本文選題：語(yǔ)用預(yù)設(shè) + 廣告用語(yǔ)　； 參考：《西安電子科技大學(xué)》2007年碩士論文

【摘要】： 廣告在現(xiàn)代社會(huì)中無(wú)處不在。無(wú)論我們喜歡與否,是否意識(shí)到它的存在,廣告都深深的影響著我們的生活---大到經(jīng)濟(jì)全球化、國(guó)家經(jīng)濟(jì),小到單個(gè)企業(yè)的發(fā)展、個(gè)人的衣食住行。廣告已成為現(xiàn)代經(jīng)濟(jì)和生活的一個(gè)重要組成部分。隨著對(duì)廣告的重要性的認(rèn)識(shí)越來(lái)越明確,經(jīng)濟(jì)學(xué)家,藝術(shù)家,心理學(xué)家等都給予了廣告日益密切的關(guān)注,語(yǔ)言學(xué)家更是從不同角度對(duì)廣告語(yǔ)言進(jìn)行了大量的分析研究。廣告語(yǔ)言作為一種說(shuō)服性語(yǔ)言最終目的是向潛在的顧客群體傳遞產(chǎn)品或服務(wù)信息并最終勸說(shuō)人們采取購(gòu)買(mǎi)行為。設(shè)計(jì)出富有誘惑力和說(shuō)服力的廣告語(yǔ)言需要廣告撰寫(xiě)人很好的把握信息傳播策略、語(yǔ)言策略和消費(fèi)心理策略。 伴隨著語(yǔ)言學(xué)的發(fā)展,人們對(duì)廣告語(yǔ)言的研究也逐漸從純語(yǔ)言特點(diǎn)的分析到語(yǔ)言與語(yǔ)境的關(guān)系以及語(yǔ)言的得體性、適切性等角度進(jìn)行研究,也就是說(shuō),語(yǔ)用學(xué)的理論已經(jīng)被引入到廣告語(yǔ)言的研究之中。作為語(yǔ)用學(xué)研究的一項(xiàng)重要課題,語(yǔ)用預(yù)設(shè)相對(duì)于話語(yǔ)理解而言具備合適性和共知性,而且本身具有單項(xiàng)性、主觀性和隱蔽性。巧妙語(yǔ)用預(yù)設(shè)的這三個(gè)特征可以衍生出交際所需的策略性。廣告用語(yǔ)對(duì)語(yǔ)用預(yù)設(shè)的利用很大程度上反映了這種策略性。 通過(guò)理論分析、舉例說(shuō)明和定量研究,本文對(duì)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)與廣告的信息傳遞、預(yù)設(shè)與廣告的心理策略四個(gè)宏觀層面關(guān)系來(lái)論證,試圖挖掘語(yǔ)用預(yù)設(shè)在報(bào)刊雜志廣告語(yǔ)言中的功能,揭示語(yǔ)用預(yù)設(shè)在幫助廣告達(dá)到其勸說(shuō)目的中的積極作用。作者希望該論文的完成在理論上可以加深對(duì)語(yǔ)用預(yù)設(shè)的認(rèn)識(shí)和理解,豐富它的內(nèi)容,同時(shí)開(kāi)辟?gòu)V告語(yǔ)言研究的新視角;在實(shí)踐上能幫助廣告撰稿人設(shè)計(jì)出更具魅力,更成功的廣告。 本文包括以下部分,第一章介紹了本研究的目的和動(dòng)機(jī)、文本資料來(lái)源、研究方法以及論文結(jié)構(gòu)的安排。第二章和第三章為本文的文獻(xiàn)綜述和理論依據(jù)。預(yù)設(shè)最初起源于哲學(xué)和邏輯學(xué)的范疇,后來(lái)與語(yǔ)言的形式、結(jié)構(gòu)、用法和功能的研究結(jié)合到一起。根據(jù)關(guān)聯(lián)理論,作者介紹了與預(yù)設(shè)產(chǎn)生相關(guān)的前提觸發(fā)語(yǔ)的幾種形式,以便和后面廣告語(yǔ)料分析相吻合。同時(shí),作者還回顧了前人對(duì)報(bào)刊雜志廣告語(yǔ)言的研究,尤其是從語(yǔ)用預(yù)設(shè)的角度對(duì)廣告語(yǔ)言進(jìn)行的研究。第四章和第五章為本文的案例部分,對(duì)選自英美報(bào)刊雜志中的一百五十篇廣告文本進(jìn)行分析,探討語(yǔ)用預(yù)設(shè)在報(bào)刊雜志廣告中的積極作用。第四章通過(guò)定量和定性研究分析了廣告語(yǔ)言中的預(yù)設(shè)功能:通過(guò)預(yù)設(shè)能夠使廣告語(yǔ)言簡(jiǎn)潔,幽默和豐富多彩;通過(guò)預(yù)設(shè)能夠使廣告信息含蓄,耐人尋味,給消費(fèi)者留下深刻的影響;通過(guò)預(yù)設(shè)能夠使廣告語(yǔ)篇經(jīng)濟(jì)、簡(jiǎn)潔,降低廣告費(fèi)用,使廣告語(yǔ)篇信息前后銜接,通順連貫。第五章對(duì)語(yǔ)用預(yù)設(shè)在把握消費(fèi)者心理策略的不同功能進(jìn)行探討。如情感功能、隱藏功能、引導(dǎo)功能、委婉功能、說(shuō)服功能以及幽默功能。借助于預(yù)設(shè)這種語(yǔ)言策略,廣告人可以巧妙地拉近與潛在顧客的距離、贏得他們的好感、改變他們的態(tài)度和看法、引導(dǎo)他們接受一些假定的事實(shí),并最終勸說(shuō)他們?nèi)ハM(fèi)。第六章總結(jié)了廣告語(yǔ)用預(yù)設(shè)的特點(diǎn),并提出本研究在理論和實(shí)際中的意義、存在的問(wèn)題以及今后發(fā)展的方向。
[Abstract]:Advertising is ubiquitous in modern society. Whether we like it or not, whether we are aware of its existence, advertising has a deep impact on our life - big to economic globalization, the national economy, the development of a single enterprise, personal food and living. Advertising has become an important part of the modern economy and life. With the advertising of advertising, advertising has become an important part of our life. The understanding of the importance is becoming more and more clear. Economists, artists, psychologists, etc. have paid more and more attention to advertising. Linguists have carried out a lot of analysis and Research on advertising language from different angles. As a persuasive language, advertising language is the ultimate purpose of delivering product or service information to potential customer groups. And ultimately persuading people to take buying behavior. The advertising language designed to be tempting and persuasive requires a good grasp of the communication strategies, language strategies and consumer psychology strategies.
With the development of linguistics, the research of advertising language has gradually been studied from the analysis of the characteristics of pure language to the relationship between language and context, the appropriateness and appropriateness of language. That is to say, the theory of pragmatics has been introduced into the research of advertising language. Pragmatic presupposition has the appropriateness and mutual understanding compared to the discourse understanding, and it itself has a single nature, subjectivity and concealment. The three features of the ingenious pragmatic presupposition can derive the strategy needed for communication. The use of advertising language to pragmatic presupposition reflects this strategy to a great extent.
Through theoretical analysis, illustrating and quantitative research, this paper demonstrates the linguistic form of presupposition and advertising, presupposition and advertising discourse, presupposition and advertising information transmission, presupposition and advertising psychological strategies, and tries to excavate the functions of Pragmatic Presupposition in the language of newspapers and periodicals and reveals the help of Pragmatic Presupposition in four aspects. The author hopes that the completion of this paper can deepen the understanding and understanding of Pragmatic Presupposition in theory, enrich its content, and open up a new perspective of advertising language research; in practice, it can help advertisers to design more attractive and more successful advertisements.
The first chapter introduces the purpose and motivation of this study, the source of the text, the method of research and the arrangement of the structure of the paper. The second and third chapters are the literature review and theoretical basis. The presupposition originated in the category of philosophy and logic, and later on the study of the form, structure, usage and function of language. Together. According to the relevance theory, the author introduces several forms of precondition triggers related to Presupposition in order to coincide with the post advertising language analysis. At the same time, the author also reviews the previous research on advertising language of newspapers and magazines, especially the study of advertising language from the perspective of pragmatic presupposition. The fourth and fifth chapters In the case part of this paper, one hundred and fifty advertisements selected from the British and American newspapers and magazines are analyzed to explore the positive role of Pragmatic Presupposition in the advertisement of newspapers and magazines. The fourth chapter analyzes the presupposition function in the advertisement language by quantitative and qualitative analysis: through presupposition, the advertisement language is concise, humorous and colorful; Over presupposition can make the advertising information implicit, thought-provoking, and leave profound influence to the consumer; through presupposition, the advertising discourse economy, succinct, lower advertising costs, and the advertising discourse information are connected and coherent. The fifth chapter discusses the different functions of Pragmatic Presupposition in grasping the psychological strategies of consumers. With the use of presupposed language strategies, advertisers can skillfully draw close proximity to potential customers, win their good feelings, change their attitudes and attitudes, guide them to accept some presumed facts and eventually persuade them to consume. The sixth chapter sums up The characteristics of advertising pragmatic presupposition, and put forward the significance and problems of this study in theory and practice, and the future development direction.
【學(xué)位授予單位】：西安電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類(lèi)號(hào)】：H315

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 黃杰;中英文廣告中語(yǔ)用預(yù)設(shè)的功能和應(yīng)用[D];江西師范大學(xué);2010年

2 孔慧慧;趙本山小品中幽默制笑機(jī)制的預(yù)設(shè)分析[D];中南大學(xué);2009年

3 張，

本文編號(hào)：1993726