【摘要】：廣告是經(jīng)濟(jì)全球化和信息時(shí)代的一個(gè)重要的社會(huì)現(xiàn)象。人們的生活和廣告密切相關(guān)。廣告語(yǔ)言作為一種說(shuō)服性語(yǔ)言，其最終目的是向潛在的顧客群體傳遞產(chǎn)品或服務(wù)信息并最終勸說(shuō)人們采取購(gòu)買行為。為了實(shí)現(xiàn)這一目標(biāo)，廣告主盡可能地采用一切語(yǔ)言及非語(yǔ)言的技巧來(lái)增強(qiáng)說(shuō)服效果。 本文對(duì)廣告主如何采用語(yǔ)言和語(yǔ)用手段來(lái)增強(qiáng)說(shuō)服效果進(jìn)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(yǔ)言設(shè)計(jì)方案更科學(xué)，同時(shí)也幫助英語(yǔ)學(xué)習(xí)者更好地欣賞廣告語(yǔ)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(jié)構(gòu)安排；第一章是文獻(xiàn)綜述，回顧了對(duì)廣告英語(yǔ)已經(jīng)做出的研究，包括廣告英語(yǔ)的定義和語(yǔ)言特色。第二章討論了說(shuō)服性的概念、組成部分及其交流環(huán)境。第三章從文體學(xué)層面進(jìn)行對(duì)如何增強(qiáng)說(shuō)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(jìn)一步從語(yǔ)用學(xué)層面進(jìn)行深入分析。分別利用指示詞，預(yù)設(shè)和涵義等語(yǔ)用學(xué)理論進(jìn)行對(duì)廣告語(yǔ)言說(shuō)服性的研究，發(fā)現(xiàn)利用這些語(yǔ)用策略在把握消費(fèi)者的心理和成功勸說(shuō)方面起了舉足輕重的作用。第七章對(duì)整個(gè)論文作了總結(jié)，并提出本研究在在理論和實(shí)際中的意義、存在的問(wèn)題以及以后進(jìn)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(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：H315

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 朱曉萍;漢語(yǔ)雜志廣告中勸說(shuō)性的批評(píng)性話語(yǔ)分析[D];江蘇科技大學(xué);2011年

本文編號(hào)：2163368