A Study of Adaptation to the Audience’s Mental World in Flea Market Advertising Language on the Chinese College Web

论文摘要

本文探讨了在建构高校网络跳蚤市场广告中,广告人如何对读者的心理世界做出顺应性的语言选择。研究的重点是面对高校学生的网络跳蚤市场广告语言的应用。在Verschueren的语言顺应论的理论指导下,本文作者指出高校网上跳蚤市场广告语言的产生是顺应的实现;能否说服受众购买产品取决于广告人的语境顺应。为确定广告人所顺应的具体语境成份,本文根据于国栋博士对消极顺应和积极顺应的分类,建构理论框架解释广告语言生成过程中的积极顺应,即广告人的语言选择和受众心理的动态顺应。运用此理论框架,作者分析广告人怎样通过理性诉求和感性诉求相结合的方式来顺应受众的心理世界,从而达到说服受众进行购买的交际目的。感性诉求和理性诉求既是广告人对广告策略选择的结果,同时,又与Verschueren提出的在语言使用中激活的心智世界包括情感成分和认知成分这一观点一致。本文通过对高校网上跳蚤市场广告用语的研究发现,感性诉求下的语言选择顺应了受众求美求新求名的心理需要;理性诉求下的语言选择顺应了受众求廉求质求信的需要。同时,作者也希望能通过此研究从一个侧面对更好地理解高校学生的精神生活状态提供帮助。

论文目录

• 摘要
• Abstract
• Chapter 1 Introduction
• 1.1 Motivation of the Present Study
• 1.2 Rationale of the Present Study
• 1.3 Objective and Research Questions of the Present Study
• 1.4 Research Method and Data Collection
• 1.5 Organization of the Thesis
• Chapter 2 Literature Review
• 2.1 Previous Studies on Advertising Language
• 2.1.1 Language of Traditional Advertising
• 2.1.2 Language of Online Advertising
• 2.2 Limitations of the Previous Studies
• Chapter 3 Theoretical Framework
• 3.1 Adaptation Theory
• 3.1.1 Language Use as the Process of Making Linguistic Choices
• 3.1.2 Contextual Correlates of Adaptability
• 3.1.3 Assumed Adaptation Model Accounting for Ad Language Production
• 3.2 College Online Flea Market Advertising Language Production
• 3.2.1 Linguistic Choices in College Online Flea Market Ad Language Production
• 3.2.2 Contextual Correlates in College Online Flea Market Ad Language Production
• Chapter 4 Realization of Adaptation
• 4.1 Linguistic Choices Made to Adapt to Emotive Factors
• 4.1.1 Adaptation to the Audience’s Pursuit of Beauty
• 4.1.2 Adaptation to the Audience’s Pursuit of Novelty
• 4.1.3 Adaptation to the Audience’s Pursuit of Fame
• 4.1.4 Summary
• 4.2 Linguistic Choices Made to Adapt to Cognitive Factors
• 4.2.1 Adaptation to the Audience’s Pursuit of Low Price
• 4.2.2 Adaptation to the Audience’s Pursuit of Quality and Function
• 4.2.3 Adaptation to the Audience’s Pursuit of Credibility
• 4.2.4 Summary
• 4.3 Revised Adaptation Modal Accounting for College Online Flea Market Ad Language Production
• Chapter 5 Conclusion
• 5.1 Summary of the Major Findings
• 5.2 Limitations of the Present Study and Suggestions for Further Research
• 5.2.1 Limitations of the Present Study
• 5.2.2 Suggestions for Further Research
• Acknowledgements
• Bibliography
• 攻硕期间取得的研究成果