本文選題：會(huì)話(huà)結(jié)構(gòu)　切入點(diǎn)：靜態(tài)　出處：《河北大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：廣告是生產(chǎn)廠家、廣告商和消費(fèi)者進(jìn)行交流，，達(dá)到引起消費(fèi)者注意，對(duì)產(chǎn)品發(fā)生興趣，產(chǎn)生欲望，最后付諸行動(dòng)購(gòu)買(mǎi)的有效手段。在眾多類(lèi)型的廣告中，筆者發(fā)現(xiàn)電視廣告是實(shí)現(xiàn)上述目的最好形式。電視廣告通過(guò)短小精悍的語(yǔ)句和新奇巧妙的構(gòu)思影響著消費(fèi)者的消費(fèi)心理和消費(fèi)行為。其中對(duì)話(huà)性電視廣告更是以其生動(dòng)真實(shí)的對(duì)話(huà)形式、輕松活潑的對(duì)話(huà)內(nèi)容深深吸引著消費(fèi)者�？v觀對(duì)對(duì)話(huà)性廣告的研究，大多是從語(yǔ)篇分析或者巴赫金的對(duì)話(huà)理論角度進(jìn)行探討，但從會(huì)話(huà)結(jié)構(gòu)角度對(duì)對(duì)話(huà)性廣告的探究卻很少。筆者認(rèn)為對(duì)話(huà)性電視廣告之所以能夠達(dá)到吸引消費(fèi)者購(gòu)買(mǎi)的目的，其生動(dòng)真實(shí)的語(yǔ)言和巧妙恰當(dāng)?shù)慕Y(jié)構(gòu)組合起到了很大的作用，因此有必要以會(huì)話(huà)結(jié)構(gòu)理論為基礎(chǔ)對(duì)對(duì)話(huà)性電視廣告進(jìn)行研究。 本文以會(huì)話(huà)結(jié)構(gòu)的靜態(tài)研究和動(dòng)態(tài)研究為理論基礎(chǔ)，從相鄰對(duì)、修正機(jī)制、話(huà)語(yǔ)角色類(lèi)型的轉(zhuǎn)換以及語(yǔ)用模糊方面對(duì)14篇對(duì)話(huà)性電視廣告進(jìn)行了定性研究，系統(tǒng)分析了對(duì)話(huà)性電視廣告在會(huì)話(huà)結(jié)構(gòu)上的特點(diǎn)及功能。筆者發(fā)現(xiàn)相鄰對(duì)、修正機(jī)制、話(huà)語(yǔ)角色類(lèi)型的轉(zhuǎn)換以及語(yǔ)用模糊的應(yīng)用使對(duì)話(huà)性電視廣告更具有真實(shí)性和說(shuō)服力。本研究有助于商品生產(chǎn)者和廣告商充分利用會(huì)話(huà)結(jié)構(gòu)方面的技巧，提高廣告的效能，創(chuàng)作出引人入勝的電視廣告。另外，本研究將為廣大消費(fèi)者提供一個(gè)理解廣告的新視角，使其了解廣告在會(huì)話(huà)結(jié)構(gòu)上的特點(diǎn)，增加其識(shí)別廣告商技巧的能力，從而甄別出真正適合自己的商品。 本文由五個(gè)章節(jié)構(gòu)成。第一章為導(dǎo)論，主要概述課題的研究背景，研究目的和意義,研究方法和語(yǔ)料收集方法以及整篇論文的結(jié)構(gòu)。第二章為文獻(xiàn)綜述部分，簡(jiǎn)要介紹了廣告的分類(lèi)，并且對(duì)從語(yǔ)篇分析角度和巴赫金的對(duì)話(huà)理論角度對(duì)對(duì)話(huà)性廣告的研究分別進(jìn)行了回顧和評(píng)述。第三章為本文的理論框架部分，詳細(xì)闡述了會(huì)話(huà)結(jié)構(gòu)的靜態(tài)研究和動(dòng)態(tài)研究。主要論述了會(huì)話(huà)結(jié)構(gòu)靜態(tài)研究中的相鄰對(duì)和修正機(jī)制以及會(huì)話(huà)結(jié)構(gòu)動(dòng)態(tài)研究中的話(huà)語(yǔ)角色類(lèi)型和語(yǔ)用模糊。第四章為本文的分析主體，筆者分別從相鄰對(duì)、修正機(jī)制、話(huà)語(yǔ)角色類(lèi)型的轉(zhuǎn)換和語(yǔ)用模糊方面進(jìn)行案例分析，探究收集到的對(duì)話(huà)性電視廣告在會(huì)話(huà)結(jié)構(gòu)上的特點(diǎn)以及上述方面在這類(lèi)廣告中的應(yīng)用和作用。同時(shí)也為商品生產(chǎn)者、廣告商和消費(fèi)者提供了建議。第五章為文章的總結(jié)部分，對(duì)全文的主要發(fā)現(xiàn)做了總結(jié)，并提出本研究的局限以及對(duì)未來(lái)研究的展望。
[Abstract]:Advertising is an effective means for manufacturers, advertisers and consumers to communicate with each other in order to attract consumers' attention, develop interest in products, produce desires, and finally put them into action to buy. In many types of advertisements, The author finds that TV advertisement is the best form to achieve the above purpose. TV advertisement influences consumers' consumption psychology and behavior through short and sharp sentences and novel and ingenious ideas. Its vivid and real form of dialogue, The relaxed and lively dialogue content is deeply attracted to consumers. Throughout the study of conversational advertising, most of them are discussed from the perspective of discourse analysis or Bakhtin's dialogue theory. However, from the perspective of conversational structure, there are few researches on conversational advertising. The author thinks that the vivid and real language and clever and appropriate structural combination of dialogical TV advertisements play a great role in attracting consumers to buy them. Therefore, it is necessary to study the conversational TV advertising based on the theory of conversational structure. Based on the static and dynamic study of conversational structure, this paper makes a qualitative study of 14 dialogue TV advertisements from the aspects of adjoining pair, correction mechanism, transformation of discourse role types and pragmatic vagueness. The characteristics and functions of conversational TV advertisement in conversational structure are systematically analyzed. The conversion of discourse role types and the application of pragmatic vagueness make conversational TV advertisements more authentic and persuasive. This study helps commodity producers and advertisers to make full use of conversational structure skills and improve the effectiveness of advertising. In addition, this study will provide consumers with a new perspective to understand advertising, enable them to understand the characteristics of advertising in the conversational structure, and increase their ability to identify advertisers' skills. In order to identify the real suitable for their own goods. This paper is composed of five chapters. The first chapter is the introduction, which mainly summarizes the research background, research purpose and significance, research methods and data collection methods, and the structure of the whole paper. This paper briefly introduces the classification of advertising, and reviews and comments on the study of dialogue advertising from the perspective of discourse analysis and Bakhtin's dialogue theory. Chapter three is the theoretical framework of this thesis. In this paper, the static and dynamic studies of conversational structure are discussed in detail. The mechanism of adjoining pair and modification in the static study of conversational structure, the types of discourse roles and pragmatic vagueness in the dynamic study of conversational structure are discussed in detail. Chapter 4th. For the main body of this paper, The author makes a case study from the aspects of adjacent pairs, correction mechanisms, the conversion of discourse role types and pragmatic vagueness, respectively. This paper explores the features of conversational TV advertisements collected and their application and function in this kind of advertisements. It also provides suggestions for commodity producers, advertisers and consumers. Chapter 5th is the summary of the article. The main findings of this paper are summarized, and the limitations of this study and the prospects for future research are proposed.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：H136

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