语用指示在广告英语中的运用

论文摘要

随着我国改革开放的深入和经济的迅速发展,广告也正以前所未有的速度飞速发展。广告作为经济全球化和信息时代的一个重要社会现象,已深入到社会生活的方方面面。广告与国家经济、企业发展、市场开发、对外贸易和人民生活休戚相关。广告语言是社会文化的写照,具有丰富的内容和相当的语用功能。从根本上说,广告语言属于劝导说服性的语言。因此,广告商和生产商尽可能地采用一切语言及非语言的技巧来实现广告宣传的目的。语用指示是人类语言中带有普遍性的现象,语言中存在指示这一语言现象充分说明了语言和使用语言的语境之间的密切关系。指示指的是在言语活动中,尤其是在有说话人和听话人参与的这种典型的语言交际活动中,对参与者所谈及的人物、事物、事件、过程和活动等作出确切的理解都必须把它们和某些语境构成要素(如交际的时间、空间等)联系起来。而广告是一种信息传播活动,其最终目标就是推销商品。广告的创作过程就是一个制码过程。制码者就是广告商,他们将企业、生产商即信源所要传达的有关企业,产品的信息或思想用语言表达出来,构成译码者(消费者)所能接受的信息,即能够准确解译的信息。语用指示中人称指示,时间指示和方位指示居于它们具有发话人与受话人、即时性、即地性的特点,能增强广告的说服效果,被广泛地运用于广告。本文作者收集中外各类广告,不仅对广告语言的词汇、句法和修辞等方面进行研究,而且研究了广告中的语用指示,这种研究结合了广告语言和语用学理论,使人们对语用指示与广告语言的发展运用,以及广告语言的各个特点有更全面的了解,对我国语言的研究、经济的发展,社会文化等诸多方面有着很大的贡献。本文作者主要从以下四个方面来分析广告语言中语用指示的功用。1)广告的交际性的特点;2)广告的语言特征;3)语用指示种类和类别;4)指示词在广告语言中的运用通过这方面的研究,不仅帮助广告商和生产商设计出更加科学、合理的广告,达到广告的目的;而且广告的受众——普通大众都能更加关注广告语言的使用。

论文目录

Abstract

摘要

Chapter One Introduction

1.1 The Importance of Advertisements

1.2 The Object of This Research

1.3 Research Methodology and Data Source

1.4 Outline of This Dissertation

Chapter Two Deixis, Advertising And Literature Review

2.1 Deixis

2.1.1 The Definition of Deixis and Researches on Deixis

2.1.2 Classification of Deixis

2.1.2.1 Person Deixis

2.1.2.2 Place Deixis

2.1.2.3 Time Deixis

2.1.3. The Usage of Deixis

2.2 Advertisement

2.2.1 The Definition of Advertisement

2.2.2 Advertising Components

2.2.3 Advertising Objectives

2.2.4 Advertising as a Form of Communication

2.2.4.1 The Human Communication Process

2.2.4.2 Advertising and Communication

2.2.4.3 The Communication Situation in Advertising

2.2.5 Previous Studies on Advertising and Their Limitations

2.3 Summary

Chapter Three The Analysis of Dexis in the English Advertisement

3.1 The Stylistic Characteristics of Advertising English

3.1.1 The Lexical Features of Advertising English

3.1.1.1 Coinage and Anagrammatic Spell

3.1.1.2 Some Frequently Used Adjectives

3.1.1.3 Careful Choice of verbs

3.1.2 The Syntactic Features of Advertising English

3.1.2.1 Simple Sentence vs. Complex Sentence

3.1.2.2 Interrogative Sentence and Imperative Sentence

3.1.2.3 Disjunctive Clause

3.1.2.4 Minor Clause

3.1.3 The Rhetorical Characteristics of Advertising English

3.1.3.1 Figure of speech

3.1.3.2 The Structural Beauty of the Advertising ——the Syntactical Rhetorical Devices of the Advertising English

3.2 Grounds for the Employment of Deixis in Advertisement

3.3. Summary

Chapter 4 The Application of Deictics to Advertisements

4.1 Personal Deictics in Advertisements

4.1.1 The Use of First Person in Advertisements

4.1.2 The Use of Second Person in Advertisements

4.1.3 The Interaction between the First Person and the Second Person in advertisement

4.1.4 The Third Person in Advertisements

4.2 Spatial Deictics in Advertisements

4.3 Temporal Deictics in Advertisements

4.4 Deictics in Shortening Consumers' Psychological Distance

4.4.1 Deixis in Creating Emotional Intimacy between People

4.4.2 The Persuasion of Advertisements

4.5 Summary

Chapter Five Conclusion

Works Cited

Acknowledgments

语用指示在广告英语中的运用

论文摘要

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