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

【摘要】：模糊是自然語言的一個重要屬性,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)識以后,大量研究者便將研究領(lǐng)域擴展到對模糊表達(dá)模糊語義系統(tǒng)研究中來。商業(yè)廣告作為信息廣而告之的代表形式,作為商家和消費者溝通的重要橋梁,根據(jù)廣告協(xié)會的要求,其廣告語必須提供清晰,明確的信息。然而廣告商為了實現(xiàn)其交際目的,模糊表達(dá)在商業(yè)廣告中被頻頻使用,出于對這種特殊語言現(xiàn)象的關(guān)注。本文作者對商業(yè)廣告中模糊性、模糊度、模糊的語用價值進(jìn)行了研究。本文從以下幾個方面展開： 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)廣告中的模糊語言的語義聯(lián)系,在反思中總結(jié)出兩種模糊實質(zhì)：1)向心類模糊,即擁有清晰意義中心的模糊語言2)離心類模糊,即具有多種可能性解釋但無意義中心的模糊廣告。 與此同時,為了避免關(guān)于如何明確區(qū)別模糊和非模糊的爭論,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)行了針對商業(yè)廣告模糊性的進(jìn)一步研究,對商業(yè)廣告的模糊度和進(jìn)行差別量化。根據(jù)模糊的等級劃分方法設(shè)計出調(diào)查荊州市面商業(yè)廣告模糊程度的問卷,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者理解,符合大多數(shù)消費者的期望；從公差來看,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象進(jìn)行語用價值分析。 第五章關(guān)于商業(yè)廣告語用價值的研究,本文作者闡述了商家希望通過模糊語言達(dá)到其意圖的愿望與不恰當(dāng)?shù)膹V告模糊度帶來負(fù)面影響的沖突,并指出,需要借助模糊廣告的經(jīng)濟價值作為第三方評定標(biāo)準(zhǔn),對模糊語言在商業(yè)廣告中的語用價值進(jìn)行綜合評定,通過問卷調(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,但對消費者的購買欲望刺激作用不太穩(wěn)定,對不同性別的消費者,其刺激作用不同,其中促銷廣告對男性購買欲望的刺激作用較女性相對穩(wěn)定,但較小,對女性而言,模糊度對模糊價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)實意義,并對文章局限性進(jìn)行了評估。
[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】：長江大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：H136

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