本文選題：中文廣告 + 合作原則��； 參考：《上海外國語大學(xué)》2007年碩士論文

【摘要】： 在市場經(jīng)濟(jì)日益發(fā)展的今天,廣告作為商家的一種促銷手段已滲入到世界的各個(gè)角落,并直接影響著人們的日常工作和生活。各商家使出渾身解數(shù)制作獨(dú)具匠心的廣告來吸引消費(fèi)者的注意力,使他們對其產(chǎn)品產(chǎn)生興趣,引發(fā)他們的購買欲望,從而達(dá)到促銷商品的目的。廣告語言是廣告的語言文字要素,是實(shí)現(xiàn)廣告目的的重要手段。它是一種具有很高商業(yè)價(jià)值的實(shí)用文體。 近年來,眾多學(xué)者從經(jīng)濟(jì)學(xué)、新聞學(xué)、傳播學(xué)、美學(xué)、聲學(xué)、心理學(xué)等不同角度對這一新興領(lǐng)域進(jìn)行了細(xì)致而深入的探索,取得了較為豐碩的成果。而略感遺憾的是,相比以上方面,對書面廣告語語言方面的研究尚欠深入。在西方語言學(xué)家中,利奇是最早對廣告語言文體特征進(jìn)行系統(tǒng)研究的語言學(xué)家。自他以后,許多學(xué)者又從社會(huì)語言學(xué)、跨文化研究、文體學(xué)等方面對廣告語言進(jìn)行了卓有成效的探索。但是,將語用學(xué)合作原則運(yùn)用于中文廣告的系統(tǒng)性研究至今為數(shù)甚微。 本文從各類中文報(bào)刊雜志,廣告教材中選取合適的中文消費(fèi)品廣告,尤其是食品和日用品廣告為研究對象,以格賴斯提出的合作原則為理論基礎(chǔ),采用定性的案例分析研究方法,分析中文廣告中遵守和違背其原則的現(xiàn)象及規(guī)律。研究結(jié)果表明:中文廣告通過違反合作原則,在特殊的語境下產(chǎn)生會(huì)話含義是中文廣告的一大特色。一方面,合作原則在中文廣告中的使用,增強(qiáng)了廣告的勸誘功能和說服力。而另一方面,由于合作原則在廣告中的不合理應(yīng)用,造成一些廣告模式類同,人云亦云現(xiàn)象嚴(yán)重;一些廣告片面追求生動(dòng)形象的效果,反而弄巧成拙,使消費(fèi)者對其誤解并產(chǎn)生抵觸情緒。同時(shí),本文還嘗試尋找出一些產(chǎn)生特殊會(huì)話含義的廣告的創(chuàng)作材料來源。本文所得出的結(jié)論為廣告設(shè)計(jì)者設(shè)計(jì)優(yōu)秀廣告增添了更寬廣的途徑,也指出了應(yīng)注意的問題;其次,也為消費(fèi)者更好的理解廣告含義,識別欺騙性廣告提供了有效的幫助。
[Abstract]:Nowadays, with the development of market economy, advertising, as a means of promotion, has penetrated into every corner of the world and directly affected people's daily work and life. The merchants try their best to produce ingenious advertisements to attract the attention of consumers, make them interested in their products, arouse their desire to buy, and thus achieve the purpose of promoting products. Advertising language is the language elements of advertising, is an important means to achieve the purpose of advertising. It is a practical style with high commercial value. In recent years, many scholars from the economics, journalism, communication, aesthetics, acoustics, psychology and other aspects of this new field of detailed and in-depth exploration, has achieved more fruitful results. However, it is a pity that the study on the language of written advertising is still far from thorough. Among western linguists, Leech is the first linguist to study the stylistic features of advertising language. Since then, many scholars have made fruitful explorations on advertising language from sociolinguistics, cross-cultural studies and stylistics. However, there are few systematic studies on the application of pragmatic cooperative principles to Chinese advertising. Based on the cooperative principle put forward by Grice, this paper selects suitable Chinese consumer advertisements, especially food and commodity advertisements, from all kinds of Chinese newspapers and magazines and advertising materials. The qualitative case study method is used to analyze the phenomena and rules of obeying and violating the principles of Chinese advertising. The results show that it is a feature of Chinese advertising to produce conversational implicature in a special context by violating the principle of cooperation. On the one hand, the use of the principle of cooperation in Chinese advertisements enhances the persuasive function and persuasion of advertisements. On the other hand, because of the irrational application of the principle of cooperation in advertising, some advertising models are similar, and others follow the same line seriously; some advertisements are self-defeating in their one-sided pursuit of vivid image effects. Cause consumer to misunderstand and produce resistance to it. At the same time, this paper tries to find out some creative material sources of advertising with special conversational implicature. The conclusion of this paper not only adds a broader approach to the design of excellent advertisements, but also points out the problems that should be paid attention to. Secondly, it also provides effective help for consumers to understand the meaning of advertisements and identify deceptive advertisements.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：H15

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前6條

1 何美群;《哈克貝利·芬歷險(xiǎn)記》中的會(huì)話含義分析[D];山西財(cái)經(jīng)大學(xué);2011年

2 丁晶晶;基于等級凸顯假設(shè)視角的電視廣告語言分析[D];陜西師范大學(xué);2011年

3 周益飛;格賴斯會(huì)話含義理論在新聞?wù)Z篇分析中的應(yīng)用[D];上海師范大學(xué);2011年

4 劉璇;從跨文化的角度質(zhì)疑格萊斯合作原則的普遍性[D];上海師范大學(xué);2009年

5 劉煥明;格萊斯合作原則在經(jīng)貿(mào)英語合同文本中的應(yīng)用[D];延邊大學(xué);2009年

6 林蕓;廣告語“副詞+品牌詞”結(jié)構(gòu)、“突出”義副詞“更”的調(diào)查研究[D];廣州大學(xué);2010年

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本文編號：2115109