毕业论文电子版.docx

毕业论文电子版.docx

《毕业论文电子版.docx》由会员分享，可在线阅读，更多相关《毕业论文电子版.docx（14页珍藏版）》请在冰豆网上搜索。

毕业论文电子版

Introduction

Theadvertisementisakindoflinguisticart.Nowadays,advertisementscanbefoundeverywhere,whichhavebecomeaninescapablepartofourdailylife.Asamatteroffact,theadvertisementisakindofpublicactivity,whichmeanstoinformsomebodyofsomethingandcatchhisattention.Advertisementsintendtotriggeraspecialresponsefromtheconsumers;thereforetheyareloadedwithgreatpersuasivelanguage.Itisnoexaggerationtosaythatourlifeismoreorlessinfluencedandevenchangedbysomanyadvertisementsaroundusinthemodernsociety.Alotofadvertisementsinthepublicationarecompetingfortheaudience’sattention,andthentheadvertiserstrytomaketheiradvertisementscatchtheaudience’sattention.However,sometimessmartadvertisersusesomeconcealedmeansorimplicationtocontroltheirtruemeanings.Inordertorealizethetruemeaningsoftheadvertisement,wemustlearntoutilizefullypragmatics.Pragmaticpresuppositionconcernsaboutthespeakersandthehearers,sodoestheadvertisement.Therefore,pragmaticpresuppositionisacomprehensivemeansappliedtotheadvertisements,whichmakesadvertisementsmoreconcise,attractiveandpersuasive.

1.AnIntroductiontoAdvertisements

1.1DefinitionsofAdvertisementsandItsImportance

Theadvertisementisoneoftheoldestformsofpublicannouncements.EncyclopediaBritanniadefinesadvertisingasfollowing:

Thetechniquesusedtobringproducts,services，opinionsorcausetopublicnoticeforthepurposeofpersuadingthepublictorespondinacertainwaytowardswhatisadvertised.Mostadvertisinginvolvespromotinggoodsthatisforsale,butsimilarmethodsareusedtoencouragepeopletodrivesafely，tosupportvariouscharities，ortovoteforpoliticalcandidates.Inmanycountriesadvertisingisthemostimportantsourceofincomeformedia（e.g.newspaper,magazines,ortelevisionstations）throughwhichitisconducted,（EncyclopediaBritanniaDictionary，1985:

96）.Asamatteroffact,thedefinitionsof“advertisements”aremanyandvaried.Amongthem,oneofthebothwidelyacceptedandlatestdefinitionsisputforwardbyO’Guinn,T.C.andSemenik,J.R.（1998.6）as“advertisingisapaid,mass-mediatedattempttopersuade.”

Asweknow,advertisementshavebecomeapartofourdailylifeandweareallexposedtovariouskindsofadvertisements—onradioandtelevision,innewspapersandmagazines,oncitystreetsandbuses,andevenoncomputerscreensandmobilephones.Intoday’sageofmassproductionandfiercecompetitionformarkets,theadvertisementhasbecomeanessentialmeansforadvertiserstomaketheirproductsorservicespubliclyknownandultimatelytomoveconsumerstobuyandkeepbuyingtheirgoodsorservices.Nationaleconomyneedsadvertisementsforitsdevelopment.Enterprisesneedadvertisementsforcompetition.Peoplegenerallyneedadvertisementsforhelpinchoosingcommoditiesandfortheenrichmentofspirituallife.Therefore,itisnoexaggerationtosaythatourlifeismoreorlessinfluencedandevenchangedbysomanyadvertisementsaroundusinthemodernsociety.

1.2PurposesandFunctionsofAdvertisements

Fromthedefinitionofadvertisementwehavementionedabove,wecanlearnthefunctionsofadvertisement:

informingandpersuading.Byinforming,advertiserswanttocommunicateinformationabouttheproducts,itsfeatures,anditssale.Bypersuading,advertiserstrytoinduceconsumerstotrynewproducts.Theultimategoalofadvertisementistoinformthepotentialconsumersoftheadvertisedproductsorservices,andtopersuadethemtotakepurchaseactions.Therefore,ifadvertiserssucceedinprovidingagreatdealofinformationabouttheirproductsbutfailtopersuadeanybodytobuytheproduct,itishardtosaytheadvertisementissuccessful.Generallyspeaking,advertisersshouldlettheiradvertisementsconformfollowingsteps:

Firstly,itisnecessarytocatchtheaudience’sattentionforalongtime.Oncetheaudience’sattentionhasbeencaptured,theadvertisementmustholdtheaudience’sattentionandconvincehimthattheadvertisementisparticular.Thesuccessfuladvertisementshouldlettheaudienceshavethedesiretobuytheproductsandpersuadethemthattheproductssatisfytheirneedsorprovideaneedthattheyhavenotfeltbefore.

Moreover,theadvertisementsmustletthemknowthattheproductsadvertisedarebetterthanothercompetitiveproducts.Iftheadvertisementissuccessful,itwouldpromotetheaudiencestobuytheproducts.

Then,theaudienceswilltakeactionsandbuytheadvertisedproducts.Maybetheywillbuytheproductsinashorttimeorevenafewyearslater.So,themoresuccessfultheadvertisementis,themorepossibletheconsumerswillbuytheadvertisedproducts.Fromtheabovediscussion,wemaymakeitclearthatthepurposeofalloftheadvertisementsisthesame:

topersuadeconsumerstobuytheproducts.Inordertoreachthepurpose,thelanguageoftheadvertisementsmustbepersuasive.Allinall,theadvertiserswillusekindsofmeanstoletconsumerstoaccepttheirgoodsandservices.

1.3FeaturesofAdvertisements

Inordertomakeclearhowpragmaticpresuppositionworksinadvertisinglanguage,itisnecessarytoknowsomethingaboutthelexical,syntacticalandrhetoricalfeaturesofthelanguageofadvertisements.

1.3.1LexicalFeatures

Thelanguageofadvertisementshasitsownusage.Thevividandexpressivespokenwordsarehighlyusedinadvertisements.Amongthesewords,adjectives，verbs,compoundsandderivativesalloccurinhighfrequency.Someofthemevenhavebeendevelopedintotypicaladvertisement-featuredorstereotypedwords.Theadvertisementcopywriterstendtochoosestronglypositiveadjectives,whicharealwayslinkedtoparticulartypesofproducts.

Forexample,foodisalways“delicious”“juicy”andsoon.Theseadjectivesoftenappearinadvertisementsintheformofthecomparativeorthesuperlativetoshowthesuperiorityofthegoalsandservices.Incontrast,verbsinadvertisementsareusedintheimperativeformwhenwearetoldtodosomething,e.g.:

“try……”“See……”

1.3.2SyntacticalFeatures

Generallyspeaking,thesentencesofadvertisementareshortandsimple,becauseshortandsimplesentencesareusuallyemphatic,expressiveandhavespecialclarities,thatis,simplesentencesarewidelyused;howeverthecompoundonesarenot.Coordinatestructuresarebetterthansubordinatestructures.Imperativesentencesareoftenusedratherthannegativeones,andthepresenttenseisdominantinthetextsoftheadvertisements.

1.3.3RhetoricalFeatures

Inadvertisements,thecopywritersofadvertisementsadoptsomerhetoricalmethodstomaketheadvertisementsmoreattractive,thusenablingthelanguageofadvertisementstobehighlyartfulandloaded.Metaphor,simile,personificationandrepetitionarefrequentlyusedtobuilduptheexpectedeffects;manyadvertisementstendtorepeatwordsorideas.Forexample,somethingrepeatedfrequentlyismorelikelytoberemembered.

2.AnIntroductiontoPragmaticPresupposition

From1973,manyworksshowthatpresuppositionsaretoosensitivetocontextualfactors（Levinson,1997:

177）.Presuppositionsarenotinherentinparticularlexicalitemsorconstructions,butassociatedwithpropertiesofutterancesinacontext.Semanticsandsemantictheoriesofpresuppositionsaretheoreticallyinadequatetoexplainsomelanguagephenomena.Therefore,studiesonpresuppositionfromthepragmaticperspectivehaveemerged.Pragmaticpresuppositioncharacterizespresuppositionfromtheperspectiveoflanguageuse,andregardspresuppositionasamajorfactorofthecontext,beliefandknowledgestateofthespeakerandhearer.Fromthepragmaticperspective,speakershavepresuppositions.

2.1DefinitionsofPragmaticPresupposition

Presuppositioncanbedividedintotwotypes:

semanticandpragmaticpresuppositions.Theformerisdeducedfrominternalpartofasentencewithoutanyrelationtothecontext.However,thelatterconcernsthefactorsaboutpersonandcontextincommunications;itisthespeaker’spresupposition.Althoughonbasisofthemeaningofthesentenceandstructure,pragmaticpresuppositioncanonlybededucedbycombiningwithcontexts.Therefore,semanticpresuppositionanalysesthesentencefromtheaspectoflogicsemantics,whichisalinguisticmeansofspeakerstoexpressthepurposeoftheutterances.Itisakindofpresuppositioninanarrowsense.Whilepragmaticpresuppositionanalyzessentencesfrompragmatics,whichisakindofpresuppositioninabroadsense.Pragmaticpresuppositionessentiallystudiestherelationshipbetweenhumanbeingsandthepropositionstheymake.Itisalsocalledpragmaticpremiseandusedtorefertotheassumptionofthecontextinwhichthespeakermakesanutterance,oritistakenasappropriateconditionsnecessaryfortheperformancesofspeechactortheconditionsthatmustbesatisfiedtomakeanutterance,itistakenasthemutualorbackgroundknowledgesharedbyboththespeakerandthehearer.

Since1970s,manystudiesonpresuppositionfrompragmaticaspecthavebeenmade,whichhasledtovarietiesofdefinitionsonpragmaticpresuppositions.Stalnaker（1973）arguesthatpresuppositionisessentiallyapragmaticphenomenonandisapartofthesetofassumptionsmadebyparticipantsinaconversation,whichheterms“thecommonground”.ThispragmaticviewofpresuppositionisalsoproposedbysuchresearchersasSperberandWilson（1986）,whoarguesthatpresuppositionisnotanindependentphenomenonbutoneofaseriesofeffectsisproducedwhenthespeakeremployssyntacticstructureandintentiontoshowthehearerhowthecurrentsentencefitsintothepreviousbackground.Pragmatic