【摘要】：商業(yè)廣告作為現(xiàn)代商品經(jīng)濟(jì)的參與者和不可缺少的生活必需品，不斷地充斥著人們生活的方方面面。隨著經(jīng)濟(jì)和科技的快速發(fā)展，廣告商爭相運(yùn)用創(chuàng)新的營銷策略、先進(jìn)的科技手段和獨(dú)具匠心的廣告語來吸引顧客的注意力，以此引發(fā)顧客購買產(chǎn)品和服務(wù)的消費(fèi)欲望，這也有利于廣告商不斷增加其市場份額，以便盈利。作為廣告商銷售意向的載體，廣告語言或廣告標(biāo)語被賦予了內(nèi)涵意義、隱含意義和超越字面意義的附加意義。時(shí)代發(fā)展和科技進(jìn)步推動(dòng)廣告語不斷地創(chuàng)新立意，廣告語言與時(shí)俱進(jìn)，呈現(xiàn)出很多前所未有的特點(diǎn)。 許多學(xué)者和研究人員參考各種成功的商業(yè)策劃方案，從廣告語豐富的內(nèi)涵意義出發(fā)，從不同的角度研究超越廣告語言本身的廣告特點(diǎn)、產(chǎn)品特色和隱含意義。研究的領(lǐng)域主要涉及傳播學(xué)、消費(fèi)心理學(xué)和語言學(xué)，其中語言學(xué)方面的研究涉及廣告語的詞匯特征、句法句式，更多的是從修辭的角度進(jìn)行分析，這些修辭手段包括雙關(guān)、明喻、暗喻等。此外，還有學(xué)者從跨學(xué)科的角度，運(yùn)用宏觀語言學(xué)中的系統(tǒng)功能理論、文體學(xué)理論和認(rèn)知科學(xué)等方面的觀點(diǎn)進(jìn)行分析。 由于其多樣而獨(dú)特的語言運(yùn)用特征和蘊(yùn)含的消費(fèi)心理機(jī)制，廣告語承載了廣告商激發(fā)消費(fèi)行為發(fā)生的意圖。因此，本文從意向性的角度分析商業(yè)廣告語，，運(yùn)用意向性的關(guān)指性、表征性、意向內(nèi)容和意向態(tài)度對(duì)商業(yè)廣告語進(jìn)行分析，探究廣告商的意向性在影響廣告語形成過程中的作用，意向性在銷售過程中發(fā)揮的刺激消費(fèi)作用以及意向性理論指導(dǎo)社會(huì)實(shí)踐的應(yīng)用意義。 本文總共分五個(gè)章節(jié)。 第一章闡釋了本研究的背景、目標(biāo)、研究問題和本文的結(jié)構(gòu)安排。 第二章是對(duì)商業(yè)廣告語國內(nèi)外研究的綜述。國外文獻(xiàn)回顧包括從修辭、文體、消費(fèi)認(rèn)知和跨媒介等角度的分析，國內(nèi)文獻(xiàn)回顧則包括從微觀語言學(xué)和宏觀語言學(xué)兩方面進(jìn)行的分析。微觀語言學(xué)主要是詞匯學(xué)、修辭學(xué)和跨國家交流中廣告語的翻譯等方面的分析；宏觀語言學(xué)主要是從認(rèn)知、系統(tǒng)功能、文體學(xué)、對(duì)比、語料庫和心理學(xué)方面進(jìn)行的研究。 第三章是本論文的理論框架，梳理了意向性的起源、發(fā)展、分支和現(xiàn)有的理論內(nèi)涵，并以約翰·塞爾提出的意向性理論中的關(guān)指性、表征性、意向內(nèi)容和意向態(tài)度作為本論文分析商業(yè)廣告語的理論指導(dǎo)。 第四章運(yùn)用第三章提出的理論框架對(duì)商業(yè)廣告語進(jìn)行分析，從意向性的定義出發(fā)，運(yùn)用它所蘊(yùn)含的兩大屬性：表征意向內(nèi)容的關(guān)指性和意向性的表現(xiàn)手段——表征性，分別對(duì)體育產(chǎn)品和品牌廣告的廣告語進(jìn)行了分析；還從意向性的結(jié)構(gòu)：意向內(nèi)容和意向態(tài)度的角度，對(duì)電子商務(wù)網(wǎng)站的廣告語和時(shí)下的流行體進(jìn)行了分析。該分析探尋了意向性在社會(huì)實(shí)踐中的意義和價(jià)值，以便以后能把意向性更好地與社會(huì)實(shí)踐相結(jié)合。 第五章總結(jié)了本研究的主要發(fā)現(xiàn)，同時(shí)指出了本研究的局限和不足之處，希望能夠不斷地探尋意向性與社會(huì)生活緊密聯(lián)系的契機(jī)，使理論更好地服務(wù)實(shí)踐，拓展意向性研究的意義和內(nèi)涵。
[Abstract]:As a participant in modern commodity economy and indispensable necessities of life, commercial advertising is constantly flooded with all aspects of people's life. With the rapid development of economy and science and technology, advertisers are competing to use innovative marketing strategies, advanced scientific and technological means and unique advertising language to attract customers' attention, thus triggering patron. The consumer desire to buy products and services also helps advertisers increase their market share to make profits. As the carrier of the advertisers' sales intention, advertising language or advertising slogans have been given the meaning, implied meaning and additional meaning beyond the literal meaning. The development of time generation and technological progress promote the continuous creation of advertising language. The new concept of advertising language keeps pace with the times and presents many unprecedented characteristics.
Many scholars and researchers refer to a variety of successful commercial planning schemes to study the advertising features, product characteristics and implied meanings of the advertising language itself from different perspectives, starting with the meaning of the rich advertising language. The field of research involves communication, consumer psychology and linguistics, in which linguistic studies are involved. The lexical features and syntactic patterns of advertising language are analyzed from the rhetorical point of view. These rhetorical devices include pun, simile, metaphor and so on. In addition, some scholars have analyzed the system function theory, stylistics and cognitive science in macro linguistics from the perspective of interdisciplinary.
Because of its diverse and unique features of language use and the implied consumer psychological mechanism, advertising slogans carry the intention of the advertisers to stimulate consumption behavior. Therefore, this paper analyzes commercial advertising from the angle of intention, analyzes commercial advertising language by intentionality, characterizing, intentional content and intention attitude. The intentionality of the advertiser plays an important role in the process of the formation of advertising language, the stimulating consumption effect of intentionality in the process of sales and the significance of intentionality theory to guide the application of social practice.
This article is divided into five chapters.
The first chapter explains the background, objectives, research questions and structural arrangement of this study.
The second chapter is a summary of the domestic and foreign research of commercial advertising language. The review of foreign literature includes the analysis of rhetoric, style, consumption cognition and cross media. The review of domestic literature includes two aspects of microlinguistics and macro linguistics. Microlinguistics is mainly lexicology, rhetoric, and cross national communication. In terms of language translation, macrolinguistics is mainly concerned with cognitive, systemic, stylistic, contrastive, corpus and psychological studies.
The third chapter is the theoretical framework of this paper, combing the origin, development, branch and existing theoretical connotation of intentionality, and taking the referential, representational, intentional content and intention attitude of John Sal's intentionality theory as the theoretical guidance for analyzing commercial advertising language.
The fourth chapter uses the theoretical framework proposed in the third chapter to analyze commercial advertising language, starting from the definition of intentionality, using the two attributes contained in it: characterizing the meaning of intention content and intentionality, and analyzing the advertising language of sports products and brand advertisements, and from intention. Structure: intentional content and intentional attitude, the advertising language of e-commerce websites and the current epidemic are analyzed. The analysis explores the meaning and value of intentionality in social practice so that intentionality can be better combined with social practice in the future.
The fifth chapter summarizes the main findings of this study, and points out the limitations and shortcomings of this study. I hope to continue to explore the opportunity of close connection between intentionality and social life, so that the theory can better serve practice and expand the meaning and connotation of intentionality research.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：H146

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本文編號(hào)：2147577