广告语言劝导功能研究
|
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。
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.
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。
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.
引文
[1] Andrew Goatly, The Language of Metaphors [M]. London: Routledge, 1997.
[2] Barthes, R., The Rhetoric of the Image [M]. Paris: Seuil, 1964.
[3] Belch, George. E., Advertising and Promotion: an integrated marking communications perspective [M]. Mass.: Inwin/Graw-Hill, 2001.
[4] Bettinghaus, Erwin Paul. Persuasive Communication Fourth Edition [M]. Holt, Rinehart and Winston, Inc., 1987.
[5] Borchers, T.A. Persuasion in the Media Age [M]. Boston: McGraw-Hill, 2002.
[6] Brown,G.et,Al. Discourse Analysis [M]. Beijing: Foreign Language Teaching and Research Press, 1983.
[7] Burke, K. A Rhetoric of Motives [M]. University of California Pr., 1969.
[8] Charles U. Larson. Persuasion: Reception and Responsibility [M]. Beijing: Beijing University Press, 1993.
[9] Cook,G. The Discourse of Advertising [M]. London: Routledge, 1992.
[10] Du Plessis, E. The Advertised Mind [M]. London and Sterling, VA, 2005.
[11] Dyer, G. Advertising as Communication [M]. London: Methuen, 1982.
[12] East. R. Consumer Behavior: Advances and Application in Marketing [M]. London: Prentice Ha11, 1997.
[13] Fotheringham, W.C. Perspectives on Persuasion [M]. Allyn and Bacon, 1966
[14] Geis, M.L., The Language of Television Advertising [M]. London: Academic Press, 1982.
[15] Jamieson, K.H,Campbell, K.K. The Interplay of Interfluence News, Advertising, Politics, and The Mass Media [M]. Peking University Press, 2004.
[16] Judith, Williamson, Decoding Advertisements [M]. Marion Boyars Publishers, 1983.
[17] Kleinman, P. WorId Advertising Review [M]. London: Cassell, 1984.
[18] Leech.G. English in Advertising [M]. London: Longman Press, 1969.
[19] Levinson, S. C. Pragmatics [M]. Cambridge: Cambridge University Press, 1983.
[20] Myers.G. Words in Ads [M]. London Green Gate Publishing Services (beituty), 1994.
[21] Packard,V. The Hidden Persuaders [M]. Harmondsworth: Penguin, 1981.
[22] Richard E. Petty& John T. Cacioppo, Attitudes and Persuasion: Classic and Contemporary approaches [M].West view Press, 1981.
[23] Samovar, L, A, Porter, RE. Communication between Cultures Fifth Edition [M]. Peking University Press, 2004.
[24] Simons, H.W. Persuasion, Understanding, Practices and Analysis [M]. New York: Random House, 1986.
[25] Simons, H.W. Persuasion in Society [M]. SAGE, 2001.
[26] Simpson, P, L,Language, Ideology and Point of View [M]. London: Rutledge, 1993.
[27] Sperber, Dan & Wilson, Deirdre. Relevance: Communication andCognition [M]. Oxford: Clarendon, 1986/1995.
[28] Sperber, Dan & Wilson, Deirdre. Relevance: Communication and Cognition (2nd edition) [M]. Beijing: Foreign Language Teaching and Research Press, 2001.
[29] Tanaka, Keiko. Advertising language [M]. London: Rutledge, 1994.
[30] Turner, E. S. The Shocking History of Advertising [M]. Harmondsworth: Penguin, 1952.
[31] Terence, A. Shimp Advertising Promotion, marketing Communication [M]. The Dryden Press, Supplemental, 1999.
[32] Ungerer, F & Schmid, H.J. An Introduction to Cognitive Linguistics [M].Beijing: Foreign language, Teaching and Research Press, 2001.
[33] Vestergaard, T and K. Schr der. The Language of Advertising [M]. Oxford: Blackwell, 1985.
[34] Wells, W. et al. Advertising: practice and principle [M]. London: Prentice-Hall, Englewood Cliffs, 1989.
[35] Williamson, J. Decoding Advertisement: Ideology and meaning in Advertising [M]. London: Marion Boyars, 1983.
[36] 贝纳德·格塞雷,罗伯·埃伯格,《广告创意解码》[M],北京: 中国物价出版社,2003
[37] 程能华,贺华光, 《广告信息传播》[M],长沙:中南工业大学出 版社,1999
[38] 崔刚,《广告英语3000句》[M],北京:北京理工大学出版社,1993
[39] 何兆熊,《新编语用学概论》[M],上海:上海外语教育出版社, 2000
[40] 何自然,《语用学与英语学习》[M],上海:上海外语教育出版社,1997
[41] 胡壮麟,《语言学教程》[M],北京:北京大学出版社,2001
[42] 黄国文,《语篇分析的理论与实践》-广告语篇研究[M],上海:上 海外语教育出版社,2001
[43] 姜望琪,《当代语用学》[M],北京:北京大学出版社,2003
[44] 廖道政,《广告传播技巧研究》[M],长沙:国防科技大学出版社, 2002
[45] 林乐滕,《广告语言》[M],济南:山东教育出版社,1992
[46] 马永堂,《广告英语教程》,北京:经济管理出版社,2002
[47] 米切尔·舒德森:《广告:艰难的说服》[M],北京:华夏出版社, 2003
[48] 苗杰,《现代广告学》[M],北京:中国人民大学出版社,2004
[49] 潘丽,《从关联理论解读广告翻译中的变通》[M], 济南:山东外 语教学,2003
[50] 申智奇,《用关联理论对说服行为的解释》,载《外国语言文学》 [J],2004第4期
[51] 舒咏平,《广告心理学教程》[M],北京:北京大学出版社,2004
[52] 宋玉书,王纯菲,《广告文化学》[M], 长沙:中南大学出版社, 2004
[53] 王怀明,《广告心理》[M],济南:山东大学出版社,2004
[54] 王怀明,《广告学心理学:广告活动中心理奥秘的透视》[M],济南: 山东大学出版社,2004
[55] 王漫宇,《广告语言艺术》[M],北京:地震出版社,1998
[56] 维瑞隆,《广告语言心理》[M],郑州:河南人民出版社,1997
[57] 谢文怡,刘云腾,《广告英语》[M],上海:上海交通大学出版社,1997
[58] 熊学亮,《认知语用学概论》[M],上海:上海外语教育出版社, 1999
[59] 张明芳,《从语用学角度分析广告语的说服性》[J],载《河北科 技大学学报》2002年第1期
[60] 赵艳芳,《认知语言学概论》[M], 上海:上海外语教育出版社, 2001
[2] Barthes, R., The Rhetoric of the Image [M]. Paris: Seuil, 1964.
[3] Belch, George. E., Advertising and Promotion: an integrated marking communications perspective [M]. Mass.: Inwin/Graw-Hill, 2001.
[4] Bettinghaus, Erwin Paul. Persuasive Communication Fourth Edition [M]. Holt, Rinehart and Winston, Inc., 1987.
[5] Borchers, T.A. Persuasion in the Media Age [M]. Boston: McGraw-Hill, 2002.
[6] Brown,G.et,Al. Discourse Analysis [M]. Beijing: Foreign Language Teaching and Research Press, 1983.
[7] Burke, K. A Rhetoric of Motives [M]. University of California Pr., 1969.
[8] Charles U. Larson. Persuasion: Reception and Responsibility [M]. Beijing: Beijing University Press, 1993.
[9] Cook,G. The Discourse of Advertising [M]. London: Routledge, 1992.
[10] Du Plessis, E. The Advertised Mind [M]. London and Sterling, VA, 2005.
[11] Dyer, G. Advertising as Communication [M]. London: Methuen, 1982.
[12] East. R. Consumer Behavior: Advances and Application in Marketing [M]. London: Prentice Ha11, 1997.
[13] Fotheringham, W.C. Perspectives on Persuasion [M]. Allyn and Bacon, 1966
[14] Geis, M.L., The Language of Television Advertising [M]. London: Academic Press, 1982.
[15] Jamieson, K.H,Campbell, K.K. The Interplay of Interfluence News, Advertising, Politics, and The Mass Media [M]. Peking University Press, 2004.
[16] Judith, Williamson, Decoding Advertisements [M]. Marion Boyars Publishers, 1983.
[17] Kleinman, P. WorId Advertising Review [M]. London: Cassell, 1984.
[18] Leech.G. English in Advertising [M]. London: Longman Press, 1969.
[19] Levinson, S. C. Pragmatics [M]. Cambridge: Cambridge University Press, 1983.
[20] Myers.G. Words in Ads [M]. London Green Gate Publishing Services (beituty), 1994.
[21] Packard,V. The Hidden Persuaders [M]. Harmondsworth: Penguin, 1981.
[22] Richard E. Petty& John T. Cacioppo, Attitudes and Persuasion: Classic and Contemporary approaches [M].West view Press, 1981.
[23] Samovar, L, A, Porter, RE. Communication between Cultures Fifth Edition [M]. Peking University Press, 2004.
[24] Simons, H.W. Persuasion, Understanding, Practices and Analysis [M]. New York: Random House, 1986.
[25] Simons, H.W. Persuasion in Society [M]. SAGE, 2001.
[26] Simpson, P, L,Language, Ideology and Point of View [M]. London: Rutledge, 1993.
[27] Sperber, Dan & Wilson, Deirdre. Relevance: Communication andCognition [M]. Oxford: Clarendon, 1986/1995.
[28] Sperber, Dan & Wilson, Deirdre. Relevance: Communication and Cognition (2nd edition) [M]. Beijing: Foreign Language Teaching and Research Press, 2001.
[29] Tanaka, Keiko. Advertising language [M]. London: Rutledge, 1994.
[30] Turner, E. S. The Shocking History of Advertising [M]. Harmondsworth: Penguin, 1952.
[31] Terence, A. Shimp Advertising Promotion, marketing Communication [M]. The Dryden Press, Supplemental, 1999.
[32] Ungerer, F & Schmid, H.J. An Introduction to Cognitive Linguistics [M].Beijing: Foreign language, Teaching and Research Press, 2001.
[33] Vestergaard, T and K. Schr der. The Language of Advertising [M]. Oxford: Blackwell, 1985.
[34] Wells, W. et al. Advertising: practice and principle [M]. London: Prentice-Hall, Englewood Cliffs, 1989.
[35] Williamson, J. Decoding Advertisement: Ideology and meaning in Advertising [M]. London: Marion Boyars, 1983.
[36] 贝纳德·格塞雷,罗伯·埃伯格,《广告创意解码》[M],北京: 中国物价出版社,2003
[37] 程能华,贺华光, 《广告信息传播》[M],长沙:中南工业大学出 版社,1999
[38] 崔刚,《广告英语3000句》[M],北京:北京理工大学出版社,1993
[39] 何兆熊,《新编语用学概论》[M],上海:上海外语教育出版社, 2000
[40] 何自然,《语用学与英语学习》[M],上海:上海外语教育出版社,1997
[41] 胡壮麟,《语言学教程》[M],北京:北京大学出版社,2001
[42] 黄国文,《语篇分析的理论与实践》-广告语篇研究[M],上海:上 海外语教育出版社,2001
[43] 姜望琪,《当代语用学》[M],北京:北京大学出版社,2003
[44] 廖道政,《广告传播技巧研究》[M],长沙:国防科技大学出版社, 2002
[45] 林乐滕,《广告语言》[M],济南:山东教育出版社,1992
[46] 马永堂,《广告英语教程》,北京:经济管理出版社,2002
[47] 米切尔·舒德森:《广告:艰难的说服》[M],北京:华夏出版社, 2003
[48] 苗杰,《现代广告学》[M],北京:中国人民大学出版社,2004
[49] 潘丽,《从关联理论解读广告翻译中的变通》[M], 济南:山东外 语教学,2003
[50] 申智奇,《用关联理论对说服行为的解释》,载《外国语言文学》 [J],2004第4期
[51] 舒咏平,《广告心理学教程》[M],北京:北京大学出版社,2004
[52] 宋玉书,王纯菲,《广告文化学》[M], 长沙:中南大学出版社, 2004
[53] 王怀明,《广告心理》[M],济南:山东大学出版社,2004
[54] 王怀明,《广告学心理学:广告活动中心理奥秘的透视》[M],济南: 山东大学出版社,2004
[55] 王漫宇,《广告语言艺术》[M],北京:地震出版社,1998
[56] 维瑞隆,《广告语言心理》[M],郑州:河南人民出版社,1997
[57] 谢文怡,刘云腾,《广告英语》[M],上海:上海交通大学出版社,1997
[58] 熊学亮,《认知语用学概论》[M],上海:上海外语教育出版社, 1999
[59] 张明芳,《从语用学角度分析广告语的说服性》[J],载《河北科 技大学学报》2002年第1期
[60] 赵艳芳,《认知语言学概论》[M], 上海:上海外语教育出版社, 2001
© 2004-2018 中国地质图书馆版权所有 京ICP备05064691号 京公网安备11010802017129号 地址：北京市海淀区学院路29号 邮编：100083 电话：办公室：(+86 10)66554848；文献借阅、咨询服务、科技查新：66554700 |