在當(dāng)前的信息時代,廣告遍布整個現(xiàn)代商業(yè)社會并且反映著人們的生活和社會文化。作為商業(yè)信息的載體,廣告在人們的生活中起著越來越重要的的作用,且對廣告語言的研究已引起越來越多語言學(xué)家的關(guān)注。廣告語篇的解讀很大程度上依靠語篇中的語境與聽者/讀者的認(rèn)知之間的互動,此外,廣告不僅是一個語言和語用的行為,同時也是一個心理過程。本文的主要目的是,在Verschueren的順應(yīng)理論及Sperber和Wilson的關(guān)聯(lián)理論的框架中合理分析廣告語篇中的語言。其目的在于分析各種語境（比如,社會語境,文化語境,認(rèn)知語境,動態(tài)語境等）對聽者/讀者解讀廣告語篇過程的影響。本文主要從以下幾個方面進(jìn)行研究:首先,論述語義和語境在語篇中的關(guān)系;其次,重點(diǎn)闡述在廣告者與其受眾之間,語境的動態(tài)性及認(rèn)知性在廣告語篇解讀過程中所發(fā)揮的作用。除此之外,本文論證了語境的動態(tài)順應(yīng)性,證實(shí)其促使廣告者為成功實(shí)現(xiàn)廣告產(chǎn)品的說服功能而對廣告受眾的交際語境作出充分地語境的動態(tài)順應(yīng)。另外,第三章節(jié)舉例說明并具體探討了語境的多種功能,第四章節(jié)作為本文的核心部分重點(diǎn)研究廣告語篇中語境的動態(tài)性。據(jù)研究結(jié)果發(fā)現(xiàn):首先,順應(yīng)過程是一個廣告者為滿足受眾需求... 

【文章來源】：江蘇科技大學(xué)江蘇省

【文章頁數(shù)】：94 頁

【學(xué)位級別】：碩士

【文章目錄】：
Acknowledgements
Abstract
摘要
Chapter One Introduction
    1.1 Brief Introduction to the Language in Advertising Discourse
        1.1.1 Different Approaches to Research of Advertising Discourse
    1.2 Research Methodology and Organization of the Thesis
    1.3 Significance of the Thesis
Chapter Two Literature Review
    2.1 Studies on Traditional Context and Its Defects
        2.1.1 Different Views about Traditional Context
        2.1.2 Defects of Traditional Context
    2.2 Dynamic Views on Context
Chapter Three Context and Meaning in Discourse
    3.1 Impact of Context on Meaning
        3.1.1 Context Filtering the Meaning of Utterance
        3.1.2 Context Making the Meaning Concrete
        3.1.3.C ontext Enriching the Meaning of Utterance
    3.2 Relationship between Context and Discourse
        3.2.1 Connotation of context and Discourse
        3.2.2 Views on the Relationship between Context and Discourse
    3.3 Effect of Contexts on the Discourse
        3.3.1 Situational Context and Cultural Context in Advertising Discourse
        3.3.2 Linguistic Context in Advertising Discourse
Chapter Four Dynamics of Context in Advertising Discourse
    4.1 Verschueren’s Theory of Adaptation and View of Dynamic Context
        4.1.1 Theory of Adaptation
            4.1.1.1 Choice Making in Using Language
            4.1.1.2 Three Properties of Using Language
            4.1.1.3 Four Angles of Study on Adaptability
        4.1.2 Contextual Correlates of Adaptability and Its Dynamic Nature
            4.1.2.1 Ingredients of the Communicative Context
            4.1.2.2 Dynamic Generation of Context
    4.2 Dynamics of Adaptability of Communicative Context on Advertising Discourse
        4.2.1 Adaptability of Audience’s Mental World
        4.2.2 Adapt ability of Audience’s Social World
        4.2.3 Adaptability of Audience’s Physical World
    4.3 Analysis of Cognitive Context on the Interpretation of Advertising Discourse
        4.3.1 Cognitive Context in Relevance Theory
            4.3.1.1 Cognitive Environment and Mutual Manifestness in Advertising Discourse
            4.3.1.2 Principles of Optimal Relevance and Cognitive Context in Advertising Discourse
Chapter Five Conclusion
    5.1 Findings
    5.2 Limitations
Bibliography
論文摘要


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