英语商业广告中预设与会话含义的运用
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摘要
商业广告作为社会语言的一个重要组成部分影响着人们生活的方方面面。广告语言有别于日常对话,以一种单向的方式传播,通常需要在有限的空间内以最短的时间传达更多让人印象深刻的信息,以吸引消费者注意力,唤起消费者的兴趣,刺激消费者欲求,并说服其产生购买行为。预设与会话含义现象由于其自身的特点,在某种意义上可以实现广告语在篇幅及吸引注意力方面的要求,经常被广告人用来增强广告的说服效果。
本文试图以来自于2007年国际畅销英文杂志《财富》(Fortune)和女性周刊(Woman's Weekly)中的304条英语商业广告为研究语料,以预设和会话含义中故意破坏合作原则的现象为切入点,用实例和数据来论证预设与会话含义如何实现广告说服的目的,以及它们在英语商业广告中,特别是在六种不同产品广告中的运用。
作者首先回顾了广告语言的研究背景以及预设与会话含义的理论基础,分析了它们各自的特点,同时通过对二者的比较,揭示了这两种语用推理本质上的差异。然后,作者结合实例从语用学角度分别分析了预设与会话含义如何帮助广告人传达隐含信息并研究了二者的工作机制及在广告中的作用,发现预设与会话含义有助于广告说服性功能的发挥。最后,通过一项关于英语商业广告中预设及会话含义中故意破坏合作原则现象运用的调查,进一步确认预设与会话含义在商业广告中发挥着重要作用,并在调查分析的基础上归纳各类预设和会话含义在商业广告中的作用。考虑到不同产品可能因其自身特点差异对商业广告中预设和会话含义的运用造成影响,作者进行了另一项关于不同产品广告中预设与会话含义的运用调查。通过将304条商业广告按照产品分类,作者抽取了信息相对丰富的汽车,航空服务类,金融保险类,化妆品,药品及酒类六种商业广告并对其进行了预设与会话含义分布的横向比较,以期得到更具体、细化的运用策略,并试图分析其原因所在。
数据显示,预设和会话含义广泛运用于英语商业广告中,且会话含义所占比重较大。在304条英语商业广告中,有271条广告涉及预设和会话含义。其中170条广告运用了预设,215条广告运用了会话含义。在五种预设中,存在预设最为常见,其次是状态预设与事实预设,行为预设与信念预设最为少见;在四种会话含义中,破坏数量准则最为常见,其次是破坏质量准则,对方式准则和关系准则的破坏最为少见。
值得注意的是,通过对六类产品广告的调查,作者发现不同商业广告中预设和会话含义的运用确实存在差异:在化妆品与药品广告中,预设与会话含义的运用较为平衡。在五种预设中,状态与事实预设在服务类广告中最为常见;状态预设在药品广告中最为常见;存在预设在金融保险广告中最为罕见;除存在预设外的四类预设在酒类广告中鲜有使用。在四种会话含义中,破坏方式准则在金融保险类广告中较为常见,破坏质量准则在金融保险广告中较为少见。作者认为消费热情,产品可见性,产品信任度,产品耐久性,和法律限制五类因素造成了以上分布差异。
本文对探讨预设与会话含义在英语商业广告中的劝说策略提供了帮助。有利于受众更好地理解广告,也期待为广告创作者提供有益的参考。
Commercial advertisement, as an important part of the social language, has affected people's daily life in many ways. Advertising language, being different from daily conversation, spreads in a one-way directional mode and needs to convey more impressive information in limited space and time, with a view to attract attention, arouse interest, stimulate desire, create conviction, and get action. With their inherent characteristics, presupposition and conversational implicature can meet the space-saving and attention-catching ends, thus are frequently applied by advertisers to reinforce the persuasiveness of advertising.
The thesis attempts to use 304 pieces of English commercial advertisements, which are printed on the Fortune and Woman's Weekly issued in 2007 as the research material. Based on presupposition and conversational implicature generated from flouting of CP maxims, through case study and statistical results, the research analyzes how presupposition and conversational implicature achieve persuasive effect and to what extent they are applied in English commercial advertisement, especially their application variation in six kinds of commercial advertisement.
The author first reviews the historical background of the study on advertising language and theoretical basis of presupposition and implicature. By analyzing their characteristics, their differences in nature are revealed through comparison. Then, the author analyzes with authentic examples that how the concepts of presupposition and conversational implicature effectively function to help an advertiser imply and carry on her intentional meaning through what she has her advertisement say. Besides, their respective working mechanism and functions in advertising are explored. Finally, through a survey on presupposition and conversational implicature, the author further proves the important roles they play in English Commercial Advertising and concludes the functions of each type of presupposition and conversational implicature. Considering the application of presupposition and conversational implicature may be influenced by different characteristics of products, the author conducts another survey on their application in advertisement of different products. Through classifying 304 advertisements according to products, the author selects 6 kinds of commercial advertisement, automobile, airline service, finance and insurance, cosmetics, medicine and wine, which are relatively rich in information. The distributions of both presupposition and conversational implicature are compared among the 6 kinds of advertising, in order to get more specific and detailed application strategies. Besides, the author tries to give reasons for such differences in distribution.
The statistic shows that presupposition and conversational implicature are widely used in English commercial advertisement with conversational implicature taking up a larger proportion. Among 304 pieces of English commercial advertisements, 271 pieces contain at least one presupposition or conversational implicature. Of the 271 pieces, 170 pieces adopt presupposition while 215 pieces employ conversational implicature. Among five types of presuppositions, existential presupposition is used most frequently, state presupposition and factive presupposition rank the second and third respectively, while the behavior and belief presupposition are used least frequently; among four types of conversational implicature, the flouting of maxim of Quantity is exploited most frequently, the flouting of maxim of Quality ranks the second, while the flouting of maxim of Manner and Relation is used least frequently.
It is worthwhile to note that the distributions of presupposition and conversational implicature do vary in advertisements of six kinds of products: presupposition and conversational implicature are used in a relatively balanced way in ads of cosmetics and medicine. Among five types of presupposition, state presupposition and factive presupposition are used most frequently in ads of service; state presupposition is employed most frequently in ads of medicine; existential presupposition is adopted least frequently in ads of finance and insurance; apart from existential presupposition, other types of presupposition are seldom used in ads of wine. Among four types of conversational implicature, the flouting of maxim of Manner is used less frequently while the flouting of maxim of Quality is used more frequently in ads of finance and insurance. The author attributes the above distributional differences to five factors: desire, visibility, level of trust, durability, and legal restrictions.
This thesis hopes to benefit the practical application of presupposition and conversational implicature in advertisement, helping readers to better understand advertisement and providing copywriters with relatively worthy reference.
本文试图以来自于2007年国际畅销英文杂志《财富》(Fortune)和女性周刊(Woman's Weekly)中的304条英语商业广告为研究语料,以预设和会话含义中故意破坏合作原则的现象为切入点,用实例和数据来论证预设与会话含义如何实现广告说服的目的,以及它们在英语商业广告中,特别是在六种不同产品广告中的运用。
作者首先回顾了广告语言的研究背景以及预设与会话含义的理论基础,分析了它们各自的特点,同时通过对二者的比较,揭示了这两种语用推理本质上的差异。然后,作者结合实例从语用学角度分别分析了预设与会话含义如何帮助广告人传达隐含信息并研究了二者的工作机制及在广告中的作用,发现预设与会话含义有助于广告说服性功能的发挥。最后,通过一项关于英语商业广告中预设及会话含义中故意破坏合作原则现象运用的调查,进一步确认预设与会话含义在商业广告中发挥着重要作用,并在调查分析的基础上归纳各类预设和会话含义在商业广告中的作用。考虑到不同产品可能因其自身特点差异对商业广告中预设和会话含义的运用造成影响,作者进行了另一项关于不同产品广告中预设与会话含义的运用调查。通过将304条商业广告按照产品分类,作者抽取了信息相对丰富的汽车,航空服务类,金融保险类,化妆品,药品及酒类六种商业广告并对其进行了预设与会话含义分布的横向比较,以期得到更具体、细化的运用策略,并试图分析其原因所在。
数据显示,预设和会话含义广泛运用于英语商业广告中,且会话含义所占比重较大。在304条英语商业广告中,有271条广告涉及预设和会话含义。其中170条广告运用了预设,215条广告运用了会话含义。在五种预设中,存在预设最为常见,其次是状态预设与事实预设,行为预设与信念预设最为少见;在四种会话含义中,破坏数量准则最为常见,其次是破坏质量准则,对方式准则和关系准则的破坏最为少见。
值得注意的是,通过对六类产品广告的调查,作者发现不同商业广告中预设和会话含义的运用确实存在差异:在化妆品与药品广告中,预设与会话含义的运用较为平衡。在五种预设中,状态与事实预设在服务类广告中最为常见;状态预设在药品广告中最为常见;存在预设在金融保险广告中最为罕见;除存在预设外的四类预设在酒类广告中鲜有使用。在四种会话含义中,破坏方式准则在金融保险类广告中较为常见,破坏质量准则在金融保险广告中较为少见。作者认为消费热情,产品可见性,产品信任度,产品耐久性,和法律限制五类因素造成了以上分布差异。
本文对探讨预设与会话含义在英语商业广告中的劝说策略提供了帮助。有利于受众更好地理解广告,也期待为广告创作者提供有益的参考。
Commercial advertisement, as an important part of the social language, has affected people's daily life in many ways. Advertising language, being different from daily conversation, spreads in a one-way directional mode and needs to convey more impressive information in limited space and time, with a view to attract attention, arouse interest, stimulate desire, create conviction, and get action. With their inherent characteristics, presupposition and conversational implicature can meet the space-saving and attention-catching ends, thus are frequently applied by advertisers to reinforce the persuasiveness of advertising.
The thesis attempts to use 304 pieces of English commercial advertisements, which are printed on the Fortune and Woman's Weekly issued in 2007 as the research material. Based on presupposition and conversational implicature generated from flouting of CP maxims, through case study and statistical results, the research analyzes how presupposition and conversational implicature achieve persuasive effect and to what extent they are applied in English commercial advertisement, especially their application variation in six kinds of commercial advertisement.
The author first reviews the historical background of the study on advertising language and theoretical basis of presupposition and implicature. By analyzing their characteristics, their differences in nature are revealed through comparison. Then, the author analyzes with authentic examples that how the concepts of presupposition and conversational implicature effectively function to help an advertiser imply and carry on her intentional meaning through what she has her advertisement say. Besides, their respective working mechanism and functions in advertising are explored. Finally, through a survey on presupposition and conversational implicature, the author further proves the important roles they play in English Commercial Advertising and concludes the functions of each type of presupposition and conversational implicature. Considering the application of presupposition and conversational implicature may be influenced by different characteristics of products, the author conducts another survey on their application in advertisement of different products. Through classifying 304 advertisements according to products, the author selects 6 kinds of commercial advertisement, automobile, airline service, finance and insurance, cosmetics, medicine and wine, which are relatively rich in information. The distributions of both presupposition and conversational implicature are compared among the 6 kinds of advertising, in order to get more specific and detailed application strategies. Besides, the author tries to give reasons for such differences in distribution.
The statistic shows that presupposition and conversational implicature are widely used in English commercial advertisement with conversational implicature taking up a larger proportion. Among 304 pieces of English commercial advertisements, 271 pieces contain at least one presupposition or conversational implicature. Of the 271 pieces, 170 pieces adopt presupposition while 215 pieces employ conversational implicature. Among five types of presuppositions, existential presupposition is used most frequently, state presupposition and factive presupposition rank the second and third respectively, while the behavior and belief presupposition are used least frequently; among four types of conversational implicature, the flouting of maxim of Quantity is exploited most frequently, the flouting of maxim of Quality ranks the second, while the flouting of maxim of Manner and Relation is used least frequently.
It is worthwhile to note that the distributions of presupposition and conversational implicature do vary in advertisements of six kinds of products: presupposition and conversational implicature are used in a relatively balanced way in ads of cosmetics and medicine. Among five types of presupposition, state presupposition and factive presupposition are used most frequently in ads of service; state presupposition is employed most frequently in ads of medicine; existential presupposition is adopted least frequently in ads of finance and insurance; apart from existential presupposition, other types of presupposition are seldom used in ads of wine. Among four types of conversational implicature, the flouting of maxim of Manner is used less frequently while the flouting of maxim of Quality is used more frequently in ads of finance and insurance. The author attributes the above distributional differences to five factors: desire, visibility, level of trust, durability, and legal restrictions.
This thesis hopes to benefit the practical application of presupposition and conversational implicature in advertisement, helping readers to better understand advertisement and providing copywriters with relatively worthy reference.
引文
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Barnes,M.1975.The Three Faces of Advertising.Gatesbury Limited.
Barthes,R.1964.Rhetoric of The Image.In R.Barhes,Image Music Text.London:Fontana/Collins,1977
Booth,W.1979.Metaphors as Rhetoric:The Problem of Evaluation.New York:Routledge.
Bovee,Courtland L.& William F.Arens.1994.Contemporary Advertising(5~(th) ed.).Burr Ridge,Boston and Sydney:Irwin.
Brannan,T.1993.The Effective Advertisers.Linacre House.
Brown,E & S.Levinson.1987.Politeness:Some Universals in Language Usage.Cambridge University Press.
Cook,G.1992.The Discourse of Advertising.London:Routledge.
Crystal,D.& D.Davy.1983.Investigating English Style.Harlow:Longman.
Davidson,M.1992.The Consumerist Manifesto.London:Routledge.
Dunn,S.W.,A.M.Barban,D.M.Krugman & L.N.Reid.1990.Advertising—Its Role in Modern Marketing(7th ed.).Orlando:Dryden Press.
Dyer,G.1982.Advertising as Communication.London:Methuen.
Fan,Yagang.2000.Advertising Language and Messages.Beijing:Junshi Yiwen Press.
Fordor,J.A.1983.The Modularity of Mind.Cambridge,Mass:The MIT Press.
Geis,M.1982.The Language of Television Advertising.New York:Academic Press.
Goddard,A.1998.The Language of Advertising.London & New York:Routledge.
Green,G.M.1989.Pragmatics and Natureal Language Understanding.Hillsdale:Erlbaurn.
Grice,H.P.1975.Logic and conversation.S.vntax and Semantics,3,41-58.
Grice,H.P.1978.Further notes on logic and conversation.Syntax and Semantics, 9,113-28.
Grice, H. P. 1989. Studies in the Way of Words (The William James Lectures).Cambridge, Mass: Harvard University Press.
Hermeren, Lars. 1999. English for Sale: A Study of the Language of Advertising.Lund University Press.
Jackall, R & Janice M. Hirota. 2000. Image Makers: Advertising, Public Relation,and the Ethos of Advocacy. Chicago: University of Chicago Press.
Jefkins, F. 1985. Advertising. Macdonald & Evans Ltd.
Leech, G. N. 1966. English in Advertising: A Linguistic Study of Advertising in Great Britain. London: Longman.
Leech, G. N. 1983. Principles of Pragmatics. London: Longman.
Levinson, S. C. 2001. Pragmatics. Cambridge: Cambridge University Press.
Lund, J. V. 1947. Newspaper Advertising, New York: Prentice-Hall.
Mey, Jacob L. 1993. Pragmatics: An Introduction. Oxford: Blackwell.
O'Guinn, C. T., T. C. Allen & J. R.Semenik. 1998. Advertising. Dalian: Dongbei University of Finance and Economics Press.
Packard, V. 1961. The Hidden Persuaders. Harmondsworth: Penguin.
Pateman, Trevor. 1983. How is Understanding an Advertisement Possible? Oxford:Blackwell.
Pecci, J. S. 1999. Pragmatics. Cambridge: Cambridge University Press.
Pollay, B. & Mainprize. 1985. Puns. New York: Basil Blackwell.
Preston, Ivan L. 1994. The Tangled Web They Weave: Truth, Falsity, and Advertisers. Wisconsin.
Preston, Ivan L. 1996. The Great American Blow-up: Puffery in Advertising and Selling. Wisconsin.
Richards, Jef I. 1990. Deceptive Advertising: Behavioral Study of a Legal Concept (Communication). Lea.
Russel, J. Thomas. 1993. Kleppner's Advertising Procedure. New Jersey: Prentice Hall.
Saeed, J. I. 1997. Semantics. London & New York: Blackwell
Sperber,D.& D.Wilson.1986.Relation:Communication and Cognition.Oxford:Basil Blackwell.
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