广告语言中“不合作”现象的语用学分析
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摘要
作为一种信息传播形式,广告随人类社会的出现而产生,并随社会生产和社会交换的丰富化而不断发展。在现代社会,广告的发展进入了一个前所未有的繁荣时代,已成为我们日常生活必不可少的一部分。除了视觉及听觉手段,广告的说服力主要体现在广告语言的运用。在西方语言学家中,利奇(Leech)是最早对广告语言文体特征进行系统研究的语言学家。自他以后,许多学者又从社会语言学、跨文化研究、文体学、语用学等方面对广告语言进行了卓有成效的探索。但是,将语用学中合作原则与语言顺应论结合起来对广告语言进行系统性研究的至今为数甚微,在研究深度及研究方法上都有所欠缺。
本文借鉴前人对广告语言的研究成果,用合作原则和语言顺应论作为理论基础,采用定性的分析方法,对英文报刊杂志的广告语言进行调查研究。通过对广告语言的语用学特点进行分析,作者发现广告语言常常违反合作原则,而合作原则自身对此现象缺乏解释力。基于此,本文拟从语用学家维索尔伦(Verschueren)提出的语言顺应论入手解释广告语言中“不合作”现象,提出如下假设:广告人在广告中常采用违反合作原则这一语言策略,目的就是为了顺应广告交际的语境,满足消费者的需求,从而顺利实现产品销售。
通过对所收集的真实案例的分析,本文探讨了广告人如何将违反合作原则作为一种语言策略来顺应广告交际的语境,达到劝诱消费者的目的。论文最后对语言顺应论的解释力度做进一步的探讨,总结了广告语言的语用特点。通过研究,本文得出结论:在本研究涉及的范围内,论文假设成立。
As a means of information transmission, advertising in one form or another has been around for thousands of years. Today it is so pervasive and powerful that it has become an integral part of our daily life. The language of advertising, compared with the aids of sounds and pictures, is of decisive importance to the persuasiveness and effectiveness of advertisements. Ever since Geoffrey Leech pioneered the linguistic analysis of advertising language, many scholars have done rewarding research from the perspectives of sociolinguistics, cross-cultural studies, stylistics, pragmatics and so on. However, it is found that few efforts have been made on the systematic analysis of advertising language within the framework of Cooperative Principle and Linguistic Adaptation Theory, which have proved to be of great influence on the development of pragmatics.
This thesis takes Cooperative Principle and Linguistic Adaptation Theory as the theoretical foundations, and adopts a qualitative case analysis to investigate and interpret the magazine advertising language. Based on the preliminary investigation on many magazine advertisements, the author finds that Cooperative Principle is frequently violated in advertising, which leads to the hypothesis that the advertiser prefers the communicative strategy, non-observance of Cooperative Principle for the sake of contextual adaptation and sales promotion.
By analyzing authentic advertisements from mass circulated English magazines published in recent years, the author probes into the ways of the non-observance of Cooperative Principle as a promoting strategy. Linguistic Adaptation Theory gives detailed explanations for the violation of each maxim of Cooperative Principle. Further discussion is carried out on the explanatory power of Linguistic Adaptation Theory and some pragmatic features of print advertising language are generated. Within the scope of this study, the hypothesis has been proved.
本文借鉴前人对广告语言的研究成果,用合作原则和语言顺应论作为理论基础,采用定性的分析方法,对英文报刊杂志的广告语言进行调查研究。通过对广告语言的语用学特点进行分析,作者发现广告语言常常违反合作原则,而合作原则自身对此现象缺乏解释力。基于此,本文拟从语用学家维索尔伦(Verschueren)提出的语言顺应论入手解释广告语言中“不合作”现象,提出如下假设:广告人在广告中常采用违反合作原则这一语言策略,目的就是为了顺应广告交际的语境,满足消费者的需求,从而顺利实现产品销售。
通过对所收集的真实案例的分析,本文探讨了广告人如何将违反合作原则作为一种语言策略来顺应广告交际的语境,达到劝诱消费者的目的。论文最后对语言顺应论的解释力度做进一步的探讨,总结了广告语言的语用特点。通过研究,本文得出结论:在本研究涉及的范围内,论文假设成立。
As a means of information transmission, advertising in one form or another has been around for thousands of years. Today it is so pervasive and powerful that it has become an integral part of our daily life. The language of advertising, compared with the aids of sounds and pictures, is of decisive importance to the persuasiveness and effectiveness of advertisements. Ever since Geoffrey Leech pioneered the linguistic analysis of advertising language, many scholars have done rewarding research from the perspectives of sociolinguistics, cross-cultural studies, stylistics, pragmatics and so on. However, it is found that few efforts have been made on the systematic analysis of advertising language within the framework of Cooperative Principle and Linguistic Adaptation Theory, which have proved to be of great influence on the development of pragmatics.
This thesis takes Cooperative Principle and Linguistic Adaptation Theory as the theoretical foundations, and adopts a qualitative case analysis to investigate and interpret the magazine advertising language. Based on the preliminary investigation on many magazine advertisements, the author finds that Cooperative Principle is frequently violated in advertising, which leads to the hypothesis that the advertiser prefers the communicative strategy, non-observance of Cooperative Principle for the sake of contextual adaptation and sales promotion.
By analyzing authentic advertisements from mass circulated English magazines published in recent years, the author probes into the ways of the non-observance of Cooperative Principle as a promoting strategy. Linguistic Adaptation Theory gives detailed explanations for the violation of each maxim of Cooperative Principle. Further discussion is carried out on the explanatory power of Linguistic Adaptation Theory and some pragmatic features of print advertising language are generated. Within the scope of this study, the hypothesis has been proved.
引文
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[3]Cutting,J.Pragmatics and Discourse[M].London and New York:Routledge,2002.
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[27]姜望琪.当代语用学[M].北京:北京大学出版社,2003.
[28]卢长怀.广告语的文化意蕴[J].东北财经大学学报,2000(5).
[29]马谋超.广告心理学基础IN].北京:北京师范大学出版社,1992.
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[32]裴佳媛.英语广告中隐喻隐涵义研究[D].山东大学,2006.
[33]王梅.广告中隐喻的含义分析[D].河北师范大学,2002.
[34]韦汉.会话合作原则与广告隐涵[J].外语与外语教学,2001(06).
[35]杨彬.Contrastive Study of English and Chinese Advertising:A Cross-cultural Perspective[D].山东师范大学,2000.
[36]余烈全.修辞与广告英语[J].西南民族大学学报,2003(9).
[37]曾勤.On the Non-observance of the Cooperative Principle in Advertising-From the Perspective of the Politeness Principle[D].对外经济贸易大学,2004.
[38]张彦敏.Application of the Linguistic Adaptation Theory in Advertising Language[D].四川师范大学,2006.
[39]赵静.广告英语[M].北京:外语教学与研究出版社.1992.
[40]赵静.广告与模糊语[J].西南民族大学学报,2001(2).
[41]甄桂春.广告英语的语用分析[D].上海外国语大学,2005.
[42]周建民.广告修辞学[M].武汉:武汉出版社,1998.
[43]朱晓,朱怡.现代英语广告[M].上海:上海外语教育出版社,1998.
[44]朱萍.An Analysis on the Non-observance of Cooperative Principle in Print Advertisements[D].电子科技大学,2006.
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The New Yorker.New York:FR Pub.Corp.Issues:Feb19-26,2007;May 5,2007.Times.London:Times Newspapers Ltd.Issues:Mar 12,2007.
Reader's Digest:London:Reader's Digest Association.June,2006.
Fortune.Chicago:Time Inc.Issues:May19,2007;Junel1,2007.
[2]Cook,G The Discourse of Advertising[M].London:Routledge,1992.
[3]Cutting,J.Pragmatics and Discourse[M].London and New York:Routledge,2002.
[4]Geis,M.The Language of Television Advertising[M].New York:Academic Press,1982.
[5]Geis,M."Advertising" In Asher,R.ed.The Encyclopedia of Language and Linguistics[Z].Oxford:Pergamon Press Ltd.,1994.
[6]Goddard,A.The Language of Advertising:Written Texts[M].London,New York:Routledge,2003.
[7]Grice,P.Studies in the Way of Words M].Beijing:Foreign Language Teaching and Research Press,2002.
[8]Leech,G English in Advertising:A Linguistic Study of Advertising in Great Britain[M].London:Longman,1966.
[9]Leech,G Principles of Pragmatics[M].London,New York:Longman,1983.
[10]Levinson,S.Pragmatics[M].Cambridge:Cambridge University Press,1983.
[11]Sperber,D.& D.Wilson.Relevance:Communication and Cognitive[M].Beijing:Foreign Language Teaching and Research Press,2001.
[12]Simpson,J.A.& E.S.C.Weiner.The Oxford English Dictionary[Z].Oxford:Clarendon Press,1989.
[13]Tanaka,K.Advertising Language:A Pragmatic Approach to Advertising in Britain and Japan[M].London,New York:Routledge,1994.
[14]Thomas,J.Meaning in Interaction[M].London,New York:Longman,1995.
[15]Verschueren,J.Understanding Pragmatics[M].London:Arnold,2000.
[16]Vestergaard,T.& K.Schr(?)der.The Language of Advertising[M].Oxford:Basil Blackwell Ltd.,1985.
[17]Yule,G Pragmatics[M].Oxford:Oxford University" Press.2001.
[18]Zhang Yuan.Good for Me or for Us? A Comparative Content Analysis of Individualist and Collectivist Values and Orientations in Global and Local Television Advertising in China[D].2004.
[19]http://202.120.13.45/umi/seach_usmark.jsp
[20]鲍娅.关于利奇的人际交际修辞理论与广告的讨论[J].东华大学学报(社会科学版),2004(4).
[21]范亚刚.广告语言与讯息[M].北京:军事译文出版社,2000.
[22]范艳波.英语广告语言中合作原则的遵守与违[D].对外经济贸易大学,2006.
[23]郝钦海.广告语言中的跨文化语用失误--简析中译英广告语言[J].外语教学,2000(3).
[24]郝钦海.广告语言中的文化内涵--中英广告语言中的文化对比[J].山东外语教学,2000(2).
[25]黄国文.语篇分析的理论与实践:广告语篇研究[M].上海:上海外语教育出版社,2001.
[26]姜望琪.语用学:理论与应用[M].北京:北京大学出版社,2000.
[27]姜望琪.当代语用学[M].北京:北京大学出版社,2003.
[28]卢长怀.广告语的文化意蕴[J].东北财经大学学报,2000(5).
[29]马谋超.广告心理学基础IN].北京:北京师范大学出版社,1992.
[30]马谋超.广告心理:广告人对消费行为的心理把握[N].北京:中国物价出版社,1997.
[31]马雪松.广告隐喻的语用研究[D].辽宁师范大学,2006.
[32]裴佳媛.英语广告中隐喻隐涵义研究[D].山东大学,2006.
[33]王梅.广告中隐喻的含义分析[D].河北师范大学,2002.
[34]韦汉.会话合作原则与广告隐涵[J].外语与外语教学,2001(06).
[35]杨彬.Contrastive Study of English and Chinese Advertising:A Cross-cultural Perspective[D].山东师范大学,2000.
[36]余烈全.修辞与广告英语[J].西南民族大学学报,2003(9).
[37]曾勤.On the Non-observance of the Cooperative Principle in Advertising-From the Perspective of the Politeness Principle[D].对外经济贸易大学,2004.
[38]张彦敏.Application of the Linguistic Adaptation Theory in Advertising Language[D].四川师范大学,2006.
[39]赵静.广告英语[M].北京:外语教学与研究出版社.1992.
[40]赵静.广告与模糊语[J].西南民族大学学报,2001(2).
[41]甄桂春.广告英语的语用分析[D].上海外国语大学,2005.
[42]周建民.广告修辞学[M].武汉:武汉出版社,1998.
[43]朱晓,朱怡.现代英语广告[M].上海:上海外语教育出版社,1998.
[44]朱萍.An Analysis on the Non-observance of Cooperative Principle in Print Advertisements[D].电子科技大学,2006.
Newsweek.New York:Newsweek,Inc.Issues:Jan 23,2006;July31,2006;Sep 25,2006;May 5,2007;Jan22,2007;April 9,2007;May 5,2007.
The New Yorker.New York:FR Pub.Corp.Issues:Feb19-26,2007;May 5,2007.Times.London:Times Newspapers Ltd.Issues:Mar 12,2007.
Reader's Digest:London:Reader's Digest Association.June,2006.
Fortune.Chicago:Time Inc.Issues:May19,2007;Junel1,2007.