【摘要】：語(yǔ)言學(xué)界曾經(jīng)從符號(hào)學(xué)分析法、文體學(xué)分析法、話語(yǔ)分析分析法以及語(yǔ)用學(xué)分析法的角度對(duì)廣告進(jìn)行研究。但這些理論對(duì)于廣告的解釋都存在這樣或那樣的缺陷。理解廣告不僅僅是一個(gè)編碼和解碼的過程，而更應(yīng)是一個(gè)推理的過程，因此語(yǔ)用學(xué)被看作是分析廣告的理想工具。然而廣告作為一種特殊的交際形式，要能在瞬間吸引廣告受眾的注意，刺激其購(gòu)買欲望，促成其購(gòu)買行為。因而廣告交際是一個(gè)互動(dòng)過程，心理過程和理解過程，是一個(gè)很復(fù)雜的語(yǔ)言現(xiàn)象，運(yùn)用靜態(tài)的語(yǔ)用學(xué)分析法難以進(jìn)行全面的闡釋。1986年，斯珀伯和威爾遜在他們的聯(lián)合著作《關(guān)聯(lián)性：交際與認(rèn)知》一書中，提出了與交際、認(rèn)知相關(guān)的關(guān)聯(lián)理論。關(guān)聯(lián)理論認(rèn)為語(yǔ)言交際是一個(gè)認(rèn)知過程，這個(gè)過程是靠明示推理來(lái)進(jìn)行的，并受關(guān)聯(lián)原則的支配。在交際過程中，每個(gè)交際行為都傳遞有最佳關(guān)聯(lián)的假設(shè)，即說(shuō)話者總是通過話語(yǔ)提供具有最佳關(guān)聯(lián)的假設(shè)，話語(yǔ)理解則是一個(gè)通過處理話語(yǔ)找出最佳關(guān)聯(lián)解釋的推理過程�？朔艘酝碚摰娜毕�，關(guān)聯(lián)理論從認(rèn)知語(yǔ)用學(xué)的角度強(qiáng)調(diào)了交際過程中動(dòng)態(tài)語(yǔ)境、推理和交際對(duì)象的作用，因此對(duì)廣告的策劃、解讀提供里很好的理論基礎(chǔ)和推理模式。 在我國(guó)，隨著市場(chǎng)經(jīng)濟(jì)的不斷發(fā)展，廣告大戰(zhàn)愈演愈烈。廣告作為一種促銷手段，它以宣傳的方式，提高商品的知名度，提高消費(fèi)者對(duì)商品的喜愛率，從而促使消費(fèi)者采取購(gòu)買行為。如何有效地激發(fā)消費(fèi)者的購(gòu)買欲，就成為了廣告商們需要研究解決的問題。而這就需要運(yùn)用廣告的技術(shù)和手法來(lái)誘導(dǎo)消費(fèi)者的消費(fèi)心理，影響消費(fèi)行為。廣告語(yǔ)的修辭手法多種多樣，在廣告創(chuàng)作中運(yùn)用這些修辭能產(chǎn)生新穎別致，生動(dòng)形象，引人矚目的效果，而且應(yīng)用廣泛，隨著商品經(jīng)濟(jì)的發(fā)展，廣告的作用日益增強(qiáng)，成為我們生活中不可缺少的一部分，在廣告創(chuàng)作的過程中，一定要注意語(yǔ)言和修辭間的關(guān)系，適當(dāng)，準(zhǔn)確地應(yīng)用修辭，在寫廣告語(yǔ)時(shí)，一定要注意創(chuàng)新，不能總是生搬硬套。要巧用修辭手法，以優(yōu)美，典雅的語(yǔ)言藝術(shù)感染消費(fèi)者，展開美感上的心理攻勢(shì)。修辭要求把語(yǔ)言寫的精準(zhǔn)，生動(dòng)，優(yōu)美，富有表現(xiàn)。它講求詞語(yǔ)的錘煉，聲音的和諧，句式的選擇以及采用一些巧妙的表現(xiàn)手法，使聽的人明了，信服，感動(dòng)，接受，，達(dá)到感染人，說(shuō)服人的目的。
[Abstract]:Linguists have studied advertising from the perspectives of semiotic analysis, stylistic analysis, discourse analysis and pragmatic analysis. However, there are some defects in the interpretation of advertising in these theories. Understanding advertising is not only a process of coding and decoding, but also a process of reasoning. Therefore, pragmatics is regarded as an ideal tool for analyzing advertising. However, advertising, as a special form of communication, should attract the attention of the advertising audience in an instant, stimulate its purchase desire and promote its purchase behavior. Therefore, advertising communication is an interactive process, a psychological process and a process of understanding, which is a very complicated linguistic phenomenon. In their joint book relevance: communication and Cognition, Sperber and Wilson put forward relevance theory related to communication and cognition. Relevance theory holds that language communication is a cognitive process, which is carried out by ostensive-inference and governed by relevance principle. In the process of communication, every communicative act conveys the hypothesis of optimal relevance, that is, the speaker always provides the hypothesis with the best relevance through discourse, and discourse understanding is a process of reasoning to find out the best relevance explanation by dealing with the utterance. To overcome the shortcomings of previous theories, relevance theory emphasizes the role of dynamic context, reasoning and communicative objects in the process of communication from the perspective of cognitive pragmatics, so it provides a good theoretical basis and reasoning model for advertising planning and interpretation. In our country, with the continuous development of market economy, advertising war intensified. Advertising, as a means of promotion, promotes the popularity of goods and the rate of consumers' love of goods, thus impels consumers to take the purchase behavior. How to effectively stimulate consumers' desire to buy has become a problem that advertisers need to study and solve. This requires the use of advertising techniques and techniques to induce consumer psychology, consumer behavior. There are various rhetorical devices in advertising language. The use of these figures of speech in advertising creation can produce novel and unique, vivid image, eye-catching effect, and it is widely used. With the development of commodity economy, the function of advertisement is increasing day by day. As an indispensable part of our life, in the process of advertising creation, we must pay attention to the relationship between language and rhetoric, appropriate and accurate use of rhetoric, in the writing of advertising, we must pay attention to innovation, not always copy. We should use rhetoric skillfully to infect consumers with beautiful and elegant language art and launch psychological offensive on aesthetic sense. Rhetoric requires accurate, vivid, graceful and expressive writing of language. It emphasizes the refinement of words, the harmony of sound, the choice of sentence patterns and the use of some clever expression techniques to make the listening people understand, convince, move, accept, and achieve the purpose of infecting and persuading people.
【學(xué)位授予單位】：南昌航空大學(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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