从认知语用学角度分析语境对广告语篇的影响

发布时间：2021-10-29 19:53

　　在当前的信息时代,广告遍布整个现代商业社会并且反映着人们的生活和社会文化。作为商业信息的载体,广告在人们的生活中起着越来越重要的的作用,且对广告语言的研究已引起越来越多语言学家的关注。广告语篇的解读很大程度上依靠语篇中的语境与听者/读者的认知之间的互动,此外,广告不仅是一个语言和语用的行为,同时也是一个心理过程。本文的主要目的是,在Verschueren的顺应理论及Sperber和Wilson的关联理论的框架中合理分析广告语篇中的语言。其目的在于分析各种语境（比如,社会语境,文化语境,认知语境,动态语境等）对听者/读者解读广告语篇过程的影响。本文主要从以下几个方面进行研究:首先,论述语义和语境在语篇中的关系;其次,重点阐述在广告者与其受众之间,语境的动态性及认知性在广告语篇解读过程中所发挥的作用。除此之外,本文论证了语境的动态顺应性,证实其促使广告者为成功实现广告产品的说服功能而对广告受众的交际语境作出充分地语境的动态顺应。另外,第三章节举例说明并具体探讨了语境的多种功能,第四章节作为本文的核心部分重点研究广告语篇中语境的动态性。据研究结果发现:首先,顺应过程是一个广告者为满足受众需求... 

【文章来源】：江苏科技大学江苏省

【文章页数】：94 页

【学位级别】：硕士

【文章目录】：
Acknowledgements
Abstract
摘要
Chapter One Introduction
    1.1 Brief Introduction to the Language in Advertising Discourse
        1.1.1 Different Approaches to Research of Advertising Discourse
    1.2 Research Methodology and Organization of the Thesis
    1.3 Significance of the Thesis
Chapter Two Literature Review
    2.1 Studies on Traditional Context and Its Defects
        2.1.1 Different Views about Traditional Context
        2.1.2 Defects of Traditional Context
    2.2 Dynamic Views on Context
Chapter Three Context and Meaning in Discourse
    3.1 Impact of Context on Meaning
        3.1.1 Context Filtering the Meaning of Utterance
        3.1.2 Context Making the Meaning Concrete
        3.1.3.C ontext Enriching the Meaning of Utterance
    3.2 Relationship between Context and Discourse
        3.2.1 Connotation of context and Discourse
        3.2.2 Views on the Relationship between Context and Discourse
    3.3 Effect of Contexts on the Discourse
        3.3.1 Situational Context and Cultural Context in Advertising Discourse
        3.3.2 Linguistic Context in Advertising Discourse
Chapter Four Dynamics of Context in Advertising Discourse
    4.1 Verschueren’s Theory of Adaptation and View of Dynamic Context
        4.1.1 Theory of Adaptation
            4.1.1.1 Choice Making in Using Language
            4.1.1.2 Three Properties of Using Language
            4.1.1.3 Four Angles of Study on Adaptability
        4.1.2 Contextual Correlates of Adaptability and Its Dynamic Nature
            4.1.2.1 Ingredients of the Communicative Context
            4.1.2.2 Dynamic Generation of Context
    4.2 Dynamics of Adaptability of Communicative Context on Advertising Discourse
        4.2.1 Adaptability of Audience’s Mental World
        4.2.2 Adapt ability of Audience’s Social World
        4.2.3 Adaptability of Audience’s Physical World
    4.3 Analysis of Cognitive Context on the Interpretation of Advertising Discourse
        4.3.1 Cognitive Context in Relevance Theory
            4.3.1.1 Cognitive Environment and Mutual Manifestness in Advertising Discourse
            4.3.1.2 Principles of Optimal Relevance and Cognitive Context in Advertising Discourse
Chapter Five Conclusion
    5.1 Findings
    5.2 Limitations
Bibliography
论文摘要


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