發(fā)布時(shí)間：2018-06-16 18:11

  本文選題：語用預(yù)設(shè) + 廣告功能　； 參考：《浙江師范大學(xué)》2013年碩士論文

【摘要】：隨著全球經(jīng)濟(jì)的發(fā)展和信息時(shí)代的到來,廣告已成為了一種重要的社會(huì)現(xiàn)象。廣告是一種以廣告商或制造商盡可能的說服消費(fèi)者接受并購買產(chǎn)品或服務(wù),以便更多的獲取利潤為目的的說服性語言。成功的廣告商不會(huì)直接推銷產(chǎn)品而是擅長處理廣告語言以及掌握受眾的心理。他們在廣告語言中利用語用預(yù)設(shè)巧妙地隱藏自己的目的。廣告語言的研究可以揭示廣告的語用策略,反映廣告背后的這種誘導(dǎo)機(jī)制,也就是說,可以使讀者了解廣告對消費(fèi)者產(chǎn)生誘導(dǎo)作用的原因。 本文旨在探究中文化妝品廣告語篇中語用預(yù)設(shè)功能的研究。三個(gè)研究問題分別是：(1)哪些類型的預(yù)設(shè)常用于中文化妝品廣告語篇中功能的實(shí)現(xiàn)?(2)每種語用預(yù)設(shè)的使用頻率是多少?(3)通過各類預(yù)設(shè),廣告功能是如何實(shí)現(xiàn)的? 在現(xiàn)有的如陳新仁(1999),魏在江(2002)等學(xué)者對于語用預(yù)設(shè)分類的研究基礎(chǔ)上,再結(jié)合中文化妝品廣告語用預(yù)設(shè)的特點(diǎn),作者試探性的把語用預(yù)設(shè)分為5大類：事實(shí)預(yù)設(shè),信仰預(yù)設(shè),行為預(yù)設(shè),狀態(tài)預(yù)設(shè)以及文化預(yù)設(shè)。根據(jù)收集的110則中文化妝品廣告,作者對各類語用預(yù)設(shè)的比例和分布進(jìn)行了統(tǒng)計(jì)。數(shù)據(jù)分析表明,在5種預(yù)設(shè)中,狀態(tài)預(yù)設(shè)(35%)是最常用的預(yù)設(shè)。各種預(yù)設(shè)使用頻率的不同不是一個(gè)偶然現(xiàn)象,而是反映了受眾的心理需求。為了更好地理解每種預(yù)設(shè)是怎樣加強(qiáng)廣告語言的力度,作者對其進(jìn)行了分析,發(fā)現(xiàn)不同的語用預(yù)設(shè)采取的是不同的角度。廣告商為了滿足消費(fèi)者的心理需求,往往會(huì)預(yù)設(shè)一些信息,如權(quán)威機(jī)構(gòu)或名人代言；對化妝品以及對消費(fèi)者自身有全新的理解；預(yù)設(shè)消費(fèi)者以前,現(xiàn)在和將來的行為。 此項(xiàng)研究無論是在理論上還是實(shí)踐上,都具有一定的意義。該研究可以揭示預(yù)設(shè)在化妝品廣告中的功能,尤其是如何通過語用預(yù)設(shè)來實(shí)現(xiàn)中文化妝品廣告的功能。此外,目前對中文化妝品廣告中功能實(shí)現(xiàn)的研究還不多見。希望此項(xiàng)研究可以豐富化妝品廣告的研究,也能幫助廣告攥寫人有效地在廣告語言中使用預(yù)設(shè),創(chuàng)造更有效的吸引人的廣告,同時(shí)也能幫助讀者提高理解和分析廣告信息的能力。
[Abstract]:With the development of global economy and the arrival of information age, advertising has become an important social phenomenon. Advertising is a persuasive language in which advertisers or manufacturers try to persuade consumers to accept and purchase products or services in order to gain more profits. Successful advertisers do not sell products directly but are good at handling advertising language and understanding the psychology of the audience. They use pragmatic presupposition to subtly hide their purpose in advertising language. The study of advertising language can reveal the pragmatic strategies of advertising and reflect the inductive mechanism behind advertising, that is to say, it can help readers understand the reasons why advertising has an inductive effect on consumers. The purpose of this paper is to explore the pragmatic presupposition function in Chinese cosmetics advertisements. The three research questions are: (1) which types of presuppositions are often used in the realization of functions in Chinese cosmetics advertising discourse? (2) what is the frequency of use of each pragmatic presupposition? (3) how can advertising function be realized through various presuppositions? On the basis of the existing researches on pragmatic presupposition classification by scholars such as Chen Xinreng (1999) and Wei Zaijiang (2002), and combined with the characteristics of presupposition in Chinese cosmetics advertisements, the author tentatively divides pragmatic presupposition into five categories: factual presupposition and belief presupposition. Behavior presupposition, state presupposition and cultural presupposition. According to 110 Chinese cosmetic advertisements, the author makes statistics on the proportion and distribution of pragmatic presupposition. Data analysis shows that the state presupposition is the most commonly used among the five presuppositions. The different presupposition frequency is not an accidental phenomenon, but reflects the psychological needs of the audience. In order to better understand how each presupposition strengthens the advertising language, the author analyzes it and finds that different pragmatic presuppositions adopt different angles. In order to meet the psychological needs of consumers, advertisers often presuppose some information, such as authoritative organizations or celebrity endorsements; a new understanding of cosmetics and consumers themselves; and a presupposition of consumer behavior before, now and in the future. Both in theory and in practice, this study has a certain significance. This study can reveal the function of presupposition in cosmetics advertisement, especially how to realize the function of Chinese cosmetic advertisement by pragmatic presupposition. In addition, the research on the function realization of Chinese cosmetics advertisement is rare. It is hoped that this study will enrich the research on cosmetics advertising and help the writer to use presupposition effectively in the advertising language and to create more effective attractive advertisements. It also helps readers improve their ability to understand and analyze advertising information.
【學(xué)位授予單位】：浙江師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：H15

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本文編號(hào)：2027645