本文選題：會話涵義 + 預設��； 參考：《遼寧師范大學》2006年碩士論文

【摘要】：語言對人及其行為施加著重要影響，特別是在市場行銷和廣告宣傳領域。廣告無時無刻不存在于我們的生活中，廣告用語要有效地影響人們的購買行為，就必須在有限的空間字符內(nèi)傳達更多讓人印象深刻的信息，其原因就在于廣告的根本特征的就是勸導性，即要說服消費者購買其產(chǎn)品。雖然視覺，聽覺甚至嗅覺的內(nèi)容和設計也起著重要的作用，但是語言才是商家所采用的最有效的說服方式，因為語言是幫助消費者們識別并真正記住某種商品的最簡單，最有效的方式。 但是，在絕大多數(shù)情況下，廣告語的選擇并不是隨意的，從語用學角度來看，廣告用語的字面意思與其所要傳達的真正信息有時是十分沖突的，在這種情況下，廣告商往往是在引導消費者進行信息處理，運用常理，預設等進行推斷，從而把更多的未知和未確定信息變成已知前提，甚至是誤導。那么我們是怎樣得出，并應該怎樣分析其中隱含的勸導信息呢?廣告又是如何作用于人的思維過程并影響人的購買行為的呢?廣告既是一種社會現(xiàn)象，又是一種語言現(xiàn)象，社會學者們曾經(jīng)運用符號學，語意學以及語言學等等理論來闡釋它，但是由于廣告的基本概念即關聯(lián)性，即所言之物必與所需相關，這就與Grice的語言學理論(Maxim ofRelevance)相關聯(lián)了，，即廣告宣傳要引起消費者的注意力，并作用于其心理過程，就要通過廣告語言的設計操縱消費者的關聯(lián)期待值�；诖它c，本文選擇了從應用語言學的角度來解釋廣告這一社會現(xiàn)象，切入點即應用語言學中的涵義。 本文從應用語言學角度，通過標準涵義中的預設和會話涵義中的故意破壞Grice的合作原則揭示了廣告用語中的隱含勸導信息，分析了這些言外之意是如何有效地被運用于市場銷售和廣告宣傳之中的，其實證性主要是來自于兩個相關定性分析：一個是關于預設在廣告中出現(xiàn)頻率分布狀況的定性分析，另一個是有關的標準涵義和會話涵義在廣告中運用比率的定性分析。這兩個定性分析的語料均運用目的抽樣的方式來自于120條廣告(82條來自書刊雜志，38條來自互聯(lián)網(wǎng))，因為目的抽樣的方式能夠有的放矢地提供更足夠的相關信息，并有利于通過細節(jié)的數(shù)據(jù)分析使讀者獲得更深入的理解。
[Abstract]:Language exerts an important influence on people and their behavior, especially in marketing and advertising. Advertising exists all the time in our lives. In order to effectively influence people's purchase behavior, advertising language must convey more impressive information in limited space characters. The reason lies in the fundamental feature of advertising is persuasion, that is, to persuade consumers to buy its products. Although visual, auditory and even olfactory content and design also play an important role, language is the most effective way to persuade businesses because language is the simplest way to help consumers identify and truly remember a product. The most effective way. However, in the vast majority of cases, the choice of advertising language is not random. From a pragmatic point of view, the literal meaning of the advertising language is sometimes in conflict with the real message it is intended to convey, in which case, Advertisers often guide consumers to process information, use common sense, presupposition and so on to infer, thus turning more unknown and undetermined information into known premises, even misleading. So how do we come to, and how should we analyze, the implicit message of persuasion? How does advertising affect people's thinking process and their purchasing behavior? Advertising is not only a social phenomenon, but also a linguistic phenomenon. Sociologists have used the theories of semiotics, semantics and linguistics to explain it, but because of the basic concept of advertising, that is, relevance. That is, what is said has to do with what is needed, which is linked to Grice's linguistic theory of Maxim of relevance, that is, advertising should attract the attention of consumers and act on their psychological processes. The design of advertising language will manipulate the associated expectations of consumers. Based on this, this paper chooses to explain advertising as a social phenomenon from the perspective of applied linguistics, that is, the meaning of applied linguistics. From the perspective of applied linguistics, this paper reveals the implicit persuasive information in advertising through the cooperative principles of presupposition in standard meaning and deliberate destruction of Grice in conversational meaning. This paper analyzes how these implicature are effectively used in marketing and advertising. The positivities mainly come from two relevant qualitative analyses: one is qualitative analysis of the frequency distribution of presupposition in advertising. Another is the qualitative analysis of the standard meaning and conversational meaning used in advertising. The two qualitative data were collected from 120 advertisements and 82 from books, magazines and 38 articles from the Internet, because the purpose sampling method can provide more adequate relevant information in a targeted way. It also helps readers to get a deeper understanding through detailed data analysis.
【學位授予單位】：遼寧師范大學
【學位級別】：碩士
【學位授予年份】：2006
【分類號】：H313

【引證文獻】

相關碩士學位論文 前1條

1 王任環(huán);會話含義綜合模型在廣告語言分析中的應用[D];北京林業(yè)大學;2008年

本文編號：2014722