（英语语言文学专业论文）语用学视角下的广告语言研究.pdf

3摘 要 摘 要 本文从语用学的视角对广告语言展开研究，结合语用学的相关理论和广告语言的各种特征，把语言理论和语言事实两方面结合起来进行具体研究。作为语言学中新崛起的一门学科，语用学在过去的三十年中迅速发展；广告语言作为人类语言的一个重要组成部分，是语言中最活跃、最具影响力的东西，具有时代烙印，在现实生活中无处不在，能够折射出社会的方方面面。本文以作者收集的语料为基础，结合国内外相关广告，从语用学的两大系列，即英美学派的微观语用学和欧洲大陆学派的宏观语用学的视角进行实证研究。一方面从指示语，语用含义， 语用预设，言语行为和礼貌原则等方面分析研究广告语言； 另一方面从文化因素，语码混用，语码转换，经济原则和语用失误等探讨广告语言的方方面面。无庸置疑，广告语言具有丰富的内容和一定的语用功能，是社会文化的写照。我国对广告语言的词汇、句法及修辞方面的研究不少， 但把语用学理论与广告语言结合起来的研究严重不足，而这种研究可以使人们对语用学的有关知识和最新发展情况，以及广告语言的各种特点和优劣性质有一个全面、多视角的了解，同时，对我国经济、社会、文化等方面却有着巨大价值。这种理论结合实例的分析研究无疑会培养我们的语用能力，最终提高我们的语言水平。本文着重从宏观语用学的方面来探讨研究广告语言，研究语言在现实社会中的使用，包括广告语言中的文化因素，语码混用，语码转换，经济原则和语用失误等问题。这方面的研究不仅有利于广告商和生产厂家，也有助于促使普通百姓更加注重语言使用。对广告语言的语用方面进行语言事实分析，观察社会中的语言使用情况，探讨语言使用的最佳效益的获取，具有实用价值和现实意义。这种研究还有助于广告语言的健康发展和语言建设，并最终促进全社会的政治，经济和文化的发展。 4关键词:关键词:语用学；微观语用学；宏观语用学；广告语言; 语用能力 5 abstract introduced in this dissertation is the research into advertising language from the perspective of pragmatics. based on the relevant theories of pragmatics and the various characteristics of advertising language, this dissertation deals with contrastive study of language from the aspects of theory and language resources. as a newly emerged branch of linguistics, pragmatics has been developing into an upsurge in the past thirty years. at the same time, advertising language is becoming increasingly important and indispensable in china since its reform and opening-up, especially after its entry into wto. with the rapid development of the world market, advertising language，as a true reflection of the time, is everywhere in our daily life and has a considerable effect on our behavior and action. therefore, a cross-disciplinary study of the two subjects an application of the relevant theories of pragmatics to the research of the increasingly active and vital advertising language is of real value and great significance. this dissertation mainly focuses on the analysis of various samples or slogans from the advertisements at home and abroad, which the author has read or collected as data-base materials. the author starts the research into advertising language from the perspective of micro-pragmatics, namely, from the anglo-american school of thought that includes such aspects as deixis, implicature, presupposition, speech acts and politeness. besides, the author presents a thorough analysis of advertising language from the perspective of macro-pragmatics, namely, from the european continental school of thought that includes such aspects as culture, code-mixing, code-switching, economy principle, and 6pragmatic failures. meanwhile, various features of the advertising language are presented and some phenomena have been studied and analyzed. the author has put forward some suggestions concerning our language use and language policy. up till now, little research has been done into such a cross-disciplinary study which is significantly vital to our economy, culture, and society, and this kind of study enables the audience to possess a multi-dimensional and comprehensive knowledge of the relevant theories of pragmatics, its new development trends, together with a variety of characteristics of advertising language and the good and harm it has done. this kind of theoretical combination and factual analysis will undoubtedly cultivate our pragmatic competence, which will finally lead to the development of our improved language proficiency. this dissertation focuses more on the macro-pragmatics study of advertising language. research into such aspects as cultural factors, code-mixing, code-switching, economy principle and pragmatic failures not only does good to advertisers or manufacturers, but also helps ordinary people to attach more importance to language use. it goes beyond saying that advertising language in the present world has an abundant content and a rich pragmatic function. it acts as a reflection of culture and society. there are many books and papers on advertising, with an emphasis on its lexical, syntactic and rhetoric levels, but few people have done research into advertising language from the perspective of pragmatics, especially its societal aspect. the purpose of this dissertation is, therefore, to make an observation of language use in the present society and to illustrate the achievement of a maximum economic efficiency via language use through analysis of language resourcesadvertising language. what is more, research in this aspect may serve as a basis for the further study of language 7development and promote the improvement of the economy and society. it is the authors great desire that the research done here should lead to a healthy development of advertising language and a strengthening of the construction of language, and finally do good to the development of politics, economy, and culture of the whole society. key words pragmatics; micro-pragmatics; macro-pragmatics; advertising language； pragmatic competence 9introduction 0.1 thesis topic as a new science and indispensable component of linguistics, pragmatics has been developing very fast. advertising language, on the other hand, plays a vital role in our daily life. it is the most active and influential part that can have its reflection of culture, value, and customs of the society. therefore, an application of the theories of pragmatics to advertising language is of necessity and vitality since a combination of linguistic theory with language resources can provide us with a new research perspective. this dissertation starts with a general survey of various definitions, the classification, and the relevant theories of pragmatics. the definition, classification and features of advertising are also dealt with. based on the data-base materials collected, the author has made lots of analyses as to the english and chinese advertising language from the perspective of pragmatics. by means of the application of theory to language resources, the author has done research into advertising language from a micro-pragmatics point of view, analyzing advertisements or slogans from such aspects as deixis, implicature, presupposition, speech acts, and politeness. the author has also dealt with language use in society from a macro-pragmatics point of view in such aspects as culture, code-mixing, code-switching, economy principle, and pragmatic failures. in this way, the dissertation not only presents the theories of pragmatics and reminds people of their pragmatic competence, but also makes an attempt to study advertising language in a new perspective so as to offer help and advice to manufacturers and advertisers, arouse peoples attention to language use in society, and finally lead to the promotion of our 10language proficiency. meanwhile, this dissertation explores some phenomena concerning the language development and language policy. 0.2 objectives by an overall study of its theoretical system, this dissertation looks back on the development of pragmatics at home and abroad, follows its new trend and points out its importance in the research work. meanwhile, by applying the theories of pragmatics to advertising language, this dissertation presents a thorough study of language use in society, its effect, together with the problems it causes. from morris to levinson, pragmatics has been developed into an independent subject, with its focus on deixis, presupposition, implicature, speech acts, as well as cooperative principle and politeness principle. the european continental scholars enable pragmatics study to go beyond the narrower anglo-american component view. verschueren, mey, and others have had a pragmatic perspective on language resources at the macro-level, studying pragmatics from such items as culture, code, literature, economy, and so on. in this way, we say pragmatics is one of the rapidly growing fields in contemporary linguistics. pragmatics study in china has mainly been centered on the introduction of relevant theories. most chinese scholars have contributed papers and books to the part that is now micro-pragmatics, the anglo-american school of thought. only in the past decade did people begin to turn their attention to the part that is now macro-pragmatics, the european continental school of thought. macro-pragmatics focuses on the study of language use in a social 11context, and the relation of language to culture and society. one of the most remarkable pioneers of pragmatics study in china, mr. he ziran(何自然) has made an overall study of pragmatics. he has published several books and contributed a number of important treatises in this field. he has also blazed a trail in the analysis of the functions of pragmatics in social economy. mr. he is generally considered to be the pioneer in china to do some preliminary research into advertising language from the perspective of macro-pragmatics. gu yuegu(顾曰国) has done a thorough research into politeness in the west and east, and explored the face problem of the chinese people. huang guowen(黄国文) has made an enormous effort to apply various theories of linguistics to advertising language. he is one of the most important figures in china to initiate an inter-disciplinary study of pragmatics and advertising language. besides, his exploration of the latest developmental tendency concerning macro-pragmatics is paving a new way for our further study of such components as code-mixing and code-switching. qian guanlian(钱冠连) has made a comparison between the study of pragmatics abroad and that at home. as to the study of pragmatics in china he has pointed out such limitations as lack of theoretical innovation, restricted research approaches and failure to apply theory to practice that is relevant to the real life and career. it is universally acknowledged that pragmatics study in china should go beyond the preliminary stage of mere introduction of theory from abroad. furthermore, books and papers on advertising language lay much emphasis on its lexical, syntactic and rhetoric aspects. not many people have done research into advertising language from the perspective of pragmatics. we have also noticed that some scholars abroad have made an effort to apply the theories of pragmatics to 12other aspects of social life. some people have even selected their data-base material from rare languages. it goes beyond saying that advertising language in english and chinese has an abundant content and a rich pragmatic function. it acts as a reflection of culture and society. therefore a study of advertising language from the perspective of pragmatics will definitely bring about vigor in the circles of pragmatics and advertising in china. nowadays people have begun to put more concentration on the study of language use in context or language use in society from the perspective of pragmatics. there is no doubt that research into english and chinese advertising language is of necessity in theory and of social value in reality. an observation of advertising language use in society by means of a thorough analysis from the perspective of pragmatics will be beneficial to the improvement of the pragmatic competence of the people. this kind of research is not only of real benefit to manufacturers and admen (advertisers), but also of vital value to the healthy development of advertising language, which, in turn, will add much to the language construction of the country. it will inevitably do good to the development of politics, economy and culture of the whole society. 131. relevant theories concerning pragmatics and advertising 1.1 hints about pragmatics in 1938, charles w. morris, an american philosopher put forward the notion of pragmatics in his study of signs, or semiotics (or semiotic as morris preferred), within which he distinguished three distinct branches of inquiry: syntactics (or syntax), semantics, and pragmatics and defined pragmatics as the study of the relation of signs to interpreters. it was not until the 1970s that pragmatics was taken seriously and developed vigorously as a new science in linguistics. the establishment of journal of pragmatics in 1977 marked the beginning of pragmatics as an independent subject. subsequently, the publication of pragmatics in 1983 by s.c. levinson, universally considered to be the first textbook in pragmatics; and the founding of the international pragmatics association (ipra for short) in 1986 suggested that pragmatics has become a specialized and mature subject. however, due to the constant development of the theory of pragmatics, there are different views as to the exact definition of pragmatics. some scholars define it as the study of all those aspects of meaning not captured in a semantic theory; some scholars define it as the study of relations between language and context that are basic to an account of language understanding or that are grammaticalized, or encoded in the structure of a language; still others simply define it as the study of deixis, implicature, presupposition, speech acts, and aspects of discourse structure (levinson, 1983: 6-27). it is generally agreed that pragmatics consists of two important concepts: speech acts and context. therefore, many scholars try to define pragmatics in some new perspectives. stalnaker(1972:383) 14defines it as the study of linguistic acts and the contexts in which they are performed. akmajian(1979:267) holds the view that pragmatics is the study of language use and linguistic communication while leech(1983:x) says that pragmatics can be defined as the study of how utterances have meanings in situations. the chief editors haberland and mey have systematically illustrated a series of viewpoints which they have been thinking about for years. they prefer to insist on the views that pragmatics is the scientific study of language use; that language functions in society and reflects the demands of the society; and that pragmatics deals with abstract conditions like appropriateness and felicity, together with concrete conditions of language production. all these definitions are correct to some degree since they are starting from different research perspectives and can just express the characteristics of this newly- developed subject. these definitions exactly show the feature of multi-dimensions of pragmatics. in contemporary pragmatics study, people generally hold a view that there are two main schools of thought: the anglo-american tradition and the european continental tradition. the former defines pragmatics as the study of speaker meaning as distinct from word or sentence meaning (yule, 1996:133) while the latter defines it as the study of the use of language in human communication as determined by the conditions of society (mey, 1993:6). the anglo-american tradition focuses on such central topics of inquiry as deixis, implicature, presupposition, speech acts, cooperative principle and politeness principle. the european continental tradition subdivides pragmatics into micro-pragmatics that is exactly the same as what the anglo-american tradition agrees, and macro-pragmatics that has “a general perspective on linguistic 15phenomena in relation to their usage in forms of behavior (verschueren, 1997:7).” with the rapid development of pragmatics study, some scholars begin their attempts to apply the theory of pragmatics to other subjects. some people have already conducted research into the relationship between pragmatics and logics, syntax, semantics. other scholars have taken advantage of the great interpretation capability of pragmatics to deal with such scopes as translation, literature, cross-cultural communication, and even genetics. 1.2 hints about advertising the word “to advertise” is originally from the latin word “advertere”, which means “to cry, to turn ones attention to”. from the period of medieval english (about 1300 1475), “advertere” developed into “advitise”, which means “to notify, to cause attention”. it was not until the end of the 17th century that britain initiated a large school of trading as a result of the industrial revolution. a common saying is that advertising is an activity of marketing and publicity by means of the public media. as far as its forms are concerned, advertising can be divided into static advertising that refers to advertisements and dynamic advertising that includes advertising works and activities. therefore, the static “advertisement” and the dynamic “advertising” come into being, referring to “slogan” and “work and activity” in commercial communication and other aspects respectively. lasker albert. d. (1880 1952), father of modern advertising, first defined it as “sales-ship in print”. the definition committee of american marketing association (ama for short) defined advertising as follows: advertising is the non-personal communication of 16information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media (方薇,1997:2). in 1893, american advertising expert e. s. luise did lots of testing and study concerning the customers response to certain pieces of advertisement. his findings show that the customers psychological activity in the face of an advertisement is conducted in the following sequence: attention interest desireaction. he then put forward his famous aida theory which has become one of the most important principles and the guidelines of advertising activities. later, people added memory to this famous aida theory, hence the aidma principle. generally speaking, advertising can be divided into two kinds: commercial advertising and non-commercial advertising if we probe into its content. the former aims to promote sale while the latter aims to inform the public of something serious. advertisements may appear in such media as newspaper, magazine, tv, radio, internet, and so on. their functions lie in conveying information, persuasion, image building and stimulating consumption (谭卫国, 1994:265). 1.3 exemplification with the development of the modern society, advertising is getting incr