对话性电视广告的会话结构研究英语语言文学专业论文.docxVIP

Abstract Abstract Advertisement is an effective way for commodity producers and advertisers to communicate with consumers in order to attract consumers’ attention and arouse their purchasing desire. Among many kinds of advertisements, the author finds that TV advertisement is the best way to achieve such purpose. It often affects consumers’ purchase psychology and behavior by short statements and novelty ideas. Especially the dialogic TV advertisement can deeply attract consumers. It arouses not only the consumers’ interest but also their desire by its vivid dialogue. Dialogic advertisements have been investigated from different perspectives, most of which are made from discourse analysis or Bakhtin’s dialogism theory but few are from analysis of conversational structure. The author believes that it is the vivid and lively dialogues as well as appropriate structure that make dialogic TV advertisements attractive and impressive and it is necessary to analyze dialogic TV advertisements from static and dynamic aspects of conversational structure. Based on the static and dynamic studies of conversational structure, the author employs a qualitative method to analyze the characteristics and functions of 14 dialogic TV advertisements from the perspective of adjacency pairs, repair apparatus, discourse roles and pragmatic ambivalence. The author discovers that it is the application of adjacency pairs, repair apparatus, switching of discourse roles and pragmatic ambivalence that makes this kind of TV advertisements more vivid and persuasive. This study helps commodity producers and advertisers make dialogic TV advertisements with more appropriate conversational structure to create effective and absorbing dialogic TV advertisements. In addition, it also provides consumers with a new perspective to understand the meanings and conversational structure of this kind of advertisements so that they are able to recognize the advertisers’ tactics and distinguish really suitable produ