中英文商业广告语言设计的语用研究

论文摘要

商业广告是经济全球化和信息时代一种重要的社会现象。国家经济,企业发展,市场开发,对外贸易和人们日常生活都与商业广告密切相关。从根本上说,商业广告语言作为一种说服性语言,其目的是向潜在的顾客群体传递产品或服务信息并最终劝说人们采取购买行为。中英文商业广告在共同追求这个目的的同时,语言设计上存在着差异。本文针对特定范围内收集的75则中英文商业广告进行了语言设计上的研究,运用了语用学中预设理论,礼貌原则及言语行为理论结合跨文化交际中高低语境理论,针对主要影响语言设计的文化因素和迎合消费者心理因素进行分析。在解决研究问题中,采用了定性分析的方法对数据进行对比分析及个案分析。研究结果表明:中英文商业广告的语言设计既有区别,又有相似之处;其中文化差异是最为根本的原因。成功的语言设计是反映文化和消费者心理的一面镜子;同时这二者对商业广告语言的设计也有十分深远的影响。本研究对中国及其他国家公司进行跨国广告宣传有一定的参考意义。另一方面把语用学和商业广告结合起来进行研究,可以看出语用学在语言设计中是如何运用的,从而利于跨学科知识的应用,对语用学和跨文化交际学的发展有一定的价值。

论文目录

• 摘要
• Abstract
• Chapter 1 Introduction
• 1.1 Objective of the study
• 1.2 Problem statement
• 1.3 Significance of the study
• 1.4 Structure of the thesis
• Chapter 2 Literature review
• 2.1 The study of advertising
• 2.1.1 Definition of advertising
• 2.1.2 Classification of advertising
• 2.1.3 Functions of advertising
• 2.1.4 Features of advertising
• 2.1.5 AIDMA theory in advertising
• 2.2 Pragmatics and CAL
• 2.2.1 A general description of pragmatics
• 2.2.2 Theories of politeness
• 2.2.3 Theories of presupposition
• 2.2.4 Theories of speech act
• 2.3 A cross-cultural study on CAL
• Chapter 3 Methodology
• 3.1 Research questions
• 3.2 Subjects and instrument
• 3.3 Data collection
• 3.4 Data analysis
• 3.5 Limitations
• Chapter 4 Result and discussion
• 4.1 The analysis of the features of the design in CAL from AIDMA perspective
• 4.1.1 Attention-attracting
• 4.1.2 Interest-arousing and interest-sustaining
• 4.1.3 Desire-stimulating
• 4.1.4 Memory--reinforcing
• 4.1.5 Action-taking
• 4.2 The comparisons in the designs between Chinese and English CAL
• 4.2.1 Values in the design of Chinese and English CAL
• 4.2.2 Needs in the design of Chinese and English CAL
• 4.3 Pragmatic theories in the design of CAL
• 4.3.1 Presupposition application
• 4.3.2 Politeness application
• 4.3.3 Speech act application
• 4.4 The reasons for the designs in Chinese and English CAL
• 4.4.1 Cultural factors
• 4.4.2 The factors of consumers' psychology
• Chapter 5 Conclusion
• 5.1 Major findings of the study
• 5.2 Limitations of the study
• 5.3 Suggestions for future research
• References
• Appendix Ⅰ
• Acknowledgements
• Resume