语用原则下广告语言的修辞及效果

论文摘要

作为一种商业语言,广告语不仅演化成为一种能够带来巨大经济利益的商品,也成为社会文化的重要组成部分。国内外语言学者对其研究已深入到语用学、心理语言学、社会语言学、话语分析、符号学等领域。在众多广告劝说手段中,修辞得到了广泛的使用,其在广告语中的运用能大大增强语言表达效果,实现广告的劝说目的。近年来,从语用学的角度对广告语进行的研究虽然已取得一定的成绩,但将多种修辞手法与语用学中的合作及礼貌原则相结合的系统研究相对较少。本文在前人对广告语的研究基础上,通过问卷对五大类广告中使用频率最高的修辞进行调查研究,将修辞和语用合作及礼貌两大原则相结合,分析出各类修辞分别从何种角度违反合作原则,并进一步阐述违反合作原则又如何对广告的实际效果产生影响。本文的研究成果包括：通过对问卷数据的收集和分析发现双关、拟人、夸张、仿拟、比喻、重复这六类成为年轻消费群体中最受欢迎的修辞手段,这种现象因消费者对产品要求及兴趣有所不同所致。根据这六类修辞的不同特性,作者进一步阐明双关违反了合作原则中量的原则；拟人、夸张、比拟则违反了质的准则,而比喻和重复又从不同角度分别违背了关系和方式准则。这些对合作原则的违反从不同角度增加了广告语幽默、引人注目的效果。本研究结果对广告商制作出更具创造性的高质量广告,从而有效地吸引消费者注意有重要指导意义；同时有利于帮助广告受众更好地理解和鉴别广告。

论文目录

• Acknowledgement
• 摘要
• Abstract
• Chapter One Introduction
• 1.1 Research Background
• 1.2 Significance of Present Research
• 1.3 Research Questions
• 1.4 Outline of the Thesis
• Chapter Two Literature Review
• 2.1 Definition of Advertising
• 2.2 Functions of Advertising
• 2.3 Classifications of Advertising
• 2.4 Definition of Advertising Language
• 2.5 Characteristics of Advertising Language
• 2.6 Research Approaches to the Study of Advertising Language
• Chapter Three Relationship of Cooperative Principle and PolitenessPrinciple in Pragmatics
• 3.1 Cooperative Principle
• 3.2 Politeness Principle
• 3.3 The Relationship of Cooperative Principle and Politeness Principle
• Chapter Four Methodology
• 4.1 Research Question
• 4.2 Data Collection
• 4.3 Data Analysis and Findings
• 4.4 Six Rhetorical Devices Used in Advertising Language
• 4.4.1 Pun
• 4.4.2 Personification
• 4.4.3 Hyperbole
• 4.4.4 Parody
• 4.4.5 Simile
• 4.4.6 Repetition
• Chapter Five Rhetorical Devices in Advertising English and CooperativePrinciple & Politeness Principle
• 5.1 Pun--Violation of Quantity Maxim
• 5.2 Personification,Hyperbole,Parody--Violation of Quality Maxim
• 5.3 Simile--Violation of Relation Maxim
• 5.4 Repetition--Violation of Manner Maxim
• 5.5 Significance of the Research on Violations of Cooperative Principle in Advertising Language
• Chapter Six Conclusion
• 6.1 Major Findings of the Present Study
• 6.2 Limitations of This Research and Suggestions for Further Study
• References
• Appendix