广告英语语言的说服性研究-英语语言文学专业论文.docxVIP

0n胂培uas，坩ne箝o，A呐旧n招，rIgfJ值如^论文摘要 0n胂培uas，坩ne箝o，A呐旧n招，rIgfJ值如^ 论文摘要 广告是经济全球化和信息时代的一个重要的社会现象。人们的生活和广告密切相 关。广告语言作为一种说服性语言，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采取购买行为。为了实现这一目标，广告主尽可能地采用一切语 言及非语言的技巧来增强说服效果。 本文对广告主如何采用语言和语用手段来增强说服效果进行分析，旨在探索成功 广告的撰写和技巧使用的规律，从而使广告语言’设计方案更科学，同时也帮助英语学 习者更好地欣赏广告语占的精华。 沦文共分五章。引言部分指出了本研究的重要性，采用的研究方法和沦文的结构 安排：第一章是文献综述，回顾了对广告英语已经做出的研究，包括广告英语的定义 和语言特色。笫二章讨论了说服性的概念、组成部分及其交流环境。第三章从文体学 层面进行对如何增强说服性的探讨，分别从词汇、句法和修辞的角度分析。第四、五、 六章则是进～步从语用学层面进行深入分析。分别利用指示词，预没和涵义等语用学 理论进行对广告语言说服性的研究，发现利用这些语用策略在把握消费者的心理和成 功劝说方面起了举足轻重的作用。第七章对整个论文作了总结，并提出本研究在在理 论和实际中的意义、存在的问题以及以后进一步研究的方向。 关键诃：广告语言；说服性；语言策略；语用策略 AbstractAdvenising Abstract Advenising is aIl important social phenomenon in the economic 910balization a11d the inf0I强alion age．It has become an indiSpensable pan of modern socjety．AdVenising language，as a kind of persuasive one，has the ultimate goal of infom“ng the potential consumers of the advcnised products or services，and persuading them into purchasing action．In order to realize their goal；advertisers rack their bmins to employ eVery meaJls， including linglliStic柚d non—lingu㈨c，to maximize the persuasiVe effect． In this thesis，the aulhor conducts an eXploration imo how the advertisers enhance persuasion t王lfough various strategies丘om linguis“c and pragmatic approaches．It is hoped mat this sIudy wiIl con砸bute to the design of better adver七isoments and the appreciation of 1angUage essence in adVertising l a119uage． This lhesjs consists of seven chaptcrS The preface introduces the signmcancc of this research，approaches adopted in this research and the structure of the thesis．Chapter one is literaturc review It introduces the previous researches tnat haVe bccn made towards advenising language and恤ee appmachcs to it．Chapter two is discusslon about peTsuasioJl in advenlsing language including its components，a11d the communicatiVe situation．Chapter three is an analysis about persuasiVeness in adVertising mcssages through iIlustra“ons of Iexical novelty，syntactic characte“sti