本文選題：預(yù)設(shè)觸發(fā)語 + 三層次模式　； 參考：《陜西師范大學(xué)》2012年碩士論文

【摘要】：廣告與現(xiàn)代人的生活息息相關(guān),它已經(jīng)成為現(xiàn)代社會(huì)交流的一個(gè)重要組成部分。廣告語言是廣告中最重要的交際因素,是一種說服性語言。通過傳遞產(chǎn)品信息或者服務(wù)理念,廣告語言的最終目標(biāo)是說服潛在的消費(fèi)者接受某種產(chǎn)品信息和服務(wù)理念,以致實(shí)施購買行為。為了達(dá)到這種說服效果,廣告制作者經(jīng)常會(huì)采取各種策略使得廣告語言更具有吸引力,預(yù)設(shè)是常見的一種。 預(yù)設(shè)是說話者在發(fā)出一種言語之前頭腦中已經(jīng)有假定成立命題的一種現(xiàn)象。它本屬于哲學(xué)范疇,由德國哲學(xué)家佛雷格于1892年提出。直到20世紀(jì)60年代預(yù)設(shè)才作為重要的概念被引入語言學(xué)領(lǐng)域。語言學(xué)家們發(fā)現(xiàn)預(yù)設(shè)的成立與句子中的某些詞語或句子結(jié)構(gòu)有聯(lián)系,也就是說,一些詞和句子結(jié)構(gòu)可以觸發(fā)預(yù)設(shè),他們就叫預(yù)設(shè)觸發(fā)語。預(yù)設(shè)觸發(fā)語在預(yù)設(shè)句中起著至關(guān)重要的作用。國內(nèi)外學(xué)者都對(duì)預(yù)設(shè)觸發(fā)語做了不同的分類,其中Levinson的13種的分類最為流行。本文通過對(duì)前人的分類做出總結(jié),進(jìn)一步把預(yù)設(shè)觸發(fā)語分為三個(gè)層面來研究：即詞匯層面,句法層面和語音層面。 本文選用相對(duì)比較成熟的漢語平面化妝品廣告作為語料文本,從詞匯,句法和語音三個(gè)層面對(duì)預(yù)設(shè)觸發(fā)語在廣告中的應(yīng)用進(jìn)行分析,同時(shí),對(duì)預(yù)設(shè)觸發(fā)語在廣告信息和廣告語言中的功能作了總結(jié)概括。通過分析和總結(jié)預(yù)設(shè)觸發(fā)語在廣告中的應(yīng)用和功能,本文有以下幾點(diǎn)發(fā)現(xiàn)：一,在三個(gè)層面的預(yù)設(shè)觸發(fā)語言中,詞匯層面預(yù)設(shè)觸發(fā)語被應(yīng)用的頻率最高,其次是句法層面和語音層面。二,預(yù)設(shè)觸發(fā)語在廣告中的功能主要體現(xiàn)在可以增加廣告信息和轉(zhuǎn)移廣告信息焦點(diǎn),同時(shí)可以使廣告語言更簡潔和多樣化。本文的研究目的是讓廣告制作者能更好的在廣告中運(yùn)用預(yù)設(shè)觸發(fā)語使廣告具有更強(qiáng)的吸引力,同時(shí)也使得消費(fèi)者能更好的理解廣告語言中預(yù)設(shè)的潛在意義。本文研究意義還在于把預(yù)設(shè)觸發(fā)語作為切入點(diǎn),分析具有特殊體裁的漢語化妝品廣告語,旨在豐富漢語預(yù)設(shè)觸發(fā)語,以及對(duì)其分類有一定的啟發(fā)。
[Abstract]:Advertising is closely related to the life of modern people, and it has become an important part of communication in modern society. Advertising language is the most important communicative factor in advertising and is a persuasive language. By transmitting product information or service concept, the ultimate goal of advertising language is to persuade potential consumers to accept a certain product information and service concept, so that the purchase behavior is carried out. In order to achieve this persuasive effect, advertisers often adopt various strategies to make advertising language more attractive, presupposition is a common one. Presupposition is a phenomenon in which the speaker presupposes a proposition before he utters a speech. It belongs to the category of philosophy, was proposed by the German philosopher Frege in 1892. It was not until the 1960 s that presupposition was introduced into the field of linguistics as an important concept. Linguists find that presupposition is related to some words or sentence structures in sentences, that is, some words and sentence structures can trigger presupposition, and they are called presupposition triggers. Presupposition triggers play an important role in presupposition sentences. Many scholars at home and abroad have made different classification of presupposition triggers, among which 13 kinds of Levinson are the most popular. In this paper, the presupposition trigger is further divided into three levels: lexical level, syntactic level and phonetic level. This paper selects the relatively mature Chinese print cosmetics advertisement as the corpus text, analyzes the application of presupposition trigger in the advertisement from the lexical, syntactic and phonological levels, and at the same time, analyzes the application of the presupposition trigger in the advertisement. The functions of presupposition triggers in advertising information and advertising language are summarized. By analyzing and summarizing the application and function of presupposition trigger in advertising, this paper finds the following points: first, among the three levels of presupposition trigger language, lexical presupposition trigger is the most frequently used. The second is syntactic level and phonetic level. Second, the function of presupposition trigger in advertising is that it can increase advertising information and shift the focus of advertising information, at the same time, it can make advertising language more concise and diversified. The purpose of this study is to make the advertisement more attractive by using presupposition trigger in advertising, and to make consumers better understand the potential meaning of presupposition in advertising language. The purpose of this study is to use presupposition triggers as a starting point to analyze Chinese cosmetics advertisements with special genres in order to enrich Chinese presupposition triggers and to enlighten their classification.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：H152

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本文編號(hào)：1827568