本文選題：修辭格 + 廣告語(yǔ)　； 參考：《中南民族大學(xué)》2012年碩士論文

【摘要】：廣告作為一種提供商品、服務(wù)或觀念的大眾傳媒，通過電視，廣播、雜志、報(bào)紙等媒介，越發(fā)顯示出其對(duì)市場(chǎng)競(jìng)爭(zhēng)的重要影響作用。廣告語(yǔ)言是廣告生命的支點(diǎn)，其好壞優(yōu)劣對(duì)于廣告的成敗起著決定性的作用。因此，廣告要取得良好的宣傳效果，廣告語(yǔ)必須要有很強(qiáng)的說服力和吸引力，廣告語(yǔ)中修辭格的使用有意偏離常規(guī)，違反合作原則不但沒有帶來(lái)任何語(yǔ)言障礙，相反還會(huì)產(chǎn)生獨(dú)特的語(yǔ)言效果，豐富語(yǔ)言的內(nèi)涵。 Grice提出的合作原則是語(yǔ)言學(xué)中較為重要的一條原則，本文以語(yǔ)用學(xué)的會(huì)話合作原則為理論依據(jù)，巧妙的對(duì)一些違反質(zhì)量準(zhǔn)則、數(shù)量準(zhǔn)則、關(guān)系準(zhǔn)則及方式準(zhǔn)則的廣告修辭特點(diǎn)進(jìn)行實(shí)例分析，對(duì)在特定情況下廣告語(yǔ)修辭格的使用，恰當(dāng)?shù)兀擅畹仄x合作原則，可達(dá)到良好的效果，更能凸顯出廣告語(yǔ)獨(dú)特的語(yǔ)言風(fēng)格。廣告語(yǔ)言精練簡(jiǎn)潔、形象生動(dòng)、韻律優(yōu)美、寓意深刻，具有強(qiáng)烈的藝術(shù)感染力和語(yǔ)言藝術(shù)美。對(duì)美學(xué)效果的重視和追求，使得成功的廣告把美學(xué)、修辭學(xué)和語(yǔ)言學(xué)融會(huì)貫通而成為藝術(shù)精品。由此本文從美學(xué)角度對(duì)違反合作原則的修辭格的美學(xué)意義進(jìn)行深入探討，運(yùn)用例證分別分析了修辭格的音韻美、簡(jiǎn)潔美、形式美和含蓄美。 以往的廣告語(yǔ)研究一般都是單純的從修辭學(xué)角度或語(yǔ)用學(xué)角度進(jìn)行分析，本文綜合運(yùn)用了修辭學(xué)與語(yǔ)用學(xué)的合作原則來(lái)分析廣告語(yǔ)，讓讀者知道廣告語(yǔ)中使用比喻、夸張、雙關(guān)等修辭格有意偏離常規(guī)、違背會(huì)話合作原則，卻很好的迎合了消費(fèi)者接受廣告的心理過程。本文所得出的結(jié)論為更全面的理解Grice的合作原則給予一定的啟示，也為讀者能從不同的視角閱讀和欣賞廣告語(yǔ)提供理論參考和指導(dǎo)。一方面，為廣告設(shè)計(jì)者設(shè)計(jì)優(yōu)秀的廣告增添了更寬廣的途徑和視角；同時(shí)，也為消費(fèi)者更好的理解廣告含義，欣賞廣告語(yǔ)言，，識(shí)別欺騙性的廣告提供了有效幫助。
[Abstract]:Advertising, as a mass media providing goods, services or ideas, increasingly shows its important influence on market competition through television, radio, magazines, newspapers and other media.Advertising language is the fulcrum of advertising life, and its merits and demerits play a decisive role in the success or failure of advertising.Therefore, in order to achieve a good advertising effect, advertising language must be strong persuasive and attractive, the use of rhetorical devices in advertising language intentionally deviates from the conventional, the violation of the principle of cooperation not only does not bring any language barriers.On the contrary, it will produce unique language effect and enrich the connotation of language.The cooperative principle proposed by Grice is an important principle in linguistics. Based on the conversational cooperation principle of pragmatics, this paper cleverly disobeys some qualitative and quantitative criteria.This paper analyzes the rhetorical characteristics of advertising in the relation criterion and the way criterion. The use of rhetorical devices in advertising language under certain circumstances can be properly and skillfully deviated from the principle of cooperation, and good results can be achieved.More can highlight the advertising language unique language style.Advertising language is concise, vivid, rhythmic, profound, with strong artistic appeal and artistic beauty.The attention and pursuit of aesthetic effect make successful advertisement become fine art by integrating aesthetics rhetoric and linguistics.From the perspective of aesthetics, this paper probes into the aesthetic significance of figures of speech which violate the principle of cooperation, and analyzes the beauty of rhyme, simplicity, form and implicature of figures of speech with examples.In the past, the study of advertising language is generally from the perspective of rhetoric or pragmatics. This paper makes use of the cooperative principle of rhetoric and pragmatics to analyze advertising language, so that readers can know the use of metaphor and exaggeration in advertising language.Pun and other rhetorical devices deliberately deviate from the convention and violate the principle of conversational cooperation, but it caters to the psychological process of consumer acceptance of advertisement.The conclusions of this paper provide some enlightenment for a more comprehensive understanding of the cooperative principles of Grice, and also provide theoretical reference and guidance for readers to read and appreciate advertising language from different perspectives.On the one hand, it adds a broader approach and perspective for the designer to design excellent advertisements; at the same time, it provides effective help for consumers to better understand the meaning of advertising, appreciate the advertising language, and identify deceptive advertisements.
【學(xué)位授予單位】：中南民族大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：H05

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