本文選題：語用預(yù)設(shè) + 廣告語篇��； 參考：《廣東外語外貿(mào)大學(xué)》2017年碩士論文

【摘要】：本文從語用預(yù)設(shè)新視角研究中文化妝品廣告語篇,旨在幫助廣告商利用語用預(yù)設(shè)合法有效地實現(xiàn)廣告的商業(yè)目的。以LS模型中的消費者心理和預(yù)設(shè)相關(guān)理論為基礎(chǔ),本文將語用預(yù)設(shè)分為四類,分別是事實預(yù)設(shè),信念預(yù)設(shè),狀態(tài)預(yù)設(shè)以及文化預(yù)設(shè)。在此基礎(chǔ)上,本文通過定性研究的方法,對選取的語料進行實例分析。研究發(fā)現(xiàn),事實預(yù)設(shè)通過陳述事實來提高產(chǎn)品的可信度,信念預(yù)設(shè)通過強化或者挑戰(zhàn)消費者已有的信念來促使消費者接受產(chǎn)品,狀態(tài)預(yù)設(shè)通過回憶或者展望自身狀態(tài)來激發(fā)購物欲望,文化預(yù)設(shè)則可以引發(fā)消費者的共鳴。其中,針對事實預(yù)設(shè),本文與《化妝品廣告管理辦法》(中華人民共和國國家工商行政管理總局通過)進行對比分析后,運用語篇預(yù)設(shè)新視角提出化妝品廣告中四類非法利用事實預(yù)設(shè)的情形,包括數(shù)據(jù),專家推薦,產(chǎn)品功效以及醫(yī)療用詞等。最后,本文提出了合法合理使用語用預(yù)設(shè)的建議,總結(jié)了針對不同消費心理的四類語用預(yù)設(shè),并從廣告商,消費者和政府三個角度指出了規(guī)避其違法使用的相關(guān)舉措。本研究兼具理論和實踐意義。從理論層面而言,本文以更加簡練的方式對語用預(yù)設(shè)進行重新分類。同時,本文還引進了《化妝品廣告管理辦法》對語用預(yù)設(shè)的子分類——事實預(yù)設(shè)的非法應(yīng)用進行了討論。這一點在以往研究中幾乎無人問津。從實踐的角度看,本文希望可以為化妝品廣告語篇的設(shè)計提供一種更有藝術(shù)性和說服力的視角,同時可以使商家規(guī)避對語用預(yù)設(shè)的違法使用。
[Abstract]:This paper studies Chinese cosmetics advertising discourse from a new perspective of pragmatic presupposition in order to help advertisers to use pragmatic presupposition to achieve the commercial purpose of advertising legally and effectively. Based on the relevant theories of consumer psychology and presupposition in LS model, this paper divides pragmatic presupposition into four categories: factual presupposition, belief presupposition, state presupposition and cultural presupposition. On this basis, this paper carries on the case analysis to the selected corpus through the qualitative research method. The study found that fact presupposition enhances product credibility by stating facts, and belief presuppositions promote consumers to accept products by reinforcing or challenging existing consumer beliefs. State presupposition stimulates shopping desire by recalling or looking forward to its own state, while cultural presupposition can arouse consumers' resonance. Among them, in view of the fact presupposition, this article compares and analyzes with the Cosmetics Advertising Administration (adopted by the State Administration for Industry and Commerce of the people's Republic of China). Using the new perspective of discourse presupposition, this paper presents four kinds of cases in cosmetic advertising that illegally utilize factual presupposition, including data, expert recommendation, product efficacy and medical words, and so on. Finally, this paper puts forward some suggestions on the legal and rational use of pragmatic presupposition, summarizes four kinds of pragmatic presuppositions for different consumer psychology, and points out the relevant measures to avoid their illegal use from the perspectives of advertisers, consumers and the government. This study has both theoretical and practical significance. Theoretically, this paper reclassifies pragmatic presupposition in a more concise way. At the same time, this paper also introduces the "Cosmetics Advertising Management method" to discuss the illegal application of pragmatic presupposition-factual presupposition. This is a point that has hardly been addressed in previous studies. From a practical point of view, this paper hopes to provide a more artistic and persuasive perspective for the design of cosmetics advertising discourse, and at the same time, it can make merchants avoid the illegal use of pragmatic presupposition.
【學(xué)位授予單位】：廣東外語外貿(mào)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：H136

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本文編號：1890420