【摘要】：隨著廣告活動(dòng)在我國(guó)的廣泛發(fā)展,廣告學(xué)界以及語(yǔ)言學(xué)界人士紛紛涉足這一領(lǐng)域并取得了一定的研究成果。本文在借鑒以往研究成果的基礎(chǔ)上,將從語(yǔ)用學(xué)這一相對(duì)新穎的視角對(duì)廣告語(yǔ)做進(jìn)一步解析。 緒論部分首先指出本研究的對(duì)象、目的意義等,梳理了前人取得的研究成果以及本文的創(chuàng)新之處。而后對(duì)本文的研究對(duì)象——廣告語(yǔ)做一簡(jiǎn)要的分析介紹,同時(shí)指出本文涉及的語(yǔ)用學(xué)內(nèi)容。接下來將廣告作為一項(xiàng)交際活動(dòng),從語(yǔ)用學(xué)角度運(yùn)用語(yǔ)用預(yù)設(shè)、格賴斯(H. P. Grice)的會(huì)話含義理論、利奇(Leech G. N)的禮貌原則分析廣告語(yǔ)的勸導(dǎo)性,并將在三者指導(dǎo)下創(chuàng)作的廣告語(yǔ)中體現(xiàn)的模糊性問題提出來。 本文在每一章簡(jiǎn)單的理論概述后都會(huì)選取大量有代表性的廣告語(yǔ)實(shí)例進(jìn)行論證,并將這些廣告語(yǔ)進(jìn)行歸類,以期能夠更好地認(rèn)識(shí)語(yǔ)用學(xué)相關(guān)理論研究與廣告語(yǔ)創(chuàng)作之間相互促進(jìn)的關(guān)系。在具體的分析過程中也會(huì)涉及一些心理學(xué)等方面的知識(shí),但不做具體介紹。對(duì)于一些語(yǔ)用誤用的廣告語(yǔ),也盡量分析其原因,以期能對(duì)廣告創(chuàng)意者起到一定的借鑒意義。 本文在寫作過程中,比較注重資料的搜集,希望能夠緊貼社會(huì)現(xiàn)實(shí),真正了解廣告語(yǔ)的創(chuàng)作規(guī)律,使語(yǔ)用學(xué)在廣告語(yǔ)創(chuàng)作中發(fā)揮更大的作用。但筆者才疏學(xué)淺,對(duì)于很多問題的認(rèn)識(shí)不夠深刻、分析不夠透徹,只希望本文能對(duì)語(yǔ)用學(xué)的研究以及廣告語(yǔ)的創(chuàng)作起到一定的積極作用。
[Abstract]:With the extensive development of advertising activities in China, advertising and linguistics have been involved in this field and achieved certain research results. Based on the previous research results, this thesis will further analyze the advertising language from the perspective of pragmatics. The introduction first points out the object, purpose and significance of this study, combing the previous research results and the innovation of this paper. Then, this paper makes a brief analysis and introduction of advertising language, and points out the content of pragmatics involved in this paper. Secondly, advertising is regarded as a communicative activity, which uses pragmatic presupposition from pragmatic perspective, Grice (H. P. Grice) 's conversational implicature theory and Lich (Leech G. N) 's politeness principle to analyze the persuasion of advertising language. The fuzziness reflected in the advertising language created under the guidance of the three is raised. After a brief theoretical overview of each chapter, this paper will select a large number of representative examples of advertising language to demonstrate, and these advertising words will be classified. In order to better understand the relationship between pragmatic theory and advertising language creation. In the specific analysis process will also involve some psychology and other aspects of knowledge, but do not make specific introduction. To some advertisement words which are misused by pragmatics, we should try to analyze the reasons so as to give some reference to the advertisement creators. In the process of writing, this paper pays more attention to the collection of materials, hoping to be able to closely adhere to the social reality, truly understand the rules of advertising language creation, so that pragmatics plays a greater role in advertising language creation. However, the author is very talented, not deep enough to understand many problems, and not thorough enough to analyze them. I just hope that this paper can play a positive role in the study of pragmatics and the creation of advertising language.
【學(xué)位授予單位】：天津師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：H13

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 劉榮;李武武;繆愛飛;;旅游營(yíng)銷口號(hào)評(píng)價(jià)指標(biāo)的相關(guān)研究綜述[J];市場(chǎng)周刊(理論研究);2013年01期

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本文編號(hào)：2412841