论文标题:广告英语的语用分析
A Pragmatic Approach to Advertising English
论文作者
论文导师 何兆熊,论文学位 硕士,论文专业 英语语言文学
论文单位 上海外国语大学,点击次数 168,论文页数 68页File Size845K
2005-05-01论文网 http://www.lw23.com/lunwen_576419272/
Advertising English; Cooperative Principle; Politeness Principle
广告无时无刻不包围着人们,充斥着人们生活的每一个角落。由于它的性质,广告尤其是商业广告的最终目的是劝说人们购买产品,为实现这一最终目的,广告商(说话人)千方百计地吸引人们的注意力,鼓动、劝服、诱导消费者(听话人)花钱购买其商品,其中之一计就是充分利用语言。由于广告的普遍性,广告语言已经引起了很多语言学者的关注,以至于被认为是一种语言变体。前人对其进行了符号学分析,文体学分析,话语分析法分析以及语用学分析。本文在现有研究的启发下,从语用学角度对广告语言主要是印刷商业广告英语进行分析研究。 在广告这种单向隐含的言语交际方式中,消费者对广告商往往持有不信任的态度,双方对信息的知情权也是不平等的,因此广告语言往往是间接的,会话含义经常被广告商作为一个策略来使用。所以在广告例子中,广告语对会话准则的‘违反’将会被详细探讨。广告商采用会话含义的原因有多种,作者提出了一些新的原因,如节约、使语言有趣、礼貌等,而礼貌原则是广告商采用会话含义的主要原因,因为广告商试图用惠、赞扬、赞同、同情、谦虚等手段来打动消费者并试图去维护消费者的面子。同时广告作为一种文体,用词有独特的特点,语用学原则在广告中的运用也可以解释广告选词用词的动机。
Whatever we do and wherever we go, we are certain to encounter advertising. Commercials will reach you when you turn on the radio or TV; advertisements will greet you when you pick up a magazine or a newspaper; logos banners will flash before your eyes when you surf on the Internet. Few things in our daily lives are as pervasive and influential as advertising. Eventually, advertising has become a common target of many subjects, linguistics being one, in which advertising language has been considered a special variety of language. So far the study on advertising language has been approached from five main perspectives: stylistic, semiotic, discoursal, sociolinguistic, and pragmatic. Enlightened by all these methods, I will study the advertising language (mainly consumer press advertising English) from the pragmatic perspective. As a special communication between advertisers and consumers, the aim of advertising is to persuade, that is, to ask people to purchase the products. But advertisers can’t say this directly because this may offend consumers and therefore advertisers like to employ conversational implicature in advertising. Grice"s theory on conversational implicature, the Cooperative Principle and the four maxims of Quantity, Quality, Relation and Manner are the major theoretical support for this study. The flouting of the CP Maxims in advertising is explored in great detail. Then a whole chapter is devoted to the reasons why advertisers apply conversational implicatures in their ads. Several reasons have been spotted, such as to be economical, to make advertising language interesting, to increase the force of advertising message, to be polite etc. Moreover it is pointed out that politeness is the main reason, because advertisers try to show their concern, commendation, agreement, sympathy to consumers and try to be modest sometimes. This thesis also analyzes the influence of pragmatic principles on word choice in advertising, which hasn’t been done before.
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