本文選題：商業(yè)廣告　切入點(diǎn)：模糊　出處：《長(zhǎng)江大學(xué)》2013年碩士論文

【摘要】：模糊是自然語(yǔ)言的一個(gè)重要屬性,自從模糊集合創(chuàng)始人扎德的模糊集理論被人們所廣泛認(rèn)識(shí)以后,大量研究者便將研究領(lǐng)域擴(kuò)展到對(duì)模糊表達(dá)模糊語(yǔ)義系統(tǒng)研究中來(lái)。商業(yè)廣告作為信息廣而告之的代表形式,作為商家和消費(fèi)者溝通的重要橋梁,根據(jù)廣告協(xié)會(huì)的要求,其廣告語(yǔ)必須提供清晰,明確的信息。然而廣告商為了實(shí)現(xiàn)其交際目的,模糊表達(dá)在商業(yè)廣告中被頻頻使用,出于對(duì)這種特殊語(yǔ)言現(xiàn)象的關(guān)注。本文作者對(duì)商業(yè)廣告中模糊性、模糊度、模糊的語(yǔ)用價(jià)值進(jìn)行了研究。本文從以下幾個(gè)方面展開(kāi)： 文章的第一章是引言,敘述了本文的研究目的、意義以及思路。 第二章對(duì)模糊及廣告的相關(guān)研究文獻(xiàn)進(jìn)行了回顧。 第三章為廣告中存在的模糊現(xiàn)象定性歸類介紹,首先對(duì)商業(yè)廣告進(jìn)行了功能性分類和解釋,將其分為產(chǎn)品類廣告、企業(yè)類廣告和促銷類廣告并與廣義上的廣告進(jìn)行區(qū)分。然后從詞匯方面的音,形,義,以及修辭手法等方面討論不同類型的商業(yè)廣告模糊性。此外,作者還根據(jù)商業(yè)廣告中的模糊語(yǔ)言的語(yǔ)義聯(lián)系,在反思中總結(jié)出兩種模糊實(shí)質(zhì)：1)向心類模糊,即擁有清晰意義中心的模糊語(yǔ)言2)離心類模糊,即具有多種可能性解釋但無(wú)意義中心的模糊廣告。 與此同時(shí),為了避免關(guān)于如何明確區(qū)別模糊和非模糊的爭(zhēng)論,在定性討論的基礎(chǔ)上,本文在第四章使用定量的方法,綜合標(biāo)記理論和數(shù)學(xué)概率的原理,進(jìn)行了針對(duì)商業(yè)廣告模糊性的進(jìn)一步研究,對(duì)商業(yè)廣告的模糊度和進(jìn)行差別量化。根據(jù)模糊的等級(jí)劃分方法設(shè)計(jì)出調(diào)查荊州市面商業(yè)廣告模糊程度的問(wèn)卷,分析得出：荊州市面上的各類廣告的綜合模糊度為1.73,其模糊程度介于F與F+之間；企業(yè)類廣告的平均模糊值最小,促銷類廣告的平均模糊度值最大,為1.84,排在中間的是產(chǎn)品類廣告,其模糊值最為接近平均值,因此認(rèn)為該類廣告的模糊性最容易被消費(fèi)者理解,符合大多數(shù)消費(fèi)者的期望；從公差來(lái)看,模糊度偏差最小的是促銷類廣告,由此看出促銷類的模糊度比較穩(wěn)定,最適合以其為研究對(duì)象進(jìn)行語(yǔ)用價(jià)值分析。 第五章關(guān)于商業(yè)廣告語(yǔ)用價(jià)值的研究,本文作者闡述了商家希望通過(guò)模糊語(yǔ)言達(dá)到其意圖的愿望與不恰當(dāng)?shù)膹V告模糊度帶來(lái)負(fù)面影響的沖突,并指出,需要借助模糊廣告的經(jīng)濟(jì)價(jià)值作為第三方評(píng)定標(biāo)準(zhǔn),對(duì)模糊語(yǔ)言在商業(yè)廣告中的語(yǔ)用價(jià)值進(jìn)行綜合評(píng)定,通過(guò)問(wèn)卷調(diào)查研究后發(fā)現(xiàn)：促銷類廣告呈現(xiàn)的模糊度值雖略高于其他兩類廣告,但對(duì)消費(fèi)者的購(gòu)買欲望刺激作用不太穩(wěn)定,對(duì)不同性別的消費(fèi)者,其刺激作用不同,其中促銷廣告對(duì)男性購(gòu)買欲望的刺激作用較女性相對(duì)穩(wěn)定,但較小,對(duì)女性而言,模糊度對(duì)模糊價(jià)值影響具有決定性的作用；在文章的結(jié)論部分第六章,作者回顧了本文的研究成果和現(xiàn)實(shí)意義,并對(duì)文章局限性進(jìn)行了評(píng)估。
[Abstract]:Fuzzy is an important attribute of natural language. Since the theory of fuzzy set proposed by Zadeh, the founder of fuzzy set, has been widely recognized, a large number of researchers have extended the research field to the study of fuzzy semantic system of fuzzy expression.As a representative form of information advertising and an important bridge between merchants and consumers the advertising language must provide clear and clear information according to the requirements of advertising association.However, in order to achieve their communicative purpose, vague expression is frequently used in commercial advertising, out of concern for this special linguistic phenomenon.The author studies the pragmatic value of fuzziness, ambiguity and vagueness in commercial advertisements.This paper starts from the following aspects:The first chapter is the introduction, describing the purpose, significance and thinking of this paper.The second chapter reviews the relevant research literature on fuzziness and advertising.The third chapter introduces the qualitative classification of fuzzy phenomena in advertising. Firstly, it classifies and explains the commercial advertisements, classifies them into product advertising, enterprise advertising and promotional advertising, and distinguishes them from the general advertising.Then the fuzziness of different types of commercial advertisements is discussed in terms of lexical sounds, shapes, meanings, and rhetorical devices.In addition, according to the semantic relation of fuzzy language in commercial advertisement, the author summarizes two kinds of fuzzy substance: 1) centripetal fuzzy, that is, fuzzy language with clear meaning center (2) centrifugal fuzzy.That is, there are many possibilities to explain but meaningless center of fuzzy advertising.At the same time, in order to avoid the dispute about how to distinguish between fuzzy and non-fuzzy clearly, based on the qualitative discussion, this paper uses quantitative method in chapter 4, synthesizing the principle of marking theory and mathematical probability.Further research on the fuzziness of commercial advertising is carried out to quantify the ambiguity and difference of commercial advertising.According to the fuzzy classification method, a questionnaire is designed to investigate the fuzzy degree of commercial advertising in Jingzhou. The analysis shows that the comprehensive ambiguity of all kinds of advertisements in Jingzhou is 1.73, and the fuzzy degree is between F and F;The average fuzzy value of the enterprise advertisement is the smallest, the average ambiguity value of the promotion type advertisement is the largest, is 1.84. The product advertisement is in the middle, and its fuzzy value is the closest to the average value, so the fuzziness of this kind of advertisement is thought to be the most easily understood by the consumers.According to the expectation of most consumers, the least ambiguity deviation is the promotion advertisement, which shows that the ambiguity of the promotion class is relatively stable and is the most suitable for pragmatic value analysis.The fifth chapter is about the value of commercial advertising. The author expounds the conflict between the desire of merchants to achieve their intention through vague language and the negative impact of inappropriate ambiguity of advertising, and points out that,It is necessary to evaluate the pragmatic value of fuzzy language in commercial advertisements by using the economic value of fuzzy advertising as the third party evaluation standard.Through the questionnaire investigation, we found that although the ambiguity value of promotional advertising is slightly higher than that of the other two kinds of advertisements, the stimulative effect on consumers' purchase desire is not stable, and the stimulative effect on different gender consumers is different.The stimulative effect of promotional advertising on male desire to buy is relatively stable, but less than that on female. For women, ambiguity plays a decisive role in the influence of fuzzy value.The author reviews the research results and practical significance, and evaluates the limitations of the paper.
【學(xué)位授予單位】：長(zhǎng)江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：H136

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