汽车广告语的动态顺应性研究

论文摘要

随着社会的发展,广告现象已深入到社会的各个角落,成为人们日常生活中不可缺少的部分。广告语是广告信息中最重要的载体。广告语言经过长期的发展,已成一种独立的语体。因此,研究广告语言是有效制作和解读广告的关键所在。本文探讨了广告主在制作汽车广告语时为积极顺应消费者的心理世界和消极顺应消费者所在的社交世界所做出的努力。研究性质为定性研究,因为本研究主要基于对语料的分析,即对语料的语用解释。为限定研究范围,本文分析的语料主要为国内的印刷汽车广告,为了分析的必要有些语料选自互联网。研究的理论基础是Verschueren的顺应论。在此基础上,本文作者指出广告语言的产生是顺应的实现;能否说服消费者购买产品取决于广告能否成功实现语境顺应。根据于国栋博士对积极顺应和消极顺应的划分,本文建构了一个理论框架来解释广告语言生成过程中的积极顺应:即广告主的语言选择和消费者心理的动态顺应。同时指出广告主不能忽视消费者所在的社交世界的影响。作者分析广告主怎样通过理性诉求和感性诉求的表达方式来积极顺应消费者的心理世界,从而达到说服消费者进行购买的交际目的。同时指出广告主如何选择语言来顺应消费者所在的社交世界。本文通过对汽车广告语的研究发现,理性诉求下的语言选择顺应了消费者对安全配置、信誉度、造型、空间和求廉动机的需求;感性诉求下的语言言袼秤α讼颜叨宰非笫鄙泻吞逑稚矸莸匚坏母鲂曰枨笠约岸曰肪澈徒】档确矫娴那痹谛枨蟆３酥?广告主选择语言时还得顺应社会场景、公共制度和社会文化。

论文目录

• 摘要
• Abstract
• Introduction
• Chapter 1 Literature Review
• 1.1 Basic Points of Advertising
• 1.1.1 Definition of Advertising
• 1.1.2 Classification of Advertising
• 1.1.3 Functions of Advertising
• 1.1.4 Advertising and Language
• 1.2 Previous Studies on Advertising Language
• 1.2.1 The Semiotic Approach
• 1.2.2 The Stylistic Approach
• 1.2.3 The Sociolinguistic Approach
• 1.2.4 The Pragmatic Approach
• 1.2.4.1 The Cooperative Principle
• 1.2.4.2 The Relevance Theory
• Chapter 2 Theoretical Framework
• 2.1 Verschueren's Adaptation Theory
• 2.1.1 Verschreren's Pragmatic Perspective
• 2.1.2 Making Choices
• 2.1.3 Three Properties of Language: Variability and Negotiability, Adaptability
• 2.1.4 Four Angles of Investigation
• 2.2 The Theory of Maslow's Hierarchy of Needs
• Chapter 3 Adaptation Theory Applied in Advertising Language Production
• 3.1 Advertising Language Production as Linguistic Choice
• 3.2 Advertising Language Production as Linguistic Adaptation
• 3.3 Contextual Correlates in Advertising Language Production
• 3.4 The Communicators in the Production of Advertising Language
• Chapter 4 The Process of Adaptation in the Production of Automobile Advertising Language
• 4.1 Adaptation to the Mental World
• 4.1.1 The Mental World in Advertising Language Production
• 4.1.2 The Adaptation Model of Advertising Language Production
• 4.1.3 The Process of Adaptation
• 4.1.3.1 Rational Appeal
• 4.1.3.1.1 Adaptation to Needs for Safety
• 4.1.3.1.2 Adaptation to Needs for Credibility
• 4.1.3.1.3 Adaptation to Needs for Appearance and Space
• 4.1.3.1.4 Adaptation to Needs for Low Price
• 4.1.3.2 Emotional Appeal
• 4.1.3.2.1 Adaptation to Personal Needs
• 4.1.3.2.1.1 Adaptation to Needs for Fashion
• 4.1.3.2.1.2 Adaptation to Needs for Social Status
• 4.1.3.2.2 Adaptation to Potential Needs
• 4.1.3.2.2.1 Adaptation to Needs for Environmental Protection
• 4.1.3.2.2.2 Adaptation to Needs for Health
• 4.2 Adaptation to the Social World
• 4.2.1 Adaptation to Social Settings and Institutions
• 4.2.2 Adaptation to Social Culture
• Conclusion
• Notes
• Bibliography
• Acknowledgements
• 攻读硕士学位期间主要研究成果