文档介绍：Linguistic Deviation in English Advertising:
The Pragmatic Approach
by
Lin Dandan
Under the Supervision of
Professor Chen Xinren
Submitted in Partial Fulfillment of the Requirements
for the Degree of Bachelor of Arts
English Department
School of Foreign Studies
Nanjing University
Mar 2009
ACKNOWLEDGEMENTS
I wish to extend my sincere thanks to my supervisor, Professor Chen Xinren, for his guidance and encouragement as well as his patience of rectifying and refining my thesis. I am also grateful to my course instructors of Thesis Writing, Wang Wenyu and Zhou Dandan, both of whom directed us step by step in my thesis writing process. My thanks go to Gao Hong, Zhu Min, Xu Yan, Zhou Qin, and Gu Xiaolin, who took part in the interviews. In particular, I would like to thank my best friend Gao Hong for her support and advice when I felt confused about how to carry out my research anize my thesis.
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摘要
本文运用当代语言学特别是语用学理论对英文广告语中的语言变异现象进行了分析与研究,旨在探究三方面的问题:(1)语言学角度下,英文广告语言变异现象的分类;(2)从语用学角度看,英文广告语言变异现象如何违反质、量、关系、方式准则,且如何达到广告语效果;(3)上述不同变异现象的出现频率及其给广告商的启示。
在进行语料分析的过程中,研究者通过网络、杂志等途径收集了15条运用语言变异策略的经典英文广告,从语言学角度进行分类;并进一步运用语用学理论知识对语用变异现象进行分析;同时,研究者对南京大学外国语学院英语系本科四年级5位同学进行了开放式问题访谈。通过对所采集语料的分析与采访记录的整理,研究者得出以下结论:
(一)英语广告语中的语言变异现象主要可分类为:语音变异、词形变异、语义变异和语用变异。
(二)语用变异又可细分为故意违反合作原则中质、量、关系、方式准则的变异现象。采访证明,四种语用变异都可帮助广告语取得预期效果。
(三)统计表明,词汇变异与语用变异中的违反方式准则在变异现象中应用最为广泛。
本研究的结果表明:第一,语言变异是广告语设计的一个重要特征,是广告语达到其效果的手段;第二,在广告语变异现象中,词汇变异与语用变异中的违反方式准则运用最广,此结论可供广告商参考。
ABSTRACT
Advertising language is plex linguistic phenomenon since it frequently uses linguistic deviation from convention. Linguistic deviation is applied in advertising extensively. Since advertising became popular, analysis on advertising text or script has also emerged in large numbers. Numerous studies have been carried out and a large number of linguistic phenomena in advertisement including deviation have been discovered. However, as far as interpreting deviation from the pragmatic perspective is concerned, t