从心理空间理论的角度分析广告中预设的投射问题

论文摘要

在经济社会的信息时代,广告几乎充斥着社会的每一个角落,充当着重要的角色,因此,人们对广告语言的研究也愈益关注。本文以福克尼的心理空间理论为基础,探讨了广告,尤其是英语广告中的预设投射问题,旨在探索心理空间理论对于解释广告中预设被废除或者被保留,即预设的投射问题的重要性。由于传统的预设理论不能够恰当地对投射现象给与合理的解释,因此,本文从福克尼的心理空间这一认知语言学中重要的理论,结合大量的广告实例,详细地介绍了广告中的预设投射问题。本文从心理空间理论与预设的结合入手。福克尼(Fauconnier)把心理空间理论定义为:当我们思维和谈话时,在语法、语境和文化的压力下,建构和连接心理空间。随着话语的展开,我们创造出一个心理空间网络。由于每个空间都来自于一个母空间,而每个空间又有许多子空间,所以空间网络将是个二维点阵。在这个空间网络中,我们可以从子空间到母空间,也可以从母空间到子空间。该理论的应用范围非常广泛,不仅应用于语言构造中,而且还用于数学、音乐等多门学科。而预设最初起源于哲学研究,之后应用于语言学中指称与实体之间的关系研究。预设是广告中存在的一个普遍现象,近年来对广告预设的研究也备受关注。然而,本文提出从心理空间理论与预设结合的角度解释广告预设中投射问题的假设。广告语言,尤其是复合句中,子句的预设在向下一个更大的母句转移时,该预设可能被保留,也有可能被废除,为什么会出现这种被保留或者被废除(投射)的现象?福克尼的心理空间理论中阐述了投射的规则和战略,为该现象提供了合理而充分的解释。本文采用定性、定量,并以定性为主的研究方法。文章对所收集的广告语篇进行统计分析,归纳数据,进行推断,并通过推断来验证提出的假设。

论文目录

• Acknowledgements
• 摘要
• Abstract
• Chapter One Introduction
• 1.1 Research Background
• 1.2 Objective of the thesis
• 1.3 Organization of the thesis
• Chapter Two Theoretical Background
• 2.1 Brief Review of the Study on Presupposition
• 2.2 Properties of Presupposition
• 2.2.1 Constancy of Presupposition in Negation
• 2.2.2 Defeasibility of Presupposition
• 2.2.3 Projection of Presupposition
• 2.3 Mental Spaces Theory
• 2.3.1 Definition of Mental Spaces
• 2.3.2 Space Construction
• 2.3.2.1 Space Builder
• 2.3.2.2 Elements in Mental Spaces
• 2.3.2.3 Access Principle
• Chapter Three Application of Presupposition in Advertising
• 3.1 Advertising
• 3.1.1 Definition of Advertising
• 3.1.2 Functions of Advertising
• 3.2 Classification of Presupposition in Advertising
• 3.2.1 Existential Presupposition
• 3.2.2 Factive Presupposition
• 3.2.3 Highly Context-Bound Pragmatic Presupposition
• 3.3 Functions of Presupposition in Advertising Language
• 3.3.1 Presupposition and Conciseness of Advertising Language
• 3.3.1.1 Presupposition as a Remedy for Advertising Language’s Impossibility of Complete Explicitness
• 3.3.1.2 Presupposition and the Economy of Word and Space for Advertising Language
• 3.3.2 Presupposition and Art of Advertising Language
• 3.3.2.1 Presupposition and Interestingness of Advertising Language
• 3.3.2.2 Presupposition and Euphemism of Advertising Language
• Chapter Four Explanation of Mental Space Theory for Presupposition Projection in Advertising
• 4.1 Presupposition Projection
• 4.1.1 Two Influential Approaches to the Projection Problem
• 4.1.1.1 The Compositional Approach
• 4.1.1.2 The Cancellation Approach
• 4.2 Functions of Mental Space in Advertising
• 4.3 Projection Rules and Strategies from the Perspective of Mental Spaces
• 4.3.1 Test Cases of Presupposition Projection Rules and Strategies in Advertising
• 4.3.1.1 Verbs of Propositional Attitude
• 4.3.1.2 If … Then…
• 4.3.1.3 Maybe
• 4.3.1.4 Negation
• 4.4 Presupposition Projection Principles
• Chapter Five Conclusion
• 5.1 A General Summary
• 5.2 Limitations
• 5.3 Recommendations for Further Research
• References
• 个人简历
• 发表的学术论文