论英语广告语言含蓄性与读者认知间的互动

论文摘要

在信息爆炸的时代,随着市场竞争的日益激烈,广告语言作为重要的信息载体,已经深入到人们的日常生活中。研究广告语言久已成为语言学研究的焦点之一。本论文认为广告生产者与读者之间的互动是建立在顺应的基础上,而这种顺应又往往主要建立于广告生产者对广告读者期盼(expectations)的成功顺应。本文运用Verschueren的顺应理论,首先从广告语言的含蓄性出发,指出广告语言的含蓄性产生是顺应的实现,揭示广告语言含蓄性在互动中的重要作用,在互动中,语言的含蓄性主要通过以下表征:歧义,含蓄性修辞,模糊限制语,间接引语等方式得以实现,从而作为广告主在互动中采取的主要策略。此外,还探讨了广告读者对广告语言的认知心理过程,是广告读者的认知心理促使广告生产者运用含蓄性语言积极顺应消费者的心理世界和社交世界,进而在语境顺应中实现有效互动。本文的研究性质为定性研究,因为本研究主要基于对文字结合图片等多样性语料的语用分析,即对图文并茂的语料进行多视角的语用解释。研究发现,第一,英语广告语言的含蓄性与读者之间的互动是广告主对广告语言的不断选择中形成的。但是这种选择不是随意的,而是在互动中为了适应广告读者的期待值和消费欲望而进行的适应性选择。第二,通过广告语言含蓄性表征的解读,剖析了广告读者对广告主传达的信息的认知心理特征。得出广告语言含蓄性与读者之间的互动是以读者认知心理为导向的互动。广告读者的认知心理在互动中指导广告主的含蓄性策略选择。第三,广告语言含蓄性与读者之间的互动受所宣传产品的性质和特征影响。特定的商品或服务需要语言含蓄性在互动中起作用,并且广告语言含蓄性的选择要顺应这些因素。最后,研究结果与顺应论关于多变性、协商性和顺应性的观点一致。研究的启示在于许多广告可以根据受众的内在认知心理和外在社会文化多维互动的结果反馈,在复杂多变的广告顺应体系中不断完善。希望该论文的完成能够在广告的实际应用中产生一定的理论指导作用,从而有利于广告学习者特别是初学者更好地欣赏和理解广告语言,使广告语言设计方案更加科学有效。

论文目录

• Acknowledgements
• Abstract
• 摘要
• Chapter One Introduction
• 1.1 Objective of the Present Study
• 1.2 Research Questions
• 1.3 Significance of the Study
• 1.4 Organization of the Thesis
• Chapter Two Literature Review
• 2.1 Previous Studies on Advertising Language at Home and Abroad
• 2.1.1 Semiotic Approach
• 2.1.2 Cooperative Principle Approach
• 2.1.3 Discourse Approach
• 2.1.4 Relevance Theory Approach
• 2.2 Definition of Interaction
• 2.3 Previous Studies on Interaction Theory
• 2.4 Limitations of the Previous Studies
• Chapter Three Theoretical Framework and Related Studies
• 3.1 Verschueren’s Adaptation Theory
• 3.1.1 Three Notions
• 3.1.2 Ingredients of the Communicative Context
• 3.1.2.1 Physical World
• 3.1.2.2 Mental World
• 3.1.2.3 The Social World
• 3.1.2.4 Linguistic Channel （or Interaction Channel）
• 3.1.3 Four Angles of Investigation of Language Use
• 3.2 Suggest Theory
• Chapter Four Implicitness of Advertising Language –Tactics for Achieving Interaction
• 4.1 The Definition of Implicitness
• 4.2 The Significance of Implicitness of Language in Ads
• 4.2.1 Being Attractive
• 4.2.2 Protecting Oneself
• 4.2.3 Being More Polite
• 4.3 Implicitness of Advertising Language Production as Linguistic Adaptation
• 4.4 The Representations of Implicitness of Advertising Language
• 4.4.1 Ambiguity
• 4.4.2 Rhetoric Implicitness
• 4.4.2.1 Euphemism
• 4.4.2.2 Metaphor
• 4.4.2.3 Pun
• 4.4.2.4 Parody
• 4.4.2.5 Irony
• 4.4.2.6 Metonymy
• 4.4.3 Hedges
• 4.4.4 Indirect Speech Act
• Chapter Five The Analysis of the Psychological Elements Affecting Interaction Achievement
• 5.1 Classification of Readers of Advertisements
• 5.2 The Mental Process of Processing the Advertising Language
• 5.2.1 The Definition of Cognitive Psychology
• 5.2.2 The Analysis of the Mental Process on Understanding of Implicit Ad Languages
• 5.3 Psychological Elements in the Process of Interaction
• 5.3.1 The Attention and Psychology
• 5.3.2 Sigmund Freud’s the Unconscious
• 5.3.3 Maslow's Theory of Motivation
• 5.3.3.1 Physiological Needs
• 5.3.3.2 Safety Needs
• 5.3.3.3 Social Needs （needs of love, affection and belongingness）
• 5.3.2.4 Esteem Needs
• 5.3.3.5 Self-actualization Needs
• 5.4 Adaptability Constraints
• Chapter Six Realization of Interaction in Advertisements
• 6.1 Implicitness of Advertising Language Adapts to U and I
• 6.1.1 In Terms of Female and Male
• 6.1.2 In Terms of Age—The Old and The Young
• 6.1.3 In Terms of the Disabled and the Able-bodied Person
• 6.2 Implicitness of Advertising Language Adapts to the Social World
• 6.2.1 In Term of Politics and Social Elements
• 6.2.2 In Terms of Sex and Alcohol
• 6.3 Implicitness of Advertising Language Adapts to the Mental World
• Chapter Seven Conclusion
• 7.1 Research Findings
• 7.2 Limitations of the Study
• 7.3 Suggestions for Future Studies
• Bibliography
• 详细摘要