【作者】 朱频频；

【导师】 赵文学；

【作者基本信息】 吉林大学 ， 英语语言文学， 2008， 硕士

【摘要】 广告是商品经济的产物,是现代社会不可或缺的商业交流活动。交流离不开符号,语言作为人们交流活动中内涵丰富、使用便捷的符号系统之一,是广告的一个重要表达手段。广告语是一种典型的以“劝说”为目的的实用语体,实现“劝说功能”是广告语言的根本目的。本文借助Sperber & Wilson的关联理论的最佳关联和明示-推理对广告语作为特殊言语交际形式的劝导性进行分析。Sperber和Wilson的关联理论把语言交际看成一种明示-推理的认知过程,即对认知环境进行认知和互明的过程。交际双方之所以配合默契,是因为双方有一个最佳认知模式--关联性。说话人在其话语中设置明示刺激以实现其信息意图和交际意图。听话人根据关联原则和说话人的明示行为所提供的明示信息,运用推理认知能力,构建语境,并从若干可能的语义表达中选择符合最佳关联原则的解释。可见关联理论下的语境是不断变化的,不确定的,动态的。而广告是一种语言交际,而且是一种目的性极强的交际。广告的本质决定了它的目的是要向广告受众表明其意图,即要让广告受众明白其要传递的信息,从而达到劝导受众购买的最终目的。这说明广告交际也可以看作是一种明示交际。因此关联理论的研究成果为分析广告语言开辟了一条新的途径。运用关联理论对广告语言的劝导性进行动态的分析能克服对广告语言单一静态分析的不足,丰富对于广告语言的研究内容。更多还原

【Abstract】 Advertising, being a product of market economy, is an indispensable form of commercial communication in the modern society. Communication is realized by means of signs. Language, being one of the most expressive and convenient systems of signs in human communication, is enormously used in advertising.Guided by the Relevance Theory, this paper is intended to make a tentative study of the persuasion of advertising language.The Relevance Theory of Sperber and Wilson regards human language communication as an ostensive-inferential cognitive process, namely the process of cognition and mutual manifestness of the cognitive environments. The parties involved in the communication cooperate successfully as both of them have the best cognitive pattern, i.e. relevance. On the one hand, the speaker sets in his utterance ostensive stimuli to achieve his information intention and communication intention. On the other hand, the listener, by using the Relevance and the ostensive information provided by the speaker’s inferential cognitive ability, ostensive behaviors, produces the context with his inferential cognitive ability, and chooses the explanation of the best relevance from various semantic expressions. Obviously, the context under the Relevance Theory remains changeable, uncertain and dynamic. On the basis of Sperber and Wilson’s relevance theory, this thesis analyzes the persuasion of advertising that is a special communication form. Advertising communication is also ostensive-inference process. So the achievement of RT theory can be used to give new guidance to the study of persuasion of advertising language.更多还原