[硕士论文精品]广告语篇的结构和策略的言语行为转喻分析

山东大学硕L学位论文摘要本文以言语行为转喻为理论基础探讨商业广告的结构成分以及策略。作为广告的一种主要形式，商业广告属于劝说性文体。其功能在于劝说消费者使用其服务或产品。有时其功能不只在于劝说，而是传递一种信息，使顾客的脑海中对产品留有印象，也就是品牌效应。因此，广告文体中所采用的结构和策略对于广告的成功与否是至关重要的。本文以帕瑟和桑伯格1998年的框架为理论基础，总结和分析了前人对于商业广告的研究成果，并且进一步分析了广告文本的结构成分和行文策略。本文的语料来自于一些著名的英文时尚杂志。研究者收集了157则英文化妆品广告，并对其在行为脚本范畴内的各成分的组合类别以及该类别的出现频率进行了描述性分析。言语行为转喻理论将言语行为脚本分为之前成分，核心成分，结果成分和之后成分四个部分。行为脚本研究表明，之前成分在语料中最多出现的形式是介绍产品的成分。同时，这部分也可能由设问旬或者由自然因素带来的问题构成。核心成分通常会介绍使用产品带来的好处或者明星使用后的神奇效果，这种介绍很具有说服力。结果成分会提供能够得到产品更多信息的网站，或者由一个祈使句来促使顾客的购买行为语料中N广告的结果成分交待了顾客可以得到的优惠和产品的质保期。由于之后成分与核心成分的关联松散，这部分的出现频率很低，仅有N广告中的之后成分以直接劝说的形式出现。研究发现，这四个成分组合在一起出现频率最高的形式是核心结果，单独的核心成分，之前核心，他们的出现频率分别是37，27和17。其它出现频率较低的组合形式分别是之前核心结果，之前核心之前，单独出现的之前成分，单独出现的结果成分等。在策略层面上，之前成分使潜在的购买者意识到该产品的存在，核心成分介绍产品的功效。虽然广告语篇无法呈现消费者购买其产品的实际行为，但是结果成分中卖方的网址和电话成为问询和网购的直接动因。以直接劝说形式出现的之后成分很少在广告中出现。关键词广告语篇；结构；策略言语行为转喻III山东大学硕学位论文ABSTRACTTHEPRESENTTHESISAILTISTOEXPLORETHESTRUCTURALCOMPONENTSANDSTRATEGIESOFENGLISHCOMMERCIALADVERTISEMENTSFROMTHEPERSPECTIVEOFTHETHEORYOFSPEECHACTMETONYMYTHEMAJORFUNCTIONOFCOMMERCIALADVERTISEMENTSISTOPERSUADECUSTOMERSTOUSEAPRODUCTORCHOOSEASERVICE。SOMETIMES，THEYALEMOLEINFORMATIVETHANPERSUASIVEINTHATTHEYJUSTIMPRESSPOTENTIALBUYERSTHEREFORE，THETEXTSTNLCTUREUSEDANDTHESTRATEGIESEXPLOREDAREESSENTIALTOTHESUCCESSOFADVERTISEMENTSBASEDONTHETHEORYPROPOSEDBYPANTHERANDTHORNBURG1997，1998，THEPRESENTRESEARCHATTEMPTSTOANALYZETHESTRUCTURALCOMPONENTSOFTHEADVERTISINGDISCOURSEANDTHESTRATEGIESUTILIZEDFORPROMOTIONALPURPOSESINTHEPRESENTSTUDY,157SAMPLESOFENGLISHCOSMETICSADVERTISEMENTSALECOLLECTEDFROMFAMOUSFASHIONMAGAZINESTHERESEARCHERCALDESOUTADESCRIPTIVEANALYSISINTC啊NSOFTHECOMBINATIONPATTERNSOFTHEPHASESINTHEACTIONSCENARIOANDFIGURESOUTTHEFREQUENCIESOFTHESEPATTERNSMOREOVER,THESTRATEGIESEXPRESSEDINTHESEPHASESALEALSOILLUSWATEDWITHINTHEFRAMEWORKOFTHETHEORYOFSPEECHACTMETONYMY,THESPEECHACTSCENARIOISCOMPOSEDOFFOURPHASES,INCLUDINGTHEBEOFREPHASE，THECORE，THERESULTANDTHEAFTERPHASEITISFOUNDTHATOFALLTHEBEFOREPHASESUTILIZEDINTHEDATA,THEINTRODUCTIONOFTHEINGREDIENTSOFPRODUCTSAPPEARSMOSTFREQUENTLYTHEBEFOREPHASEISALSOREALIZEDBYHYPOTHETICALQUESTIONSORPROBLEMSCAUSEDBYNATURALFACTORSTOTHESKINTHEKEYEXPRESSIONFORMOFTHECOREISTHEBENEFITOFTHEADVERTISEDPRODUCTTOPOTENTIALBUYERS，ANDITSMAGICEFFECTSTOTHEMOVIESTARSAFTERTHE啦EOFTHECOSMETICS，WHICHISHIGHLYPERSUASIVEINTHERESULTPHASE，ALLAFFNMATIVETOSTIMULATECUSTOMERSANDTHEWEBSITEFORFILLTHETINFORMATIONORINQUIRIESALEINCLUDEDOFALLTHE157SAMPLES，ONERESULTPHASEISMADEUPOFTHEBONUSTHECONSUMERSCOULDGAINANDTHEGUARANTEEDTIMEFORREFUNDINGASTHEAFTERPHASEISLOOSELYCONNECTEDWITHTHECORE，THEEMERGENCEOFTHISPARTISNOTINDISPENSABLETHEAFTERPHASEISONLYEXPRESSEDBYADIRECTPERSUASIONINONESAMPLEITISALSODISCOVEREDTHATTHEFIRSTTHREECOMBINATIONTYPESOFTHE山东大学硕士学位论文PHASESINTHEACTIONSCENARIOALECORERESULT，CORE，BEFORECORE，THEFREQUENCIESOFWHICHINTHEDATAALE37，27AND17RESPECTIVELYTHEREAREALSOSOMETYPESWHICHAPPEARLESSFREQUENTLYSUCH嬲BEFORECORERESULT,BEFORECOREBEFORE，BEFORE，RESULT,ETCINTHESTRATEGICPERSPECTIVE，THEBEOFREINFORMSPOTENTIALBUYERSOFTHEEXISTENCEOFTHEPRODUCT，THECOREISTHEEXPLANATIONOFTHEBENEFITSITPROVIDESTHOUGHTHEADVENISINGDISCOURSECANNOTEXEMPLIFYTHEACTUALDECISIONOFTHECONSUMERSTOPURCHASETHEMERCHANDISE，THEWEBSITEANDPHONENUMBERSINTHERESULTPROVIDEMOTIVESFORINQUIRIESANDONLINEORDERSTHEAFTERPHASEISTHEDIRECTPERSUASIONFORACTUALPURCHASE，WHICHRARELYAPPEARSINTHEBODYCOPYOFTHEADVERTISEMENTSKEYWORDSADVERTISINGDISCOURSE；STRUCTURES；STRATEGIES；SPEECHACTMETONYMY；山东大学硕1学位论文曼曼舅曼量曼曼舅量量皇皇皇曼曼量量皇曼皇曼曼曼曼蔓皇量曼葛葛曼曼曼皇曼曼鲁量曼曼曼曼曼舅曼曼曼曼曼曼曼曼曼皇量曼量皇皇皇曼量曼量曼|皇曼舅皇,II喜曼葛LISTOFTABLESANDFIGURESTABLE31THENUMBERSANDFREQUENCIESOFTHECOMBINATIONPATTERNSOFDIFFERENTPHASES；FIGURE21DIRECTIVESPEECHACTSCENARIOFORTHETRANSFEROFOBJECTS19FIGURE22THEREVISEDFRAMEWORKUTILIZEDINTHISSTUDY21IV原创性声明本人郑重声明所呈交的学位论文，是本人在导师的指导下，独立进行研究所取得的成果。除文中已经注明引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写过的科研成果。对本文的研究作出重要贡献的个人和集体，均已在文中以明确方式标明。本声明的法律责任由本人承担。论文作者签名壶萤EL期兰璺竖塑关于学位论文使用授权的声明本人同意学校保留或向国家有关部门或机构送交论文的印刷件和电子版，允许论文被查阅和借阅；本人授权山东大学可以将本学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或其他复制手段保存论文和汇编本学位论文。保密论文在解密后应遵守此规定论文作者签名壹蛰导师签山东大学硕士学位论文INTRODUCTIONRESEARCHBACKGROUNDASABOOMINGINDUSTRY,ADVERTISINGHASBEENPERVASIVEINOUREVERYDAYLIFEITISWHATWEAREALLEXPOSEDTOITISALSOSOMETHINGTHATISLIKELYTOAFFECTMOSTOFUSINANUMBEROFDIFFERENTSPHERESOF0111“LIFEWHATEXACTLYCOUNTSASALLADVERTISEMENTMOSTDICTIONARIESFOCUSPRIMARILYONITSFUNCTIONASAPUBLICNOTICEORANNOUNCEMENT,BUTTHEARTOFADVERTISINGCLEARLYEXTENDSMUCHFURTHERTHANTHISINOUREVERYDAYLIVESWEMEETADVERTISINGINMANYFORMS，FROMTHEWELLKNOWNMEDIAOFPRESSPROMOTIONS，TELEVISIONCOMMERCIALSORBILLBOARDPOSTERS，TOTHELESSOBVIOUSDEVICESOFADVERTOFIALS，PRODUCTSPLACEMENTS,EVENTSPONSORSHIPS，JUNKMAILINGSORCAREFULLYSTAGEDLARGESCALEPUBLICRELATIONSEXERCISESALL，INCIDENTALLY,REQUIRINGMUCHTIMEANDEFFORTANDLANGUAGEFORUSTOUNDERSTANDITGOESWITHOUTSAYINGTHATTHEPOWEROFADVERTISINGISIMMENSEPRODUCERSOFCOMMERCIALGOODSANDSERVICESROUTINELYPOURVASTSUMSINTOPROMOTINGTHEIRWARESTHROUGHTHEADVERTISINGMEDIA,KNOWINGTHATASUCCESSFULCAMPAIGNCANWINTHEMVITALMARKETSHALEANDTHATFAILURETOADVERTISEEFFECTIVELYCANHAVEDEVASTATINGRESULTSONTHEBOTTOMLINEANDTHESHAREPRICETHESTAKESAREHIGHADVERTISINGAGENC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