本文選題：廣告 + 廣告語��； 參考：《山東師范大學(xué)》2008年碩士論文

【摘要】： 廣告是經(jīng)濟社會和信息時代一個重要的社會現(xiàn)象,它與國家經(jīng)濟發(fā)展、企業(yè)營銷推廣以及人民的日常生活密切相關(guān)。鑒于它在當(dāng)今社會所發(fā)揮的重要作用,越來越多的語言學(xué)家們開始從不同的角度研究廣告中最重要的交際因素——廣告語,旨在探索廣告語創(chuàng)作的基本規(guī)律并尋求其指導(dǎo)理論。 從根本上說,廣告語言屬于勸導(dǎo)說服型語言,廣告撰寫人借助各種不同的語言符號來宣傳商品、樹立良好的品牌形象,使公眾產(chǎn)生購買欲望,從而達到最佳的廣告宣傳效應(yīng)。然而廣告是一種特殊的交際活動,在廣告交際過程中,部分廣告的功利性易使其受眾(接受者)產(chǎn)生不信任、不合作的態(tài)度,從而達不到廣告的宣傳目的,所以如何使廣告語有效地服務(wù)于廣告的功能而不引起受眾的反感,則成為廣告撰寫人最為關(guān)注的問題。作為語言學(xué),特別是語用學(xué)中的一個重要研究課題——預(yù)設(shè)(presupposition),由于其自身的特點,常常被廣告撰寫人用來不露痕跡地增強廣告的說服效果。 預(yù)設(shè)又稱前提,是一種推理。它是實施某一言語行為所需要滿足的恰當(dāng)條件;是交際雙方所共有的知識;是那些對語境敏感的、與說話人的信念、態(tài)度、意圖有關(guān)的前提關(guān)系。預(yù)設(shè)具有兩大特征:合適性和已知性。合適性是指:預(yù)設(shè)是言語行為的先決條件,要與語境緊密結(jié)合。已知性是指:預(yù)設(shè)是說話人認(rèn)為聽話人已知的信息。另外,預(yù)設(shè)是說話人在說話前預(yù)先設(shè)定的內(nèi)容,是主觀的斷言,它在使用上,具有單向性和隱蔽性的特點。 現(xiàn)在有關(guān)廣告語的研究越來越多,但從預(yù)設(shè)的角度來分析的卻為數(shù)不多。因此,本文旨在對預(yù)設(shè)在廣告語中的工作機制進行嘗試性的分析和論證。 本文由四部分構(gòu)成。 第一部分論述本文的研究目的和意義,介紹先行研究及闡明本文的立場。 第二部分歸納廣告語的特點和闡述預(yù)設(shè)的理論。 第三部分為3、4、5三個章節(jié)。該部分主要從預(yù)設(shè)與廣告的語言形式、預(yù)設(shè)與廣告的信息傳遞及預(yù)設(shè)與廣告的策略三個宏觀層面來分析和論證預(yù)設(shè)在廣告語中的功能。 首先、章節(jié)3從廣告語的簡潔性和趣味性兩個角度分析了預(yù)設(shè)在廣告語的表達形式中所起的作用。通過理論分析及實例論證得出如下結(jié)論:(1)通過預(yù)設(shè)可以補足背景知識,使廣告語簡潔;(2)預(yù)設(shè)觸發(fā)語可以改變一成不變的斷言表達方式,使廣告語具有趣味性。 其次、章節(jié)4從廣告產(chǎn)品本身的信息傳遞、對消費對象的信息把握及廣告信息的傳遞質(zhì)量、信息情調(diào)三個角度全面分析了預(yù)設(shè)在廣告信息的傳遞中發(fā)揮的作用。研究發(fā)現(xiàn):巧妙得體地使用預(yù)設(shè),不但可以使廣告含蓄、耐人尋味,而且(1)可以有效地傳遞產(chǎn)品本身的信息;(2)能夠恰到好處地把握消費者的信息,吸引他們的注意,喚起其購買欲;(3)能夠提高廣告信息的傳遞質(zhì)量,凸顯廣告的焦點信息,達到最佳的廣告效果。 最后、章節(jié)5從廣告的心理策略和市場策略兩個角度分析了預(yù)設(shè)在廣告策略中的功能。通過理論分析及實例論證發(fā)現(xiàn):(1)恰當(dāng)?shù)厥褂妙A(yù)設(shè),可以更好地把握消費者的消費心理,隱藏某些不好的信息;(2)可以更好地確定目標(biāo)讀者,還可以幫助廣告主進行自我保護。 總之,通過第三部分的研究,可以得知:預(yù)設(shè)從廣告的語言形式、信息傳遞及策略三個不同的層面服務(wù)于廣告,在實現(xiàn)廣告的最終目的方面起著不可替代的作用。 第四部分是小結(jié)和今后的課題。該論文的完成將會對預(yù)設(shè)在廣告中的應(yīng)用產(chǎn)生一定的參考作用,即從實踐上幫助廣告撰寫人有效地運用預(yù)設(shè)這一策略,使其設(shè)計出的語言更科學(xué)、更具說服力,更有利于實現(xiàn)廣告的最終目的。另外也希望本文能夠加深讀者對預(yù)設(shè)的認(rèn)識和理解,并擴大廣告語的研究范圍。但由于能力和篇幅有限,本文仍存在著許多不足,有待于專家學(xué)者們的指正與批評。
[Abstract]:Advertisement is an important social phenomenon in the society and the information age , it is closely related to the national economic development , enterprise marketing promotion and the daily life of the people . In view of its important role in the society , more and more linguist begin to study the most important communication factors in advertisement from different angles .


In the process of advertisement communication , the utility of partial advertisement is easy to make its audience ( recipient ) generate distrust and uncooperative attitude so as to reach the best advertising effect .


Presupposition is also a premise , it is a kind of reasoning . It is the proper condition that needs to be met in the implementation of a certain speech act . It is the premise that the communication parties share knowledge ; it is the precondition of the speech act and is closely related to the context . It is known that the preset is the pre - set content of the speaker , and it is subjective assertion that it has the characteristics of unidirectional and concealment in use .


Now the research on advertising language is more and more , but it has been analyzed from the preset angle , so the aim of this paper is to make a tentative analysis and demonstration of the pre - set working mechanism in the advertising language .


This paper consists of four parts .


In the first part , the purpose and significance of the research are discussed , and the position of this paper is introduced .


The second part sums up the characteristics of the advertising language and expounds the preset theory .


The third part is three chapters , 3 , 4 and 5 . This part mainly analyzes and proves the function of the preset in the advertising language from three macro aspects : the language form of the preset and the advertisement , the information transmission of the preset and the advertisement and the strategy of the preset and advertisement .


First , chapter 3 analyzes the role of the preset in the expression form of the advertising language from the perspectives of simplicity and interest of the advertising language . Through the theoretical analysis and the example demonstration , the following conclusions are drawn : ( 1 ) the advertising language is simple through the preset can complement the background knowledge , and ( 2 ) the preset trigger can change an unchanged assertion expression way , so that the advertisement language is interesting .


Second , the chapter 4 comprehensively analyzes the role of the preset in the delivery of advertisement information from the information transmission of the advertisement product itself , the information grasp of the consumer object and the transmission quality of the advertisement information , and the information emotion regulation .


Finally , chapter 5 analyzes the function of preset in advertising strategy from two aspects of advertising ' s psychological strategy and marketing strategy . Through theoretical analysis and example demonstration , it is found that : ( 1 ) It can better grasp the consumer ' s consumer psychology and hide some bad information .


In a word , through the research of the third part , it can be learned that the preset advertisement is served from three different aspects of advertisement ' s language form , information delivery and strategy , and plays an irreplaceable role in the realization of the ultimate purpose of the advertisement .


The fourth part is the summary and future research . The completion of this paper will have some reference to the application of the preset in the advertisement , that is , to help the advertisement writer to use the preset strategy effectively , make the language more scientific , more persuasive and more favorable for the final purpose of the advertisement .
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F713.8

【引證文獻】

相關(guān)碩士學(xué)位論文 前1條

1 張曉華;廣告中省略表達的日漢對照研究[D];南京農(nóng)業(yè)大學(xué);2009年

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本文編號：2039506