發(fā)布時(shí)間：2018-10-09 15:52

【摘要】：在信息爆炸的時(shí)代,隨著市場(chǎng)競(jìng)爭(zhēng)的日益激烈,廣告語(yǔ)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(yǔ)言久已成為語(yǔ)言學(xué)研究的焦點(diǎn)之一。 本論文認(rèn)為廣告生產(chǎn)者與讀者之間的互動(dòng)是建立在順應(yīng)的基礎(chǔ)上,而這種順應(yīng)又往往主要建立于廣告生產(chǎn)者對(duì)廣告讀者期盼(expectations)的成功順應(yīng)。本文運(yùn)用Verschueren的順應(yīng)理論,首先從廣告語(yǔ)言的含蓄性出發(fā),指出廣告語(yǔ)言的含蓄性產(chǎn)生是順應(yīng)的實(shí)現(xiàn),揭示廣告語(yǔ)言含蓄性在互動(dòng)中的重要作用,在互動(dòng)中,語(yǔ)言的含蓄性主要通過(guò)以下表征:歧義,含蓄性修辭,模糊限制語(yǔ),間接引語(yǔ)等方式得以實(shí)現(xiàn),從而作為廣告主在互動(dòng)中采取的主要策略。此外,還探討了廣告讀者對(duì)廣告語(yǔ)言的認(rèn)知心理過(guò)程,是廣告讀者的認(rèn)知心理促使廣告生產(chǎn)者運(yùn)用含蓄性語(yǔ)言積極順應(yīng)消費(fèi)者的心理世界和社交世界,進(jìn)而在語(yǔ)境順應(yīng)中實(shí)現(xiàn)有效互動(dòng)。本文的研究性質(zhì)為定性研究,因?yàn)楸狙芯恐饕�基于�?duì)文字結(jié)合圖片等多樣性語(yǔ)料的語(yǔ)用分析,即對(duì)圖文并茂的語(yǔ)料進(jìn)行多視角的語(yǔ)用解釋。 研究發(fā)現(xiàn),第一,英語(yǔ)廣告語(yǔ)言的含蓄性與讀者之間的互動(dòng)是廣告主對(duì)廣告語(yǔ)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(dòng)中為了適應(yīng)廣告讀者的期待值和消費(fèi)欲望而進(jìn)行的適應(yīng)性選擇。第二,通過(guò)廣告語(yǔ)言含蓄性表征的解讀,剖析了廣告讀者對(duì)廣告主傳達(dá)的信息的認(rèn)知心理特征。得出廣告語(yǔ)言含蓄性與讀者之間的互動(dòng)是以讀者認(rèn)知心理為導(dǎo)向的互動(dòng)。廣告讀者的認(rèn)知心理在互動(dòng)中指導(dǎo)廣告主的含蓄性策略選擇。第三,廣告語(yǔ)言含蓄性與讀者之間的互動(dòng)受所宣傳產(chǎn)品的性質(zhì)和特征影響。特定的商品或服務(wù)需要語(yǔ)言含蓄性在互動(dòng)中起作用,并且廣告語(yǔ)言含蓄性的選擇要順應(yīng)這些因素。最后,研究結(jié)果與順應(yīng)論關(guān)于多變性、協(xié)商性和順應(yīng)性的觀(guān)點(diǎn)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(rèn)知心理和外在社會(huì)文化多維互動(dòng)的結(jié)果反饋,在復(fù)雜多變的廣告順應(yīng)體系中不斷完善。 希望該論文的完成能夠在廣告的實(shí)際應(yīng)用中產(chǎn)生一定的理論指導(dǎo)作用,從而有利于廣告學(xué)習(xí)者特別是初學(xué)者更好地欣賞和理解廣告語(yǔ)言,使廣告語(yǔ)言設(shè)計(jì)方案更加科學(xué)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(xué)位授予單位】：江蘇科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類(lèi)號(hào)】：H315

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