本文選題：化妝品廣告 + 語(yǔ)用模糊��； 參考：《鄭州大學(xué)》2012年碩士論文

【摘要】：隨著現(xiàn)代社會(huì)的不斷發(fā)展進(jìn)步,廣告作為一種重要的大眾傳媒方式也產(chǎn)生了日新月異的變化�；瘖y品廣告更是以優(yōu)美的語(yǔ)言在廣告行業(yè)占據(jù)重要地位。本文以Verschueren的順應(yīng)論作為理論框架,從而研究和分析化妝品廣告中的語(yǔ)用模糊現(xiàn)象。本文旨在使消費(fèi)者更加清晰的理解化妝品廣告,并且使廣告制作商制作出更高質(zhì)量的化妝品廣告。 Verschueren經(jīng)過(guò)大量的理論研究和分析得出,語(yǔ)言的運(yùn)用不僅僅是個(gè)人的行為,語(yǔ)言的使用時(shí)一種社會(huì)現(xiàn)象和行為。語(yǔ)言的應(yīng)用既然是一種社會(huì)行為,由此得知它與社會(huì)生活中的文化,社會(huì)以及認(rèn)知等各種因素關(guān)聯(lián)性強(qiáng)。語(yǔ)用學(xué)是從文化,社會(huì)和認(rèn)知的綜合的視角,對(duì)語(yǔ)言現(xiàn)象以及其使用規(guī)律的一種綜合的概述和認(rèn)識(shí)。依據(jù)對(duì)語(yǔ)用學(xué)相關(guān)理論的研究以及分析,Verschueren提出了順應(yīng)論的概念。該理論的框架是：1)使用語(yǔ)言是一個(gè)不斷進(jìn)行選擇(包括語(yǔ)言形式和交際策略)的過(guò)程；2)選擇過(guò)程之所以能夠進(jìn)行是因?yàn)檎Z(yǔ)言具有變異性、協(xié)商性和順應(yīng)性這三種特性；3)順應(yīng)性概念為語(yǔ)言的使用提供了四個(gè)研究角度,即語(yǔ)境關(guān)系的順應(yīng)、語(yǔ)言結(jié)構(gòu)的順應(yīng)、順應(yīng)的動(dòng)態(tài)性和順應(yīng)過(guò)程的意識(shí)程度。本文主要以順應(yīng)論作為主要的理論框架,從該理論角度分析化妝品廣告中的語(yǔ)用模糊現(xiàn)象。 化妝品廣告隨著社會(huì)的發(fā)展出現(xiàn)了較明顯的變化,無(wú)論從語(yǔ)言還是句式的選擇方面。綜觀大量的化妝品廣告會(huì)發(fā)現(xiàn),在許多化妝品廣告中都會(huì)采用語(yǔ)用模糊的語(yǔ)言手段,從而達(dá)到廣告商以及商品制造者的特定交際目的。本文以Verscheuren的順應(yīng)理論為基礎(chǔ)和基本框架,對(duì)中外化妝品廣告材料進(jìn)行定性研究和分析。主要分析和研究順應(yīng)性以及變異性在中外化妝品廣告中的語(yǔ)用模糊功效。本論文的主要研究問(wèn)題有：1)在化妝品廣告中,廣告商為了達(dá)到語(yǔ)用模糊的交際策略,一般采用怎樣的語(yǔ)言手法使其語(yǔ)言策略得以實(shí)現(xiàn)?2)化妝品廣告的語(yǔ)言如何順應(yīng)不同的非語(yǔ)言的語(yǔ)境關(guān)系(如物理世界,心理世界和社會(huì)世界)?3)化妝品廣告中的語(yǔ)用模糊策略會(huì)有什么樣的語(yǔ)用功能? 為了回答并解決以上問(wèn)題,本文作者搜集并整理了一些中英文化妝品廣告語(yǔ)料,并且進(jìn)行了相應(yīng)的分析和研究。經(jīng)過(guò)分析和研究,論文得出以下結(jié)論：中外化妝品廣告中,制造商和廣告商通常采用雙關(guān)、數(shù)量詞、模糊限制語(yǔ)、評(píng)價(jià)性褒義詞、間接言語(yǔ)行為以及比喻等言語(yǔ)手段來(lái)實(shí)現(xiàn)語(yǔ)用模糊策略,從而達(dá)到其促銷產(chǎn)品的交際目的。在化妝品廣告的順應(yīng)性方面,作者主要從心理,社會(huì)以及物理世界等方面來(lái)進(jìn)行詳細(xì)的分析。經(jīng)分析得出,廣告商自身自我保護(hù)的需要以及消費(fèi)者的偏好、個(gè)性,對(duì)物質(zhì)利益和非物質(zhì)成就的追求等精神方面來(lái)影響廣告商的語(yǔ)言順應(yīng)過(guò)程；同時(shí)還受文化,風(fēng)俗以及社會(huì)規(guī)約等社會(huì)語(yǔ)境的影響和物質(zhì)世界中交際者數(shù)量的多少等影響廣告商的語(yǔ)言順應(yīng)過(guò)程。在化妝品廣告制作中如果能正確運(yùn)用模糊語(yǔ)的順應(yīng)性來(lái)引起消費(fèi)者對(duì)產(chǎn)品或服務(wù)的興趣,可以促進(jìn)產(chǎn)品的銷售和服務(wù)的良好進(jìn)行,可使廣告制作者從修辭美學(xué)等方面制作出更好的廣告。但如果語(yǔ)用模糊的順應(yīng)性使用不當(dāng),則可能會(huì)產(chǎn)生一些副作用。
[Abstract]:With the continuous development and progress of modern society, advertising, as an important mass media, has also changed with each passing day. Cosmetics advertising is more important in the advertising industry. This paper takes the Verschueren adaptation theory as the theoretical framework to study and analyze the pragmatic vagueness in cosmetic advertising. The purpose of this paper is to enable consumers to understand cosmetics advertisements more clearly and to make advertisers produce higher quality cosmetic advertisements.
Verschueren through a large number of theoretical studies and analyses, the use of language is not only a person's behavior, but the use of language is a social phenomenon and behavior. Since the application of language is a social behavior, it is found that it is strongly associated with various factors such as culture, society and cognition in social life. Pragmatics is from culture, A comprehensive overview and understanding of linguistic phenomena and their rules of use in a comprehensive perspective of society and cognition. Based on the study and analysis of pragmatic theories of pragmatics, Verschueren puts forward the concept of adaptation theory. The framework of this theory is: 1) the use of language is a continuous choice (including language form and communication strategy). Process; 2) the choice process can be carried out because of the three characteristics of language variability, negotiability and compliance; 3) the concept of adaptation provides four perspectives for the use of language, namely, adaptation of contextual relations, adaptation of language structure, dynamics of adaptation and awareness of compliance process. This article is mainly based on the theory of adaptation. As a main theoretical framework, the pragmatic vagueness in cosmetic advertisements is analyzed from the perspective of this theory.
Cosmetic advertisements have changed obviously with the development of society. In terms of the choice of language and sentence patterns, a comprehensive view of a large number of cosmetic advertisements will find that pragmatic and vague language means are used in many cosmetic advertisements to achieve the specific communicative purposes of advertisers and commodity makers. This article is based on Verscheuren Based on the theory of adaptation and the basic framework, the qualitative research and analysis of Chinese and foreign cosmetics advertising materials are carried out. The pragmatic vagueness of compliance and variability in Chinese and foreign cosmetics advertising is mainly analyzed and studied. The main research questions of this thesis are as follows: 1) in cosmetic advertising, advertisers are in order to achieve pragmatic vagueness. What kind of language techniques do they usually use to make their language strategies be realized? 2) how does the language of cosmetic advertising conform to different non linguistic contextual relationships (such as the physical world, the psychological world and the social world)? (3) what kind of pragmatic functions will the pragmatic vagueness strategy in cosmetic advertising have?
In order to answer and solve the above problems, the author collects and collates some Chinese and English cosmetics advertising language materials, and carries out the corresponding analysis and research. After analysis and research, the paper draws the following conclusions: in the Chinese and foreign cosmetics advertising, manufacturers and advertisers usually use puns, quantitative words, hedges and evaluative words. The pragmatic vagueness strategy is realized by indirect speech act and metaphor to achieve the communicative purpose of its promotional products. In the aspect of cosmetic advertising, the author makes a detailed analysis of the psychological, social and physical world. It is analyzed that the need for self protection and consumption of the advertisers themselves. People's preference, personality, the pursuit of material interests and the pursuit of non material achievements affect the language adaptation process of advertisers, and also influenced by the influence of social context such as culture, customs, social conventions and the number of communicators in the material world. It can use the adaptability of fuzzy language correctly to arouse the interest of the consumer to the product or service. It can promote the sale and service of the product well. It can make the advertisers make better advertisements from the rhetorical aesthetics. But if the pragmatic vagueness is not used properly, it may have some side effects.

【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：H030

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