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英语商业广告口号中的言语行为探究

作　者: 栾习青
导　师: 徐万治
学　校: 中国石油大学
专　业: 英语语言文学
关键词: 广告言语行为理论理性诉求情感诉求
分类号: H313
类　型: 硕士论文
年　份: 2011年
下　载: 43次
引　用: 0次
阅　读: 论文下载

内容摘要

商业广告在现代社会中日益发挥着重要作用,语言学家从多种角度对广告做了很多研究,取得了很多成果。言语行为理论是语用学中重要理论。赛尔将言语行为分为5大类：断言行为、指令行为、承诺行为、表达行为和宣告行为。本文认为,商业广告口号具有言语行为。本文主要分五章。第一章是引言。第二章是广告的综述部分。从广告的定义、分类、功能和目的对广告做了一个全方位的介绍。此外,也对前人对广告所作的研究做了回顾。第三章为本论文的理论支撑部分。本部分包括了奥斯汀和赛尔的言语行为理论以及本文运用到的语言统计学中的知识。第四章为本论文的主体部分。本文搜集了500则英语商业广告作为研究对象,运用赛尔的言语行为理论分类,将这500则广告进行定性分析,得出每一则广告中的言语行为特征。然后再借助SPSS分析软件,检验不同言语行为在广告中使用频率是否有差异。结合广告制作的目的,本文还探索了商业广告为何呈现言语行为的原因。理性诉求和情感诉求是广告商通常运用的手段。断言行为和承诺行为分别从理性诉求和情感诉求角度发挥着巨大作用。

全文目录

摘要  4-5
Abstract  5-8
Chapter 1 Introduction  8-11
  1.1 Research Motivation  8-9
  1.2 Study Questions of the Thesis  9
  1.3 Structure of the Thesis  9-11
Chapter 2 General Literature Review of the Study of Advertising  11-20
  2.1 The Definition of Advertising  11-13
  2.2 The Classification of Advertising  13
  2.3 The Structure of Advertising  13-14
  2.4 Purpose and Function of Advertising  14-15
  2.5 Previous Study on Advertising  15-20
    2.5.1 Non-linguistic Approach  15-16
    2.5.2 Linguistic Approach  16-20
Chapter 3 Theoretical Basis  20-25
  3.1 Origin of Speech Acts  20
  3.2 John Austin's Speech Act Theory  20-22
    3.2.1 Constatives and Performatives  20-21
    3.2.2 The Classification of the Speech Acts  21
    3.2.3 The Classification of Illocutionary Acts  21-22
  3.3 Searle's Speech Act Theory  22-23
    3.3.1 Searle's Felicity Condition on Speech Acts  22
    3.3.2 The Classification of Illocutionary Acts  22
    3.3.3 Indirect Speech Acts  22-23
  3.4 Terms Associated with Quantitative Analysis  23-25
    3.4.1. The Definition of Hypothesis Testing  23
    3.4.2 The Definition of Significance Level  23
    3.4.3 The Definition of Chi-square Test  23-25
Chapter 4 Analysis and Discussion  25-49
  4.1 Analysis Designing  25-26
    4.1.1 Research Objects  25-26
    4.1.2 Research Methodology  26
    4.1.3 Analysis Principle  26
  4.2 Categories of English Commercial Advertising Slogans  26-27
  4.3 Speech Acts in English Commercial Advertising Slogans  27-38
    4.3.1 Speech Acts in Nominal Phrase Commercial Advertising Slogans  27-30
    4.3.2 Speech Acts in Verb Phrase Commercial Advertising Slogans  30-35
    4.3.3 Speech acts in Modifying Phrase Commercial Advertising Slogans  35-36
    4.3.4 Speech Acts in One Full Sentence Commercial Advertising Slogans  36-37
    4.3.5 Speech Acts in Two or More Sentences Commercial Advertising Slogans  37-38
  4.4 Significance Levels of Frequencies between Six Kinds of Sentences  38-46
    4.4.1 Significance Levels of Frequencies Differences between assertive and that ofthe others  40-42
    4.4.2 Significance Levels of Frequencies Differences between (Assertive+Commissives) and (Assertive+Commissives+Directives), Directives, Commissives,Expressive  42-43
    4.4.3 Significance Levels of Frequencies Differences between (AssertiveCommissives+Directives) and Directives, Commissives, Expressive  43-44
    4.4.4 Significance Levels of Frequencies Differences between Directives andCommissives, Expressive  44-45
    4.4.5 Significance Levels of Frequencies Differences between Commissives andExpressive  45-46
  4.5 Probable Reasons for the Difference Frequencies of English Commercial AdvertisingSlogans  46-49
Chapter 5 Conclusion  49-50
References  50-52
攻读硕士学位期间取得的学术成果  52-53
Acknowledgements  53

英语商业广告口号中的言语行为探究

内容摘要

全文目录

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