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英語廣告中的語用預設分析

時間:2019-06-21 22:32來源:英語論文
A Study on Pragmatic Presupposition in English Advertising Language英語廣告中的語用預設分析

摘 要英語廣告是一種特殊的交際形式。從語用學角度講,(言語性)廣告宣傳是一種語用行為。具體地說,是一種說服性言語行為。近年來,對英語廣告的研究也引起了不同文化領域的學者們的興趣和關注。本文試圖從語用學角度對英語廣告進行研究。闡述將語用學的預設理論運用到英語廣告中,使得英語廣告只通過寥寥數語就能達到說服消費者實施購買的目的。可見這一理論有助于加強英語廣告的說服力,以獲得更大的成功。因此,本文的研究在實踐上可以幫助英語廣告撰寫人更好地理解語用預設現象,并能更好地運用語用預設這一策略,使英語廣告設計得更加有魅力,并最終實現其應有的目的。36529
畢業論文關鍵詞:語用;預設; 英語廣告
Abstract English advertisement is a special form of communication. From pragmatic point of view, advertising propaganda is a kind of pragmatic action, to speak concretely, is a kind of persuasive speech act. In recent years, the scholars from different cultural fields have paied more attentions to the English advertisements from different perspectives. This paper will illustrate how to apply the pragmatic presupposition theory to analyzing English advertisements, which try to achieve the goal of persuading the consumers into buying something with such a few words. It is obvious that this theory frequently employed will enhance the effects of persuasion in English advertisements. Therefore, practically, this study may help copywriters obtain a better understanding of how pragmatic presupposition works and consciously employ such a theory to design more successful advertisements and achieve their goals.
Key words: pragmatics; presupposition; English advertising
A Study on Pragmatic Presupposition in English Advertising Language
源`自*六:維.論^文'網www.aftnzs.live

Contents
摘 要.i
Abstract.ii
I. Introduction1
II. An Overview Study of Presupposition2
2.1 Study of Presupposition Abroad and in China.2
2.2 Theories on Presupposition3
III. Theories on Advertising.4
 3.1 Definition of Advertising.4
 3.2 Features of English Advertising Language5
3.3 Functions of Advertising.6
IV. The Analysis of Pragmatic Presupposition in English Advertising Language.7
4.1 Features of Pragmatic Presupposition in English Advertising Language7
4.2 Classifications of Pragmatic Presupposition in English Advertising Language .9
4.3 Functions of Pragmatic Presupposition in English Advertising Language11
V. Conclusion15
Bibliography16
Acknowledgements17
I. Introduction

Nowadays, advertising is ubiquitous in our lives. It has become an inescapable part of our daily life, and plays an important part in modern society because of their great influence on consumers’ social psychology and purchasing behavior.
With the establishment and development of market economy in China and the world economy globalization, English advertising has poured into our country. At the same time, Chinese companies also need English advertising, marketing their products in overseas market. By this means, the English advertising language seems very important so that the copywriters always use all kinds of linguistic theories and strategies, such as Cooperative Principle, presupposition, figures of speech, and so on. In these strategies, presupposition is used widely in English advertising language. Presupposition is among the key theories of pragmatics. According to George Yule, pragmatic presupposition is “something the speaker assumes to be the case prior to making an utterance, or a message precondition for the processing of any communication”(284). From pragmatic point of view, advertising propaganda is a kind of pragmatic action, to speak concretely, is a kind of persuasive speech act. Clever advertisers usually do not promote their own commodities and undermine their competitors in an explicit, direct and open way, but partly conceal the information to be delivered by using pragmatic presupposition skillfully and strategically in advertising language. So the pragmatic presupposition is the source of advertising to apply their functions to persuade and influence. 英語廣告中的語用預設分析:http://www.aftnzs.live/yingyu/20190621/35017.html
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