【摘要】： 當今社會,人們生活在廣告的世界里,無論喜歡與否,我們都無法擺脫它對我們的影響。報刊、雜志、收音機及電視節(jié)目,甚至在路上收到的各式宣傳單里,無不充斥著大量的廣告。在這個飛速發(fā)展瞬息萬變的社會里,廣告為人們提供了可以滿足各種需求的有用的信息,商人把廣告作為宣傳和銷售其產品的有效工具。 隨著對廣告的重要性的認識越來越明確,經濟學家、藝術家、心理學家等都給予了廣告日益密切的關注,語言學家更是從不同角度對廣告語言進行了大量的分析研究。作為語言學,特別是語用學中的一個重要話題,預設現(xiàn)象由于其自身的特點經常被廣告撰寫人用來增強廣告的說服效果。一些學者選取預設(語用學的一個重要概念)作為廣告語研究的切入點,本文正是以他們的研究為基礎展開的。 本文通過回顧預設研究的歷史背景及理論背景,對廣告語言中的語用預設進行了嘗試性的分析。作者主要從預設與廣告的語言形式、預設與廣告的語篇、預設與廣告的信息及預設與廣告的市場策略等四個層面來分析語用預設在廣告語言中的語用價值。作者試圖挖掘語用預設在廣告語言中的功能,揭示語用預設在幫助廣告達到其勸說目的中的積極作用。與此同時,作者希望該論文的完成在理論上可以加深對語用預設的認識和理解,豐富它的內容,同時開辟廣告語言研究的新視角;在實踐上能幫助廣告撰稿人設計出更具魅力,更成功的廣告。
[Abstract]:In today's society, people live in the world of advertising, whether we like it or not, we can not get rid of its influence on us. Newspapers, magazines, radio and television programs, and even all kinds of brochures received on the road, are full of advertisements. In this rapidly developing society, advertising provides people with useful information that can meet all kinds of needs. Businessmen use advertising as an effective tool to promote and sell their products. With the understanding of the importance of advertising becoming more and more clear, economists, artists, psychologists and so on have paid more and more close attention to advertising, and linguists have done a lot of analysis and research on advertising language from different angles. As an important topic in linguistics, especially pragmatics, presupposition is often used by advertising writers to enhance the persuasive effect of advertising because of its own characteristics. Some scholars choose presupposition (an important concept of pragmatics) as the starting point of advertising language research. This paper is based on their research. By reviewing the historical and theoretical background of presupposition research, this paper makes a tentative analysis of pragmatic presupposition in advertising language. The author mainly analyzes the pragmatic value of pragmatic presupposition in advertising language from four aspects: the linguistic form of presupposition and advertising, the text of presupposition and advertising, the information of presupposition and advertising, and the market strategy of presupposition and advertising. The author tries to excavate the function of pragmatic presupposition in advertising language and reveals the positive role of pragmatic presupposition in helping advertising achieve its persuasive purpose. At the same time, the author hopes that the completion of the thesis can deepen the understanding and understanding of pragmatic presupposition in theory, enrich its content, and open up a new perspective of advertising language research. In practice, it can help advertising writers design more attractive and successful advertisements.
【學位授予單位】：遼寧師范大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：H030

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本文編號：2474163