【摘要】：廣告是經(jīng)濟全球化和信息時代的一個重要的社會現(xiàn)象。人們的生活和廣告密切相關。廣告語言作為一種說服性語言，其最終目的是向潛在的顧客群體傳遞產品或服務信息并最終勸說人們采取購買行為。為了實現(xiàn)這一目標，廣告主盡可能地采用一切語言及非語言的技巧來增強說服效果。 本文對廣告主如何采用語言和語用手段來增強說服效果進行分析，旨在探索成功廣告的撰寫和技巧使用的規(guī)律，從而使廣告語言設計方案更科學，同時也幫助英語學習者更好地欣賞廣告語言的精華。 論文共分五章。引言部分指出了本研究的重要性，采用的研究方法和論文的結構安排；第一章是文獻綜述，回顧了對廣告英語已經(jīng)做出的研究，包括廣告英語的定義和語言特色。第二章討論了說服性的概念、組成部分及其交流環(huán)境。第三章從文體學層面進行對如何增強說服性的探討，，分別從詞匯、句法和修辭的角度分析。第四、五、六章則是進一步從語用學層面進行深入分析。分別利用指示詞，預設和涵義等語用學理論進行對廣告語言說服性的研究，發(fā)現(xiàn)利用這些語用策略在把握消費者的心理和成功勸說方面起了舉足輕重的作用。第七章對整個論文作了總結，并提出本研究在在理論和實際中的意義、存在的問題以及以后進一步研究的方向。
[Abstract]:Advertising is an important social phenomenon in the economic globalization and information age. People's lives are closely related to advertising. Advertising language as a persuasive language, its ultimate purpose is to convey product or service information to potential customer groups and finally persuade people to take purchase behavior. To achieve this goal, advertisers use all linguistic and non-verbal techniques to enhance persuasion as much as possible. This paper analyzes how advertisers use language and pragmatics to enhance the persuasion effect, in order to explore the rules of successful advertisement writing and skill use, so as to make the advertising language design more scientific. It also helps English learners better appreciate the essence of advertising language. The thesis is divided into five chapters. The introduction points out the importance of this study, the research methods adopted and the structure of the thesis. The first chapter is a literature review, reviewing the research on advertising English, including the definition and linguistic characteristics of advertising English. The second chapter discusses the concept, components and communication environment of persuasion. The third chapter discusses how to enhance persuasiveness from stylistic level, analyzing from lexical, syntactic and rhetorical perspectives. The fourth, fifth and sixth chapters are further analyzed from the perspective of pragmatics. Based on the pragmatic theories of deixis presupposition and implication this paper studies the persuasion of advertising language and finds that these pragmatic strategies play an important role in grasping consumers' psychology and successful persuasion. The seventh chapter summarizes the whole thesis, and points out the significance of this study in theory and practice, the existing problems and the direction of further research.
【學位授予單位】：華東師范大學
【學位級別】：碩士
【學位授予年份】：2006
【分類號】：H315

【引證文獻】

相關碩士學位論文 前1條

1 朱曉萍;漢語雜志廣告中勸說性的批評性話語分析[D];江蘇科技大學;2011年

本文編號：2163367