商品销售中“劝说语言”的语用特点研究

论文摘要

二○○八北京奥运给中国带来了巨大的商机,随着奥运会的临近,提高服务业的服务水平成为业内的重大课题。北京市商务局在2005年就全面启动了商业服务业迎奥运外语培训工作,很多知名商家把能用外语售货做为必备的要求之一,以满足为奥运服务、赢得商机的需要。本文对商品销售中的“劝说语言”的语用特点进行了研究。通过对修辞学、社会心理学、中国古代的纵横术关于说服研究的相关文献回顾表明,这些领域对说服的研究都有不足之处。维索尔伦的语用纵观顺应论受进化论的影响,试图借助非语言因素来解释语言结构,为说服研究提供了新的途径。本文中,作者对外国客流量比较多的北京友谊商店、世贸天阶、新光天地、金融街购物中心进行了实地考察,着重考察可用英文交流的柜台、专卖店,通过现场观察、采访业主和售货员、摄录商品买卖过程、对买卖双方对话进行现场录音等,收集了大量商品销售中面对面的“劝说语言”做为语料。本文在分析所收集的语料的过程中,以维索尔伦的顺应论为依据,以于国栋提出的顺应模式为理论基础,结合说服的三要素,研究分析结果说明了劝说语言如何实现了劝说的三要素,形成了商品销售说明语言的框架。以此框架将商品销售中的说服语言分为:顺应物理环境、顺应社会归约和顺应心理动机。

论文目录

• 摘要
• Abstract
• Chapter 1 Introduction
• 1.1 Introduction of the Study
• 1.2 The Rationale of the Study
• 1.3 Objectives of the Study
• 1.4 Research Methods and Questions
• 1.5 Scope and Layout of the Study
• Chapter 2 Literature Review and Theoretical Background for the Present Study
• 2.1 On Persuasion
• 2.1.1 The Denition of Persuasion
• 2.1.2 The Content of Persuasion
• 2.1.3 The Element of Persuasion
• 2.1.4 Psychology as a Guide in Process of Persuasion
• 2.1.5 Covert Communication as a Link
• 2.2 The Study of Persuasion in Rhetoric
• 2.2.1 Traditional Rhetoric
• 2.2.2 Modern Rhetoric
• 2.3 The Study of Persuasion in China
• 2.3.1 Chinese Zong Heng Shu or Shui in Ancient Times
• 2.3.2 The Revival of Zong Heng Shu in Modern Times
• 2.4 The Study of Persuasion in Social Phychology
• 2.4.1 Psychological Theories
• 2.4.2 Sociological Theories
• 2.5 Aristotle's Three Appeals
• 2.6 Linguistic Adaptation Theory
• 2.7 Persuasion in the Present Study
• Chapter 3 Methodology
• 3.1 Instrument and Data Collection
• 3.2 The Subjects
• 3.3 Methodologies
• 3.4 Research Questions
• Chapter 4 Analysis and Discussion
• 4.1 The Persuasive Strategies in Marketing Communication
• 4.1.1 The Strategies by Means of Pathos
• 4.1.1.1 Knowing Your Customer
• 4.1.1.2 Dramatizing the Issue
• 4.1.1.3 Providing Suggestions
• 4.1.2 The Strategies by Means of Logos
• 4.1.2.1 Appealing to Commen Sense
• 4.1.2.2 Persuading by Degrees
• 4.1.3 The Strategies by Means of Ethos
• 4.1.3.1 Demolishing the Opposition
• 4.1.3.2 Evading the Issue
• 4.2 A Description of the Framework
• 4.3 Persuasive Marketing Communication and Adaptation
• 4.3.1 Adaptation to Physical Envioment
• 4.3.1.1 Adaptation to Stretches of Time
• 4.3.1.2 Adaptation of the Enviroment of Shpping
• 4.3.1.3 Adaptation of Physical Appearance
• 4.3.1.4 Adaptation to Different Sexes
• 4.3.1.5 Adaptation to Different Ages
• 4.3.2 Adaptation to Social Conventions
• 4.3.2.1 Adaptation to the Being Honest and Reliable
• 4.3.2.2 Addressing
• 4.3.2.3 The Custom of Figures
• 4.3.3 Adaptation to Psychological Motivations
• 4.3.3.1 Phychological Motivations
• 4.3.3.2 The Need for Pleasing to the Eye
• 4.3.3.3 The Need for Fine Quality
• 4.3.3.4 The Motivation of Low Price
• 4.3.3.5 The Desire for Esteem
• 4.3.3.6 The Motivation to Follow the Consumption of Popularity
• Chapter 5 Conclusions and Implications
• 5.1 Major Findings and Conclusion
• 5.2 Contributions of the Study
• 5.3 Limitations
• 5.4 Suggestions for Future Research
• References
• Appendix:Part of the Transcript of the Tape-recording
• Acknowledgements
• Publication
• 研究生履历