本文選題：廣告 + 隱喻��； 參考：《北華大學》2007年碩士論文

【摘要】： 廣告作為一種特殊的文體形式已經(jīng)滲透到社會生活當中,作為一種宣傳手段,廣告的最終目的是傳達所廣告產(chǎn)品或服務的信息給消費者并使其購買該產(chǎn)品或服務。廣告可以以各種形式出現(xiàn),其中廣告語言至關重要。語言對人們的行為具有強大的影響力,廣告語言尤其如此。選擇能夠有效影響并說服消費者的語言至關重要。 廣告商總是對廣告語言進行精心策劃以符合消費者的心理需求并達到最終說服其購買的目的。一般來說,廣告有兩個目的:傳遞產(chǎn)品或服務信息;說服購買。而對消費者進行勸誘,說服其購買產(chǎn)品是,是最為重要的目的。廣告語言和廣告的功能及作用密切相關,它是在這一目的的驅(qū)使下精心策劃的�？梢哉f,廣告語言對廣告功能的實現(xiàn)具有至關重要的意義。 因此,為了達到廣告說服購買這一最終目的,廣告商必須最大限度地吸引消費者目標群的注意,激發(fā)他們對產(chǎn)品的興趣和購買欲望,最終使其購買所宣傳的產(chǎn)品。廣告商通常采用很具有說服性的語言贏得消費者對廣告產(chǎn)品的正面關注和評價�？梢哉f,廣告語言的勸誘性和說服性是廣告語言的突出特點�；谶@點,此論文試圖從廣告語言的勸誘性著手進行探討。 勸誘性意指改變廣告目標消費群體的態(tài)度和行為。事實上,廣告信息之所以具有勸誘性是因為廣告的目的是為了吸引消費者的注意并改變他們對產(chǎn)品的態(tài)度和行為。 廣告語言一直是各領域?qū)W者們的研究對象,因為廣告語言對產(chǎn)品信息的有效傳遞及廣告目的的最終達成起著關鍵作用。廣告語言精心設計的目的是喚起讀者的注意和興趣,并說服他們購買商品或服務。這一點主要體現(xiàn)在商業(yè)廣告中,而且商業(yè)廣告更著重于廣告的說服力和勸誘性,而不僅僅是產(chǎn)品信息的單純傳遞,因此,本論文將圍繞英語商業(yè)廣告進行分析。 修辭常常使用于廣告語言之中,尤其是隱喻被廣告商廣泛采納并有效利用以求達到目的�？梢哉f,廣告語的一個顯著特點是隱喻性,這將有助于建立更強大的廣告效果,達到其推銷產(chǎn)品或服務的目的。該論文的主要線索便是從言語行為理論角度探討廣告中隱喻的勸誘性和說服力。 一些語言學家曾試圖打破單純從修辭角度分析隱喻的傳統(tǒng)分析方法,而從更為成熟及有效的角度進行分析,塞爾便是其中之一。他從言語行為理論這一新角度對隱喻進行了系統(tǒng)分析,并建立了一個對隱喻進行解釋的語用學框架,該理論為本論文提供根本的理論支持。 言語行為理論的提出者奧斯汀認為語言不僅可以用來交流信息,也可以用來做事。該理論由其學生塞爾得到進一步發(fā)展和延伸。塞爾在奧斯汀理論的基礎上進行修改,引出了“命題行為”這一概念,并對言外行為進行了重新分類。不僅如此,他還提出了三套步驟和八項原則來識別隱喻,解析隱喻。 作者希望運用言語行為理論對廣告進行分析可以為廣告語言的語言策略和技巧提供啟迪。廣告設計者可以通過對語言策略和技巧的有效把握加深讀者對廣告的印象,并最終達到推廣產(chǎn)品的商業(yè)目的。 任何隱喻的研究都試圖回答以下問題:什么是隱喻?我們?yōu)槭裁匆褂秒[喻?隱喻如何起作用?如何理解隱喻?本文擬將結合言語行為理論從廣告英語中隱喻的勸誘性角度分析以上問題。
[Abstract]:As a special form of stylistic form, advertising has penetrated into social life. As a means of publicity, the ultimate goal of advertising is to convey the information of the product or service to the consumer and to make it purchase the product or service. Advertising can appear in various forms, in which the advertising language is essential. This is especially true in advertising language. Choosing the language that can effectively influence and persuade consumers is crucial.
Advertisers are always carefully plotting the advertising language to meet the consumer's psychological needs and ultimately persuade them to buy. In general, advertising has two purposes: to deliver product or service information; to persuade to buy. And to persuade consumers to buy products is the most important purpose. Advertising language and advertising. It is closely related to function and function. It is carefully planned in this purpose. It can be said that advertising language is of vital importance to the realization of advertising function.
Therefore, in order to achieve the ultimate goal of advertising persuasion, advertisers must attract the attention of the consumer target group to the maximum extent, stimulate their interest in the product and the desire to purchase, and eventually make them buy the products advertised. Advertisers usually use a very persuasive language to win the consumer's positive attention to advertising products. It can be said that the persuasiveness and persuasiveness of the advertising language are the prominent features of the advertising language. Based on this, the thesis tries to explore the persuasiveness of the advertising language.
Persuasiveness means changing attitudes and behaviors of the advertising target consumer group. In fact, the reason why advertising information is persuasive is that the purpose of advertising is to attract the attention of consumers and change their attitude and behavior to the product.
Advertising language has always been the research object of scholars in various fields, because the advertising language plays a key role in the effective transmission of product information and the final achievement of advertising purposes. The purpose of the elaborate design of the advertising language is to arouse the attention and interest of the readers and persuade them to buy goods or services. This is mainly reflected in commercial advertisements. And commercial advertising is more focused on the persuasiveness and persuasion of the advertisement, not only the simple transmission of the product information. Therefore, this paper will analyze the English commercial advertising.
Rhetoric is often used in advertising language, especially metaphors are widely adopted and effectively used by advertisers to achieve their purpose. One of the prominent features of the advertising language is metaphorical, which will help to build stronger advertising effects and achieve the purpose of selling products or services. The main clue of this paper is from speech act. The persuasiveness and persuasiveness of metaphor in advertising are discussed theoretically.
Some linguists have tried to break the traditional analytical method of analyzing metaphor from a rhetorical point of view, and Searl is one of them from a more mature and effective perspective. He has systematically analyzed metaphor from the new angle of speech act theory, and established a pragmatic framework to explain metaphor. Provide fundamental theoretical support for this paper.
Austen, the author of the theory of speech act, thinks that language can be used not only to exchange information, but also to do things. The theory is further developed and extended by his student Searl. Searl's revision on the basis of Austen's theory leads to the concept of "propositional behavior" and reclassifies the out of speech act. In this way, he also put forward three sets of steps and eight principles to identify metaphors and analyze metaphors.
The author hopes that the use of speech behavior theory to analyze advertising can provide an inspiration for the language strategies and skills of advertising language. Advertising designers can enhance the reader's impression of advertising through the effective grasp of language strategies and skills, and ultimately achieve the business order of promoting products.
The study of any metaphor is trying to answer the following questions: what is metaphor? Why do we use metaphor? How does metaphor play a role? How to understand metaphor? This paper intends to analyze the above problems in the perspective of the persuasiveness of metaphor in advertising English with the theory of speech act.
【學位授予單位】：北華大學
【學位級別】：碩士
【學位授予年份】：2007
【分類號】：H315

【參考文獻】

相關期刊論文 前3條

1 束定芳;隱喻的語用學研究[J];外語學刊(黑龍江大學學報);1996年02期

2 王松亭;隱喻和言語行為[J];外語學刊(黑龍江大學學報);1998年04期

3 苗興偉;言語行為理論與語篇分析[J];外語學刊;1999年01期

相關碩士學位論文 前1條

1 呂曉娟;從認知的角度分析比較英漢空間隱喻[D];西北工業(yè)大學;2001年

，

本文編號：2092381