【摘要】：語(yǔ)言在人們的日常交流中發(fā)揮著重要作用,這也體現(xiàn)在了廣告領(lǐng)域。廣告語(yǔ)言作為廣告的靈魂，吸引了國(guó)內(nèi)外眾多學(xué)者的注意,他們分別從語(yǔ)言學(xué)、語(yǔ)用學(xué)、文體學(xué)等多個(gè)角度對(duì)其進(jìn)行了廣泛研究。本文在前人研究的基礎(chǔ)上，嘗試在語(yǔ)用學(xué)的會(huì)話(huà)含義理論的框架下，對(duì)象似廣告語(yǔ)言進(jìn)行研究。 語(yǔ)言象似性是認(rèn)知語(yǔ)言學(xué)的一個(gè)重要理論，語(yǔ)言符號(hào)的表達(dá)形式與表達(dá)內(nèi)容之間存在某種必然聯(lián)系。很多語(yǔ)言學(xué)家對(duì)象似性的概念、特點(diǎn)以及分類(lèi)等做了詳細(xì)的闡釋?zhuān)粩嘭S富、完善著這一理論體系。在前人研究的基礎(chǔ)上，本文發(fā)現(xiàn)象似性在廣告語(yǔ)言這一特殊文體中普遍存在，其中映像象似，擬象象似和喻象象似這三類(lèi)已經(jīng)被大部分學(xué)者所接受，并分別以不同的方式在廣告語(yǔ)言中得以實(shí)現(xiàn)。象似的廣告語(yǔ)言使得廣告語(yǔ)言更加幽默、生動(dòng)，更具有說(shuō)服力。 象似性是指語(yǔ)言符號(hào)能指與所指之間的理?yè)?jù)性關(guān)系，，而所指或者說(shuō)會(huì)話(huà)含義與語(yǔ)言的使用者息息相關(guān)，因此語(yǔ)言象似性的研究也應(yīng)屬于語(yǔ)用學(xué)的研究范疇。鑒于此，本文嘗試在語(yǔ)用學(xué)會(huì)話(huà)含義的理論框架下研究象似廣告語(yǔ)言特殊會(huì)話(huà)含義的產(chǎn)生。分析發(fā)現(xiàn)，違背Grice合作原則、基于Levinson的數(shù)量、信息、方式三原則對(duì)廣告語(yǔ)言進(jìn)行有效推理、以及關(guān)聯(lián)理論推理，都可以得到象似廣告語(yǔ)言的特殊會(huì)話(huà)含義。 本文的研究，一方面，對(duì)于廣告制作人和讀者有一定借鑒意義，即廣告制作人可以通過(guò)分析廣告語(yǔ)言的會(huì)話(huà)含義，運(yùn)用語(yǔ)言象似性制作更有說(shuō)服力的廣告，而讀者也可以更好地理解廣告；另一方面，豐富和拓寬了象似性的理論研究。為了更深入地研究類(lèi)似的課題，可通過(guò)增加語(yǔ)料數(shù)量來(lái)增強(qiáng)研究的說(shuō)服力，此外，亦可采用更多研究方法如統(tǒng)計(jì)，或從更多視角如心理學(xué)等入手，進(jìn)而更深入的分析類(lèi)似的研究。
[Abstract]:Language plays an important role in people's daily communication, which is also reflected in the field of advertising. As the soul of advertising, advertising language has attracted the attention of many scholars at home and abroad. They have made extensive research on it from the perspectives of linguistics, pragmatics, stylistics and so on. On the basis of previous studies, this paper attempts to study object-like advertising language under the framework of conversational implicature theory of pragmatics. Iconicity is an important theory in cognitive linguistics. Many linguists explain the concept, characteristics and classification of object iconicity in detail, enrich and perfect the theoretical system. On the basis of previous studies, this paper finds that iconicity is widely used in advertising language, in which image iconicity, mimic iconicity and metaphorical iconicity have been accepted by most scholars. And in different ways in the advertising language can be realized. Like advertising language makes advertising language more humorous, vivid, more persuasive. Iconicity refers to the motivational relationship between the signifier and the signifier, and the implicature or conversational implicature is closely related to the users of the language, so the study of iconicity should also belong to the category of pragmatics. In view of this, this paper attempts to study the emergence of special conversational implicature of like Advertising language under the theoretical framework of conversational implicature in pragmatics. It is found that the special conversational implicature like advertising language can be obtained by violating the Grice cooperation principle, effectively reasoning advertising language based on the three principles of Levinson's quantity, information and mode, as well as relevance theory. On the one hand, the research of this paper has some reference significance for advertisers and readers, that is, advertisers can use iconicity to produce more persuasive advertisements by analyzing the conversational implicature of advertising language. Readers can also better understand advertising; On the other hand, it enriches and widens the theoretical study of iconicity. In order to study similar topics in greater depth, the research can be enhanced by increasing the number of corpus, and more research methods such as statistics, or from more perspectives such as psychology, can also be used. Then more in-depth analysis of similar research.
【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(lèi)號(hào)】：H030

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