本文選題：語用預(yù)設(shè) + 預(yù)設(shè)觸發(fā)語　； 參考：《河南工業(yè)大學(xué)》2017年碩士論文

【摘要】：廣告是一種特殊的交際形式,在人們的日常生活中有著重要的作用。一則成功的廣告往往涉及到多種要素,例如視覺、聽覺要素等,但相對其他要素而言,廣告語言則更為重要。作為主導(dǎo)要素的廣告語言極大程度地反應(yīng)了廣告特點(diǎn)。廣告商可運(yùn)用廣告語言制作出更具有信息及說服性的廣告,另一方面,語用預(yù)設(shè)作為一種有效的語言手段,廣告商也常使用語用預(yù)設(shè)傳遞暗含信息以增添廣告語言中的說服性。因此,本文將有針對性地對于廣告語言中的語用預(yù)設(shè)方面進(jìn)行仔細(xì)研究。眾多研究者往往研究不同領(lǐng)域廣告的語用預(yù)設(shè),其研究結(jié)果往往缺乏針對性。于是,在具體廣告領(lǐng)域中研究語用預(yù)設(shè)具有著深遠(yuǎn)的意義。本文選用香水廣告作為研究領(lǐng)域,探尋語用預(yù)設(shè)在香水廣告中的語篇運(yùn)作機(jī)制,有利于香水廣告商今后制作出更具說服性的成功的香水廣告。本文選擇研究香水中兩大名牌迪奧和紀(jì)梵希,并對截止于2016年12月底兩大品牌官網(wǎng)中全部香水廣告作為原始數(shù)據(jù),并最終選定52則香水廣告作為有效數(shù)據(jù)。本文結(jié)合定性及定量兩種研究方法,其中對于語用預(yù)設(shè)、語用觸發(fā)語分布及頻率統(tǒng)計(jì)為定量分析,而其應(yīng)用及功能分析則采用定性分析。本文主要發(fā)現(xiàn)可總結(jié)為:首先,限定類詞在香水廣告中最常采用(39.1%)。其次,語用預(yù)設(shè)方面,香水廣告商多采用事實(shí)預(yù)設(shè)(52.7%)和信念預(yù)設(shè)(32.7%)。最后,香水廣告中的語用預(yù)設(shè)功能可總結(jié)為增添廣告簡潔性、含蓄性、銜接性、說服力和吸引力�？偠灾�,香水廣告語言中的語用預(yù)設(shè)對于實(shí)現(xiàn)廣告語境最大化及減少廣告語篇負(fù)面影響有著顯著效果。通過本文,香水廣告商可依據(jù)不同香水產(chǎn)品的風(fēng)格特點(diǎn),分別應(yīng)用不同類型的語用預(yù)設(shè)來增添廣告的說服性,達(dá)成最終銷售目的。
[Abstract]:Advertising is a special form of communication and plays an important role in people's daily life. A successful advertisement often involves a variety of elements, such as visual and auditory elements, but advertising language is more important than other elements. The advertising language, as the dominant factor, reflects the characteristics of the advertisement to a great extent. Advertisers can use advertising language to produce more informative and persuasive advertising. On the other hand, pragmatic presupposition as an effective language means, advertisers often use pragmatic presupposition to convey implicit information to increase the persuasiveness of advertising language. Therefore, this thesis will study the pragmatic presupposition in advertising language. Many researchers often study the pragmatic presupposition of advertisements in different fields, and the results are often lack of pertinence. Therefore, the study of pragmatic presupposition in the specific advertising field has profound significance. This paper chooses perfume advertisement as the research field and explores the discourse operation mechanism of pragmatic presupposition in perfume advertising, which is helpful for perfume advertisers to produce more persuasive and successful perfume advertisements in the future. This paper selects two famous brands Dior and Givenchy in perfume as raw data and 52 perfume advertisements as valid data at the end of December 2016. This paper combines qualitative and quantitative methods, in which pragmatic presupposition, pragmatic trigger distribution and frequency statistics are quantitatively analyzed, while its application and function are qualitatively analyzed. The main findings of this paper can be summarized as follows: firstly, qualified category words are most commonly used in perfume advertisements (39.1%). Secondly, in the aspect of pragmatic presupposition, perfume advertisers adopt fact presupposition (52.7%) and belief presupposition (32.7%). Finally, the functions of pragmatic presupposition in perfume advertising can be summarized as adding conciseness, implicature, cohesion, persuasion and attraction. In a word, pragmatic presupposition in perfume advertising language has significant effects on maximizing advertising context and reducing negative effects of advertising discourse. According to the style characteristics of different perfume products, perfume advertisers can apply different types of pragmatic presupposition to increase the persuasiveness of advertisements and achieve the final sales purpose.
【學(xué)位授予單位】：河南工業(yè)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：2115769