語用原則下廣告語言的修辭及效果
發(fā)布時間：2023-02-21 18:14
作為一種商業(yè)語言,廣告語不僅演化成為一種能夠帶來巨大經(jīng)濟利益的商品,也成為社會文化的重要組成部分。國內(nèi)外語言學(xué)者對其研究已深入到語用學(xué)、心理語言學(xué)、社會語言學(xué)、話語分析、符號學(xué)等領(lǐng)域。在眾多廣告勸說手段中,修辭得到了廣泛的使用,其在廣告語中的運用能大大增強語言表達效果,實現(xiàn)廣告的勸說目的。近年來,從語用學(xué)的角度對廣告語進行的研究雖然已取得一定的成績,但將多種修辭手法與語用學(xué)中的合作及禮貌原則相結(jié)合的系統(tǒng)研究相對較少。本文在前人對廣告語的研究基礎(chǔ)上,通過問卷對五大類廣告中使用頻率最高的修辭進行調(diào)查研究,將修辭和語用合作及禮貌兩大原則相結(jié)合,分析出各類修辭分別從何種角度違反合作原則,并進一步闡述違反合作原則又如何對廣告的實際效果產(chǎn)生影響。本文的研究成果包括：通過對問卷數(shù)據(jù)的收集和分析發(fā)現(xiàn)雙關(guān)、擬人、夸張、仿擬、比喻、重復(fù)這六類成為年輕消費群體中最受歡迎的修辭手段,這種現(xiàn)象因消費者對產(chǎn)品要求及興趣有所不同所致。根據(jù)這六類修辭的不同特性,作者進一步闡明雙關(guān)違反了合作原則中量的原則；擬人、夸張、比擬則違反了質(zhì)的準(zhǔn)則,而比喻和重復(fù)又從不同角度分別違背了關(guān)系和方式準(zhǔn)則。這些對合作原則的違反從不同角度...
【文章頁數(shù)】：65 頁
【學(xué)位級別】：碩士
【文章目錄】：
Acknowledgement
摘要
Abstract
Chapter One Introduction
1.1 Research Background
1.2 Significance of Present Research
1.3 Research Questions
1.4 Outline of the Thesis
Chapter Two Literature Review
2.1 Definition of Advertising
2.2 Functions of Advertising
2.3 Classifications of Advertising
2.4 Definition of Advertising Language
2.5 Characteristics of Advertising Language
2.6 Research Approaches to the Study of Advertising Language
Chapter Three Relationship of Cooperative Principle and PolitenessPrinciple in Pragmatics
3.1 Cooperative Principle
3.2 Politeness Principle
3.3 The Relationship of Cooperative Principle and Politeness Principle
Chapter Four Methodology
4.1 Research Question
4.2 Data Collection
4.3 Data Analysis and Findings
4.4 Six Rhetorical Devices Used in Advertising Language
4.4.1 Pun
4.4.2 Personification
4.4.3 Hyperbole
4.4.4 Parody
4.4.5 Simile
4.4.6 Repetition
Chapter Five Rhetorical Devices in Advertising English and CooperativePrinciple & Politeness Principle
5.1 Pun--Violation of Quantity Maxim
5.2 Personification,Hyperbole,Parody--Violation of Quality Maxim
5.3 Simile--Violation of Relation Maxim
5.4 Repetition--Violation of Manner Maxim
5.5 Significance of the Research on Violations of Cooperative Principle in Advertising Language
Chapter Six Conclusion
6.1 Major Findings of the Present Study
6.2 Limitations of This Research and Suggestions for Further Study
References
Appendix
本文編號：3747766
【文章頁數(shù)】：65 頁
【學(xué)位級別】：碩士
【文章目錄】：
Acknowledgement
摘要
Abstract
Chapter One Introduction
1.1 Research Background
1.2 Significance of Present Research
1.3 Research Questions
1.4 Outline of the Thesis
Chapter Two Literature Review
2.1 Definition of Advertising
2.2 Functions of Advertising
2.3 Classifications of Advertising
2.4 Definition of Advertising Language
2.5 Characteristics of Advertising Language
2.6 Research Approaches to the Study of Advertising Language
Chapter Three Relationship of Cooperative Principle and PolitenessPrinciple in Pragmatics
3.1 Cooperative Principle
3.2 Politeness Principle
3.3 The Relationship of Cooperative Principle and Politeness Principle
Chapter Four Methodology
4.1 Research Question
4.2 Data Collection
4.3 Data Analysis and Findings
4.4 Six Rhetorical Devices Used in Advertising Language
4.4.1 Pun
4.4.2 Personification
4.4.3 Hyperbole
4.4.4 Parody
4.4.5 Simile
4.4.6 Repetition
Chapter Five Rhetorical Devices in Advertising English and CooperativePrinciple & Politeness Principle
5.1 Pun--Violation of Quantity Maxim
5.2 Personification,Hyperbole,Parody--Violation of Quality Maxim
5.3 Simile--Violation of Relation Maxim
5.4 Repetition--Violation of Manner Maxim
5.5 Significance of the Research on Violations of Cooperative Principle in Advertising Language
Chapter Six Conclusion
6.1 Major Findings of the Present Study
6.2 Limitations of This Research and Suggestions for Further Study
References
Appendix
本文編號：3747766
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