【作者】 张萍；

【导师】 赵婷；

【作者基本信息】 济南大学 ， 外国语言学及应用语言学， 2010， 硕士

【摘要】 作为信息时代重要的交流手段,广告已经渗透到社会生活的每个角落,极大地影响着人们的消费观,生活观和价值观。因而,研究广告语业已成为热门的研究课题。语言是广告信息中最重要的载体。广告语言经过长期的发展,已经成为一种独立的语体,成为语言运用的一个关键组成部分。近几年来,语言使用中的模糊性引起了语言学家的广泛关注,这种模糊现象也广泛存在于广告中,因为这种模糊使广告语言的传达目的得到满足,使广告语言更具魅力。究其实质,模糊语言的运用是一种语用问题,也就是语用模糊问题—语言使用者为了达到某种交际目的而故意使用模糊语言的一种交际策略。因此从语用角度研究广告中语用模糊现象是有效创作和解读广告语言的关键所在。顺应理论是由比利时语用学家Verschueren提出的,他在Understanding Pragmatics一书中系统而全面地阐释了这个理论。在他看来,语言的使用过程就是交际双方进行语言选择的过程,即“一个经常不断的,有意无意的,受语言内或语言外因素左右的语言选择过程”。在这里,“语言内或语言外因素”就是指语言使用中的物理世界,社交世界,心理世界等语境因素,而“受语言内或语言外因素左右的语言选择”则是指语言的选择产生于对语境因素以及交际目的的顺应。根据Verschueren,顺应性就是这样的语言特征,它使人们得以从一系列范围不定的可能性中进行可协商的语言选择,以便逼近交际需要达到满意位点。顺应性可作为四个研究角度的起点,即语境关系的顺应、语言结构的顺应、顺应的动态性和顺应过程的意识突显。顺应论认为使用语言是一个不断进行选择的过程,而语言的选择可以发生在任何层面上,它包括语言形式和交际策略的选择。语言使用过程中的选择必须动态地顺应交际环境,从而使交际能够顺利进行。因此,本文借助顺应的动态性这一视角来探索广告英语中的语用模糊。所谓动态顺应是指语言选择过程中语境和语言结构之间所作的动态顺应。换言之,是两者相互适应的动态过程。首先,本文强调语用模糊现象可以体现在结构层面上。我们重点从语言系统的三个主要层面进行了分析:语音层面(同音异义、一词多义)、词汇层面(动词、形容词,副词)和模糊修辞层面。再次,Verschueren提出,语境动态顺应是语言使用过程的核心。任何语言在使用过程中都要动态地顺应语境。本文探讨了广告中模糊语言的语境顺应,包括对心理世界、物理世界和社交世界的顺应。最后,由于语境和结构之间动态性相互适应的最终目的是要产生顺应功能,本文进行了语用模糊现象在广告英语中功能的探讨。从动态顺应的实用性出发,通过对广告英语中语用模糊的归类、分析,我们发现语用模糊在不同的层面上都发挥重要作用。比如,在语音层面上的语用模糊有助于激发消费者的想象,令其对广告留下深刻印象;模糊修辞可使广告语言具有经济性,为广告商节约成本。广告商如果能动态地顺应具体的交际语境,恰当地使用模糊语,便能建立有效的信息传达,达到最佳收益。不仅如此,语用模糊还具有其他的功能,如增强广告的灵活性、生动性,准确性和产生美学效果等。本文不仅证明了交际语境和语法结构可以相互作用、产生良性互动,总结了相应交际语境下不同广告模糊语的选择使用,还揭示了广告中不同模糊语意义动态生成的社会文化环境和意识层次。在具体的交际语境中,不论是心理世界、社交世界还是物理世界,广告商能够有选择的使用模糊语,建立不同且有效的信息传达,而正是语言的动态顺应性使此选择成为可能。本研究可使广告中的语用模糊现象获取人们的注意,同时也让广告制作商能更好的运用广告中的模糊现象来制作出更高水平的广告,达到既可以帮助广告商提高广告制作技巧,同时也提高消费者对广告的使用判别能力。本研究把语用模糊置于广告英语的实际运用中进行动态考察,有宜于我们把握广告英语中模糊语言的使用规律和运用机制,有助于我们从整体上掌握广告英语的语音、词汇、句法特征,进而了解广告英语中模糊语言适用的社会文化情景。本研究可以突破了以往静态研究的局限性,把句法结构放在语言的实际运用中进行动态考察,从而为有效地语言交际起积极的指导作用。更多还原

【Abstract】 As an important means of communication in the information age, advertising has infiltrated every corner of social life and influences our consumption concept, life outlook and value greatly. Therefore, the research of advertising language has become a hot research topic. Language is the most important carrier of information in an advertisement. Through long-term development, advertising language has become an independent style and a key component of language use. In recent years, fuzziness of language use, which is also extensively present in the advertisement, has stimulated wide attention of linguists, because this kind of language can meet the communicative needs of advertising language and make advertising language more attractive. In its essence, the use of fuzzy language is a pragmatic issue, i.e., pragmatic fuzziness, a communicative strategy language user employ to achieve a communicative purpose by the intentional use of fuzzy language. So a study of advertising pragmatic fuzziness from the pragmatic viewpoint is the key to effective writing and comprehension of advertising language.Proposed by the Belgian pragmatist Verschueren, Adaptation Theory was explained systematically and comprehensively in his book Understanding Pragmatics. In his view, the use of language is the selection process made by the speakers and hearers,“a constant language selection process, whether intentional or unintentional, and governed by extra-linguistic and intra-linguistic factors.”Here, extra-linguistic and intra-linguistic factors refer to such contextual factors as the physical world, the social world and psychological factors while“governed by the use of language”refers to the choice of language arises from the adaptation to contextual factors and communicative purposes. According to Verschueren, adaptability is the property of language which enables human beings to make negotiable linguistic choices from a variable range of possibilities in such a way as to approach points of satisfaction for communicative needs. Adaptability can be reckoned as the starting point of four angles of investigation, i.e. contextual correlates of adaptability, structural objects of adaptability, dynamics of adaptability and salience of the adaptation processes. According to the adaptation theory, the use of language is an ongoing process of selection, and choice of language, which can occur at any level, includes the choice of language forms and communicative strategies. The choice of language use must adapt to the communicative environment dynamically, thus making communication proceed smoothly. Therefore, this thesis aims at exploring pragmatic fuzziness in English advertisement by virtue of dynamic adaptation. As a result, we assume that the dynamic adaptation theory, a different viewpoint from the previous research, can explore pragmatic fuzziness in advertising English effectively. By dynamic adaptation we mean a dynamic process where language structure and context abide by each other in the process of language selection. That is to say, it is a dynamic process of mutual adaptation between the two.First, the paper emphasizes that pragmatic fuzziness can be reflected in the structural level. We conduct this analysis from three main dimensions of the language system: sound level (homonymy, polysemy), word level (verb, adjective and adverb) and fuzzy rhetoric level. Once again, Verschueren assumed that the dynamic contextual adaptation represents the core of language use, since any language in use will dynamically conform to the context. This research discusses the contextual adaptation of pragmatic fuzziness, comprising three worlds: the mental world, physical world, social world. Lastly, because the ultimate purpose of the dynamic mutual adaptation between context and structure process is to yield the adaptation functions, we investigate the application of pragmatic fuzziness in advertising English.From the practicability of dynamic adaptation and through the classification and discussion of pragmatic fuzziness in advertising English we find that pragmatic fuzziness play a key role at different levels. For instance, pragmatic fuzziness at the sound level helps stimulate the imagination of consumers and leaves a deep impression on the advertisement. In addition, fuzzy rhetoric can be economic and may save cost for advertisers. If advertisers can adapt to the specific communicative context dynamically and make proper use of fuzzy language, they will be able to realize effective communication and achieve the best returns. Furthermore pragmatic fuzziness can have other functions, such as enhancing flexibility, vividly, and accuracy in advertising and produce aesthetic effects.From the practicability of dynamic adaptation and through the classification and discussion of pragmatic fuzziness in advertising English our thesis supports the communicative context and grammatical structures’positive interaction and summarizes the actual use of different advertising fuzzy languages in corresponding communicative contexts of fuzzy language in different advertisements. In addition we also demonstrate the social-cultural environment and level of consciousness where the different fuzziness meaning in advertising English is generated dynamically. In specific communicative contexts, whether it is the psychological world, the social world or the physical world, advertisers can have the option of using fuzzy language and create a different and effective message transmission. It is the dynamic adaptability of language that makes this choice possible.The purpose of this thesis is to draw our attention to the application of fuzziness in advertisement and make advertisement producers make better use of advertising fuzziness to produce a higher level of advertisement, therefore not only helping advertisers to reach the goal of improving ad-making skills but also increasing consumers’discriminating ability of advertisement. This thesis makes a dynamic study of pragmatic fuzziness by placing it into the practical application of English advertisement. Therefore it can contribute to our grasp of the use regularity and working mechanism of pragmatic fuzziness in English advertisement, help us to grasp sound, lexical, and syntactic features of English advertisement the whole, and facilitate us in clarifying the socio-cultural setting relevant to pragmatic fuzziness in English advertisement.These studies could break through the limitations of a static study and by the dynamic examination of syntactic structures in practical application it is expected that pragmatic applications and pragmatic rules of various syntactic structures can be probed with the intention of providing positive guidance effectively language communication.更多还原