re BC话含义的商业广告语的语用分析.doc

学科分类号 0502 本 科 毕 业 论 文 题 目 基于会话含义的商业广告语的语用分析 A Pragmatic Analysis of Commercial AdvertisingLanguage Based on Conversational Implicature 姓 名 谢艳 学 号 2006090607 院 （系） 外国语学院英语系 专业、年级 2006级英语专业 指导教师 邓云华 二一年 四 月一、湖南师范大学本科毕业论文开题报告书论 文 题 目基于会话含义的商业广告语的语用分析作 者 姓 名谢艳所属院、专业、年级 外国语学 院 英语 专业 2006 年级指导教师姓名、职称邓云华 教授预计字数6000开题日期2009/12/12选题的根据：1）说明本选题的理论、实际意义 2）综述国内外有关本选题的研究动态和自己的见解语用学是近年来新兴的一门学科。由于其重要性，它已广泛渗透到各个研究领域，也取得了许多理论和实践成果。Austin的言语行为理论、Searle的间接言语行为理论对日常语言学来说意义深远。Grice开创性地借用逻辑分析的形式化方法研究日常语言，归纳出自然语言的一般规则，提出会话含义和合作原则，为语用研究提供了崭新的思路。另外，Sperber和Wilson又从认知的角度提出了关联理论，Leech又进一步提出礼貌原则。同时，众多学者又从理论出发，研究了语用学尤其是合作原则在各个方面的运用，本文将以Grice的会话含义为出发点，研究其在商业广告语中的运用，旨在通过研究广告语篇的会话含义与消费者之间的关系，更好地为广告语的设计服务。不少学者从语言学的角度对广告语言进行研究和分析。Leech从语音、语法和词汇等方面对英语广告进行研究;Dale则着重从交际出发研究广告的交际特点;黄国文在其著作语篇分析的理论与实践广告语篇研究中运用语篇分析理论对广告语言进行深入全面的研究;李悦娥、范宏雅在话语分析一书中也运用了话语分析理论对广告语言进行分析。由此可见，广告语言的研究正开展得如火如荼。也有不少学者以Grice合作原则及会话含义理论为指导，从语用的角度对广告语言的蕴涵与合作原则的背离进行探究。黄国文、韦汉等国内学者对此都做了深入的研究。本文也将继续诸位学者的脚步，前行于广告研究的途中，同时，兼收并蓄，并纳入自己的见解以消费者的眼光来看待广告中的会话含义，从消费者的角度促进广告效应的提高。主要内容： 首先介绍已取得的广告语语用研究成果，并对本文作简短的说明。然后介绍本课题的理论依据，并在接下来的两章中，分别分析广告语与会话含义、广告语与消费者之间的关系，并对三者的相互联系及其相互渗透和运用给出相应的建议，由此得出结论，要更好地发挥广告效用，一条具有特别意义并满足消费者各种需求的广告语是必不可少的。研究方法：本课题采用文献研究和调查分析方法进行研究。通过文献研究得到前人所做的理论成果，通过调查了解消费者与广告之间的关系。所获得的资料将来自院校图书馆，网上数据库，部分广告资料将直接来自网上查询的结果。完成期限和采取的主要措施：完成期限：1.2009.92009.11查找并研读资料 2.2009.12 完成开题报告,拟定提纲 3.2010.1完成第一稿 4.2010.3月初 完成第二稿 5.2010.3月底 完成第三稿 6.2010.4 定稿主要措施:网上查询；去图书馆和资料室查资料；请指导老师提出意见；和同学相互讨论；向各方面请教；不断修改与提高。主要参考资料：Jaszczolt, K.M. Semantics and PragmaticsMeaning in Language and Discourse语义学与语用学语言与话语中的意义M. 北京：北京大学出版社，2004.Levinson, Stephen C. Pragmatics语用学M. 北京: 外语教学与研究出版社, 2001.Peccei, Jean. Stilwell. Pragmatics语用学M. 北京: 外语教学与研究出版社, 2000.Saeed, John I. Semantics语义学M. 北京: 外语教学与研究出版社, 2000.Yule, George. Pragmatics语用学M. 上海：上海外语教育出版社, 2000.黄国文.广告语篇的会话含意分析J.外国语（上海外国语大学学报），1997（2）：22-25.金立.合作与会话合作原则及其运用研究M. 北京：中国社会科学出版社，2005.王俊敏.广告中合作原则的应用研究述评J.文教资料，2008（22）：54-55.王媛媛.广告语中模糊语的应用分析D.西安：西安电子科技大学，2009.于根元.广告语言概论M.北京：中国广播电视出版社，2007.张韧弦.形式语言学导论M.上海：复旦大学出版社，2008.指导教师意见：签 名： 年 月 日ContentsAbstract 1 Introduction 2Chapter 1 The Theory of Conversational Implicature 41.1 Cooperative Principle 41.1.1 The Flouting of Quantity Maxim 61.1.2 The Flouting of Quality Maxim 61.1.3 The Flouting of Relation Maxim 71.1.4 The Flouting of Manner Maxim 71.2 Generalized Conversational Implicatures 71.3 Particularized Conversational Implicatures8Chapter 2 Commercial Advertising Language and TheirConversational Implicatures 102.1 A Brief Introduction of Advertising10 2.1.1 The Definition of Advertising10 2.1.2 The Classification of Advertising10 2.1.3 The Multi-media of Advertising112.2 Generalized Conversational Implicature in Commercial Advertising 112.3 Particularized Conversational Implicaure in Commercial Advertising12Chapter 3 Pragmatic Analysis of Commercial Advertising论文里的标题也要相应修改！ Language and Customers153.1 Features of Successful Commercial Advertising Language 15 3.2 Problems Existing in Commercial Advertising Language183.3 A Pragmatic Illustration Analysis of Commercial Advertising Language20Conclusion 24Notes 26Bibliography 27Acknowledgements 28A Pragmatic Analysis of Commercial Advertising Language Based on Conversational ImplicatureXie YanAbstract: H.P. Grice Theory of Conversational Implicature is one of the most important theories in pragmatics. And now studies in each field, which are based upon pragmatic theories, especially the theory of conversational implicature, are going on like a raging fire. This paper is based on H.P. Grice theory of conversational implicature. Combined with the Cooperative Principle, generalized conversational implicature and particularized conversational implicature, it mainly analyzes the application of conversational implicature to the commercial advertising language. And from the aspect of the relevance between advertising language and customers, it studies how customers think of the conversational implicature of advertising language, so that the advertisement designers and manufacturers can get some hints and design much better advertisements. And thus they can maximize favorable factors and minimize unfavorable ones in the processing of applying the theory of conversational implicature, and then make the most of advertising to cater for customers needs. Finally, the original and basic purpose of advertisements can be achieved.Key words: conversational implicature; advertising language; pragmatic analysis; relevance摘要：格赖斯的会话含义理论是语用学中非常重要的理论之一，而目前将语用学理论，特别是会话含义理论运用于各个领域也正开展地如火如荼。本文以格赖斯的会话含义理论为出发点，结合其中的合作原则、一般会话含义和特殊会话含义，着重分析商业广告语中会话含义的应用，并从广告语与消费者之间的关联来研究消费者对广告语所含会话含义的看法，从而得到启示，以便广告设计者和产品制造商更好地设计广告语，在运用会话含义的过程中扬长避短，使广告充分发挥其作用，更好地迎合消费者的各项需求，以达到广告语的最终目的。关键词：会话含义；广告语；语用分析；关联IntroductionLinguistics, especially pragmatics, has permeated into different fields of academic research despite the fact that it is an emerging subject. Combined with many other subjects, it takes up an important part in social science. In the meantime, advertising, after hundreds of years developing, has become a necessary element in peoples life. It is absolutely important for human beings to apply theories to practice. Researches on advertising based on linguistic theories have made great achievements in spite of a short history. Leech has studied English advertising from phonetics, vocabulary and grammar, and Dale has emphasized advertisings communicative functions. In China, Mr. Huang Guowen (1956- ) gave a profound and all-round analysis by applying the discourse analysis theory to advertising. Other scholars also did a lot in studying advertising. Since H.P. Grice (1913-1988) put forward the theory of conversational implicature and cooperative principle, a new wave shocked pragmatics and advertising study reached another climax. When this theory was introduced to China, scholars got another chance to study advertising with a broader insight. Advertising then left people more space and time to discover its glamour and charm.Researches on advertising which have been done are mainly about explaining certain advertising through certain theories. That is not enough. The most useful and meaningful is to put it into practice rather than to explain it. It also means we should study how these theories can help guide the way to smart advertising. In view of this point, it is necessary to take action. Fortunately, many scholars have realized the importance and urgency. Interested in pragmatics, I am very pleased to contribute my humble efforts to it and air my view along the road my predecessors have started with inspiration and perspiration.This article will discuss the relationship among commercial advertising language, conversational implicature and customers, mainly illustrate the features and problems of commercial advertising language based on Grices theory of conversational implicature, and finally points out how the designing of advertising language should be guided in order to cater to customers. So the first chapter will introduce the theory of conversational implicature, especially the cooperative principle to you, and the second chapter will give you a brief illustration of advertising as well as their conversational implicatures. The third part will integrate all those elements which have been discussed in the former parts and analyze their relationship, in the mean time I will propose some suggestions. In this article, I will loan some ideas from other scholars. My arguments are based on them, but I will discuss the relationship between theory and customers, which is so helpful in studying advertising language.For As this article is mainly about commercial advertising language, all the “advertising language” adopted in it will simply refer to “commercial advertising language”, except those with special illustration. Because I am so limited in my knowledge and capabilities, I may have made some mistakes in this article. I hope all of you can help me revise and improve and give me suggestions. At last, this article is far from enough in studying pragmatics and advertising. Still a lot of work has to be done on the way forward. All of you are free to revise and improve it and give me suggestions. Chapter 1 The Theory of Conversational ImplicatureMeaning plays a very important role in pragmatics. In the study of meaning, Morris, Stevenson, Alston and Warnock all claim the analysis of meaning in use. H.P. Grices analysis is considered important and helpful. In his paper Meaning (1957), Grice found there were several different kinds of meanings, and he distinguished them between what he called natural meaning and non-natural meaning. Later, in the William James Lectures at Harvard University in 1967, he put forward the notion of conversational implicature. In addition, in order to explain it more smoothly, a very important factor in the process of generating conversational implicaturethe Cooperative Principle was introduced.1.1 Cooperative PrincipleGrice (1975) defines this principle as follows:“Make your conversational contribution such as is required, at thestage which it occurs, by the accepted purpose or direction of the talk exchange in which you are engaged.”1 (Cole and Morgan, 1975:45)In this sense, Grice believes that under normal circumstances, people may more or less try to cooperate with each other, instead of using a serious of incoherent or isolated sentences. Utterers would to some degree have a same purpose or a topic that each of them can accept for the sake of the continuance of the conversation. For a successful conversation, people would always follow a basic principle, whether consciously or unconsciously, and that is “the Cooperative Principle”.In discussing the Cooperative Principle, Grice subdivides this general principle into more detailed and explicit maxims. There are four maxims: Quantity Maxim, Quality Maxim, Relation Maxim and Manner Maxim. According to Grice, the content of each maxim is as follows 2 (Cole and Morgan, 1975:45-46):Quantity Maxim:1) Make your contribution as informative as is required (for the current purpose of the exchange).2) Do not make your contribution more informative than is required.Quality Maxim:Try to make your contribution one that is true:1） Do not say what you believe to be false.2） Do not say that for which you lack adequate evidence.Relation Maxim:Be relevant.Manner Maxim:Be perspicuous.1) Avoid obscurity of expression.2) Avoid ambiguity.3) Be brief (avoid unnecessary prolixity).4) Be orderly. These maxims are said to be observed by participants in all speechcommunities in communicative events, but the ways to observe them are different from each other. For example, people would think the manner maxim to be more important than the other maxims. Whenever they speak, they produce complete and clear sentences, but whether the utterances are true and informative is secondary to the manner in which they are spoken. And in another speech community, on the other hand, maybe the quality maxim is of primary importance. In a word, different societies are likely to have differences in conforming to these maxims. 3So are there any cases where people do not follow the Cooperative Principle and the maxims? Yes. And in the following parts, were going to discuss how those maxims are flouted.1.1.1 The flouting of quantity maximThis maxim requires proper information in ones utterance. Do notgive less or more information than is required. Here is an example how this maxim is flouted:A: At what time are they going to the airport?B: Sometime this morning.This answer violates the quantity maxim, since at the present stage, what is required is the exact time the people are going to the airport. But the speaker really doesnt know the exact time and he has to finish the conversation, so he chooses to sacrifice the quantity maxim in order to imply “I dont know the exact time.”1.1.2 The flouting of quality maximTo some degree, to flout quality maxim means to lie, and thus it is most likely to mislead the hearer. For example: A: Lets invite Tom to the concert. B: Oh, no, you know he has wooden ears. Obviously Tom cant have wooden ears. It is known to them both. So “wooden ears” is false information. This utterance violates quality maxim. Here the speaker most probably means “Tom does not appreciate music so we dont have to invite him to the concert.”1.1.3 The flouting of relation maximThis maxim means what one says should be relevant to the topic.Lets analyze the following dialogue: A: How did the math exam go today, Jonnie? B: We had a basketball match with the other class and we beat them. In this situation, Bs answer is quite irrelevant to As question. Therefore B violates the relation maxim. B actually means “I dont wish to talk about the math exam.”1.1.4 The flouting of manner maximThe maxim of manner asks for clearance and order. But its notuncommon to notice people violate this maxim. For example:A: Where are you going with the dog?B: To the V-E-T.In the local context of these speakers, the dog is known to recognize the word “vet”, and to hate being taken there. So the speaker chooses to violate the manner maxim by spelling out the message, implicating that he doesnt want the dog to know the answer to the question just asked.While speaking, the utterers may need some special background knowledge of the context in order to make the necessary inferences, and sometimes they dont need it. Both of them can generate conversational implicatures, and thus Grice distinguished two kinds of conversational implicatures: Generalized and Particularized.1.2 Generalized Conversational ImplicaturesFirst look at the examples below:I walked into a house and found a tortoise behind the door.On the first sight of the sentence, we realize that the utteranceimplicates that the house was not mine, and neither was the tortoise. This implicature does not rely on context.He is poor but honest.The sentence carries an implicature that there is generally an assumption that poor people are not honest and this assumption does not hold in this case.Does he have any children?The implicature of this sentence, obviously enough, is that I dont know whether he has and I want to know.A: Did you invite Bella and Cathy?B: I invited Bella.From this dialogue, we can easily get the information that B invited Bella only and he didnt invite Cathy.To sum up, Grice thinks generalized conversational implicature is derivable without any help of the context. It is close to the semantic content of an utterance.1.3 Particularized Conversational ImplicaturesThese implicatures are generated in a conversation by deliberatelyand overtly violating some submaxims for the purpose of communicating. They are inferences that dependent on particular time, place and people. Consider the following dialogues:A: Hey, coming to the wild party tonight?B: My parents are coming.In this dialogue, the answer seems to be irrelevant. In order to make Bs response relevant, A has to draw on some assumed knowledge that one college student in this setting expects another to have. B will be spending that evening with his parents and time spent with parents is quiet. 4A: Do vegetarians eat hamburgers?B: Do chickens have lips?Bs response does not provide a “yes” or “no” answer, but the nature of his response also implicates that the answer to the question is “Obviously, no!” An additional conveyed meaning in such a case is that, because the answer is so obvious, the question does not need to be asked.This kind of conversational implicature is derivable with the help of the context.In general, generalized conversational implicature is deduced through abiding by some principles, while particularized conversational implicature is generated by violating some of the principles but still following the Cooperated Principle, and in this case, a context is involved. Chapter 2 Commercial Advertising Language and Their Conversational ImplicaturesResearches on advertising language are developing very fast in the recent years. Researchers have done a lot to study advertising language from different aspects. In this chapter, were to analyze how pragmatics is applied to it and how conversational implicatures are carried.2.1 A Brief Introduction of AdvertisingIt is a world of advertising. We can see advertisements almost everywhere. And a great deal of money is spent on them to make the products familiar to the customers. But what is exactly advertising?2.1.1 The Definition of AdvertisingThe word Advertising is originally from a Latin word adverterewhich means “to inform somebody of something”, and “to attract the attention”. In 1890, the western society gave advertising the definition “News about products or service”. Then in 1948, American Marketing Association defined it as “the non-personal communication of information usually paid for and usually persuasive in nature about the products, services or ideas by identified sponsors through the various Medias.” 5 (赵静, 1992:1) Still, there are many other definitions. In a word, no matter what t