅格2008和2012奧運(yùn)開幕致辭的預(yù)設(shè)觸發(fā)語研究[D];山西師范大學(xué);2013年

本文編號(hào)：1750405