广告语体的关联—顺应论研究

论文摘要

Sperber & Wilson的关联理论认为:交际是一个明示-推理的过程,说话人的关联假设决定其语言形式的选择。Verschueren的顺应论认为:交际是一个顺应的过程,语用学是从认知、社会和文化的角度对语言使用规律进行研究的学科,同时,基于语言多样性、协商性和顺应性的特点,语言的使用也是一个对语言进行不断选择的过程。综合上述两个理论各自的优点,本文提出了关联-顺应模式,该模式有以下观点:第一,交际的目的是为了获取最佳关联。在交际过程中,说话者的任务是要去表达与听话者相关的信息,而听话者则是要去找到满足最佳关联假设的解释。第二,顺应是一个获得最佳关联的动态过程。第三,说话者的关联假设决定其语言选择,并且,这种语言选择体现在语言结构的各个层次:语音、词汇、句法、语篇。第四,在动态选择的过程中,语言选择和语境资源（物质世界、心理世界和社会世界）的选择是相互顺应的。只有当语言选择顺应不同语境资源的选择,交际才能达到最佳关联的效果,反之亦然。最后,关联顺应也是语用策略选择的过程。基于关联-顺应模式,本文对广告语体进行了语用研究,发现广告商在完成广告设计之前,必须首先形成关联假设,并使之通过各种明示刺激表现给消费者,从而实现其信息意图和交际意图。此外,广告还体现了结构顺应、语用顺应和语境顺应。结构顺应反映了广告在语音、词汇、句法和语篇层次上的顺应;语用顺应体现出广告多使用通俗易懂的口语形式,礼貌的表达,间接的语言,模糊的措辞及生动的修辞去达成其特别要求;语境顺应包括物理语境、社会语境和消费者的认知心理语境。应用关联-顺应模式对广告语体进行分析对创造者的创造和消费者的解读或多或少有着一定的帮助。

论文目录

• Acknowledgements
• Abstract
• 摘要
• Chapter 1 Introduction
• Chapter 2 Previous Researches on Advertisements
• 2.1 A Semiotic Approach
• 2.2 A Stylistic Approach
• 2.3 A Discourse Analysis Approach
• 2.4 A Pragmatic Approach
• Chapter 3 Theoretical Framework of the Present Research
• 3.1 Relevance Theory
• 3.1.1 Mutual Manifestness of Cognitive Environments
• 3.1.2 Dynamics of the Context
• 3.1.3 Ostensive-Inferential Communication
• 3.1.4 The Principle of Relevance
• 3.2 Adaptation Theory
• 3.2.1 Use of Language as a Choice-making Process
• 3.2.2 Variability, Negotiability and Adaptability of Language
• 3.2.3 Four Perspectives of Pragmatic Investigation
• Chapter 4 Relevance -Adaptation Theoretic Model
• 4.1 Optimal Relevance as the Goal of Communication
• 4.2 Adaptation as a Dynamic Process of Achieving Optimal Relevance
• 4.3 Presumption of Relevance as the Basis of Linguistic and Stylistic Choices
• 4.4 Interadaptation Between Context and Linguistic Structure
• 4.5 Relevance-Adaptation as a Process of Strategic Choices
• Chapter 5 A Relevance-Adaptation Theoretic Approach to Advertisements
• 5.1 Fulfillment of Two Intentions through the Ostensive Stimulus in Advertisements
• 5.2 Presumption of Relevance on the Part of Advertisers
• 5.3 Advertisements as a Result of Structural Adaptation
• 5.3.1 On the Phonetic and Phonological Levels
• 5.3.2 On the Morphological Level
• 5.3.3 On the Syntactic Level
• 5.3.4 On the Discoursal Level
• 5.4 Advertisements as a Result of Pragmatic Adaptation
• 5.4.1 Formality
• 5.4.2 Politeness
• 5.4.3 Indirectness
• 5.4.4 Fuzziness
• 5.4.5 Impressiveness
• 5.5 Production of Advertisements as a Process of Contextual Adaptation
• 5.5.1 Situational Context
• 5.5.2 Social Context
• 5.5.3 Psycho-cognitive Context
• Chapter 6 An Evaluation of the Relevance-Adaptation Theoretic Approach to Advertisements
• Chapter 7 Conclusion
• Bibliography
• 攻读硕士期间的科研成果