顺应理论在公益广告中的应用
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摘要
随着社会的发展,公益广告作为现代文化中的重要组成部分在人们生活中起着越来越重要的作用。此现象已引起人们的广泛关注,然而从语用学角度对公益广告的研究被人们所忽视,所以本论文正是用语用学的分析方法对公益广告做综合研究。公益广告的目的是鼓励和引导大众做出对社会有益的行为以及唤起人们关心社会生活的意识,所以它的语言使用需要鲜明并且引人注目。本文认为,这一创作过程就是不断做出语言选择的复杂过程。本研究以耶夫·维索尔伦的顺应理论为基础,分析及讨论公益广告发展中的语言顺应过程。维索尔伦语用学综观下的顺应理论认为:语言使用是在不同意识程度下为适应交际需要而不断做出选择的过程,语言使用者之所以能够在使用语言的过程中不断做出选择,是因为语言具有变异性,协商性,适应性。语言的使用要从四个方面来解释:适应性的语境相关成分,适应的结构对象,适应的动态过程和适应过程的意识突显性。本研究以此理论为基础,对语料进行研究。
本研究通过分析公益广告的类型及语言特点集中讨论:公益广告做出何种语言选择,在顺应理论下公益广告如何实现交际目标。通过分析公益广告的语言,结构,修辞,本研究发现了公益广告的语言选择。结合顺应理论,本研究说明了顺应了心智世界,社交世界,物理世界的公益广告更易于被人接受。希望此研究能够丰富公益广告方面的深入研究,也为广告创意人创造出更有效的公益广告提供借鉴。
With the development of society, public service advertisement, as a major component of the modern culture, plays a more and more important part in people's life. While much attention has been paid to the phenomenon and some researches have been made on the linguistic aspects of advertisement, the study on public service advertisement has been neglected by many scholars from a pragmatic perspective. This thesis is going to make a comprehensive research on the public service advertisement with the pragmatic analysis. The function of public service advertisement is to encourage and guide people to do beneficial behaviors and to arouse people's consciousness to concern social affairs. So its language use must be vivid and eye-catching, and hence a complex process of making relevant choices constantly. The study is based on Jef Verschueren's adaptation theory to analyze and discuss the process of language adaptation in the development of public service advertisement. As Verschueren's theory assumes, language use is a continuous making of linguistic choices with different degree of salience for the purpose of communication. Language users make choices continuously or uncontinuously in the process of language use, because language in communication has variability, negotiability and adaptability as its natural property. Any language use can be explained from four aspects: contextual correlates of adaptability, structural objects of adaptability, dynamics of adaptability and salience of the adaptation processes. This study is an empirical one, mainly supported by analysis of original data.
This study reveals various patterns of public services advertisements, and through analyzing the features of their languages, it explains: (1) what kinds of language choices public service advertisement makes; (2) how public service advertisement realizes the communicative goal according to the adaptation theory. By studying the words, structures and figures of speech of public service advertisements, the research finds out the language choices of public service advertisements, and with Verschueren's adaptation theory, it explains public service advertisements that adapt to the mental world, the social world and the physical world can be accepted by people easily.
It is hoped that this study can enrich the pragmatic studies on public service advertisement and also make advertisers create more effective public service advertisement.
本研究通过分析公益广告的类型及语言特点集中讨论:公益广告做出何种语言选择,在顺应理论下公益广告如何实现交际目标。通过分析公益广告的语言,结构,修辞,本研究发现了公益广告的语言选择。结合顺应理论,本研究说明了顺应了心智世界,社交世界,物理世界的公益广告更易于被人接受。希望此研究能够丰富公益广告方面的深入研究,也为广告创意人创造出更有效的公益广告提供借鉴。
With the development of society, public service advertisement, as a major component of the modern culture, plays a more and more important part in people's life. While much attention has been paid to the phenomenon and some researches have been made on the linguistic aspects of advertisement, the study on public service advertisement has been neglected by many scholars from a pragmatic perspective. This thesis is going to make a comprehensive research on the public service advertisement with the pragmatic analysis. The function of public service advertisement is to encourage and guide people to do beneficial behaviors and to arouse people's consciousness to concern social affairs. So its language use must be vivid and eye-catching, and hence a complex process of making relevant choices constantly. The study is based on Jef Verschueren's adaptation theory to analyze and discuss the process of language adaptation in the development of public service advertisement. As Verschueren's theory assumes, language use is a continuous making of linguistic choices with different degree of salience for the purpose of communication. Language users make choices continuously or uncontinuously in the process of language use, because language in communication has variability, negotiability and adaptability as its natural property. Any language use can be explained from four aspects: contextual correlates of adaptability, structural objects of adaptability, dynamics of adaptability and salience of the adaptation processes. This study is an empirical one, mainly supported by analysis of original data.
This study reveals various patterns of public services advertisements, and through analyzing the features of their languages, it explains: (1) what kinds of language choices public service advertisement makes; (2) how public service advertisement realizes the communicative goal according to the adaptation theory. By studying the words, structures and figures of speech of public service advertisements, the research finds out the language choices of public service advertisements, and with Verschueren's adaptation theory, it explains public service advertisements that adapt to the mental world, the social world and the physical world can be accepted by people easily.
It is hoped that this study can enrich the pragmatic studies on public service advertisement and also make advertisers create more effective public service advertisement.
引文
[1]Arens,W.& Bovee,C.Contemporary Advertisement.Massachusetts:Irwin Incorporation,1994.
[2]Austin,J.L.How to do Things with words.Oxford and New York:Oxford,University Press,1962.
[3]Blakemore,D.Understanding Utterances.Oxford:Black-well,1992.
[4]Brown,G&G Yule.Discourse Analysis.Cambridge:Cambridge University Press,1983.
[5]Cook,Guy.The Discourse of Advertisement.London & New York:Routledge,1992.
[6]Dyer,Gillian.Advertising as Communication.London and New York:Routledge,1995.
[7]George Yule.Pragmatics.上海:上海外语教育出版社,2000.
[8]Hovland,Carl I.,Irving L,Janis,& Harold H.Kelley.Credibility of the Communicator.In Campbell & Helper,(eds)Dimensions in Comminication.Belmont:Wadsworth Publishing Company,1966.
[9]Jewler,A.Jerome and Drewniany Bonnie L.Creative Strategy in Advertising.大连:东北财经大学出版社,1998.
[10]Leech,G.N.English in Advertising.London:Longman,1972.
[11]Leech,G.N.Principles of Pragmatics.Longman Inc.New York,1983.
[12]Levinson,S.C.Pragmatics.Cambridge:Cambridge University Press,1983.
[13]Malinowski,B.The problem of Meaning in Primitive Languages.In The Meaning of Meaning,Routledge & Kegan Paul,1923.
[14]Mey J.L.Pragmatics:An introduction.Basil Blackwell,2001.
[15]O 'Guinn.Thomas C,Chris T.Allen & Richard J.Semenik.Advertising.大连:东北财经大学出版社,1998.
[16]Pollay,R.W."Measuring the cultural values manifest in advertising." Current Issues and Research in Advertising,.1983,5:71-92.
[17]Verschueren,J.Understanding Pragmatics.London:Arnold,2000.
[18]Verschueren,J.Pragmatics as a Theory of Linguistic Adaptation.IprA Working Document Antwerp:International Pragmatics Association,1987.
[19]Vestergaard,Torben and Schroder,Kim.The Language of Advertising.Oxford:Basil Blackwell,1985.
[20]陈福宝,社区公益广告刍议,《延边大学学报》,2004,2:79-82。
[21]陈家华,程红,中国公益广告:宣传社会价值新工具,《新闻与传播研究》,2003,4:16-25。
[22]陈望道,《修辞学发凡》,上海:上海文艺出版社,1962。
[23]丁往道,吴冰,钟美荪,郭楱庆,《英语写作手册》,北京:外语教学与研究出版社,2001。
[24]郭岚,广告语中对读者的心理顺应,广东外语外贸大学英语专业硕士论文,2002。
[25]黄国文,《语篇分析的理论和实践—广告语篇研究》,上海:上海外语教育出版社,2001。
[26]何自然,《语用学与英语学习》,上海:上海外语教育出版社,1997。
[27]何自然,语用学对修辞研究的启示,《暨南学报(哲学社会科学版)》,2000,6:38-44。
[28]何自然,于国栋,《语用学的理解》—Verschueren的新作评价,《现代外语》,1999,4:429-435。
[29]何自然,陈新仁,《当代语用学》,北京:外语教学与研究出版社,2002。
[30]何自然,冉永平,《认知语用学:言语交际的认知研究》,上海:上海外语教育出版社,2006。
[31]何兆熊,《新编语用学概要》,上海:上海外语教育出版社,2000。
[32]何兆熊主编,《语用学文献选读》,上海:上海外语教育出版社,2003。
[33]侯涛,席淑丽,语篇的语用信息和社会意义,《中北大学学报》,2008,1:51-53。
[34]贾玉新,《跨文化交际学》,上海:上海外语教育出版社,1997。
[35]李欣,吴琼,商业广告与公益广告的比较研究,《湖北广播电视大学学报》,2007,1:132-134。
[36]刘正光,吴志高,选择—顺应—评Verschueren《理解语用学》的理论基础,《外语学刊》,2000,4:84-90。
[37]倪宁等,《广告新天地—中日公益广告比较》,北京:中国轻工业出版,2003。
[38]潘泽宏,《公益广告导论》,北京:中国广播电视出版社,2001。
[39]钱冠连,语用学:统一连贯的理论框架——J.Verschueren《如何理解语用学》述评,《外语教学与研究》,2000,3:230-232。
[40]钱冠连,《汉语文化语用学(第二版)》,北京:清华大学出版社,2000。
[41]钱冠连,霍永寿(译),《语用学诠释》,北京:清华大学出版社,2003。
[42]秦沈,公益广告中的人文关怀,《当代电视》,2004,5:52-53。
[43]冉永平,语用意义的动态研究,《外国语》,1998,6:72-76。
[44]冉永平,《语用学:现象与分析》,北京:北京大学出版社,2006。
[45]孙然,公益广告语篇特征分析,《山东外语教学》,2004,6:59-61。
[46]谭晓晨,语境的动态研究—维索尔伦的语境顺应论评介,《外语与外语教学》,2002,6:50-52。
[47]徐星,广告诉求的心理基础与语言策略,《解放军外国语学报》,2001,4:46-48。
[48]杨曙,从系统功能语法角度对公益广告的人际意义研究,广东外语外贸大学英语专业硕士论文,2006。
[49]于凤静,论公益广告的人性化叙事,《辽宁大学学报(哲学社会科学版)》,2003,6:4-5。
[50]张明新,《公益广告的奥秘》,广州:广东经济出版社,2004。
[51]http://www.51cmc.com/article/AD-Criticism/200704/20070413165148636528.shtml
[52]http://www.godpp.gov.cn/zt_/2008-O3/20/content_12749759.htm
[53]http://ks.cn.yahoo.com/question/1307081301849.html
[2]Austin,J.L.How to do Things with words.Oxford and New York:Oxford,University Press,1962.
[3]Blakemore,D.Understanding Utterances.Oxford:Black-well,1992.
[4]Brown,G&G Yule.Discourse Analysis.Cambridge:Cambridge University Press,1983.
[5]Cook,Guy.The Discourse of Advertisement.London & New York:Routledge,1992.
[6]Dyer,Gillian.Advertising as Communication.London and New York:Routledge,1995.
[7]George Yule.Pragmatics.上海:上海外语教育出版社,2000.
[8]Hovland,Carl I.,Irving L,Janis,& Harold H.Kelley.Credibility of the Communicator.In Campbell & Helper,(eds)Dimensions in Comminication.Belmont:Wadsworth Publishing Company,1966.
[9]Jewler,A.Jerome and Drewniany Bonnie L.Creative Strategy in Advertising.大连:东北财经大学出版社,1998.
[10]Leech,G.N.English in Advertising.London:Longman,1972.
[11]Leech,G.N.Principles of Pragmatics.Longman Inc.New York,1983.
[12]Levinson,S.C.Pragmatics.Cambridge:Cambridge University Press,1983.
[13]Malinowski,B.The problem of Meaning in Primitive Languages.In The Meaning of Meaning,Routledge & Kegan Paul,1923.
[14]Mey J.L.Pragmatics:An introduction.Basil Blackwell,2001.
[15]O 'Guinn.Thomas C,Chris T.Allen & Richard J.Semenik.Advertising.大连:东北财经大学出版社,1998.
[16]Pollay,R.W."Measuring the cultural values manifest in advertising." Current Issues and Research in Advertising,.1983,5:71-92.
[17]Verschueren,J.Understanding Pragmatics.London:Arnold,2000.
[18]Verschueren,J.Pragmatics as a Theory of Linguistic Adaptation.IprA Working Document Antwerp:International Pragmatics Association,1987.
[19]Vestergaard,Torben and Schroder,Kim.The Language of Advertising.Oxford:Basil Blackwell,1985.
[20]陈福宝,社区公益广告刍议,《延边大学学报》,2004,2:79-82。
[21]陈家华,程红,中国公益广告:宣传社会价值新工具,《新闻与传播研究》,2003,4:16-25。
[22]陈望道,《修辞学发凡》,上海:上海文艺出版社,1962。
[23]丁往道,吴冰,钟美荪,郭楱庆,《英语写作手册》,北京:外语教学与研究出版社,2001。
[24]郭岚,广告语中对读者的心理顺应,广东外语外贸大学英语专业硕士论文,2002。
[25]黄国文,《语篇分析的理论和实践—广告语篇研究》,上海:上海外语教育出版社,2001。
[26]何自然,《语用学与英语学习》,上海:上海外语教育出版社,1997。
[27]何自然,语用学对修辞研究的启示,《暨南学报(哲学社会科学版)》,2000,6:38-44。
[28]何自然,于国栋,《语用学的理解》—Verschueren的新作评价,《现代外语》,1999,4:429-435。
[29]何自然,陈新仁,《当代语用学》,北京:外语教学与研究出版社,2002。
[30]何自然,冉永平,《认知语用学:言语交际的认知研究》,上海:上海外语教育出版社,2006。
[31]何兆熊,《新编语用学概要》,上海:上海外语教育出版社,2000。
[32]何兆熊主编,《语用学文献选读》,上海:上海外语教育出版社,2003。
[33]侯涛,席淑丽,语篇的语用信息和社会意义,《中北大学学报》,2008,1:51-53。
[34]贾玉新,《跨文化交际学》,上海:上海外语教育出版社,1997。
[35]李欣,吴琼,商业广告与公益广告的比较研究,《湖北广播电视大学学报》,2007,1:132-134。
[36]刘正光,吴志高,选择—顺应—评Verschueren《理解语用学》的理论基础,《外语学刊》,2000,4:84-90。
[37]倪宁等,《广告新天地—中日公益广告比较》,北京:中国轻工业出版,2003。
[38]潘泽宏,《公益广告导论》,北京:中国广播电视出版社,2001。
[39]钱冠连,语用学:统一连贯的理论框架——J.Verschueren《如何理解语用学》述评,《外语教学与研究》,2000,3:230-232。
[40]钱冠连,《汉语文化语用学(第二版)》,北京:清华大学出版社,2000。
[41]钱冠连,霍永寿(译),《语用学诠释》,北京:清华大学出版社,2003。
[42]秦沈,公益广告中的人文关怀,《当代电视》,2004,5:52-53。
[43]冉永平,语用意义的动态研究,《外国语》,1998,6:72-76。
[44]冉永平,《语用学:现象与分析》,北京:北京大学出版社,2006。
[45]孙然,公益广告语篇特征分析,《山东外语教学》,2004,6:59-61。
[46]谭晓晨,语境的动态研究—维索尔伦的语境顺应论评介,《外语与外语教学》,2002,6:50-52。
[47]徐星,广告诉求的心理基础与语言策略,《解放军外国语学报》,2001,4:46-48。
[48]杨曙,从系统功能语法角度对公益广告的人际意义研究,广东外语外贸大学英语专业硕士论文,2006。
[49]于凤静,论公益广告的人性化叙事,《辽宁大学学报(哲学社会科学版)》,2003,6:4-5。
[50]张明新,《公益广告的奥秘》,广州:广东经济出版社,2004。
[51]http://www.51cmc.com/article/AD-Criticism/200704/20070413165148636528.shtml
[52]http://www.godpp.gov.cn/zt_/2008-O3/20/content_12749759.htm
[53]http://ks.cn.yahoo.com/question/1307081301849.html