發(fā)布時(shí)間：2018-06-24 15:22

  本文選題：廣告語(yǔ)篇 + 交際語(yǔ)鏡��； 參考：《河北大學(xué)》2012年碩士論文

【摘要】：隨著中國(guó)經(jīng)濟(jì)的迅猛發(fā)展，與此相關(guān)的廣告產(chǎn)業(yè)也方興未艾，，如果說(shuō)語(yǔ)言是對(duì)現(xiàn)實(shí)社會(huì)的描述和反映的話，那么這些鋪天蓋地的廣告語(yǔ)篇也在某種程度上帶有社會(huì)的印記，反映著社會(huì)的文化、心理和價(jià)值觀念等方面，而這些因素都要通過(guò)語(yǔ)篇中構(gòu)建的交際語(yǔ)境顯現(xiàn)出來(lái)。與此同時(shí)，現(xiàn)代語(yǔ)言學(xué)的研究不再滿足一個(gè)自己自足系統(tǒng)的研究，而是要求更多地從多角度、多層面考察語(yǔ)言及其運(yùn)用，在分析語(yǔ)言現(xiàn)象時(shí)，注重語(yǔ)言的社會(huì)功能和文化差異，強(qiáng)調(diào)在動(dòng)態(tài)中結(jié)合語(yǔ)言使用者及具體語(yǔ)境來(lái)研究語(yǔ)言。盡管對(duì)于廣告語(yǔ)篇的研究非常普遍，但是單針對(duì)于漢語(yǔ)廣告中語(yǔ)境因素進(jìn)行系統(tǒng)的語(yǔ)用研究并不多。因此，本文意欲通過(guò)Verschueren的順應(yīng)論來(lái)分析廣告語(yǔ)篇中交際語(yǔ)境的動(dòng)態(tài)構(gòu)建過(guò)程。Verschueren對(duì)語(yǔ)言選擇的動(dòng)態(tài)順應(yīng)理論，不失為對(duì)語(yǔ)境研究強(qiáng)有力的新詮釋，該理論注重交際雙方的互動(dòng)，把表達(dá)者和解讀者置于語(yǔ)境關(guān)系框架的中心，同時(shí)Verschueren用交際語(yǔ)境這一概念更突出了會(huì)話的交際性特征，因此本文將這一概念所反映的現(xiàn)象作為研究的重點(diǎn)，在順應(yīng)理論基礎(chǔ)上針對(duì)廣告語(yǔ)篇做進(jìn)一步的分析和闡釋。 本文主要采取定性研究的方法，對(duì)于案例的甄選源自相關(guān)廣告書籍中的作品，立足于在中國(guó)本土播放的漢語(yǔ)廣告。希望通過(guò)對(duì)廣告語(yǔ)篇中交際語(yǔ)境的系統(tǒng)分析，來(lái)揭示其交際語(yǔ)境的動(dòng)態(tài)實(shí)現(xiàn)過(guò)程，以期深化和豐富語(yǔ)用學(xué)理論，增進(jìn)人們互相間的交流和溝通，同時(shí)也有助于增強(qiáng)廣告商使用語(yǔ)言策略的能力和意識(shí)，提高廣告的交際效力。 全文結(jié)構(gòu)如下：第一章介紹本文的研究對(duì)象、研究背景、研究意義和研究方法；第二章為文獻(xiàn)綜述，對(duì)相關(guān)領(lǐng)域所作的廣告語(yǔ)篇研究進(jìn)行了簡(jiǎn)要的回顧和述評(píng)；第三章分別介紹了順應(yīng)論和交際語(yǔ)境，并將其與廣告語(yǔ)篇結(jié)合從而提出廣告交流順應(yīng)機(jī)制這一理論框架；第四章進(jìn)行具體的分類和案例分析，分析了廣告人和受眾如何通過(guò)心理世界、社交世界和物理世界的相互順應(yīng)以達(dá)到最終的交際目標(biāo)；第五章總結(jié)全文，概括本研究的主要結(jié)論、不足及對(duì)今后研究的建議。
[Abstract]:With the rapid development of China's economy, the advertising industry is also in the ascendant. If language is a description and reflection of the real society, then to a certain extent, these numerous advertising texts also bear the social imprint. It reflects the cultural, psychological and value aspects of the society, and these factors are revealed through the communicative context constructed in the discourse. At the same time, the study of modern linguistics is no longer satisfied with the study of its own self-contained system, but rather requires more investigation of language and its application from many angles and facets, and pays attention to the social functions and cultural differences of language in the analysis of linguistic phenomena. Emphasis is placed on the dynamic study of language by combining language users and specific contexts. Although the research on advertising texts is very common, there are few systematic pragmatic studies on contextual factors in Chinese advertising. Therefore, this thesis intends to analyze the dynamic construction process of communicative context in advertising discourse by Verschueren's adaptation Theory. Verschueren's theory of dynamic adaptation to language choice is a powerful new interpretation to the study of context, which focuses on the interaction between the two parties. The author puts the speaker and the reader at the center of the contextual relation frame, and Verschueren uses the concept of communicative context to highlight the communicative characteristics of conversation. Therefore, this paper focuses on the phenomenon reflected by this concept. On the basis of adaptation theory, this paper makes further analysis and interpretation of advertising discourse. This paper mainly adopts the qualitative research method to select the case from the relevant advertising books based on the Chinese advertisements broadcast in China. It is hoped that through the systematic analysis of the communicative context in advertising discourse, the dynamic realization of the communicative context can be revealed in order to deepen and enrich the pragmatic theory and enhance the communication and communication between people. It also helps to enhance advertisers' ability and awareness of using language strategies and improve their communicative effectiveness. The structure of the thesis is as follows: the first chapter introduces the research object, the research background, the research significance and the research method, the second chapter is the literature review, the brief review and the review of the advertising discourse research in the related fields; Chapter three introduces adaptation Theory and communicative context, and combines them with advertising discourse to put forward the theoretical framework of Advertising Communication adaptation Mechanism. It analyzes how advertisers and audiences adapt to each other in the psychological world, social world and physical world in order to achieve the ultimate communicative goal. Chapter five summarizes the full text, summarizes the main conclusions of this study, and summarizes the shortcomings and suggestions for future research.
【學(xué)位授予單位】：河北大學(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)：2061969