广告成败的关联理论分析

发布时间：2023-05-07 00:31

　　对于现代人来说,在我们的日常生活中,广告几乎是无所不在的,它已经成为了我们生活的一部分。广告是一种特殊的语言交际,它是广告商和消费者之间的一种有目的的交际形式。广告的目的是引起消费者对某种信息或观念的关注,并劝服消费者采取行动,是要引起广告商和消费者之间的一种互动。近些年来,很多国内外学者对广告语进行了多角度的研究。20世纪80年代,法国学者Sperber和英国学者Wilson提出了关联理论(Relevance Theory),这一理论是以合作原则为基础的,对合作原则中的关系准则进行了研究和发展。 根据Sperber和Wilson所提出的关联理论,语言交际是一种明示—推理的过程。由于广告是一种特殊的语言交际,其目的是向广告受众传递某种信息并让消费者明白其表达的意图,所以,广告交际也是一种明示—推理交际。广告交际这一过程,对于广告商来说,是一个明示的过程；而对于广大的消费者来说,这是一个推理的过程。 正如上面所提到的,广告已经成为了我们生活的一部分,这些广告有商业广告,有公益广告,有的是成功的广告,有的是失败的广告,而商业广告中更有欺诈性的广告。本文以关联理论为理论基础,对商业广告以及公...

【文章页数】：57 页

【学位级别】：硕士

【文章目录】：
摘要
Abstract
Chapter One Introduction
    1.1 Background of the Study
    1.2 Significance of the Study
    1.3 Structure of the Study
Chapter Two Literature Review
    2.1 Advertising
        2.1.1 The Definitions of Advertising
        2.1.2 The Functions of Advertising
            2.1.2.1 The Functions of Commercial Advertising
            2.1.2.2 The Functions of Public Service Advertising
        2.1.3 The Rhetorical Features of Advertising Language
    2.2 Some Approaches to Advertising
        2.2.1 Semiotic Approach
        2.2.2 Stylistic Approach
        2.2.3 Discourse Approach
        2.2.4 Pragmatic Approach
            2.2.4.1 Grice's Cooperative Principle and Maxims
            2.2.4.2 Sperber and Wilson's Relevance Theory
        2.2.5 Sociolinguistic Approach
    2.3 Summary
Chapter Three Relevance Theory
    3.1 Ostensive-Inferential Communication
        3.1.1 Communicator's Ostension and Addressee's Inference
        3.1.2 Cognitive Environment and Mutual Manifestation
            3.1.2.1 Cognitive Environment
            3.1.2.2 Mutual Manifestation
    3.2 Context
    3.3 Relevance,Contextual Effect and Processing Effort
        3.3.1 Relevance
        3.3.2 Contextual Effect
        3.3.3 Processing Effort
    3.4 Principle of Relevance and Optimal Relevance
        3.4.1 Principle of Relevance
        3.4.2 Optimal Relevance
        3.4.3 Consequences of the Presumption of Optimal Relevance
            3.4.3.1 The First Satisfactory Interpretation Is the Only Satisfactory One
            3.4.3.2 Extra Processing Effort Demanded Should Be Offset by Extra(or Different) Effects
    3.5 Summary
Chapter Four An Analysis of the Truth and Lies,Creativity andFailure in Advertisement Based on the Relevance Theory
    4.1 An Analysis of Commercial Advertising Based on Relevance Theory
        4.1.1 Relevance Theory Accounting for the Creativity in Some Advertisements with Some Figures of Speech
            4.1.1.1 Puns
            4.1.1.2 Personification
        4.1.2 Relevance Theory Accounting for the Failure in Commercial Advertisements
        4.1.3 Relevance Theory Accounting for the Truth and Lies in Commercial Advertisements
            4.1.3.1 Relevance Theory Accounting for the Truth in Commercial Advertisements
            4.1.3.2 Relevance Theory Accounting for the Lies in Commercial Advertisements
    4.2 An Analysis of Public Service Advertisements Based onRelevance Theory
        4.2.1 An Analysis of the Creativity in Charity Public Service Advertisement on the Basis of Relevance Theory
            4.2.1.1 Pun
            4.2.1.2 Contrast
            4.2.1.3 Personification
        4.2.2 An Analysis of the Creativity Enterprise Public Service Advertisement on the Basis of Relevance Theory
    4.3 A Comparison between Commercial Advertisement and Public Service Advertisement
        4.3.1 Similarities
        4.3.2 Differences
    4.4 Summary
Chapter Five Conclusions
    5.1 Principal Findings of the Thesis
    5.2 Limitations
    5.3 Suggestions for Further Research
Bibliography
Appendix
Acknowledgements



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