关联—顺应模式对中文房地产广告语篇的阐释力
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摘要
广告语言是广告商传递信息的主要载体，是具有鲜明针对性和强烈说服力的鼓动性语言。现实社会中，任何形式的广告语篇都具有特定的目的。语篇制作者必须根据既定的目的来选择最合适的语篇制作策略。
意图性是语篇的重要标准之一。语篇意图决定语篇策略。从语篇制作者的角度而言，重要的是看作者欲通过语篇体现什么样的意图。
本文将语篇的谋篇布局问题置于关联—顺应模式的背景下进行具体考察，探讨语篇制作者在处理语篇意图时采取的最佳布局策略。由于意图与语篇制作策略的互动关系在劝说性语篇中较为突出，因此本文从语篇制作者的角度入手，选择顺应当前经济发展而最具有代表性的房地产广告语篇为研究对象，对这一类广告语篇的结构特征进行研究。
本文首先采用定性研究的方法，选取不同类型的房地产广告语篇，分析语篇制作者的特定意图及相应的语篇结构策略，并对影响语篇制作策略的多种语境成分进行了归纳。
为了进一步证明关联-顺应模式对房地产广告语篇构建规律的阐释力，本文进而以分层抽样的方式，对抽取的100则语篇进行定量研究。得出的结论证明了本文对语篇结构规律的分析。
本文的研究主要从语用学中的关联---顺应角度探讨了语篇意图对语篇布局策略的指导作用，不仅从一个侧面论证了关联顺应模式这一崭新理论在解释和描述话语运用规律方面的普遍性和充分性，同时也对广告语篇制作策略的研究具有推广和参考意义。
The wording of advertisements is the main carrier for an advertiser to convey the persuasive intentions. It is a kind of loaded language. In modern societies, every ad text, no matter what form it will take, has its own purpose. Based on certain intentions, the advertiser, therefore, should choose the most appropriate organizational tactics to embody the textural intention to its full length.
Intentionality is one of the standards in text analysis. Textual intentions in a text decide the structural tactics. From the perspective of the advertiser, advertising is an ostensive process. What the advertiser has to do is to convey his informative intention to its full length. The interaction between intentions and the textual tactics is more obvious to be found in persuasive ads. Real estate ads, commonly found nowadays as an adaptation to the development of the rapid growth of economy, are the most representative ones. For such an interest, this paper attempts to take this kind of advertisement as an object, exploring how the persuasive intentions are conveyed throughout the texts under the guidance of relevance- adaptation model. To be more specific, this paper focuses on the real estate advertiser's optimal linguistic tactics in his making of an advertisement.
Qualitatively, the thesis, under the guidance of relevance-adaptation model, makes a descriptive study of ad intentions and their transmission through various types of texts, trying to illustrate the organizational patterns and sum up the contextual ingredients that may affect the formation of textual tactics as well.
Quantitatively, this paper collected 100 samples via stratified sampling. Through the analysis of these samples, the thesis aims at testifying the explanatory force of the relevance-adaptation model, a new angle to the rules in organizing persuasive courses.
The significance of the study can be found in two folds:
Theoretically, with the combination of descriptive, qualitative and quantitative study, this dissertation is to discuss just from one perspective of
the subtleties of language use in persuasive discourses, making some contributions to the enrichment and effectiveness of relevance-adaptation model.
Practically, if only a few people know how to persuade others, persuasion would be a very powerful weapon indeed. If everyone knows how to use persuasion effectively, and knows how to evaluate the persuasive messages that are perceived, persuasion will become far more a tool, and less a weapon. Hopefully this discussion of persuasion will serve the reader not only in their future efforts as an advertiser but also in their roles as a consumer of the persuasive messages of others.
意图性是语篇的重要标准之一。语篇意图决定语篇策略。从语篇制作者的角度而言，重要的是看作者欲通过语篇体现什么样的意图。
本文将语篇的谋篇布局问题置于关联—顺应模式的背景下进行具体考察，探讨语篇制作者在处理语篇意图时采取的最佳布局策略。由于意图与语篇制作策略的互动关系在劝说性语篇中较为突出，因此本文从语篇制作者的角度入手，选择顺应当前经济发展而最具有代表性的房地产广告语篇为研究对象，对这一类广告语篇的结构特征进行研究。
本文首先采用定性研究的方法，选取不同类型的房地产广告语篇，分析语篇制作者的特定意图及相应的语篇结构策略，并对影响语篇制作策略的多种语境成分进行了归纳。
为了进一步证明关联-顺应模式对房地产广告语篇构建规律的阐释力，本文进而以分层抽样的方式，对抽取的100则语篇进行定量研究。得出的结论证明了本文对语篇结构规律的分析。
本文的研究主要从语用学中的关联---顺应角度探讨了语篇意图对语篇布局策略的指导作用，不仅从一个侧面论证了关联顺应模式这一崭新理论在解释和描述话语运用规律方面的普遍性和充分性，同时也对广告语篇制作策略的研究具有推广和参考意义。
The wording of advertisements is the main carrier for an advertiser to convey the persuasive intentions. It is a kind of loaded language. In modern societies, every ad text, no matter what form it will take, has its own purpose. Based on certain intentions, the advertiser, therefore, should choose the most appropriate organizational tactics to embody the textural intention to its full length.
Intentionality is one of the standards in text analysis. Textual intentions in a text decide the structural tactics. From the perspective of the advertiser, advertising is an ostensive process. What the advertiser has to do is to convey his informative intention to its full length. The interaction between intentions and the textual tactics is more obvious to be found in persuasive ads. Real estate ads, commonly found nowadays as an adaptation to the development of the rapid growth of economy, are the most representative ones. For such an interest, this paper attempts to take this kind of advertisement as an object, exploring how the persuasive intentions are conveyed throughout the texts under the guidance of relevance- adaptation model. To be more specific, this paper focuses on the real estate advertiser's optimal linguistic tactics in his making of an advertisement.
Qualitatively, the thesis, under the guidance of relevance-adaptation model, makes a descriptive study of ad intentions and their transmission through various types of texts, trying to illustrate the organizational patterns and sum up the contextual ingredients that may affect the formation of textual tactics as well.
Quantitatively, this paper collected 100 samples via stratified sampling. Through the analysis of these samples, the thesis aims at testifying the explanatory force of the relevance-adaptation model, a new angle to the rules in organizing persuasive courses.
The significance of the study can be found in two folds:
Theoretically, with the combination of descriptive, qualitative and quantitative study, this dissertation is to discuss just from one perspective of
the subtleties of language use in persuasive discourses, making some contributions to the enrichment and effectiveness of relevance-adaptation model.
Practically, if only a few people know how to persuade others, persuasion would be a very powerful weapon indeed. If everyone knows how to use persuasion effectively, and knows how to evaluate the persuasive messages that are perceived, persuasion will become far more a tool, and less a weapon. Hopefully this discussion of persuasion will serve the reader not only in their future efforts as an advertiser but also in their roles as a consumer of the persuasive messages of others.
引文
Angela, G. 1998. The Language of Advertising. Routledge, London.
Austin, J.L. 1962. How to Do Things with Words. U.S.A.: New York.
Brannon, L. A., & Brovk, T.C. 1989. Schema Correspondence Theory of Persuasion. Paper presented at annual meeting of the Psychonomic Society, Atlanta, Georgia.
Brown, G. & Yule, G. 1983. Discourse Analysis. Cambridge: Cambridge University Press.
Charles U. L.. 1992. Persuasion—Reception and Responsibility. 6th edition, Wadsworth Publishing Company, Belmont, California.
Cook, G. 1992. The Discourse of Advertising. London: Routledge.
Dipert, R. R. 1999.The Nature and Structure of Emotions. US Military Academy, West Point 10996,
Erwin P. B. & Michael J. C. 1987. Persuasive Communication. 4th edition. U.S.A: New York.
Gillian, B. & G. Y. 1983. Discourse Analysis. Cambridge University Press.
Gillian, B. Kirsten, M. Alastair, P. & John, W. 1994. Language and Understanding. New York: Oxford University Press.
Heider, F. 1958. The Psychology of Interpersonal Relations. New York: Wiley.
Jewler, A. J.1998. Creative Strategy in Advertising. New York: Wadsworth Publishing Company.
Joan, M. T. 1994. From ads to Riches: How to Write Dynamite Real Estate Classifieds and harvest the results. Mansion Press, San Francisco, California
John, L. 1981. Language and Linguistics: An introduction. Cambridge University Press.
Lakoff, G. 1987.Women, Fire, and Dangerous Things: What Categories Reveal about the Mind. Chicago and London: University of Chicago Press.
Levinson, S. 1983. Pragmatics. Cambridge: Cambridge University Press.
Peter, G. 1995. Doing Pragmatics. Edward Arnold. London.
Quirk, R. et al. 1985. A Comprehensive Grammar of the English Language. Longman.
Robert, A. & W. U. D. Introduction to Text linguistics. London & New York: Longman, 1982.
Ronelata, V. & S, A.H. 1998. Current Issues in Relevance Theory. Amsterdam: John Benjamins.
Schank, R. & A., R. 1977. Script, Plans, Goals, and Understanding. Hillsdale, N.J.: Erlbaum.
Schlesinger, I. 1977. Production and Comprehension of Utterances. Hillsdale, N.J.: Erlbaum.
Searle, J. 1969. Speech acts, Cambridge: Cambridge University Press.
Searle, J. R. 1979. Expression and Meaning. Press Syndicate of the University of Cambridge.
Stewart.W. & ED. H. 1986. Effective television advertising: A study of 1,000 commercials. Lexington, MA: Lexington Books.
Sperber & W. 1986. Relevance: Communication and Cognition. Oxford: Blackwell Publishers,
Thomas S. 1998. Psycholinguistics. Oxford University Press.
Ungerer, F. & S. H. J. 1996. An Introduction to Cognitive Linguistics. Addison Wesley Longman Limited,
Verschueren, J. 1999. Understanding Pragmatics. London: Arnold,
Villy R. & A. H. 1998. Current Issues in Relevance Theory. John Benjamins publishing company. Amsterdam/Philadelphia, U.S.A.
Willian H. P & B. A. 1998. Writing Real Estate Ads That Work: Classified Secrets. Dearborn Financial Publishing, Inc. U.S.A.
Williamson, J.1983. Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars.
桂诗春(2000)，新编心理语言学，，上海外语教育出版社。
何刚 (2002)，情境、意向、表达行为——表达方式探微，《外国语》，上海外语教育出版社，上海。
何自然(1998)，《语用学概论》，湖南教育出版社，长沙。
黄国文(1997)，广告语篇的会话含义分析，《外国语》，上海外语教育出版社，上海。
李福印(1999)，《语义学教程》，上海外语教育出版社，上海。
裴文 (2000)，《现代英语语境学》，安徽大学出版社，合肥。
唐咏雪(2000)，Advertising Captions and Optimal Relevance，硕士论文，西南交通大学，成都。
王永华、解秀琴(2002)，从消费心理需求分析看房地产广告语篇的语用效果，《四川大学学报2002年增刊》，成都。
熊学亮(1999)，《认知语用学概论》，上海外语教育出版社，上海。
杨平 (2001)，关联—顺应模式，《外国语》，上海外语教育出版社，上海。
印四海(2000)，关于意图及传递，《外国语》，上海外语教育出版社，上海。
张美芳(2001)，意图与语篇制作策略，《外国语》，上海外语教育出版社，上海。
张韧弦(2002)，语篇连贯的认知图式方案，《外国语》，上海外语教育出版社，上海。
左岩(1995)，广告英语“促购”动词新探，《解放军外语学院学报》。
Austin, J.L. 1962. How to Do Things with Words. U.S.A.: New York.
Brannon, L. A., & Brovk, T.C. 1989. Schema Correspondence Theory of Persuasion. Paper presented at annual meeting of the Psychonomic Society, Atlanta, Georgia.
Brown, G. & Yule, G. 1983. Discourse Analysis. Cambridge: Cambridge University Press.
Charles U. L.. 1992. Persuasion—Reception and Responsibility. 6th edition, Wadsworth Publishing Company, Belmont, California.
Cook, G. 1992. The Discourse of Advertising. London: Routledge.
Dipert, R. R. 1999.The Nature and Structure of Emotions. US Military Academy, West Point 10996,
Erwin P. B. & Michael J. C. 1987. Persuasive Communication. 4th edition. U.S.A: New York.
Gillian, B. & G. Y. 1983. Discourse Analysis. Cambridge University Press.
Gillian, B. Kirsten, M. Alastair, P. & John, W. 1994. Language and Understanding. New York: Oxford University Press.
Heider, F. 1958. The Psychology of Interpersonal Relations. New York: Wiley.
Jewler, A. J.1998. Creative Strategy in Advertising. New York: Wadsworth Publishing Company.
Joan, M. T. 1994. From ads to Riches: How to Write Dynamite Real Estate Classifieds and harvest the results. Mansion Press, San Francisco, California
John, L. 1981. Language and Linguistics: An introduction. Cambridge University Press.
Lakoff, G. 1987.Women, Fire, and Dangerous Things: What Categories Reveal about the Mind. Chicago and London: University of Chicago Press.
Levinson, S. 1983. Pragmatics. Cambridge: Cambridge University Press.
Peter, G. 1995. Doing Pragmatics. Edward Arnold. London.
Quirk, R. et al. 1985. A Comprehensive Grammar of the English Language. Longman.
Robert, A. & W. U. D. Introduction to Text linguistics. London & New York: Longman, 1982.
Ronelata, V. & S, A.H. 1998. Current Issues in Relevance Theory. Amsterdam: John Benjamins.
Schank, R. & A., R. 1977. Script, Plans, Goals, and Understanding. Hillsdale, N.J.: Erlbaum.
Schlesinger, I. 1977. Production and Comprehension of Utterances. Hillsdale, N.J.: Erlbaum.
Searle, J. 1969. Speech acts, Cambridge: Cambridge University Press.
Searle, J. R. 1979. Expression and Meaning. Press Syndicate of the University of Cambridge.
Stewart.W. & ED. H. 1986. Effective television advertising: A study of 1,000 commercials. Lexington, MA: Lexington Books.
Sperber & W. 1986. Relevance: Communication and Cognition. Oxford: Blackwell Publishers,
Thomas S. 1998. Psycholinguistics. Oxford University Press.
Ungerer, F. & S. H. J. 1996. An Introduction to Cognitive Linguistics. Addison Wesley Longman Limited,
Verschueren, J. 1999. Understanding Pragmatics. London: Arnold,
Villy R. & A. H. 1998. Current Issues in Relevance Theory. John Benjamins publishing company. Amsterdam/Philadelphia, U.S.A.
Willian H. P & B. A. 1998. Writing Real Estate Ads That Work: Classified Secrets. Dearborn Financial Publishing, Inc. U.S.A.
Williamson, J.1983. Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars.
桂诗春(2000)，新编心理语言学，，上海外语教育出版社。
何刚 (2002)，情境、意向、表达行为——表达方式探微，《外国语》，上海外语教育出版社，上海。
何自然(1998)，《语用学概论》，湖南教育出版社，长沙。
黄国文(1997)，广告语篇的会话含义分析，《外国语》，上海外语教育出版社，上海。
李福印(1999)，《语义学教程》，上海外语教育出版社，上海。
裴文 (2000)，《现代英语语境学》，安徽大学出版社，合肥。
唐咏雪(2000)，Advertising Captions and Optimal Relevance，硕士论文，西南交通大学，成都。
王永华、解秀琴(2002)，从消费心理需求分析看房地产广告语篇的语用效果，《四川大学学报2002年增刊》，成都。
熊学亮(1999)，《认知语用学概论》，上海外语教育出版社，上海。
杨平 (2001)，关联—顺应模式，《外国语》，上海外语教育出版社，上海。
印四海(2000)，关于意图及传递，《外国语》，上海外语教育出版社，上海。
张美芳(2001)，意图与语篇制作策略，《外国语》，上海外语教育出版社，上海。
张韧弦(2002)，语篇连贯的认知图式方案，《外国语》，上海外语教育出版社，上海。
左岩(1995)，广告英语“促购”动词新探，《解放军外语学院学报》。