【摘要】：語言不只是交際手段，還是權(quán)力關(guān)系的體現(xiàn)。融語言、畫面和聲音為一體的商業(yè)廣告，，作為商業(yè)經(jīng)濟發(fā)展的產(chǎn)物，也不再只是宣傳產(chǎn)品或服務(wù)的工具，還承載著巨大的贏利期望，反映著一定的權(quán)力關(guān)系。廣告是商品生產(chǎn)者用以操縱并控制消費者的工具，廣告本身并無霸權(quán)，它反映的是廣告背后生產(chǎn)者或廠商建立在資本之上的霸權(quán)。所以，對廣告語篇進行分析，探討語言背后的權(quán)力和意識形態(tài)具有重要意義。它能幫助人們認清廣告的本質(zhì)，解讀廣告的含義，從而使消費者作出理性的消費選擇。 本文從語用學(xué)的角度，借用美國語言學(xué)家格賴斯的“合作原則”來分析商業(yè)廣告語篇中語用霸權(quán)的建構(gòu)。目前國內(nèi)外對語言霸權(quán)的研究大都集中在新聞?wù)Z篇和翻譯中，因而產(chǎn)生了“話語霸權(quán)”、“文化霸權(quán)”的概念。本文根據(jù)研究內(nèi)容和目的提出了“語用霸權(quán)”這一概念，以區(qū)別于上述兩種霸權(quán)。這三種霸權(quán)都是話語霸權(quán)在三種領(lǐng)域的具體化和表現(xiàn)方式。所謂“語用霸權(quán)”，是指商品生產(chǎn)者或廠商以經(jīng)濟資本為基礎(chǔ)，將其經(jīng)濟資本、文化資本、社會資本和符號資本進行“編碼”，形成廣告話語，以大眾媒體為載體，通過不斷的重復(fù)，強行向廣告受眾推銷自己的商品或企業(yè)文化，從而參與消費者意識形態(tài)的建構(gòu)并最終操縱或控制消費者。 本文以自建的小型廣告集為研究對象，分析廠商是如何利用“合作原則”成功建構(gòu)其語用霸權(quán)的。首先，文章回顧了學(xué)術(shù)界對霸權(quán)的研究現(xiàn)狀，在新聞?wù)Z篇和廣告中的研究成果。其次，詳細闡述了語言學(xué)家格賴斯的“合作原則”，及其在廣告研究中的現(xiàn)狀和成就。然后，結(jié)合商業(yè)廣告實例，分別從數(shù)量、質(zhì)量、關(guān)系和方式四個準(zhǔn)則分析商業(yè)廣告在這四方面的表現(xiàn)形式以及如何利用“合作原則”來實現(xiàn)其語用霸權(quán)的成功建構(gòu)的。
[Abstract]:Language is not only a means of communication, but also a reflection of power relations. As a product of the development of commercial economy, commercial advertisement, which integrates language, picture and sound, is no longer just a tool for publicizing products or services, but also carries huge profit expectations and reflects a certain power relationship. Advertising is a tool used by commodity producers to manipulate and control consumers. Advertising itself has no hegemony. It reflects the hegemony of producers or manufacturers based on capital behind advertising. Therefore, it is of great significance to analyze the advertising discourse and explore the power and ideology behind the language. It can help people to understand the nature of advertising, understand the meaning of advertising, so that consumers make rational consumption choices. From the perspective of pragmatics, this paper analyzes the construction of pragmatic hegemony in commercial advertising discourse from the perspective of American linguist Grice's Cooperative principle. At present, most of the researches on language hegemony at home and abroad are focused on news discourse and translation, thus giving rise to the concepts of "discourse hegemony" and "cultural hegemony". This paper puts forward the concept of "pragmatic hegemony" according to the content and purpose of the study, so as to distinguish it from the above two kinds of hegemony. These three kinds of hegemony are the embodiment and manifestation of discourse hegemony in three fields. The so-called "pragmatic hegemony" means that commodity producers or manufacturers "encode" their economic capital, cultural capital, social capital and symbolic capital on the basis of economic capital, and form advertising discourse with mass media as their carrier. Through repeated, the advertising audience is forced to sell their own goods or corporate culture, so as to participate in the construction of consumer ideology and ultimately manipulate or control consumers. This paper takes the self-built small advertising set as the research object, and analyzes how the firm successfully constructs its pragmatic hegemony by using the "Cooperative principle". Firstly, this paper reviews the current situation of academic research on hegemony and its achievements in news discourse and advertising. Secondly, Grice's Cooperative principle, as well as its current situation and achievements in advertising research, are described in detail. Then, with the example of commercial advertising, the paper analyzes the expression of commercial advertising in these four aspects from the four criteria of quantity, quality, relationship and mode, and how to use the "Cooperative principle" to realize the successful construction of its pragmatic hegemony.
【學(xué)位授予單位】：武漢科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：H13

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