【摘要】： 隨著我國改革開放的深入和經(jīng)濟的迅速發(fā)展,廣告也正以前所未有的速度飛速發(fā)展。廣告作為經(jīng)濟全球化和信息時代的一個重要社會現(xiàn)象,已深入到社會生活的方方面面。廣告與國家經(jīng)濟、企業(yè)發(fā)展、市場開發(fā)、對外貿(mào)易和人民生活休戚相關(guān)。 廣告語言是社會文化的寫照,具有豐富的內(nèi)容和相當?shù)恼Z用功能。從根本上說,廣告語言屬于勸導(dǎo)說服性的語言。因此,廣告商和生產(chǎn)商盡可能地采用一切語言及非語言的技巧來實現(xiàn)廣告宣傳的目的。語用指示是人類語言中帶有普遍性的現(xiàn)象,語言中存在指示這一語言現(xiàn)象充分說明了語言和使用語言的語境之間的密切關(guān)系。指示指的是在言語活動中,尤其是在有說話人和聽話人參與的這種典型的語言交際活動中,對參與者所談及的人物、事物、事件、過程和活動等作出確切的理解都必須把它們和某些語境構(gòu)成要素(如交際的時間、空間等)聯(lián)系起來。而廣告是一種信息傳播活動,其最終目標就是推銷商品。廣告的創(chuàng)作過程就是一個制碼過程。制碼者就是廣告商,他們將企業(yè)、生產(chǎn)商即信源所要傳達的有關(guān)企業(yè),產(chǎn)品的信息或思想用語言表達出來,構(gòu)成譯碼者(消費者)所能接受的信息,即能夠準確解譯的信息。語用指示中人稱指示,時間指示和方位指示居于它們具有發(fā)話人與受話人、即時性、即地性的特點,能增強廣告的說服效果,被廣泛地運用于廣告。 本文作者收集中外各類廣告,不僅對廣告語言的詞匯、句法和修辭等方面進行研究,而且研究了廣告中的語用指示,這種研究結(jié)合了廣告語言和語用學(xué)理論,使人們對語用指示與廣告語言的發(fā)展運用,以及廣告語言的各個特點有更全面的了解,對我國語言的研究、經(jīng)濟的發(fā)展,社會文化等諸多方面有著很大的貢獻。 本文作者主要從以下四個方面來分析廣告語言中語用指示的功用。 1)廣告的交際性的特點; 2)廣告的語言特征; 3)語用指示種類和類別; 4)指示詞在廣告語言中的運用 通過這方面的研究,不僅幫助廣告商和生產(chǎn)商設(shè)計出更加科學(xué)、合理的廣告,達到廣告的目的;而且廣告的受眾——普通大眾都能更加關(guān)注廣告語言的使用。
[Abstract]:With the deepening of China's reform and opening-up and the rapid development of economy, advertising is also developing at an unprecedented speed. As an important social phenomenon of economic globalization and information age, advertising has gone deep into all aspects of social life. Advertising is closely related to national economy, enterprise development, market development, foreign trade and people's life. Advertising language is a portrayal of social culture and has rich content and pragmatic functions. Fundamentally speaking, advertising language belongs to persuasive language. As a result, advertisers and producers use all possible linguistic and non-verbal techniques to achieve advertising purposes. Pragmatic deixis is a universal phenomenon in human language. The existence of deixis in language fully illustrates the close relationship between language and the context in which language is used. Deixis refers to the persons and events that are addressed to the participants in speech activities, especially in the typical language communication activities in which the speaker and the listener are involved. A precise understanding of processes and activities must relate them to certain contextual elements (such as communication time, space, etc.). And advertisement is a kind of information dissemination activity, its ultimate goal is to promote the product. Advertising creation process is a coding process. The code maker is the advertiser. They express the information or thought of the product in language and form the information that the transcoder (consumer) can accept, that is, the information that can be accurately interpreted by the company, the manufacturer or the information about the enterprise that the source of information is intended to convey. In pragmatic deixis, the person deixis, the time deixis and the location deixis live in them have the speaker and the receiving person, the real-time, namely the geographical characteristic, can enhance the advertisement persuasion effect, has been widely used in the advertisement. The author collects all kinds of advertisements at home and abroad, and not only studies the lexical, syntactic and rhetorical aspects of advertising language, but also studies pragmatic instructions in advertising. This research combines advertising language and pragmatics theory. So that people have a more comprehensive understanding of the development and application of pragmatic deixis and advertising language, as well as the characteristics of advertising language, and have a great contribution to the study of Chinese language, economic development, social culture and so on. The author mainly analyzes the functions of pragmatic deixis in advertising language from the following four aspects. (1) the communicative features of advertisements; (2) the linguistic features of advertisements; (3) the types and categories of pragmatic deixis; 4) the application of deixis in advertising language not only helps advertisers and manufacturers design more scientific and reasonable advertisements, but also achieves the purpose of advertising; And the advertising audience-the general public can pay more attention to the use of advertising language.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：H315

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