從言語行為理論看英文商業(yè)廣告詞中的隱喻
發(fā)布時間：2019-05-16 22:20
【摘要】：隨著廣告產(chǎn)業(yè)的迅速發(fā)展，現(xiàn)代廣告在國際商業(yè)活動中的重要性不斷加強(qiáng)。廣告是利用各種傳播媒介廣泛地傳遞信息，旨在達(dá)到宣傳目的，即引發(fā)公眾的消費欲望和行為。廣告語言，作為信息交流、傳遞的載體，起著不可缺少的作用。本論文將運用言語行為理論分析廣告詞里的隱喻現(xiàn)象。 第一章概述全文，并指出研究方法、廣告取樣標(biāo)準(zhǔn)、語言數(shù)據(jù)分析依據(jù)。所用廣告來自英文雜志?財富?、?時代周刊?、?福布斯?、?商業(yè)周刊?以及英文報紙?廣告時代?。 第二章對言語行為理論、隱喻研究作了簡單回顧。塞爾于1979年用言語行為理論對隱喻這一修辭概念的解析使其富有了新的意義。由于廣告商，或者說廣告撰寫人的說服目的在廣告語言設(shè)計上起著決定性作用，次言語行為（話語本身構(gòu)成的行為、命題行為和以言行事行為/言外行為）的結(jié)構(gòu)可以進(jìn)行適當(dāng)?shù)恼{(diào)整和補(bǔ)充。塞爾的隱喻解析八原則的前六原則按照隱喻中相似性的相近程度重新劃分為三組，為下一章中廣告實例的分類做了準(zhǔn)備。 第三章重在廣告實例分析。塞爾的次言語行為層次在隱喻分析中有所增加和充實。部分廣告例子作為實例得到了較充分的分析。怎樣讓廣告讀者理解、解析廣告語言并能達(dá)到認(rèn)同是所有廣告商的目的。提供識別、解析隱喻語言的方法是幫助它實現(xiàn)的一個重要途徑。本章的核心內(nèi)容概括如下： 三組解析原則（一至六原則）試加以運用于簡單廣告隱喻語句，即可歸類為“S is P”形式的隱喻。此六個原則應(yīng)用于關(guān)系式隱喻(relational metaphors)，即可歸類為“S P-relation S’”形式的隱喻，并表現(xiàn)于以動詞、形容詞、名詞為中心的句法形式。換喻(metonymy)和提喻(synecdoche)是隱喻的兩個特殊種類。在現(xiàn)有廣告例子中存在四種現(xiàn)象：局部替代整體、抽象和具體之間的代替以及用典型的特征代替特征所有者。 廣告實例分析的方面有廣告類別(consumer or prestige ads)、可適用解析原則、次言語行為中的言外行為(illocutionary act)的類別（描述、指令、承諾、表達(dá)和宣布）、言后目的(perlocutionary act)、相似性（以相似性為基礎(chǔ)的隱喻、創(chuàng)造相似性的隱喻）、句型語法特色等。 在隱喻廣告例子當(dāng)中，關(guān)系式隱喻多于簡單式隱喻。創(chuàng)造相似性隱喻多于以相似性為基礎(chǔ)的隱喻。這也說明了廣告語言運用的創(chuàng)造空間廣闊，能夠留給讀者充足的想象空間。語用的創(chuàng)造性和語法結(jié)構(gòu)的新穎性相輔相成。 五種言語行為類別在廣告隱喻詞中發(fā)揮著不同的作用。首先，宣布言外行為似乎沒有用武之地。它的成功應(yīng)用要求命題內(nèi)容與現(xiàn)實相應(yīng)發(fā)生，而廣告詞中或多或少的夸張使其不具有立即現(xiàn)實效應(yīng)。其次，表達(dá)言外行為的應(yīng)用頻率也很低。它不具有先決條件(direction of fit),在以說服為目的的廣告詞中顯然不能充當(dāng)主角。最重要的是，描述、指令和承諾這三種言外行為在廣告隱喻詞中應(yīng)用廣泛。 隱性指令可通過描述行為實現(xiàn)；隱性承諾可以通過描述、指令等言語行為方式實現(xiàn)。這是通過利益手段以說服讀者消費為目的的廣告詞的特色。勸阻的言辭實質(zhì)上是變相說服、引誘的語言現(xiàn)象。言語作用在廣告運作中的成功也離不開背景畫面的襯托和支持。 第四章是論文的總結(jié)部分，，對論文主題內(nèi)容等方面進(jìn)行了總結(jié)性思考，提出了 有限和不足，希望對廣告詞的隱喻研究以及言語行為理論的應(yīng)用有所借鑒。
[Abstract]:With the rapid development of the advertising industry, the importance of modern advertising in international commercial activities has been strengthened. The advertisement is widely used by various media to reach the purpose of propaganda, that is, the desire and behavior of public consumption. The advertising language, as a carrier of information exchange and transmission, plays an indispensable role. The thesis will use the speech act theory to analyze the phenomenon of the metaphor in the advertisement words. In that first chap, the full text is outline, and the research method and the advertisement sampling standard are pointed out. Language data analysis basis. Used the advertisement Ziying Wen Magazine? Money Rich? ? Times a weekly magazine ?,? Fubu S?,? Business Week The Journal and the English The newspaper? The time of the advertisement?-chapter two. The theory of speech act and the study of metaphor are briefly reviewed. The analysis of a rhetorical concept makes it a new sense. As an advertiser, or an advertising writer, is designed to play a decisive role in the design of the advertising language, the behavior of the sub-speech act (the behavior of the utterance itself, the propositional behavior, and the act of words and deeds/ words) The first six principles of the eight principles are re-divided into three groups according to the similarity of the similarity in the metaphor. for the case of an advertisement in the next chapter The class is ready. The third chapter focuses on advertising examples. The analysis of the sub-verbal behavior of Ssel in the analysis of metaphor Added and enriched. Some examples of advertising have been more fully analysed as examples. How to make an ad The reader understands that it is the purpose of all the advertisers to resolve the advertising language and to recognize that it is the purpose of all the advertisers. A party to identify and parse a metaphorical language. It is an important way to help it. The core contents of this chapter are as follows: three sets of analytical principles (one to six principles) try to be applied to Jane The single-advertisement metaphor statement can be classified as a metaphor in the form of a "S is P". The six principles apply to relational entities, and can be classified as" trunk> "S P-relay S ' A metaphor in the form of a verb, an adjective, and a noun. (metonymy) and metonyche are two special categories of metaphor. There are four existing advertising examples. phenomena: the replacement of the whole, the abstract and the concrete, and the replacement of the feature owner with the typical features. The aspect of the ad instance analysis has an advertisement category (description, instruction, commitment, table, To and announced), post-talk purpose (perlocu tionary act), similarity (based on similarity) The Metaphor of Similarity, the Metaphor of the Creation of the Similarity, the Grammatical Characteristics of the Sentence Patterns In that case of a metaphor advertisement, the relational metaphor is more than a simple metaphor. Creating a Similarity-based Metaphor with Similarity-based Metaphor It also shows that the creative space of the application of the advertising language is wide and can be left to The reader's ample imagination. Pragmatic creativity and language. The novelty of the law structure is complementary to each other. The five types of speech act play different roles in the term of advertising metaphor First of all, it seems that the outspoken act does not appear to be in place Its successful application requires that the content and reality of the proposition occur correspondingly, and the more or less exaggeration in the advertising word makes it free from the immediate reality effect. times, the frequency of the application of an out-of-speech act is also low. It does not have a prerequisite (direct On of fit, it is clearly not possible to act as a leading role in an advertising word that is intended for purpose, and most importantly, the drawing The three kinds of out-of-word behavior of the statement, instruction and commitment are widely used in the term of advertising metaphor. Recessive instructions can be implemented by describing behavior The implicit promise can be realized by means of a speech act, such as a description, an instruction, or the like. This is done by The characteristics of an advertising word for the purpose of persuading the reader to consume. The language of the dissuasion is essentially disguised. The language phenomenon of clothing and luring. The success of speech function in the operation of advertisement is also inseparable from the lining of the background picture.
【學(xué)位授予單位】：對外經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2004
【分類號】：H315
本文編號：2478591
[Abstract]:With the rapid development of the advertising industry, the importance of modern advertising in international commercial activities has been strengthened. The advertisement is widely used by various media to reach the purpose of propaganda, that is, the desire and behavior of public consumption. The advertising language, as a carrier of information exchange and transmission, plays an indispensable role. The thesis will use the speech act theory to analyze the phenomenon of the metaphor in the advertisement words. In that first chap, the full text is outline, and the research method and the advertisement sampling standard are pointed out. Language data analysis basis. Used the advertisement Ziying Wen Magazine? Money Rich? ? Times a weekly magazine ?,? Fubu S?,? Business Week The Journal and the English The newspaper? The time of the advertisement?-chapter two. The theory of speech act and the study of metaphor are briefly reviewed. The analysis of a rhetorical concept makes it a new sense. As an advertiser, or an advertising writer, is designed to play a decisive role in the design of the advertising language, the behavior of the sub-speech act (the behavior of the utterance itself, the propositional behavior, and the act of words and deeds/ words) The first six principles of the eight principles are re-divided into three groups according to the similarity of the similarity in the metaphor. for the case of an advertisement in the next chapter The class is ready. The third chapter focuses on advertising examples. The analysis of the sub-verbal behavior of Ssel in the analysis of metaphor Added and enriched. Some examples of advertising have been more fully analysed as examples. How to make an ad The reader understands that it is the purpose of all the advertisers to resolve the advertising language and to recognize that it is the purpose of all the advertisers. A party to identify and parse a metaphorical language. It is an important way to help it. The core contents of this chapter are as follows: three sets of analytical principles (one to six principles) try to be applied to Jane The single-advertisement metaphor statement can be classified as a metaphor in the form of a "S is P". The six principles apply to relational entities, and can be classified as" trunk> "S P-relay S ' A metaphor in the form of a verb, an adjective, and a noun. (metonymy) and metonyche are two special categories of metaphor. There are four existing advertising examples. phenomena: the replacement of the whole, the abstract and the concrete, and the replacement of the feature owner with the typical features. The aspect of the ad instance analysis has an advertisement category (description, instruction, commitment, table, To and announced), post-talk purpose (perlocu tionary act), similarity (based on similarity) The Metaphor of Similarity, the Metaphor of the Creation of the Similarity, the Grammatical Characteristics of the Sentence Patterns In that case of a metaphor advertisement, the relational metaphor is more than a simple metaphor. Creating a Similarity-based Metaphor with Similarity-based Metaphor It also shows that the creative space of the application of the advertising language is wide and can be left to The reader's ample imagination. Pragmatic creativity and language. The novelty of the law structure is complementary to each other. The five types of speech act play different roles in the term of advertising metaphor First of all, it seems that the outspoken act does not appear to be in place Its successful application requires that the content and reality of the proposition occur correspondingly, and the more or less exaggeration in the advertising word makes it free from the immediate reality effect. times, the frequency of the application of an out-of-speech act is also low. It does not have a prerequisite (direct On of fit, it is clearly not possible to act as a leading role in an advertising word that is intended for purpose, and most importantly, the drawing The three kinds of out-of-word behavior of the statement, instruction and commitment are widely used in the term of advertising metaphor. Recessive instructions can be implemented by describing behavior The implicit promise can be realized by means of a speech act, such as a description, an instruction, or the like. This is done by The characteristics of an advertising word for the purpose of persuading the reader to consume. The language of the dissuasion is essentially disguised. The language phenomenon of clothing and luring. The success of speech function in the operation of advertisement is also inseparable from the lining of the background picture.
【學(xué)位授予單位】：對外經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2004
【分類號】：H315
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前1條
1 曾楚芝;順應(yīng)論視角下廣告中的新奇隱喻研究[D];廣東外語外貿(mào)大學(xué);2008年
本文編號：2478591
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