本文選題：委婉語 + 商業(yè)廣告��； 參考：《四川外國(guó)語大學(xué)》2015年碩士論文

【摘要】：廣告委婉語作為委婉語的一個(gè)分支,其研究一直以來鮮有問津,國(guó)內(nèi)外大多數(shù)學(xué)者的相關(guān)研究也多局限于委婉語在廣告中的表現(xiàn)形式,語用功能等,而對(duì)其生成機(jī)制和理解機(jī)制的研究并不深入。鑒于此,本文基于冉永平(2004)提出的關(guān)聯(lián)-順應(yīng)模式,將廣告作為一種話語交際,對(duì)其中出現(xiàn)的委婉語加以闡釋,目的在于研究廣告商如何在廣告文案中使用委婉語,廣告委婉語又是怎樣成功地將其信息意圖和交際意圖傳遞給消費(fèi)者,重點(diǎn)討論在關(guān)聯(lián)-順應(yīng)模式下廣告委婉語的生成機(jī)制和理解機(jī)制,以期為廣告受眾(消費(fèi)者)理解廣告隱藏意圖和欣賞廣告語言藝術(shù)提供新的思路和方法。為了夯實(shí)該研究的內(nèi)容,本文選取了兩種知名雜志——The Economist和Time于2014年1月至6月期間刊登的不同類型的商業(yè)廣告以及從百度高級(jí)檢索中檢索的廣告文案為語料,以關(guān)聯(lián)-順應(yīng)模式為理論框架,分析這些商業(yè)廣告中委婉語的生成及理解機(jī)制,詳細(xì)描述了語境因素對(duì)相關(guān)委婉語選擇造成的影響,闡明了商業(yè)廣告如何使用相關(guān)委婉語策略,并說服、吸引消費(fèi)者解釋其信息,從而采取消費(fèi)行動(dòng)。研究結(jié)果證實(shí)了關(guān)聯(lián)-順應(yīng)模式對(duì)出現(xiàn)在商業(yè)廣告中的委婉語的強(qiáng)大的適用性和解釋力。此外,本研究還能對(duì)廣告商設(shè)計(jì)廣告和消費(fèi)者理解欣賞廣告藝術(shù)提供一定的參考幫助。
[Abstract]:As a branch of euphemism, there has been little interest in the study of euphemism, and most scholars at home and abroad are limited to the form of expression and pragmatic function of euphemism in advertising. However, the research on its generation mechanism and understanding mechanism is not deep. In view of this, based on the model of relevance and adaptation proposed by ran Yongping 2004, this paper regards advertising as a kind of discourse communication and interprets the euphemisms which appear in it. The purpose of this study is to study how advertisers use euphemisms in advertising texts. How can advertising euphemism be successfully conveyed to consumers with its information intention and communicative intention, and the formation and understanding mechanism of advertising euphemism under the model of relevance and adaptation are mainly discussed? The aim is to provide new ideas and methods for the audience to understand the hidden intention of advertising and appreciate the art of advertising language. In order to consolidate the content of this study, two well-known magazines, the Economist and Time, were selected as the corpus of different types of commercial advertisements published between January and June 2014, as well as advertising texts retrieved from Baidu Advanced Retrieval. Based on the theory frame of relevance and adaptation model, this paper analyzes the formation and understanding mechanism of euphemism in commercial advertisements, describes in detail the influence of contextual factors on the choice of relevant euphemisms, and expounds how commercial advertisements use relevant euphemism strategies. And persuade, attract consumer to explain its information, thus take consumer action. The results confirm the strong applicability and explanatory power of relevance-adaptation model to euphemism appearing in commercial advertisements. In addition, this study can also provide some reference for advertisers to design advertisements and consumers to understand the art of appreciating advertising.
【學(xué)位授予單位】：四川外國(guó)語大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：H313

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