广告话语中礼貌策略的语用阐释

论文摘要

二十世纪八十年代以来掀起了对广告话语研究的热潮,语言研究者分别从语言学、符号学、交际学、和语用学等角度进行了研究。然而,广告话语在礼貌策略方面的研究虽有提及但仍有探讨的空间。根据Brown和Levinson的礼貌策略理论,广告话语可分为直言不讳、迎合讨好、恭敬回避和隐晦暗示四种类型。本文从美国《时代》杂志(Time)和《纽约时报》(New York Times)中选取100则广告作为语料,从语用学角度进一步探讨上述四种广告话语的分布情况、礼貌策略的实现方式及其功能。研究表明:在四种广告话语中,迎合讨好型的出现频率最高(53.26%),实现方式最为多样,是广告撰写者拉近与消费者距离的加速器;恭敬回避型和直言不讳型的出现频率次之(分别为23.40%和13.83%),恭敬回避型广告如润滑剂将面子威胁的程度降低,而直言不讳型广告多采用感叹句或祈使句的方式直接表明目的;隐晦暗示型广告的出现频率最低(8.51%),多采用修辞或会话含义等方式来实现。在广告文案创作过程中,选用恰当的广告话语有助于其更好的被不同文化背景的人所接受,从而最大限度的发挥其广告效应;建立在礼貌策略理论基础上的四种广告话语分类可为探悉其他领域的礼貌策略问题提供一种方法和途径。

论文目录

• ABSTRACT
• 摘要
• Chapter 1 Introduction
• 1.1 Advertising Discourse
• 1.2 Research Questions
• 1.3 Significance of the Study
• 1.4 Organization of the Thesis
• Chapter 2 Literature Review and Theoretical Foundation
• 2.1 Related Studies in Advertising Discourse
• 2.1.1 Semiotic Approaches
• 2.1.2 Linguistic Approaches
• 2.1.3 Communication Approaches
• 2.1.4 Pragmatic Approaches
• 2.1.4.1 Politeness Principle（PP）
• 2.1.4.2 Relevance Theory
• 2.2 Brown and Levinson's Politeness Theory
• 2.2.1 Politeness Strategies
• 2.2.2 Pragmatic Variables
• Chapter 3 Data Collection and Methodology
• 3.1 Data Collection
• 3.2 Research Methodology
• 3.3 Statistical Results and Discussion
• 3.3.1 Results
• 3.3.2 Discussion
• Chapter 4 Pragmatic Interpretation of Politeness Strategies in Advertising Discourse
• 4.1 Distribution of the Four Types of Advertising Discourse
• 4.2 Ways of Politeness Strategies Realization
• 4.2.1 The Agitating Advertising Discourse
• 4.2.1.1 Using Pre-Emptive Invitation
• 4.2.1.2 Employing Warning and Advice
• 4.2.2 The Ingratiating Advertising Discourse
• 4.2.2.1 Claiming Common Ground
• 4.2.2.2 Conveying Cooperation
• 4.2.2.3 Giving Gifts to the Consumer
• 4.2.3 The Deferential Advertising Discourse
• 4.2.3.1 Making Use of Hedges
• 4.2.3.2 Avoiding Coercion
• 4.2.3.3 Communicating No Want to Impinge
• 4.2.4 The Implicit Advertising Discourse
• 4.2.4.1 Applying Figures of Speech
• 4.2.4.2 Inviting Conversational Implicatures
• 4.3 Functions of Politeness Strategies in Advertising Discourse
• 4.3.1 Achieving Highest Communication Efficiency
• 4.3.2 Establishing Close Interpersonal Relationship
• 4.3.3 Giving the Consumer a Real "Out"
• 4.3.4 Getting the Credit of Being Tactful
• Chapter 5 Conclusion
• 5.1 Summary
• 5.2 Limitations and Suggestions
• Bibliography
• Appendix
• Acknowledgements
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