从语境顺应角度研究网上购物广告中模糊语言的语用功能

论文摘要

近年来,由于模糊语言的广泛运用,国内外学者分别从语义学、修辞学、多元视域及文化等层面对其进行较系统、深入地研究。此外,也对模糊语言在新闻、文学及报纸中的运用略有研究。网络广告是新兴的广告方式,已经引起学术界的关注。然而,目前对模糊语言在网络广告领域如网上购物广告中的运用研究相对不是很多。因此,本文试图从顺应理论的语境顺应视角出发,以网上购物广告中的模糊语言为语料,从心理、社会和物理世界三个语境顺应层面分析网上购物广告中模糊语言的语用功能。论文首先分别从四个在中国知名度高和诚信度高的购物网站：淘宝网、卓越亚马逊网、当当网和京东商城中收集2010年1月至6月的购物广告240条。然后依据Peirce(1902)、何自然(1997)和Joanna Channell (2000)对模糊语言的定义,本文作者将这些定义从语境顺应角度应用于网上购物广告,定义出本文对模糊语言的操作定义,并以此作为抽取样本的标准,得到模糊语言表达样本1268项。根据Channell (2000)和黎千驹(2006)对模糊语言语用功能的概括,在语境顺应视角下,作者考察这1268项模糊语言是如何分别顺应心理,社会及物理世界,将其在网上购物广告中的语用功能总结为三类：效用性、说服性和生动性。本论文的研究结论如下：1)广告商使用模糊语言的效用性功能顺应了自己并满足消费者的需求从而实现广告的促销性,经济性和灵活性；2)为顺应社会规约和传统准则,广告商运用模糊语言的说服性来迎合社会环境和遵守制度,符合文化规范和价值观,使广告与消费者达成共识,表现出礼貌和尊敬；3)广告商还运用模糊语言的生动性以顺应时尚、互联网,性别和年龄等物理世界的多样性。论文主要的研究意义在于：1)从语用功能视角出发,将模糊语言的研究扩展到心理、社会及物理等语境因素进行较全面考察,进而为从顺应论角度研究模糊语言的语用功能提供了又一应用实例；2)为网络广告中模糊语言的语用功能研究提供学术参考,有助于激发广告商在网络广告中使用模糊语言的兴趣,同时也为他们在网络广告中更好地运用模糊语言提供一定的实证参考；3)加强消费者对模糊语言在网络广告中语用功能的进一步认识,帮助他们更好地理解网络广告中的模糊语言,以防止受骗。

论文目录

• 摘要
• Abstract
• List of Figures and Tables
• Chapter 1 Introduction
• 1.1 Previous studies on vague language （VL）
• 1.2 Purposes and significance of the research
• 1.3 Research methods and data collection
• 1.4 Theoretical foundations of the research
• 1.4.1 Adaptation theory:contextual adaptation to the mental, social and physical worlds
• 1.4.2 Vague language redefined from the contextual adaptation perspective
• 1.4.3 Pragmatic functions of VL based on contextual adaptation
• 1.4.3.1 Effectiveness for achieving promotion, economy and flexibility
• 1.4.3.2 Persuasiveness for fulfilling consensus, politeness and esteem
• 1.4.3.3 Vividness for cultivating novelty, entertainment and pertinence
• 1.5 Structure of the thesis
• Chapter 2 Effectiveness of VL in Online Shopping Advertisements （OSAs） as Adaptation to the Mental World
• 2.1 VL as adaptation to advertisers' motivations
• 2.1.1 Promotion:catering to consumers' rational appeals
• 2.1.2 Economy:better impressing consumers with less information
• 2.1.3 Flexibility:protecting producers from taking responsibilities
• 2.2 VL as adaptation to advertisers' assessments of consumers' needs
• 2.2.1 Promotion:satisfying consumers' psychological needs
• 2.2.2 Economy:satisfying preference for beauty of advertisements with less effort
• 2.2.3 Flexibility:catering to desire for imagination
• 2.3 Summary
• Chapter 3 Persuasiveness of VL in OSAs as Adaptation to the Social World
• 3.1 VL as adaptation to social settings and institutions
• 3.1.1 Consensus:complying with credibility
• 3.1.2 Politeness:showing politeness to consumers
• 3.1.3 Esteem:enhancing curiosity for international and advanced products
• 3.2 VL as adaptation to cultural norms and values
• 3.2.1 Consensus:manifesting filial piety to the elders and love to the young
• 3.2.2 Politeness:shunning personal offence against the weak groups
• 3.2.3 Esteem:avoiding face-threatening acts and disgusting feelings
• 3.3 Summary
• Chapter 4 Vividness of VL in OSAs as Adaptation to the Physical World
• 4.1 VL as adaptation to fashion via building a sense of novelty
• 4.2 VL as adaptation to the Internet through promoting entertainment
• 4.3 VL as adaptation to gender and age by maintaining pertinence
• 4.4 Summary
• Chapter 5 Conclusion
• 5.1 Major findings of the research
• 5.2 Limitations and suggestions for future studies
• Acknowledgements
• Bibliography
• Appendix of OSAs
• Articles published