【摘要】：本文從語(yǔ)用學(xué)的視角對(duì)廣告語(yǔ)言展開研究,結(jié)合語(yǔ)用學(xué)的相關(guān)理論和廣告語(yǔ)言的各種特征,把語(yǔ)言理論和語(yǔ)言事實(shí)兩方面結(jié)合起來(lái)進(jìn)行具體研究。作為語(yǔ)言學(xué)中新崛起的一門學(xué)科,語(yǔ)用學(xué)在過(guò)去的三十年中迅速發(fā)展;廣告語(yǔ)言作為人類語(yǔ)言的一個(gè)重要組成部分,是語(yǔ)言中最活躍、最具影響力的東西,具有時(shí)代烙印,在現(xiàn)實(shí)生活中無(wú)處不在,能夠折射出社會(huì)的方方面面。本文以作者收集的語(yǔ)料為基礎(chǔ),結(jié)合國(guó)內(nèi)外相關(guān)廣告,從語(yǔ)用學(xué)的兩大系列,即英美學(xué)派的微觀語(yǔ)用學(xué)和歐洲大陸學(xué)派的宏觀語(yǔ)用學(xué)的視角進(jìn)行實(shí)證研究。一方面從指示語(yǔ),語(yǔ)用含義, 語(yǔ)用預(yù)設(shè),言語(yǔ)行為和禮貌原則等方面分析研究廣告語(yǔ)言;另一方面從文化因素,語(yǔ)碼混用,語(yǔ)碼轉(zhuǎn)換,經(jīng)濟(jì)原則和語(yǔ)用失誤等探討廣告語(yǔ)言的方方面面。無(wú)庸置疑,廣告語(yǔ)言具有豐富的內(nèi)容和一定的語(yǔ)用功能,是社會(huì)文化的寫照。我國(guó)對(duì)廣告語(yǔ)言的詞匯、句法及修辭方面的研究不少,但把語(yǔ)用學(xué)理論與廣告語(yǔ)言結(jié)合起來(lái)的研究嚴(yán)重不足,而這種研究可以使人們對(duì)語(yǔ)用學(xué)的有關(guān)知識(shí)和最新發(fā)展情況,以及廣告語(yǔ)言的各種特點(diǎn)和優(yōu)劣性質(zhì)有一個(gè)全面、多視角的了解,同時(shí),對(duì)我國(guó)經(jīng)濟(jì)、社會(huì)、文化等方面卻有著巨大價(jià)值。這種理論結(jié)合實(shí)例的分析研究無(wú)疑會(huì)培養(yǎng)我們的語(yǔ)用能力,最終提高我們的語(yǔ)言水平。本文著重從宏觀語(yǔ)用學(xué)的方面來(lái)探討研究廣告語(yǔ)言,研究語(yǔ)言在現(xiàn)實(shí)社會(huì)中的使用,包括廣告語(yǔ)言中的文化因素,語(yǔ)碼混用,語(yǔ)碼轉(zhuǎn)換,經(jīng)濟(jì)原則和語(yǔ)用失誤等問(wèn)題。這方面的研究不僅有利于廣告商和生產(chǎn)廠家,也有助于促使普通百姓更加注重語(yǔ)言使用。對(duì)廣告語(yǔ)言的語(yǔ)用方面進(jìn)行語(yǔ)言事實(shí)分析,觀察社會(huì)中的語(yǔ)言使用情況,探討語(yǔ)言使用的最佳效益的獲取,具有實(shí)用價(jià)值和現(xiàn)實(shí)意義。這種研究還有助于廣告語(yǔ)言的健康發(fā)展和語(yǔ)言建設(shè),并最終促進(jìn)全社會(huì)的政治,經(jīng)濟(jì)和文化的發(fā)展。
[Abstract]:This paper studies the advertising language from the perspective of pragmatics, combining the relevant theories of pragmatics and the characteristics of advertising language, combining language theory with linguistic facts. As a newly rising discipline in linguistics, pragmatics has developed rapidly in the past three decades. Advertising language, as an important part of human language, is the most active and influential thing in language. It has the brand of the times and is ubiquitous in real life, which can reflect all aspects of society. Based on the corpus collected by the author and combined with the relevant advertisements at home and abroad, this paper makes an empirical study from the perspective of micropragmatics of Anglo-American school and macropragmatics of continental school of Europe. On the one hand, it analyzes advertising language from the aspects of deixis, pragmatic meaning, pragmatic presupposition, speech act and politeness principle. On the other hand, it discusses all aspects of advertising language from cultural factors, code-mixing, code-switching, economic principles and pragmatic failures. There is no doubt that advertising language has rich content and certain pragmatic functions, which is a portrayal of social culture. There are a lot of researches on the lexical, syntactic and rhetorical aspects of advertising language in China, but the study of combining pragmatic theory with advertising language is seriously inadequate, and this kind of research can make people know the relevant knowledge of pragmatics and the latest development situation. The characteristics and advantages of advertising language have a comprehensive, multi-perspective understanding, at the same time, China's economic, social, cultural and other aspects of great value. This theory and case study will undoubtedly cultivate our pragmatic competence and ultimately improve our language proficiency. This paper focuses on the study of advertising language and its use in real society, including the cultural factors in advertising language, code-mixing, code-switching, economic principles and pragmatic failure. This research not only helps advertisers and manufacturers, but also helps ordinary people pay more attention to language use. It is of practical value and practical significance to analyze the pragmatic aspects of advertising language, observe the situation of language use in society, and explore the best benefit of language use. This research also contributes to the healthy development of advertising language and language construction, and ultimately promotes the political, economic and cultural development of the whole society.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2005
【分類號(hào)】：H030;H05

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