本文選題：英文汽車平面廣告 + 語篇連貫��； 參考：《西南交通大學》2008年碩士論文

【摘要】： 本文是運用關(guān)聯(lián)理論對英文汽車平面廣告語篇中的連貫現(xiàn)象進行分析的一次嘗試。語篇連貫是話語分析中一個復雜且頗具爭議的問題。近三十年來,語言學家們從不同的角度對連貫進行了研究,得出不同的定義,構(gòu)建了不同的理論。從語義角度(如銜接理論)和語用角度(如會話含義理論、言語行為理論)對連貫進行的研究,都加深了我們對連貫的認識。但同時這些研究也存在其自身的不足,其中深層次的問題在于忽視了認知性。這使本文從認知語用學角度對連貫的研究具有價值和意義。 本文的理論基礎(chǔ)是關(guān)聯(lián)理論。Sperber Wilson(1986)認為交際本質(zhì)上屬于認知活動的范疇,人類認知是以關(guān)聯(lián)為取向的。在比較代碼模式和推理模式的基礎(chǔ)上,他們提出了一個新的交際模式:明示—推理交際模式。明示和推理是同一過程的兩個方面,明示是相對于說話者而言的,推理則是相對于聽話者而言的。明示和推理都要以關(guān)聯(lián)為準則。 文章首先從廣告制作者的角度進行分析,闡明交際中廣告制作者對語篇連貫的構(gòu)建起著重要的作用。在互動的過程中,廣告制作者始終是理性的、有意圖的,并且相信讀者能從自己的語句中獲得該意圖。設(shè)計廣告詞時,制作者為了有效地實現(xiàn)自己的意圖,使廣告可以為讀者所理解,力圖以連貫的方式構(gòu)建廣告。制作者通過明示保證關(guān)聯(lián),進而保證連貫。廣告制作者以正確估計讀者的認知語境為基礎(chǔ),有效地調(diào)節(jié)語句以確保能激活受話者大腦中與發(fā)話者意圖相同的記憶。從這個方面來說,制作者的語句是英文汽車平面廣告語篇連貫的保證,由于他意在構(gòu)建連貫的語篇,其意圖自然會在受話者腦中突現(xiàn),因此整個語篇連貫的實現(xiàn)就是一個自然的過程。 接著文章指出讀者通過推理尋找關(guān)聯(lián)從而構(gòu)建連貫的英文汽車平面廣告。讀者的推理活動以關(guān)聯(lián)為導向,在推導廣告制作者的真正意圖時,讀者首先需要推導出廣告中語句的隱含前提,在此隱含前提的基礎(chǔ)上,才能推導出制作者的真正意圖,即隱含結(jié)論。連貫隨關(guān)聯(lián)的實現(xiàn)而實現(xiàn),并可分為兩類:命題內(nèi)容的連貫和語境效果的連貫。當后一句的內(nèi)容需要借助前一句的命題內(nèi)容來理解時,就是連貫的:當后一句在前一句形成的語境假設(shè)中產(chǎn)生語境效果時,就是連貫的。 基于關(guān)聯(lián)理論,本文分別闡釋了交際雙方即廣告制作者和讀者在連貫的英文汽車平面廣告語篇中各自做出的貢獻,從而得出結(jié)論:連貫是廣告制作者和讀者共同努力,尋求關(guān)聯(lián)的結(jié)果。
[Abstract]:This paper is an attempt to use relevance theory to analyze the coherence phenomenon in English automobile advertising discourse. Discourse coherence is a complex and controversial issue in discourse analysis. In the past 30 years, linguists have studied coherence from different angles, come up with different definitions and construct different theories. The study of coherence from the semantic point of view (such as cohesion theory) and pragmatics (such as conversational implicature theory and speech act theory) has deepened our understanding of coherence. But at the same time, these studies also have their own shortcomings, in which the deep problem lies in the neglect of cognition. This makes the study of coherence from the perspective of cognitive pragmatics of value and significance. The theoretical basis of this paper is relevance theory, which holds that communication is essentially a category of cognitive activity, and human cognition is oriented towards relevance. On the basis of comparing code mode with inference mode, they propose a new communication model: ostensive-inferential communication model. Ostensible and inferential are two aspects of the same process. Ostensibility is relative to the speaker and inference is relative to the hearer. Both ostensibility and inference should be based on relevance. From the perspective of the advertising producer, the paper first illustrates that the advertisement producer plays an important role in the construction of discourse coherence in communication. In the process of interaction, the advertisers are always rational and intentional, and believe that readers can get the intention from their own statements. When designing advertising words, the producer tries to construct advertisements in a coherent way in order to realize his intention effectively and make the advertisements understood by readers. The producer guarantees coherence by expressly guaranteeing the connection. Based on the correct estimation of the reader's cognitive context, the advertisement maker adjusts the sentence effectively to ensure that the memory in the addressee's brain is the same as the speaker's intention. In this respect, the producer's statement is the guarantee of coherence in the English automobile advertising discourse. Since he intends to construct a coherent text, his intention naturally appears in the mind of the addressee. Therefore, the realization of coherence is a natural process. Then it is pointed out that the readers construct coherent English car print advertisements by searching for relevance through reasoning. The reader's reasoning activity is directed by relevance. When deducing the real intention of the advertising producer, the reader first needs to deduce the implicit premise of the statement in the advertisement, and on the basis of this implicit premise, the real intention of the producer can be deduced. Implied conclusion. Coherence is realized with the realization of relevance and can be divided into two categories: coherence of propositional content and coherence of contextual effect. The latter sentence is coherent when it needs to be understood by the propositional content of the preceding sentence and when the latter sentence produces contextual effects in the context hypothesis formed by the preceding sentence. Based on relevance theory, this paper explains the respective contributions made by both the communicators and the readers in the coherent English vehicle advertising discourse, and concludes that coherence is the joint effort of the advertisers and the readers. Seek the result of association.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：H315

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本文編號：1940053