語用學(xué)視角下的廣告語言研究
發(fā)布時間：2018-12-14 20:09
【摘要】：本文從語用學(xué)的視角對廣告語言展開研究,結(jié)合語用學(xué)的相關(guān)理論和廣告語言的各種特征,把語言理論和語言事實兩方面結(jié)合起來進(jìn)行具體研究。作為語言學(xué)中新崛起的一門學(xué)科,語用學(xué)在過去的三十年中迅速發(fā)展;廣告語言作為人類語言的一個重要組成部分,是語言中最活躍、最具影響力的東西,具有時代烙印,在現(xiàn)實生活中無處不在,能夠折射出社會的方方面面。本文以作者收集的語料為基礎(chǔ),結(jié)合國內(nèi)外相關(guān)廣告,從語用學(xué)的兩大系列,即英美學(xué)派的微觀語用學(xué)和歐洲大陸學(xué)派的宏觀語用學(xué)的視角進(jìn)行實證研究。一方面從指示語,語用含義, 語用預(yù)設(shè),言語行為和禮貌原則等方面分析研究廣告語言;另一方面從文化因素,語碼混用,語碼轉(zhuǎn)換,經(jīng)濟(jì)原則和語用失誤等探討廣告語言的方方面面。無庸置疑,廣告語言具有豐富的內(nèi)容和一定的語用功能,是社會文化的寫照。我國對廣告語言的詞匯、句法及修辭方面的研究不少,但把語用學(xué)理論與廣告語言結(jié)合起來的研究嚴(yán)重不足,而這種研究可以使人們對語用學(xué)的有關(guān)知識和最新發(fā)展情況,以及廣告語言的各種特點和優(yōu)劣性質(zhì)有一個全面、多視角的了解,同時,對我國經(jīng)濟(jì)、社會、文化等方面卻有著巨大價值。這種理論結(jié)合實例的分析研究無疑會培養(yǎng)我們的語用能力,最終提高我們的語言水平。本文著重從宏觀語用學(xué)的方面來探討研究廣告語言,研究語言在現(xiàn)實社會中的使用,包括廣告語言中的文化因素,語碼混用,語碼轉(zhuǎn)換,經(jīng)濟(jì)原則和語用失誤等問題。這方面的研究不僅有利于廣告商和生產(chǎn)廠家,也有助于促使普通百姓更加注重語言使用。對廣告語言的語用方面進(jìn)行語言事實分析,觀察社會中的語言使用情況,探討語言使用的最佳效益的獲取,具有實用價值和現(xiàn)實意義。這種研究還有助于廣告語言的健康發(fā)展和語言建設(shè),并最終促進(jìn)全社會的政治,經(jīng)濟(jì)和文化的發(fā)展。
[Abstract]:This paper studies the advertising language from the perspective of pragmatics, combining the relevant theories of pragmatics and the characteristics of advertising language, combining language theory with linguistic facts. As a newly rising discipline in linguistics, pragmatics has developed rapidly in the past three decades. Advertising language, as an important part of human language, is the most active and influential thing in language. It has the brand of the times and is ubiquitous in real life, which can reflect all aspects of society. Based on the corpus collected by the author and combined with the relevant advertisements at home and abroad, this paper makes an empirical study from the perspective of micropragmatics of Anglo-American school and macropragmatics of continental school of Europe. On the one hand, it analyzes advertising language from the aspects of deixis, pragmatic meaning, pragmatic presupposition, speech act and politeness principle. On the other hand, it discusses all aspects of advertising language from cultural factors, code-mixing, code-switching, economic principles and pragmatic failures. There is no doubt that advertising language has rich content and certain pragmatic functions, which is a portrayal of social culture. There are a lot of researches on the lexical, syntactic and rhetorical aspects of advertising language in China, but the study of combining pragmatic theory with advertising language is seriously inadequate, and this kind of research can make people know the relevant knowledge of pragmatics and the latest development situation. The characteristics and advantages of advertising language have a comprehensive, multi-perspective understanding, at the same time, China's economic, social, cultural and other aspects of great value. This theory and case study will undoubtedly cultivate our pragmatic competence and ultimately improve our language proficiency. This paper focuses on the study of advertising language and its use in real society, including the cultural factors in advertising language, code-mixing, code-switching, economic principles and pragmatic failure. This research not only helps advertisers and manufacturers, but also helps ordinary people pay more attention to language use. It is of practical value and practical significance to analyze the pragmatic aspects of advertising language, observe the situation of language use in society, and explore the best benefit of language use. This research also contributes to the healthy development of advertising language and language construction, and ultimately promotes the political, economic and cultural development of the whole society.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2005
【分類號】：H030;H05
本文編號：2379241
[Abstract]:This paper studies the advertising language from the perspective of pragmatics, combining the relevant theories of pragmatics and the characteristics of advertising language, combining language theory with linguistic facts. As a newly rising discipline in linguistics, pragmatics has developed rapidly in the past three decades. Advertising language, as an important part of human language, is the most active and influential thing in language. It has the brand of the times and is ubiquitous in real life, which can reflect all aspects of society. Based on the corpus collected by the author and combined with the relevant advertisements at home and abroad, this paper makes an empirical study from the perspective of micropragmatics of Anglo-American school and macropragmatics of continental school of Europe. On the one hand, it analyzes advertising language from the aspects of deixis, pragmatic meaning, pragmatic presupposition, speech act and politeness principle. On the other hand, it discusses all aspects of advertising language from cultural factors, code-mixing, code-switching, economic principles and pragmatic failures. There is no doubt that advertising language has rich content and certain pragmatic functions, which is a portrayal of social culture. There are a lot of researches on the lexical, syntactic and rhetorical aspects of advertising language in China, but the study of combining pragmatic theory with advertising language is seriously inadequate, and this kind of research can make people know the relevant knowledge of pragmatics and the latest development situation. The characteristics and advantages of advertising language have a comprehensive, multi-perspective understanding, at the same time, China's economic, social, cultural and other aspects of great value. This theory and case study will undoubtedly cultivate our pragmatic competence and ultimately improve our language proficiency. This paper focuses on the study of advertising language and its use in real society, including the cultural factors in advertising language, code-mixing, code-switching, economic principles and pragmatic failure. This research not only helps advertisers and manufacturers, but also helps ordinary people pay more attention to language use. It is of practical value and practical significance to analyze the pragmatic aspects of advertising language, observe the situation of language use in society, and explore the best benefit of language use. This research also contributes to the healthy development of advertising language and language construction, and ultimately promotes the political, economic and cultural development of the whole society.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2005
【分類號】：H030;H05
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，本文編號：2379241
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