会话含义综合模型在广告语言分析中的应用

论文摘要

人们一般认为广告语言具有说服性。对广告语言及/或其说服性的语言学研究主要从符号学、语体学、社会语言学以及语用学等角度进行。在语用学方面,虽然有许多对格赖斯的合作原则与广告语言之间的关系进行系统分析的研究,但是还缺乏在合作原则指导下的广告中会话含义的具体推理过程。本文以合作原则为指导,研究如何利用张韧弦(2005)的会话含义综合模型分析广告语言。本文通过英文广告实例分析,探讨会话含义的推理规律;对违反会话准则的情况进行了详细的说明。本文证实了用会话含义综合模型分析广告语言的可行性和有效性,阐述了从广告语推理会话含义的具体步骤,丰富了格赖斯的会话含义理论。同时,本文为广告撰写人撰写广告提供了指导。

论文目录

• 摘要
• ABSTRACT
• Introduction
• Chapter One Advertising and its Language
• 1.1 Advertising and Advertisement
• 1.1.1 Definition of Advertising
• 1.1.2 Overview of Advertisement
• 1.2 Advertising Language
• 1.2.1 Lexical Features
• 1.2.2 Grammatical Features
• 1.2.3 Semantic Features
• Chapter Two Researches on Advertising Language
• 2.1 The Semiotic Approach
• 2.2 The Stylistic Approach
• 2.3 The Sociolinguistic Approach
• 2.4 The Pragmatic Approach
• 2.4.1 The Cooperative Principle Approach
• 2.4.2 The Relevance Theory Approach
• 2.5 Summary
• Chapter Three General Program for Conversational Implicature
• 3.1 Conversational Implicatures
• 3.2 Levinson’s Account of GCIs
• 3.2.1 Q-induced Implicatures
• 3.2.2 I-induced Implicatures
• 3.2.3 M-induced Implicatures
• 3.3 Default Logic
• 3.4 Default Logic for GCI Inference
• 3.5 Hybrid Model of PCI Inference
• 3.6 Advantages of GPCI
• Chapter Four Application of GPCI in the Analysis of Advertising Language
• 4.1 Data Collection
• 4.2 GCIs in Advertising Language
• 4.2.1 Q-induced Implicatures
• 4.2.2 I-induced Implicatures
• 4.2.3 M-induced Implicatures
• 4.3 PCIs in Advertising Language
• 4.3.1 Implicatures Induced by Quantity Maxims
• 4.3.2 Implicatures Induced by Quality Maxims
• 4.3.3 Implicatures Induced by Relation Maxim
• 4.3.4 Implicatures Induced by Manner Maxims
• Conclusion
• Summary
• Possible Theoretical and Practical Significance
• Limitations
• References
• Appendix
• 个人简介
• 导师简介
• Acknowledgements