本文通過對語用預(yù)設(shè)及房地產(chǎn)廣告研究的歷史回顧,嘗試性分析了中文房地產(chǎn)廣告中的預(yù)設(shè)工作機(jī)制。我們暢游在廣告的海洋中,廣告在現(xiàn)代社會中幾乎無處不在,并且以報紙、雜志、電視以及因特網(wǎng)等多樣方式傳播,它已成為現(xiàn)代經(jīng)濟(jì)和生活的一個重要組成部分。從本質(zhì)上說,廣告語言屬于勸說型語言,具有明顯功利性。尤其在商業(yè)廣告中,廣告商會盡可能的采用一切語言及非語言的技巧向潛在消費(fèi)者傳遞商品或服務(wù)信息,試圖與其保持互動的磋商關(guān)系,激發(fā)其購買欲望并最終實現(xiàn)消費(fèi)行為,最終達(dá)到廣告宣傳的目的。作為語言學(xué),尤其是語用學(xué)中的一個重要話題,預(yù)設(shè)由于其自身單向性、主觀性、隱蔽性等特點經(jīng)常被廣告商加以運(yùn)用,以此增強(qiáng)廣告的說服效果。巧妙運(yùn)用語用預(yù)設(shè),可以衍生出交際所需的策略,廣告用語對語用預(yù)設(shè)的利用很大程度上反映了這種策略性。隨著預(yù)設(shè)理論在研究中的廣泛應(yīng)用,以及使用大量預(yù)設(shè)資源的商業(yè)廣告的大幅度出現(xiàn),在預(yù)設(shè)理論框架下對漢語商業(yè)廣告進(jìn)行研究顯得十分重要。我們不難發(fā)現(xiàn)大量對廣告的研究主要涉及食品廣告、服裝廣告及汽車廣告等領(lǐng)域,而對房地產(chǎn)廣告的研究較少。慮及中國房地產(chǎn)行業(yè)的繁榮發(fā)展,本研究著眼于中文房地產(chǎn)廣告。本文作者結(jié)合前人對語用預(yù)設(shè)... 

【文章來源】：重慶大學(xué)重慶市 211工程院校 985工程院校 教育部直屬院校

【文章頁數(shù)】：61 頁

【學(xué)位級別】：碩士

【文章目錄】：
中文摘要
ABSTRACT
Chapter One Introduction
    1.1 General Background
    1.2 Motivations for the Thesis
    1.3 Research Purpose and Significance
    1.4 Organization of the Thesis
Chapter Two Literature Review
    2.1 Pragmatic Presupposition
        2.1.1 Understandings of Pragmatic Presupposition
        2.1.2 Properties of Pragmatic Presupposition
        2.1.3 Classification of Pragmatic Presupposition
    2.2 Advertising
        2.2.1 Definition of Advertising
        2.2.2 Advertising Language
        2.2.3 Previous Studies on Pragmatic Presupposition in Advertising
    2.3 Real Estate Advertising
        2.3.1 Real Estate Advertising
        2.3.2 Previous Studies on Real Estate Advertising
    2.4 The Research Framework
Chapter Three Research Methodology
    3.1 Research Questions and Methodology
    3.2 Research Procedure
    3.3 Data Collection
Chapter Four Findings and Analysis on the Distribution of Pragmatic Presupposition in Chinese Real Estate Advertising
    4.1 Statistical Data
    4.2 Findings and Analysis
Chapter Five Analysis of Pragmatic Presupposition in Chinese Real Estate Advertising
    5.1 Realization of Persuasion through Factive Presupposition
        5.1.1 Assuming Facts about the Advertised House
        5.1.2 Assuming Facts about the Potential Consumers
    5.2 Realization of Persuasion through Belief Presupposition
        5.2.1 Changing the Attitudes towards House
        5.2.2 Changing the Consumers’Recognition on Themselves
        5.2.3 Changing the Attitudes towards Life
    5.3 Realization of Persuasion through State Presupposition
    5.4 Realization of Persuasion through Behavior Presupposition
    5.5 Realization of Persuasion through Cultural Presupposition
        5.5.1 Catering for the Attitudes towards Nature
        5.5.2 Catering for the Understanding of Family
        5.5.3 Considering the Consumers’Self-Cultivation on Culture
        5.5.4 Considering the Influence of Foreign Culture
    5.6 Realization of Persuasion through Status Presupposition
        5.6.1 Complimenting the Targeted Consumers
        5.6.2 Glorifying the Advertised House
Chapter Six Conclusion
    6.1 Main Findings
    6.2 Implications
    6.3 Limitations and Suggestions
Acknowledgements
References
Appendix
作者在攻讀碩士學(xué)位期間發(fā)表的學(xué)術(shù)論文



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