广告语言中的预设现象-外国语言学及应用语言学专业论文.docxVIP

万方数据 万方数据 摘要 本文从预设的角度对广告语言进行研究。广告语言的一大特点就是间接地传 达隐含而有说服力的信息，这一特点同样体现在预设上。从语言学角度来看，预 设是语用推理的一种。预设在以广告为代表性的说服类语篇中有重要作用，因此 对预设的研究也成为了分析和理解广告语言的又一重要理论途径。 本论文旨在通过利用广告语言和预设理论领域的最新研究成果，研究广告语 言中的预设现象，探索广告如何通过预设实现其目的并发挥作用。作者对预设的 分析主要从语义预设，语用预设和文化预设三方面着手，通过对具体定义、详细 分类、实际应用情况的讨论及定量样本广告分析，对广告语言中的预设现象从三 个角度进行深入的分析研究。作者发现三类预设在广告语篇中均有广泛应用，其 中语义预设出现频率最高，而不同的预设类型适用于不同定位的广告。预设的合 理使用有利于提高广告的语言魅力，提升产品的宣传效果。 本研究的目的是帮助人们更好理解广告语言的深层内涵，并从语言使用的角 度就如何提升广告效果提出适当建议。望本论文能为现有研究提供一些补充发 展。 关键词：预设，广告语言 ii Abstract This thesis studies advertising language from the perspective of presupposition. One of the prominent features of advertising language is conveying persuasive yet implied information in an indirect way, which is something commonly shared by presupposition. Linguistically, presupposition is a kind of pragmatic inference. The fact that presupposition has a great deal of importance in persuasive language, particularly advertising, has made it another important theoretical approach to analyzing and interpreting advertising language. The thesis is an attempt to investigate the presupposition phenomenon in advertising language by making use of the latest research results in the fields of advertising language and presupposition theory, to explore how advertisements could achieve their purposes and perform their functions by using presuppositions. The author approaches presupposition in advertising language from three major perspectives, namely semantic presupposition, pragmatic presupposition and cultural presupposition, and by discussing definition, detailed classification, practical application and presenting quantitative sample advertisement analyses, conducts researches from the three angles respectively in depth. The author discovers that the three types of presupposition are all applied in advertising language, in which semantic presupposition occurs most frequently in samples, and that advertisements with different targets can adopt different kinds of presupposition. Appropriate applicatio