本文關(guān)鍵詞：中英食品廣告中語用模糊的順應(yīng)性研究　出處：《天津商業(yè)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 食品廣告 語用模糊 順應(yīng)論 心理世界 社交世界

【摘要】：模糊性是語言的自然屬性,廣告語作為一種特殊語言同樣存在著模糊現(xiàn)象。迄今為止,模糊語并沒有統(tǒng)一的定義。本文中的模糊語特指為達(dá)到一定交際目的而故意使用的模糊表達(dá)。語言順應(yīng)論是由Verschueren提出,此理論認(rèn)為語言的使用是一個經(jīng)常不間斷的、有意無意的、受語言內(nèi)或語言外因素影響的語言選擇過程。語言使用者之所以能在語言使用中做出適當(dāng)選擇是因為語言具有變異性、商討性和順應(yīng)性。其中,順應(yīng)性主要是對語言使用者心理世界、社交世界和物理世界的順應(yīng)。在此基礎(chǔ)上,本文指出,中英食品廣告中使用模糊語,其實就是廣告商受語言內(nèi)外因素影響而不斷進(jìn)行語言選擇的過程。廣告商能否說服消費者購買產(chǎn)品取決于廣告能否成功實現(xiàn)語境順應(yīng)。本文共分為六章,第一章和第二章分別是引入部分和文獻(xiàn)綜述,介紹了廣告及模糊語的相關(guān)研究情況,第三章是對順應(yīng)論這一理論框架的概述,第四章分別從不同層次詳盡地分析了食品廣告中的語用模糊現(xiàn)象,并對食品廣告中模糊語的語用功能進(jìn)行了簡要的闡釋。第五章主要分析了食品廣告中的語用模糊是怎樣順應(yīng)人的心理世界與社交世界的。最后一章為本文的結(jié)論部分,總結(jié)了本文的發(fā)現(xiàn)及未來研究的方向。通過對中英文食品廣告語料的文本案例研究發(fā)現(xiàn):第一,語用模糊作為一種交際策略經(jīng)常出現(xiàn)在食品廣告中,它可以從語音、詞匯和句法三個層面來實現(xiàn);第二,食品廣告中使用模糊語是為了順應(yīng)消費者的心理世界和社交世界,具體來說是順應(yīng)了消費者對食品的營養(yǎng)、信譽(yù)度、味道、低廉價格和追求時尚和社會地位的心理需求,以及對一定社會規(guī)約和社會文化的順應(yīng)。通過研究,以期能夠?qū)οM者更好地理解廣告和廣告商更好地創(chuàng)作廣告帶來一定啟示作用。
[Abstract]:Fuzziness is the natural attribute of language, advertising language as a special language also exists fuzzy phenomenon. Up to now. There is no uniform definition of vagueness. The fuzziness in this paper refers to the vague expressions deliberately used to achieve a certain communicative purpose. Linguistic adaptation Theory is put forward by Verschueren. This theory holds that the use of language is often uninterrupted, intentional or unintentional. Language selection process influenced by internal or external language factors. The reason why language users can make appropriate choices in language use is that language is variable, deliberative and adaptable. On the basis of the adaptation to the psychological, social and physical world of language users, this paper points out that fuzzy language is used in food advertisements in English and Chinese. As a matter of fact, it is a process in which advertisers make language choices under the influence of internal and external factors. Whether advertisers can persuade consumers to buy products depends on whether the advertisements can successfully achieve contextual adaptation. This article is divided into six chapters. The first chapter and the second chapter are the introduction of part and literature review, introducing the advertising and vague language related research situation, the third chapter is an overview of the theoretical framework of adaptation theory. Chapter 4th analyzes the phenomenon of pragmatic vagueness in food advertising from different levels. Chapter 5th mainly analyzes how the pragmatic vagueness in food advertising adapts to the psychological and social world. The last chapter is the conclusion of this paper. Part. This paper summarizes the findings of this paper and the direction of future research. Through the text case study of Chinese and English food advertising corpus, we find that: first, pragmatic vagueness often appears as a communication strategy in food advertising. It can be realized from the phonetic, lexical and syntactic levels. Second, the use of vague language in food advertising is to adapt to the consumer's psychological and social world, specifically to comply with the consumer's nutrition, credibility, taste. Low prices and the pursuit of fashion and social status of the psychological needs, as well as certain social norms and social cultural compliance. Through research. In order to better understand advertising and advertisers to better create advertising to bring some enlightenment.
【學(xué)位授予單位】：天津商業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：H15;H315

【參考文獻(xiàn)】

相關(guān)期刊論文 前3條

1 伍鐵平;模糊語言初探[J];外國語(上海外國語學(xué)院學(xué)報);1979年04期

2 黃國文;廣告語篇的會話含意分析[J];外國語(上海外國語大學(xué)學(xué)報);1997年02期

3 何自然,于國棟;《語用學(xué)的理解》-Verschueren的新作評介[J];現(xiàn)代外語;1999年04期

相關(guān)博士學(xué)位論文 前1條

1 吳亞欣;語用含糊——漢語言語交際中的策略[D];廣東外語外貿(mào)大學(xué);2002年

，

本文編號：1357722