本文選題：廣告 + 預(yù)設(shè)　； 參考：《重慶師范大學(xué)》2009年碩士論文

【摘要】： 在當(dāng)今這個(gè)社會(huì)和科技高速發(fā)展的年代,廣告已經(jīng)成為了人們?nèi)粘Ｉ畹囊徊糠帧o(wú)論我們喜歡與否,大眾媒體,電視上,廣播中,網(wǎng)絡(luò)上,報(bào)紙上,雜志上,甚至在街道上都充滿了各種各樣的廣告。廣告的目的是勸說(shuō)消費(fèi)者購(gòu)買產(chǎn)品或服務(wù)。 對(duì)于一則廣告來(lái)說(shuō),語(yǔ)言技巧是至關(guān)重要的。因?yàn)檫@個(gè)原因,哲學(xué)家、心理學(xué)家、修辭學(xué)家以及語(yǔ)言學(xué)家都注意到了廣告中的特殊的語(yǔ)言形式。根據(jù)Vestergaard和Schroder的觀點(diǎn),廣告語(yǔ)言有三個(gè)基本功能:信息功能,勸說(shuō)功能及反映功能。為了展示這三種功能,學(xué)者們?cè)噲D從不同角度對(duì)不同類型的廣告語(yǔ)言進(jìn)行分析。前人的分析方法中重要的有:符號(hào)學(xué)方法,語(yǔ)言學(xué)方法,交際法以及語(yǔ)用法。 雖然以前的學(xué)者在廣告語(yǔ)言方面的研究取得了很大成就,但是他們還是遺留下許多未解決的問(wèn)題。為了提高我們目前對(duì)廣告語(yǔ)言研究的水平,本文作者提出了一個(gè)新的視角—語(yǔ)用預(yù)設(shè)的視角。本文的寫作目的是給出一個(gè)“在廣告中應(yīng)用語(yǔ)用預(yù)設(shè)”的系統(tǒng)地和完整地分析,并為設(shè)計(jì)出有意義并且有吸引力的廣告提供理論基礎(chǔ)。 當(dāng)我們談?wù)撜Z(yǔ)用預(yù)設(shè)的時(shí)候,我們首先應(yīng)該知道預(yù)設(shè)的概念。預(yù)設(shè)起源于哲學(xué)領(lǐng)域。最先,這一概念是在1892年被一個(gè)德國(guó)的哲學(xué)家Frege提出來(lái)的。在20世紀(jì)60年代,預(yù)設(shè)被納入語(yǔ)言學(xué)領(lǐng)域并最初被定義為一個(gè)語(yǔ)義學(xué)里面的新的概念。后來(lái)在20世紀(jì)70年代,預(yù)設(shè)開始進(jìn)入語(yǔ)用學(xué)的領(lǐng)域。 因此,在本篇論文中,作者系統(tǒng)地介紹了預(yù)設(shè)的兩個(gè)層次的概念——語(yǔ)義預(yù)設(shè)和語(yǔ)用預(yù)設(shè)�；诂F(xiàn)實(shí)要求,作者重點(diǎn)介紹了語(yǔ)用預(yù)設(shè)。 根據(jù)Levinson(2001)的觀點(diǎn),語(yǔ)用預(yù)設(shè)有兩個(gè)基本屬性——合適性和共知性。然后作者又在陳新仁(1998)的觀點(diǎn)基礎(chǔ)上,介紹了語(yǔ)用預(yù)設(shè)的三個(gè)特點(diǎn)——單向性,主觀性和隱蔽性。 基于語(yǔ)用預(yù)設(shè)的這些特點(diǎn),本文作者根據(jù)陳新仁(1998)的觀點(diǎn)提出,把語(yǔ)用預(yù)設(shè)分為四種類型。它們分別是事實(shí)預(yù)設(shè),狀態(tài)預(yù)設(shè),信念預(yù)設(shè)和行為預(yù)設(shè)。正是由于廣告中這些不同類型的預(yù)設(shè),才拉近了廣告制作人和消費(fèi)者的心理距離。 為什么廣告制作人在設(shè)計(jì)廣告時(shí)經(jīng)常用到語(yǔ)用預(yù)設(shè)呢?本文作者給出了原因。那就是:語(yǔ)用預(yù)設(shè)在廣告中的獨(dú)特的功能使廣告制作人把它作為一種有效的促銷策略。雖然一些學(xué)者也提到過(guò)語(yǔ)用預(yù)設(shè)在廣告中的功能,但他們的討論都不系統(tǒng)和全面。本文根據(jù)語(yǔ)用預(yù)設(shè)的特點(diǎn)來(lái)試圖探討語(yǔ)用預(yù)設(shè)在廣告中的四種功能,即簡(jiǎn)化語(yǔ)言、增強(qiáng)說(shuō)服性、委婉及傳播文化功能。 總之,本文的研究采用理論和實(shí)踐相結(jié)合的方法來(lái)分析廣告用語(yǔ)。從研究意義來(lái)看,本文能夠給出一個(gè)“語(yǔ)用預(yù)設(shè)運(yùn)用在廣告中”的理論指導(dǎo),幫助廣告制作者制造出更有吸引力的廣告;而且從長(zhǎng)遠(yuǎn)影響來(lái)看,本文顯示出語(yǔ)用預(yù)設(shè)在廣告應(yīng)用中的重要性。
[Abstract]:With the rapid development of society and technology, advertising has become a part of people's daily life. Whether we like it or not, the mass media, television, radio, the Internet, newspapers, magazines, and even the streets are full of all kinds of advertisements. The purpose of advertising is to persuade consumers to buy products or services. Language skills are essential to an advertisement. For this reason, philosophers, psychologists, rhetoric and linguists have noticed the special forms of language in advertising. According to Vestergaard and Schroder, advertising language has three basic functions: information function, persuasion function and reflection function. In order to demonstrate these three functions, scholars try to analyze different types of advertising language from different angles. Among the previous analytical methods are semiotics, linguistics, communicative methods and usage. Although previous scholars have made great achievements in advertising language, they have left many unsolved problems. In order to improve our current research on advertising language, the author proposes a new perspective-pragmatic presupposition. The purpose of this thesis is to provide a systematic and complete analysis of the application of pragmatic presupposition in advertising, and to provide a theoretical basis for designing meaningful and attractive advertisements. When we talk about pragmatic presupposition, we should first know the concept of presupposition. Presupposition originates from the field of philosophy. The concept was first put forward by Frege, a German philosopher, in 1892. In the 1960s, presupposition was incorporated into the field of linguistics and initially defined as a new concept in semantics. Later, in the 1970 s, presupposition began to enter the field of pragmatics. Therefore, in this thesis, the author systematically introduces two levels of presupposition: semantic presupposition and pragmatic presupposition. Based on the practical requirements, the author focuses on pragmatic presupposition. According to Levinsonian (2001), pragmatic presupposition has two basic attributes: appropriateness and understanding. Then the author introduces three characteristics of pragmatic presupposition on the basis of Chen Xinren's point of view: unidirectional, subjectivity and concealment. Based on these characteristics of pragmatic presupposition, the author puts forward that pragmatic presupposition can be divided into four types according to Chen Xinren's viewpoint in 1998. They are fact presupposition, state presupposition, belief presupposition and behavior presupposition. It is because of these different types of presupposition in advertising that the psychological distance between advertisers and consumers is drawn closer. Why do advertisers often use pragmatic presupposition when designing advertisements? The author gives the reasons. That is: the unique function of pragmatic presupposition in advertising makes advertisers use it as an effective promotion strategy. Although some scholars have mentioned the function of pragmatic presupposition in advertising, their discussion is not systematic and comprehensive. According to the characteristics of pragmatic presupposition, this paper attempts to explore the four functions of pragmatic presupposition in advertising, that is, simplifying language, enhancing persuasion, euphemism and spreading cultural functions. In a word, this research adopts the method of combining theory and practice to analyze advertising terms. From the point of view of research, this paper can give a theoretical guidance of "pragmatic presupposition applied in advertising" to help advertisers to create more attractive advertisements, and in the long run, This paper shows the importance of pragmatic presupposition in advertising applications.
【學(xué)位授予單位】：重慶師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：H030

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 侯文娟;基于預(yù)設(shè)角度的新聞?wù)Z篇中名詞化的研究[D];鄭州大學(xué);2011年

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本文編號(hào)：1911275