【作者】 王淑侠；

【导师】 张延君；

【作者基本信息】 山东师范大学 ， 英语语言文学， 2006， 硕士

【摘要】 广告在现代经济和社会生活中起着非常重要的作用。广告语言是一个广告的灵魂,决定着这个广告的成败。广告语言是一种劝导说服性的语言,其最终目的是向潜在的顾客群体传递产品或服务信息并最终劝说人们实施购买行为。广告撰写人尽可能地采用一切语言和非语言技巧来实现广告的传递信息和说服的双重目的,语用预设就是其中一个非常重要的语言工具。预设是语言学中,尤其是语用学中经常被谈论的话题。语用预设有其独特的属性:它是互知的信息,是一种话语的前提条件,它本身具有单向性、主观性、隐蔽性,这些特性有助于加强广告的说服效果,使其获得更大的成功。因此从语用预设的视角对广告语言进行研究是很有意义的。过去对广告语的研究主要强调广告语中的词汇和短语,修辞和交际目的,而且没有一个很好的理论框架支持。近年来广告语的研究有了很大发展,很多学者开始从语用学的角度进行研究,但涉及到广告语中语用预设研究的论著和论文很少。因此,作者从一些著名的英语杂志中搜集了100个英语广告,其中有效广告74个,并主要对这些广告的标题和标语中的语用预设的运作机制进行了尝试性的研究。作者希望这项研究能让广告设计者了解语用预设意义并正确运用这个语言工具,借以达到他们的预期目的。本文作者把语用预设作为研究的基本理论,同时还涉及了关联理论和面子理论。本文采用了定性研究为主,定量研究为辅的研究方法。对广告语中语用预设的类型,预设触发语及语用预设功能的分析采取了定性的研究而对语用预设,语用预设的类型和预设触发语的分布及其频率的统计分析则属于定量研究。分析结果发现:语用预设在广告语言中的出现频率极高,在收集的广告语料中74%的广告都运用了这一语言工具;在语用预设的类型中“存在预设”出现频率最高,为50%,随后是“状态预设”(18.75%)和“事实预设”(14.58%),并且语用预设类型出现的频率和广告种类有一定的关系;除了“限定类词”外,大部分预设触发语都可以引发不同的语用预设类型,其中“限定类词”使用频率最高,为38.54%,然后是“比较类词”(14.58%)“疑问类词”(12.5%)和“事更多还原

【Abstract】 Advertising plays a very important role in modern economy and social life.Advertising language, the soul of advertising, has a close relationship with the successof ads. The language of advertising is basically persuasive, aiming to inform thepotential consumers of the advertised products or services and persuade them to takepurchase actions. Therefore, all possible means, linguistic or non-linguistic, have beenadopted by advertising copywriters to serve the dual purposes of informing andpersuading of advertising language. As a very important topic in pragmatics,presupposition is frequently employed in order to enhance the effects of persuasion inads because of its own special properties and characteristics. So, it is significant tostudy advertising language from the perspective of pragmatic presupposition.Previous researches on advertising language mainly overemphasize the trivialityof words and phrases, the rhetoric, and communicative purposes of advertisinglanguage without a good theoretical framework. Although many scholars have studiedadvertising language from the perspective of pragmatics, few works and papers haveinvolved the analysis of pragmatic presupposition in the studies of advertisinglanguage. Therefore, the author attempts to explore tentatively the workingmechanism of pragmatic presupposition in the headlines and slogans of 100 ads (74valid ads), which are mainly collected from world-famous English magazines. Theauthor hopes that this study can give theoretical guidance of pragmatic presuppositionfor ads copywriters and help them achieve their expected goals.In this study, the author applies pragmatic presupposition as a basic theory,meanwhile touching on Relevance Theory and Face Theory. This thesis is based onthe combination of a qualitative study and a quantitative study, with the qualitativeone being the main method. The analysis of the classifications of pragmaticpresupposition, presupposition triggers and the functions of pragmatic presuppositionin advertising language belongs to a qualitative study while the statistical analysis ofthe distribution and frequency of pragmatic presupposition, its classifications andpresupposition triggers belongs to a quantitative study.Results show that pragmatic presupposition occurs in 74% of the collected 100ads;existential presupposition accounts for the largest percentage (50%) among allthe classifications of pragmatic presupposition, followed by state presupposition(19.79%) and fact presupposition (14.58%), and the frequency of them are related toads types;almost all the presupposition triggers except “definite descriptions” cantrigger different classifications of pragmatic presupposition, and among all thepresupposition triggers, “definite descriptions” account for the largest percentage(38.54%), followed by “comparisons and contrasts” (14.58%), “questions” (12.5%)and “factive verbs” (8.33%);in advertising marketing strategies, pragmaticpresupposition has euphemism function, concealment function, persuasion functionand self-protection function;the application of pragmatic presupposition can makeadvertising language concise, humorous, diverse and implicit.It has been concluded that pragmatic presupposition occurs frequently inadvertising language, and plays an important part in fulfilling the ultimate purposes ofadvertising. This study has both theoretical and practical implications. Theoretically, itmight enrich the understanding of pragmatic presupposition and modify the existingstudies of advertising language. Practically, it can help advertising copywriters designmore attractive and successful ads and make daily communication more efficient.更多还原