本文選題：網(wǎng)絡(luò)廣告 + 語用��； 參考：《上海外國語大學(xué)》2012年博士論文

【摘要】：隨著信息技術(shù)的興起,網(wǎng)絡(luò)經(jīng)濟得到了迅速的發(fā)展。因特網(wǎng)的進(jìn)步不僅給人們的生活方式帶來了革新,也改變了經(jīng)濟貿(mào)易的方式。在現(xiàn)代社會中,網(wǎng)絡(luò)廣告在人們的日常生活和交際中起著非常重要的作用,我們簡直不能想象網(wǎng)民上網(wǎng)時沒有網(wǎng)絡(luò)廣告的情景。從根本上來說,網(wǎng)絡(luò)廣告語言屬于勸導(dǎo)說服型的語言。因此,廣告策劃人盡可能地采用一切語言及非語言的技巧來實現(xiàn)網(wǎng)絡(luò)廣告宣傳的目的。作為語言學(xué),特別是語用學(xué)中的一個重要話題——預(yù)設(shè)現(xiàn)象由于其自身的特點經(jīng)常被網(wǎng)絡(luò)廣告策劃人用來增強網(wǎng)絡(luò)廣告的說服效果,網(wǎng)絡(luò)廣告預(yù)設(shè)逐漸引起學(xué)者們的關(guān)注,開始嘗試研究網(wǎng)絡(luò)廣告的交互性,以及商家和顧客之間所形成的關(guān)系。作為電子營銷的一部分,網(wǎng)絡(luò)廣告預(yù)設(shè)是一個不可忽視的研究領(lǐng)域,正是基于網(wǎng)絡(luò)廣告的重要性,本文嘗試從語用學(xué)的角度研究網(wǎng)絡(luò)廣告的預(yù)設(shè)問題。 網(wǎng)絡(luò)廣告的制作是廣告商為了實現(xiàn)其勸導(dǎo)性交際目的而對各種語境因素做出順應(yīng)性選擇的動態(tài)過程。在語用理論構(gòu)建的框架下,本文通過回顧語用預(yù)設(shè)研究的歷史背景以及理論綜述對網(wǎng)絡(luò)廣告預(yù)設(shè)的工作機制進(jìn)行了嘗試性的分析,力圖解釋網(wǎng)絡(luò)廣告的預(yù)設(shè)功能,探究網(wǎng)絡(luò)廣告的語用預(yù)設(shè)以及動態(tài)順應(yīng)性、網(wǎng)絡(luò)廣告預(yù)設(shè)的有效交際性、網(wǎng)絡(luò)廣告的情感因素與預(yù)設(shè)心理分析,同時分析制約因素。 當(dāng)我們從理論上談?wù)撜Z用預(yù)設(shè)的時候,我們首先應(yīng)該知道預(yù)設(shè)的概念,預(yù)設(shè)起源于哲學(xué)領(lǐng)域。最先,這一概念是德國的哲學(xué)家Frege提出來的。在20世紀(jì)60年代,預(yù)設(shè)已經(jīng)被納入語言學(xué)領(lǐng)域并被定義為一個語義學(xué)里面的新概念。后來在20世紀(jì)70年代,預(yù)設(shè)開始進(jìn)入語用學(xué)的領(lǐng)域。因此,在本論文理論闡釋中,筆者系統(tǒng)地介紹了預(yù)設(shè)的兩個層次的概念—語義預(yù)設(shè)和語用預(yù)設(shè)�；诂F(xiàn)實要求,筆者重點介紹了語用預(yù)設(shè)。根據(jù)Levinson(2011)的觀點,語用預(yù)設(shè)有兩個基本屬性——合適性和共知性,在此基礎(chǔ)上介紹了語用預(yù)設(shè)的三個特點——單向性,主觀性和潛在性。伴隨著語言學(xué)的發(fā)展,人們對網(wǎng)絡(luò)廣告語言的研究也逐漸從純語言特點分析發(fā)展到從語言與語境的關(guān)系以及語言的得體性、適時性等角度進(jìn)行研究,也就是說,語用學(xué)的理論已經(jīng)被引入到網(wǎng)絡(luò)廣告語言的研究之中。近幾年,已有學(xué)者從預(yù)設(shè)的角度對廣告語言進(jìn)行研究,筆者基本認(rèn)同其他學(xué)者的觀點。但是,這些研究很少針對網(wǎng)絡(luò)廣告,而且也很少涉及到網(wǎng)絡(luò)廣告的文化內(nèi)涵,因此,本論文從網(wǎng)絡(luò)廣告語言預(yù)設(shè)的特點、分類及功能等方面比較詳細(xì)地論述了預(yù)設(shè)和網(wǎng)絡(luò)廣告語言、廣告信息及消費者心理等方面的關(guān)系。此外,還闡述了網(wǎng)絡(luò)廣告通過預(yù)設(shè)手段所體現(xiàn)出的文化價值,從語用學(xué)和跨文化的新角度闡述了預(yù)設(shè)在網(wǎng)絡(luò)廣告中的作用,分析了網(wǎng)絡(luò)廣告的不同文化內(nèi)涵。同時本論文對預(yù)設(shè)在網(wǎng)絡(luò)廣告中的應(yīng)用進(jìn)行了描述性的研究,揭示了網(wǎng)絡(luò)廣告所體現(xiàn)的不同文化內(nèi)涵以及不同網(wǎng)絡(luò)廣告之間的文化差異。 為了實現(xiàn)網(wǎng)絡(luò)廣告的交際目的,網(wǎng)絡(luò)廣告語言必須富有說服力和誘惑性。它要吸引消費者注意、激發(fā)他們的興趣、刺激他們的消費欲望并最終說服他們購買所宣傳的產(chǎn)品。因此為了有效地向潛在的顧客傳遞信息,網(wǎng)絡(luò)廣告策劃人必須采取大量的語言技巧。預(yù)設(shè)具有主觀性、潛在性,并且存在于不同的狀態(tài)下,這些特性可以用來增強網(wǎng)絡(luò)廣告的說服力。因此為了設(shè)計富有吸引力和說服力的網(wǎng)絡(luò)廣告,預(yù)設(shè)成了網(wǎng)絡(luò)廣告設(shè)計者慣用的一種有效交際策略。 預(yù)設(shè)和網(wǎng)絡(luò)廣告的語言、信息、篇章及模糊性也有密切的關(guān)系,而預(yù)設(shè)觸發(fā)語在網(wǎng)絡(luò)廣告中則是一種很普遍的現(xiàn)象,預(yù)設(shè)觸發(fā)語使網(wǎng)絡(luò)廣告語言變得簡潔生動并且多樣化。網(wǎng)絡(luò)廣告策劃人通過預(yù)設(shè)觸發(fā)語可以增加網(wǎng)絡(luò)廣告的信息量,強調(diào)網(wǎng)絡(luò)廣告中試圖傳達(dá)的重要信息來引起消費者的注意。預(yù)設(shè)觸發(fā)語可以構(gòu)建個連貫流暢的語篇,是廣告設(shè)計中常用的一種非常有效的策略。同時網(wǎng)絡(luò)廣告預(yù)設(shè)的模糊性也可以有效的傳遞消息,而預(yù)設(shè)的隱蔽功能、誘導(dǎo)功能、勸說功能及委婉化功能都是預(yù)設(shè)在把握消費者心理策略中的不同功能,網(wǎng)絡(luò)廣告策劃者借助預(yù)設(shè)這一手段拉進(jìn)了與潛在顧客的距離、贏得了網(wǎng)民的好感、實現(xiàn)了其順應(yīng)性和交際性,并最終引導(dǎo)他們?nèi)ハM。 本文在定性研究和定量研究的基礎(chǔ)上,不但分析了預(yù)設(shè)和網(wǎng)絡(luò)廣告語言、廣告信息、廣告語篇以及廣告策略之間的緊密聯(lián)系,而且還運用關(guān)聯(lián)理論、面子理論和語篇分析理論對此進(jìn)行了一定的分析。也就是說,預(yù)設(shè)是網(wǎng)絡(luò)廣告所要傳達(dá)的總體信息的一個重要組成部分,而且在實現(xiàn)網(wǎng)絡(luò)廣告的最終目的方面起著不可替代的作用。 本論文共有八個章節(jié)。第一章簡要介紹本文的研究目的和必要性并闡述了網(wǎng)絡(luò)廣告用語與語用預(yù)設(shè)的關(guān)系。第二章總體描述了預(yù)設(shè)理論。本章回顧了預(yù)設(shè)的研究,重點討論了預(yù)設(shè)的兩種主要理論方法,即語義預(yù)設(shè)和語用預(yù)設(shè)。本章也討論了預(yù)設(shè)的類型和特性并且區(qū)分了會話含義和語用預(yù)設(shè)這兩個容易混淆的語用概念。本章的預(yù)設(shè)理論是本文網(wǎng)絡(luò)廣告?zhèn)�案分析的理論基石,同時探討了網(wǎng)絡(luò)廣告語言的目標(biāo)和功能。第三章闡述了網(wǎng)絡(luò)廣告的概念、特點和發(fā)展趨勢。第四章具體闡明了網(wǎng)絡(luò)廣告的特點,說明了在網(wǎng)絡(luò)廣告中運用預(yù)設(shè)的原因以及對網(wǎng)絡(luò)廣告中的預(yù)設(shè)原因進(jìn)行分類并用具體例子加以闡明。第五章是本文的核心,具體剖析預(yù)設(shè)在網(wǎng)絡(luò)廣告中的運用。它主要從兩個方面說明預(yù)設(shè)的積極作用：預(yù)設(shè)在設(shè)計網(wǎng)絡(luò)廣告時的功能和預(yù)設(shè)在把握顧客心理時的功能。通過定量研究分析預(yù)設(shè)在未來幾年網(wǎng)絡(luò)廣告中的動態(tài)分布以及與網(wǎng)絡(luò)廣告投入的正相關(guān)聯(lián)。第六章提出了網(wǎng)絡(luò)廣告的順應(yīng)性問題,分析了網(wǎng)絡(luò)廣告預(yù)設(shè)的動態(tài)適應(yīng)性,分析了網(wǎng)絡(luò)廣告預(yù)設(shè)的有效交際性以及實現(xiàn)的方法；第七章分析了網(wǎng)絡(luò)廣告的情感因素與預(yù)設(shè)心理分析。第八章是對整篇論文的總結(jié),提出了本研究的主要結(jié)論以及創(chuàng)新性,同時還提出了研究的局限性和進(jìn)一步研究的建議。
[Abstract]:With the rise of information technology, the network economy has developed rapidly. The progress of the Internet has not only brought innovation to people's way of life, but also changed the way of economic and trade. In modern society, Internet advertising plays a very important role in people's daily life and communication. We can hardly imagine Internet users when they surf the Internet. There is no Internet advertising scenario. Fundamentally, the Internet advertising language is a persuasive language. Therefore, the advertising planner uses all language and non language skills to achieve the purpose of the Internet advertising. As a major topic in linguistics, especially in pragmatics, the presupposition phenomenon is due to its own. The feature is often used by Internet advertising planners to enhance the persuasion effect of Internet advertising. The presupposition of Internet advertising has gradually aroused the attention of scholars, and began to try to study the interactivity of Internet advertising and the relationship between merchants and customers. As a part of E-marketing, the presupposition of Internet advertising is a research leading that can not be ignored. Based on the importance of online advertising, this paper attempts to study the presupposition of online advertising from the perspective of pragmatics.
The production of Internet advertising is a dynamic process for advertisers to make adaptation choices to various contextual factors in order to achieve their persuasive communication purposes. Under the framework of pragmatic theory, this paper attempts to analyze the working mechanism of Internet advertising by reviewing the historical background of pragmatic presupposition research and theoretical review. This paper tries to explain the presupposition function of Internet advertising, explore the pragmatic presupposition and dynamic adaptation of Internet advertising, the effective communicative nature of the presupposition of Internet advertising, the affective factors and the presupposition psychological analysis of the Internet advertising, and analyze the constraints.
When we talk about the presupposition in theory, we should first know the concept of presupposition. Presupposition originated in the field of philosophy. First, the concept was proposed by the German philosopher Frege. In 1960s, presupposition had been incorporated into the field of linguistics and was defined as a new concept in a semantics. Then, in twentieth Century 70 The presupposition begins in the field of pragmatics. Therefore, in the theoretical interpretation of this thesis, the author systematically introduces the two levels of presupposition - semantic presupposition and pragmatic presupposition. Based on the practical requirements, the author focuses on the presupposition of pragmatics. According to the point of view of Levinson (2011), pragmatic presupposition has two basic attributes - Suitability and On the basis of this, it introduces three characteristics of pragmatic presupposition, one way, subjectivity and potential. With the development of linguistics, the research of Internet advertising language has gradually developed from the analysis of pure language characteristics to the relationship between language and context, and the appropriateness and timeliness of language. It is said that the theory of pragmatics has been introduced into the research of Internet advertising language. In recent years, some scholars have studied advertising language from the perspective of presupposition, and the author basically agrees with other scholars. However, these studies are rarely aimed at Internet advertising and rarely involve the cultural connotation of Internet advertising. The characteristics, the classification and the function of the network advertisement language presupposes the relationship between the presupposition and the Internet advertising language, the advertisement information and the consumer psychology. In addition, it also expounds the cultural value embodied in the network advertisement through the presupposition means, and expounds the presupposition in the network from the new perspective of pragmatics and cross culture. At the same time, this paper makes a descriptive study of the application of Presupposition in Internet advertising, and reveals the cultural connotations embodied in the Internet advertising and the cultural differences between different network ads.
In order to achieve the communicative purpose of Internet advertising, the Internet advertising language must be persuasive and tempting. It should attract the attention of consumers, stimulate their interest, stimulate their desire for consumption and eventually persuade them to buy the products they propagate. A large number of language skills. Presuppositions are subjective, potential, and exist in different states. These features can be used to enhance the persuasiveness of Internet advertising. Therefore, in order to design attractive and persuasive Internet ads, it is a presupposition of an effective communication strategy used by Internet advertising designers.
Presupposition is closely related to the language, information, text and fuzziness of Internet advertising, and presupposition triggers are a common phenomenon in Internet advertising. Presupposition triggers make the Internet advertising language simple and vivid and diverse. It is a very effective strategy used in advertising design. The presupposition of the presupposition of Internet advertising can also effectively transmit messages, while the presupposed concealment function, induction function, persuasion function can be used as well. And the function of euphemism are the different functions of Presupposition in grasping the psychological strategy of the consumer. The Internet advertising planner draws the distance from the potential customer by means of presupposition, wins the good feeling of the netizens, realizes its adaptability and communicative nature, and eventually leads them to consume.
On the basis of qualitative and quantitative research, this paper not only analyzes the close connection between presupposition and Internet advertising language, advertising information, advertising discourse and advertising strategies, but also uses relevance theory, face theory and discourse analysis theory to analyze it. That is to say, presupposition is to be conveyed by Internet advertising. An important part of the overall information, and plays an irreplaceable role in achieving the ultimate goal of online advertising.
There are eight chapters in this paper. The first chapter briefly introduces the purpose and necessity of the study and expounds the relationship between the Internet advertising language and the pragmatic presupposition. The second chapter describes the presupposition theory in general. This chapter reviews the study of presupposition and focuses on the two main theoretical methods of presupposition, namely, semantic presupposition and pragmatic presupposition. On the basis of the types and characteristics of presupposition and distinguishing the two confusing pragmatic concepts of conversational implicature and pragmatic presupposition. The presupposition theory in this chapter is the cornerstone of the case analysis of this article in this paper, and also discusses the goals and functions of the Internet advertising language. The third chapter expounds the concept, characteristics and development trend of network advertising. Fourth The chapter clarifies the characteristics of Internet advertising, explains the reasons for the use of Presupposition in the Internet advertising and classifies the presupposition in the network advertisement and illustrates it with concrete examples. The fifth chapter is the core of this article, and analyzes the application of Presupposition in the network advertisement. The main purpose is to explain the positive role of presupposition from two aspects. The function of Presupposition in the design of network advertising and the function of Presupposition in the grasp of the customer's psychology. By quantitative analysis, the dynamic distribution of the presupposition in the network advertisement in the next few years and the positive correlation with the input of the network advertisement are analyzed. The sixth chapter puts forward the adaptability of the network advertisement, and analyzes the dynamic adaptability of the presupposition of the network advertisement. The seventh chapter analyzes the affective factors and the presupposition psychological analysis of the Internet advertising. The eighth chapter is the summary of the whole paper, the main conclusions and the innovation of this study, and the limitations of the research and the suggestions for further research are also put forward.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2012
【分類號】：H030

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