【摘要】： Sperber Wilson的關(guān)聯(lián)理論認(rèn)為:交際是一個(gè)明示-推理的過(guò)程,說(shuō)話人的關(guān)聯(lián)假設(shè)決定其語(yǔ)言形式的選擇。Verschueren的順應(yīng)論認(rèn)為:交際是一個(gè)順應(yīng)的過(guò)程,語(yǔ)用學(xué)是從認(rèn)知、社會(huì)和文化的角度對(duì)語(yǔ)言使用規(guī)律進(jìn)行研究的學(xué)科,同時(shí),基于語(yǔ)言多樣性、協(xié)商性和順應(yīng)性的特點(diǎn),語(yǔ)言的使用也是一個(gè)對(duì)語(yǔ)言進(jìn)行不斷選擇的過(guò)程。綜合上述兩個(gè)理論各自的優(yōu)點(diǎn),本文提出了關(guān)聯(lián)-順應(yīng)模式,該模式有以下觀點(diǎn): 第一,交際的目的是為了獲取最佳關(guān)聯(lián)。在交際過(guò)程中,說(shuō)話者的任務(wù)是要去表達(dá)與聽(tīng)話者相關(guān)的信息,而聽(tīng)話者則是要去找到滿足最佳關(guān)聯(lián)假設(shè)的解釋。第二,順應(yīng)是一個(gè)獲得最佳關(guān)聯(lián)的動(dòng)態(tài)過(guò)程。第三,說(shuō)話者的關(guān)聯(lián)假設(shè)決定其語(yǔ)言選擇,并且,這種語(yǔ)言選擇體現(xiàn)在語(yǔ)言結(jié)構(gòu)的各個(gè)層次:語(yǔ)音、詞匯、句法、語(yǔ)篇。第四,在動(dòng)態(tài)選擇的過(guò)程中,語(yǔ)言選擇和語(yǔ)境資源(物質(zhì)世界、心理世界和社會(huì)世界)的選擇是相互順應(yīng)的。只有當(dāng)語(yǔ)言選擇順應(yīng)不同語(yǔ)境資源的選擇,交際才能達(dá)到最佳關(guān)聯(lián)的效果,反之亦然。最后,關(guān)聯(lián)順應(yīng)也是語(yǔ)用策略選擇的過(guò)程。 基于關(guān)聯(lián)-順應(yīng)模式,本文對(duì)廣告語(yǔ)體進(jìn)行了語(yǔ)用研究,發(fā)現(xiàn)廣告商在完成廣告設(shè)計(jì)之前,必須首先形成關(guān)聯(lián)假設(shè),并使之通過(guò)各種明示刺激表現(xiàn)給消費(fèi)者,從而實(shí)現(xiàn)其信息意圖和交際意圖。此外,廣告還體現(xiàn)了結(jié)構(gòu)順應(yīng)、語(yǔ)用順應(yīng)和語(yǔ)境順應(yīng)。結(jié)構(gòu)順應(yīng)反映了廣告在語(yǔ)音、詞匯、句法和語(yǔ)篇層次上的順應(yīng);語(yǔ)用順應(yīng)體現(xiàn)出廣告多使用通俗易懂的口語(yǔ)形式,禮貌的表達(dá),間接的語(yǔ)言,模糊的措辭及生動(dòng)的修辭去達(dá)成其特別要求;語(yǔ)境順應(yīng)包括物理語(yǔ)境、社會(huì)語(yǔ)境和消費(fèi)者的認(rèn)知心理語(yǔ)境。 應(yīng)用關(guān)聯(lián)-順應(yīng)模式對(duì)廣告語(yǔ)體進(jìn)行分析對(duì)創(chuàng)造者的創(chuàng)造和消費(fèi)者的解讀或多或少有著一定的幫助。
[Abstract]:According to Sperber Wilson's relevance Theory, communication is an ostensive-inferential process, and the speaker's relevance hypothesis determines the choice of language form. Verschueren's adaptation Theory holds that communication is an adaptation process and pragmatics is a cognitive one. Based on the characteristics of linguistic diversity, negotiation and adaptability, language use is also a continuous process of language selection from the perspective of society and culture. Taking into account the advantages of the above two theories, this paper proposes the relevance-adaptation model, which has the following viewpoints: first, the purpose of communication is to obtain the best relevance. In the process of communication, the speaker's task is to express the information about the hearer, while the hearer is to find the explanation to satisfy the optimal relevance hypothesis. Secondly, adaptation is a dynamic process of obtaining optimal relevance. Thirdly, the speaker's relevance hypothesis determines his language choice, and the choice of language is embodied in all levels of language structure: pronunciation, vocabulary, syntax, and discourse. Fourth, in the process of dynamic choice, the choice of language choice and contextual resources (material world, psychological world and social world) are mutually adapted. Only when the language chooses to adapt to different contextual resources, can communication achieve the best relevance effect, and vice versa. Finally, relevance adaptation is also the process of pragmatic strategy selection. Based on the model of relevance and adaptation, this paper makes a pragmatic study of advertising body. It is found that advertisers must first form relevance hypothesis and express it to consumers through various explicit stimuli before completing advertising design. In order to realize its information intention and communication intention. In addition, advertising also embodies structural adaptation, pragmatic adaptation and contextual adaptation. Structural adaptation reflects the adaptation of advertising at the phonological, lexical, syntactic and textual levels, and pragmatic adaptation reflects the use of colloquial forms, politeness, and indirect language. Vague wording and vivid rhetoric to achieve its special requirements; contextual adaptation includes physical context, social context and consumer cognitive psychological context. Relevance-adaptation model is more or less helpful to the creators' creation and consumer's interpretation.
【學(xué)位授予單位】：中南民族大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：H03

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