發(fā)布時(shí)間：2018-04-28 05:42

  本文選題：連貫構(gòu)建 + 銜接理論��； 參考：《北京交通大學(xué)》2009年碩士論文

【摘要】： 廣告是日常生活中十分常見(jiàn)的一種現(xiàn)象,語(yǔ)言又是廣告的重要載體,所以廣告語(yǔ)言引起了國(guó)內(nèi)外很多研究者的注意。主要有Geoffrey N.Leech(1966)、Vestergaard and Schroder(1985)、Keido Tanaka(1994)、Guy Cook(1992)、黃國(guó)文(2001)and Judith Williamson(1983)。他們分別從文體學(xué)、社會(huì)語(yǔ)言學(xué)、語(yǔ)用學(xué)、話語(yǔ)分析、功能語(yǔ)言學(xué)以及符號(hào)學(xué)的角度探討了廣告的語(yǔ)言特點(diǎn)、影響廣告理解的語(yǔ)用因素以及認(rèn)知因素。但是,在以往的研究中,對(duì)廣告語(yǔ)篇連貫的研究較少,Guy Cook和黃國(guó)文只對(duì)廣告語(yǔ)篇的語(yǔ)法銜接做過(guò)簡(jiǎn)要分析。 語(yǔ)篇連貫的過(guò)程也是語(yǔ)篇理解的過(guò)程。語(yǔ)篇被理解表明語(yǔ)篇也就達(dá)到了連貫。本文基于韓禮德和哈桑的銜接理論以及斯伯伯和威爾遜的關(guān)聯(lián)理論來(lái)研究汽車(chē)平面廣告的顯性連貫和隱性連貫。韓禮德和哈桑把語(yǔ)篇銜接分為語(yǔ)法銜接和詞匯銜接,語(yǔ)法銜接分為照應(yīng),替代,省略,連接;詞匯銜接分為復(fù)現(xiàn)和搭配。關(guān)聯(lián)理論認(rèn)為語(yǔ)言交際是一個(gè)認(rèn)知過(guò)程,而這個(gè)過(guò)程是通過(guò)明示推理來(lái)進(jìn)行的,并受關(guān)聯(lián)原則的支配。每個(gè)交際過(guò)程都傳遞有最佳關(guān)聯(lián)的假設(shè),即說(shuō)話者總是通過(guò)話語(yǔ)來(lái)提供具有最佳關(guān)聯(lián)的假設(shè),話語(yǔ)理解則是一個(gè)通過(guò)處理話語(yǔ)找出最佳關(guān)聯(lián)解釋的推理過(guò)程。作者從時(shí)代雜志及網(wǎng)站上搜集29篇汽車(chē)廣告作為研究對(duì)象,其中18篇用來(lái)探討銜接理論是如何建構(gòu)汽車(chē)廣告的連貫,11篇用來(lái)探討關(guān)聯(lián)理論在理解汽車(chē)廣告中所起的作用,作者選取了帶有雙關(guān),隱喻,擬人及圖片特征的汽車(chē)廣告,分析讀者是如何利用這些特征來(lái)推理進(jìn)而達(dá)到廣告連貫的。 通過(guò)分析汽車(chē)廣告中的語(yǔ)篇連貫,一方面語(yǔ)篇銜接有助于我們更加深刻的了解汽車(chē)廣告語(yǔ)言的特點(diǎn),另一方面關(guān)聯(lián)理論有助于我們欣賞汽車(chē)廣告的創(chuàng)新性并且激活我們的想象思維,對(duì)于廣告設(shè)計(jì)具有一定的指導(dǎo)意義和參考價(jià)值。然而本文也有很多不足,主要表現(xiàn)在一下幾個(gè)方面:一、由于語(yǔ)料庫(kù)數(shù)量較少,對(duì)于影響汽車(chē)廣告連貫的其他因素可能沒(méi)有考慮到。二、作者主要研究汽車(chē)平面廣告,對(duì)于語(yǔ)調(diào)等在有聲汽車(chē)廣告語(yǔ)篇中的連貫沒(méi)有分析。
[Abstract]:Advertising is a very common phenomenon in daily life, and language is an important carrier of advertising, so advertising language has attracted the attention of many researchers at home and abroad. Vestergaard and Schrodera (1985), Geoffrey N. Leecher (1996) and Judith Williamson (1983) are mainly Geoffrey N. Leechard and Schrodera (1985), Keido Tanakaer (1994), Guy Cooker (1992), Huang Guowen (2001) and Judith Williamson (1983). From the perspectives of stylistics, sociolinguistics, pragmatics, discourse analysis, functional linguistics and semiotics, they explored the linguistic characteristics of advertising, the pragmatic factors that affect the understanding of advertising and the cognitive factors. However, in previous studies, only a brief analysis of the grammatical cohesion of advertising texts has been made by Guy Cook and Huang Guowen. The process of discourse coherence is also a process of text comprehension. The understanding of a text indicates that the text is coherent. Based on Halliday and Hasan's cohesion theory and uncle s and Wilson's relevance theory, this paper studies the explicit and implicit coherence of automobile print advertising. Halliday and Hasan divided textual cohesion into grammatical cohesion and lexical cohesion, grammatical cohesion into reference, substitution, ellipsis and connection, and lexical cohesion into repetition and collocation. Relevance theory holds that language communication is a cognitive process, which is conducted by ostensive-inferential and is governed by the principle of relevance. Every communication process conveys the hypothesis of optimal relevance, that is, the speaker always provides the hypothesis with the best relevance through utterance, and discourse understanding is a process of reasoning to find out the best relevance explanation by dealing with the utterance. The author collects 29 automobile advertisements from time magazine and website as the research object, of which 18 are used to explore how cohesion theory is used to construct coherence in automobile advertising. 11 articles are used to explore the role of relevance theory in the understanding of automobile advertising. The author selects automobile advertisements with puns, metaphors, personification and image features to analyze how readers use these features to infer and achieve advertising coherence. Through the analysis of discourse coherence in automobile advertising, on the one hand, discourse cohesion can help us to understand the characteristics of automobile advertising language more deeply. On the other hand, relevance theory is helpful for us to appreciate the innovation of automobile advertisement and activate our imagination thinking, which has certain guiding significance and reference value for advertising design. However, this paper also has many shortcomings, mainly in the following aspects: first, due to the small number of corpus, the other factors that affect the coherence of automobile advertising may not be taken into account. Secondly, the author mainly studies the automobile print advertising, and does not analyze the coherence of intonation in the audible automobile advertising discourse.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：H15

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 張娟;符號(hào)學(xué)視角下中英汽車(chē)平面廣告中視覺(jué)修辭的對(duì)比研究[D];西南大學(xué);2010年

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本文編號(hào)：1814009