【摘要】：在信息爆炸的時代,隨著市場競爭的日益激烈,廣告語言作為重要的信息載體,已經(jīng)深入到人們的日常生活中。研究廣告語言久已成為語言學研究的焦點之一。 本論文認為廣告生產(chǎn)者與讀者之間的互動是建立在順應的基礎上,而這種順應又往往主要建立于廣告生產(chǎn)者對廣告讀者期盼(expectations)的成功順應。本文運用Verschueren的順應理論,首先從廣告語言的含蓄性出發(fā),指出廣告語言的含蓄性產(chǎn)生是順應的實現(xiàn),揭示廣告語言含蓄性在互動中的重要作用,在互動中,語言的含蓄性主要通過以下表征:歧義,含蓄性修辭,模糊限制語,間接引語等方式得以實現(xiàn),從而作為廣告主在互動中采取的主要策略。此外,還探討了廣告讀者對廣告語言的認知心理過程,是廣告讀者的認知心理促使廣告生產(chǎn)者運用含蓄性語言積極順應消費者的心理世界和社交世界,進而在語境順應中實現(xiàn)有效互動。本文的研究性質(zhì)為定性研究,因為本研究主要基于對文字結合圖片等多樣性語料的語用分析,即對圖文并茂的語料進行多視角的語用解釋。 研究發(fā)現(xiàn),第一,英語廣告語言的含蓄性與讀者之間的互動是廣告主對廣告語言的不斷選擇中形成的。但是這種選擇不是隨意的,而是在互動中為了適應廣告讀者的期待值和消費欲望而進行的適應性選擇。第二,通過廣告語言含蓄性表征的解讀,剖析了廣告讀者對廣告主傳達的信息的認知心理特征。得出廣告語言含蓄性與讀者之間的互動是以讀者認知心理為導向的互動。廣告讀者的認知心理在互動中指導廣告主的含蓄性策略選擇。第三,廣告語言含蓄性與讀者之間的互動受所宣傳產(chǎn)品的性質(zhì)和特征影響。特定的商品或服務需要語言含蓄性在互動中起作用,并且廣告語言含蓄性的選擇要順應這些因素。最后,研究結果與順應論關于多變性、協(xié)商性和順應性的觀點一致。研究的啟示在于許多廣告可以根據(jù)受眾的內(nèi)在認知心理和外在社會文化多維互動的結果反饋,在復雜多變的廣告順應體系中不斷完善。 希望該論文的完成能夠在廣告的實際應用中產(chǎn)生一定的理論指導作用,從而有利于廣告學習者特別是初學者更好地欣賞和理解廣告語言,使廣告語言設計方案更加科學有效。
[Abstract]:In the era of information explosion, with the increasingly fierce market competition, advertising language, as an important information carrier, has penetrated into people's daily life. The study of advertising language has long been one of the focuses of linguistic research. This paper argues that the interaction between advertising producers and readers is based on adaptation, which is often based on the successful adaptation of advertisers to (expectations). Based on the adaptation theory of Verschueren, this paper first points out that the implication of advertising language is the realization of adaptation, and reveals the important role of the implication of advertising language in the interaction. The implicature of language is mainly expressed in the following ways: ambiguity, implicit rhetoric, hedges, indirect quotations and so on, which are the main strategies adopted by advertisers in their interactions. In addition, the paper also discusses the cognitive psychological process of advertising readers, and it is the cognitive psychology of advertising readers that urges advertising producers to use implicit language to actively adapt to the psychological and social world of consumers. And then realize effective interaction in contextual adaptation. The nature of this study is qualitative, because this study is mainly based on the pragmatic analysis of a variety of data, such as text and pictures, that is, the pragmatic interpretation of the picturesque corpus from multiple perspectives. Firstly, the interaction between English advertising language and readers is the result of advertisers' choice of advertising language. But this kind of choice is not random, but adapts in the interaction in order to adapt the advertisement reader's expectation value and the consumption desire. Secondly, through the interpretation of implicit representation of advertising language, this paper analyzes the cognitive and psychological characteristics of advertising readers to the information conveyed by advertisers. It is concluded that the interaction between advertising language implicature and readers is guided by readers' cognitive psychology. The cognitive psychology of advertising readers guides advertisers' implicit strategy selection in interaction. Thirdly, the implicit nature of advertising language and the interaction between readers are affected by the nature and characteristics of the product. Specific goods or services need language implicature to play a role in interaction, and the choice of advertising language implicature should be adapted to these factors. Finally, the results are consistent with the adaptation theory on variability, negotiation and adaptability. The enlightenment of the study is that many advertisements can be improved in the complex and changeable advertising adaptation system according to the internal cognitive psychology of the audience and the result feedback of the external social and cultural multidimensional interaction. It is hoped that the completion of this paper will have a certain theoretical guidance role in the practical application of advertising, so as to help the advertising learners, especially the beginners, to appreciate and understand the advertising language better, and to make the design of advertising language more scientific and effective.
【學位授予單位】：江蘇科技大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：H315

【參考文獻】

相關期刊論文 前10條

1 舒宏偉;;論公益廣告的含蓄美[J];安徽文學(下半月);2009年06期

2 李元勝;;順應論在中國的研究綜述[J];成都大學學報(教育科學版);2007年03期

3 陳泓;;英語廣告中模糊語的順應性分析[J];重慶科技學院學報(社會科學版);2010年06期

4 藍希君;許峰;汪遠琦;;淺析國內(nèi)廣告研究現(xiàn)狀——對2000年～2008年間10種外語類核心期刊的統(tǒng)計分析[J];中北大學學報(社會科學版);2009年05期

5 譚蘇燕;;委婉語在廣告英語中的運用[J];湖南商學院學報;2010年03期

6 錢玉彬;程輝;;淺析經(jīng)典英文廣告的語言特點[J];洛陽師范學院學報;2009年01期

7 吳用;;淺談廣告修辭格的心理基礎及對消費者消費心理的影響[J];青海師范大學民族師范學院學報;2002年02期

8 郭顯哲;;論語言的間接性[J];青海師專學報;2007年06期

9 汪世蓉;;從語篇分析角度談廣告英語語言的含蓄性特征[J];商場現(xiàn)代化;2009年02期

10 鄭海翠;歧義的語用功能探究[J];山東師大外國語學院學報;2002年01期

，

本文編號：2259903