語用預(yù)設(shè)著重研究說話人與聽者在交際時的關(guān)系及其使用的語言。它可以有效地從語言學領(lǐng)域為廣告提供服務(wù)。換言之,語用預(yù)設(shè)可以滿足廣告的一些需求。當今人們面臨著各種各樣的商業(yè)廣告,如食品廣告、飲料廣告、數(shù)碼產(chǎn)品和化妝品廣告等等。事實上,廣告語是決定一個商業(yè)廣告成敗的核心因素。大多數(shù)國內(nèi)外學者已經(jīng)從合作原則、修辭學和系統(tǒng)功能語言學等不同的角度對廣告語進行了研究。而對中英文化妝品廣告中語用預(yù)設(shè)的研究相對較少。因此,本文基于前人關(guān)于語用預(yù)設(shè)的相關(guān)研究,結(jié)合新的語料,對中英文化妝品廣告中的語用預(yù)設(shè)進行了比較研究。本文所分析的語料選自美國、英國和中國一些主要的時尚雜志,如《時尚》,《國際化》,《時尚健康》等等。這些化妝品廣告刊登于2016年和2017年。本文采用定量分析和定性分析相結(jié)合的方法探討以下三個問題:(1)中英文化妝品廣告中都體現(xiàn)了哪些類型的語用預(yù)設(shè)?(2)中英文化妝品廣告中不同類型語用預(yù)設(shè)的使用頻率分別是多少?(3)語用預(yù)設(shè)在中英文化妝品廣告中所行使的功能有哪些?通過數(shù)據(jù)分析,研究發(fā)現(xiàn)中英文化妝品廣告中使用的語用預(yù)設(shè)類型無顯著差異。中英廣告商均主要使用了五種類型的語用預(yù)設(shè):存在預(yù)設(shè)、事實預(yù)設(shè)、...

【文章頁數(shù)】：85 頁

【學位級別】：碩士

【文章目錄】：
Abstract
摘要
Chapter One Introduction
    1.1 Research Background
    1.2 Significance of the Research
    1.3 Research Questions
    1.4 Organization of the Thesis
Chapter Two Literature Review
    2.1 Studies on Advertising Language
        2.1.1 Definitions of Advertising Language
        2.1.2 Studies on Advertising Language Abroad
        2.1.3 Studies on Advertising Language At Home
    2.2 Studies on Pragmatic Presupposition in Advertising Language
        2.2.1 Studies on Pragmatic Presupposition in Advertising Language Abroad
        2.2.2 Studies on Pragmatic Presupposition in Advertising Language At Home
Chapter Three Theoretical Framework
    3.1 Definitions of Pragmatic Presupposition
    3.2 Classifications of Pragmatic Presupposition
    3.3 Characteristics of Pragmatic Presupposition
Chapter Four Research Methodology
    4.1 Data Collection
    4.2 Research Methods
    4.3 Research Procedures
Chapter Five Data Analysis and Discussion
    5.1 Types of Pragmatic Presupposition Manifested in Cosmetic Advertisements
        5.1.1 Existential Presupposition
        5.1.2 Factive Presupposition
        5.1.3 State Presupposition
        5.1.4 Belief Presupposition
        5.1.5 Behavior Presupposition
    5.2 Frequencies of Five Types of Pragmatic Presupposition in Chinese and English Cosmetic Advertisements
        5.2.1 Frequencies of Five Types of Pragmatic Presupposition
        5.2.2 Similarities in Frequencies of Pragmatic Presupposition
        5.2.3 Differences in Frequencies of Pragmatic Presupposition
    5.3 Functions of Pragmatic Presupposition in Chinese and English Cosmetic Advertisements
        5.3.1 Similarities: Common Functions in Chinese and English Cosmetic Advertisements
        5.3.2 Differences: Dominating Functions in Chinese and English Cosmetic Advertisements Respectively
Chapter Six Conclusion
    6.1 Major Findings of the Study
    6.2 Implications of the Study
    6.3 Limitations of the Study
    6.4 Suggestions for Future Research
References
Appendix One List of Examples
Appendix Two Pictures of Examples
Acknowledgements



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