33论文.docx

33论文.docx

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33论文

Abstract

Advertisinghasbecomeoneoftheverypopularandprofessionalactivitiesincontemporarysociety.Inaddition,anadvertisementisalsoapracticalcommunicationformwithspecialstructureandlanguageusesystem.Correctunderstandingofthepersuasionlanguageusedinadsinspecificcommunicativecontextscanhelpthereaderstoreceivetheintendedmessageeffectively.Basedonthetheoryofinstructionsphenomenoninpragmatics,thisthesisaimstodescribeandanalyzethefeaturesandfunctionsofpersonaldeixisinChineseandEnglishadvertisements.Inaspecificcontext,nothingbutdeixisisthemostobviouswaytoreflecttherelationshipbetweenlanguageandcontextbytheformoflanguagestructure.Whatismore,deixisintroducesthesubjectivity,attention,intentions,andothercharacteristicsdependingonthecontextwithnaturallanguage,anditisoftenmoreprevalentthanwhatpeoplethink.Thevalueofdeixisisdeterminedthoroughlybycontextelementsincommunication.Therefore,thesamedeixiswillhavedifferentmeaningsindifferentcontexts.

Instructionsaregenerallyorganizedself-centeredly.Itisrequiredtoshareacommoncommunicationcontextbetweenspeakersandlisteners,andonlyinthisway,deixiscanbeunderstoodcorrectly.Otherwise,ifspeakersandlistenersdonottalkfacetoface,orstayinthesameplace,self-centeredprinciplewouldbeviolated.Ifnotso,instructionswouldbegiven.Thechoiceofthepersonaldeixisisdeterminedbytheadvertisingcontextandthepurposeofadvertisers.Ifwhatisreferredtoisdifferent,thesamedeixisalwayshasdifferentmeanings.Sometimes,theremaybethenearpointorfarpoint,bothofwhichreflectthepragmaticdistancebetweenthespeakersandlisteners.

ThispaperintendstostudythefunctionsandfeaturesofpersonaldeixisusedinChineseandEnglishadvertisements.Inthestudy,about500displayadvertisementshavebeencollectedfromthecontemporary（2002-2012）newspaper,magazine,internetandTVinUnitedStates,Britain,CanadaandChina.Thecorpuscanbeclassifiedinto5categoriesascosmetics,cars,householdappliances,food,financeandinsurance.Firstly,thepersonaldeixisfrom500adsarecalculated,andthenthesimilaritiesanddifferencesofthepersonaldeixisdistributioninthefivetypesofadvertisementsarecompared.

Thestatisticalresultsshowthattheadvertisingdiscoursedeixishasthefollowingcharacteristics:

Firstofall,theperson,timeandspacedeixisarewidelyusedinadvertisingdiscourse;secondly,inthefivecategoriesofadvertising,theapplicationsofthefirstpersonalpronouns（I,we）andthesecondpersonalpronouns（you）aremorethanthirdpersonpronouns（he,she,theyandit）,ofwhichtheapplicationofthesecondpersonpronounarethemostprominent;again,intheaspectoftimedeixis,proximaldeixiswordssuchastodayandnowareusedmorefrequentlythanthefardeixiswordssuchasyesterday,tomorrowandthen.Inalldeixis,thepresenttensehastheemergenceofthehighestfrequency,whilethepasttenseandthefuturetensearelessused;inaddition,intheadvertisingdiscourse,applicationfrequencyofthespacedeixisismuchlowerthanthepersondeixisandtimedeixis;finally,timedeixisdistributionsimilarity,nearspaceindicatingadverbhere,demonstrativepronounthisandthesehaveamuchhigherfrequencythanfarmeansadverbsthereanddemonstrativepronounsthat,those.

Thenthispaperdiscussedthefunctionsofadvertisingdiscoursedeixis.Oneofthefeaturesistheselectionoftheappropriatepersondeixis.Advertisingindividualsmakealotoftheaudiencetoparticipateinaninteractivecommunication,andatthesametime,italsomakethepotentialconsumersfeelthattheadisdesignedspecificallyforhimorher,thusitgreatlynarrowsthepsychologicaldistancebetweentheaudienceandadvertisingpeople.Anotherfeatureofdeixisistheuseofthenearlyrefers（近指）tothetimeandspacedeixiswhichmakestheadvertisementseffectiveindifferentplacesandlargetimerange.Meanwhile,itcreatesakindofinstanteffectinthetimeandspace,whichgeneratestheresonancebetweenthepotentialconsumersandadvertisers.Inconclusion,theapplicationofdeixisinadvertisementmakesthatadvertisingalmostcanbeadaptedtoanypotentialconsumersandanycommunicativecontext,sothattheeffectofadvertisingbecomespersistent,anditproducesinstantintimeandspaceinordertoshortenthepsychologicaldistancebetweentheadvertisingandtheaudience.（本文随后探讨广告语篇中指示语的功能。

功能之一是通过人称指示语的适当选用，广告人使很多受众参与到一场交互式的交流中，同时又使每一位潜在消费者感觉到广告是专门为她或他而设计的，因而大大拉近受众与广告人之间的心理距离。

指示语的另一功能是近指时间和空间指示语的使用使广告在不同的地方和较大时间范围内有效，同时在时间和空间上制造一种即时性效果，使潜在消费者与广告人之间产生共鸣。

总之，广告中指示语的应用使广告几乎能适应于任何潜在消费者和任何交际语境，使广告的效果具有持久性，并且制造时间空间上的即时性，拉近广告人与受众之间的心理距离。

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Keywords:

advertisinglanguage;personaldeixis;PragmaticFunctions;corpus;comparativeanalysis

1Introduction

1.1PurposesandSignificanceofResearch

Theindicatorisonekindofphenomenonthroughlexicalitemsorgrammarcharacteristicspointingtocontextinformation.Thisphenomenonisreflectedinmanylanguagesintheworld,andthedifferentlanguagesusedforindicatingtermsandgrammarcharacteristicaredifferent.Deixisisusedasindicativeoflinguisticunitsandisoneofthebasiccategoriesoflinguistics.Inrecentyears,ithasbecometheissuesofcommonconcerninthephilosophyoflanguage,semantics,pragmaticsandPsycholinguistics.Itisusuallypresentedasthesignificancehavingtherelativityandtheuncertainty,whichcanbeunderstoodsufficientlythelanguageexpressiononlyinthecontext.Fromtheindicatedpointofview,thelanguagecomponentscanbedividedintotwocategoriesoftheinstructionscomponentsandconstituents（ZhangXinhua，2007）.Thedeixisbelongstotheinstructionsingredients.Fromtheviewoftheform,instructionsingredientsaredividedintotwotypesoflexicalformsandmorphologicalform.Thispaperdiscussedthepersondemonstrativepronoun“I（we）,you,he,she,it（they）”belongingtoaclassoflexicalforminstructionsingredient.

Demonstrativepronouns,asasignificantcomponentofthelanguage,haveahighfrequencyofuseinEnglishandChinese.ThispaperstudiesonthedemonstrativepronounsinEnglishandChinese,belongingtocomparativestudyofthetwolanguagesofIndo-EuropeanfamilyandHan-Tibetanlanguage,fromwhichcanbefoundtherebeingallkindsofconnectionswithcontact.Fromthegrammarangle,thedemonstrativepronounbelongstodeterminercategories.However,itbelongstothecategoryofdeixisfromthepragmaticangle.Therefore,thispapermadeadepthdiscussionofthedemonstrativepronounlinkedwithpragmaticlanguage.ThispaperaimstoinstructionsbythepersonEnglishpronoun"I（we）,you,he,she,it（they）"andtheChinesecalleddemonstrativepronouncomparativeanalysis,whichmainlydiscussedthedemonstrativepronounsinEnglishandChinesesemanticfeaturesandthechangesindifferentcontexts,aswellasdemonstrativepronouns-functionalcharacteristics.Thispaper,onthebasisofthecorpusofEnglishandChinesedemonstrativesoffullyobservationandanalysis,seekstothesimilaritiesanddifferencesofdemonstrativepronounsinordertoprovidingthebasisformorein-depthEnglishdemonstrativepronoundemonstrativepronounintwolanguages.

Indicatorisacommonlinguisticphenomenonincommunication,anddeixisplaysanextremelyimportantroleinreallifecommunication,andcommunicationcan’tbeconductedwithoutit.TheresearchofPersonDeixisisanimportantpartofpragmatics.Persondeixisindicatestherelationshipbetweeneachotherthroughopenorimpliedpronoundiscourseinvolvingapersonorthingwiththespeaker,hearerorthirdtogether.Inthespecificuse,personaldeixisiscloselyrelatedtothespecificcontext.Inadifferentcontext,eventhoughitbelongstothesameperson,butoftenhavedifferentmeanings.Forthisreason,persondeixishasincreasinglycausedconcernpragmaticresearch.

Inthispaper,itattemptstocomparativeanalysisofadvertisinglanguageinEnglishandChinesepersonalpronoun,inthebasisoftheoryofinstructioninpragmaticsphenomenon.Advertisingisthemostcommonandobviouspersuadedlanguageexamplesforindividuals.Andinmanyrespects,itisthemosthonestanddirectpropaganda.Thereforethecorrectunderstandingofadvertisinglanguageisdependentonadvertisingcommunicativecontext.Successfuladvertisingshouldobtainthegreatesteffectvaluewithconcise,accurate,appropriatelanguageinacertaincontext.Sothestudyoftheadvertisementlanguagecannotbeseparatedfromthepragmaticsanalysis.Insuchtypeofadvertisements,theywouldworkhardwhentheyusethe“grammaticalperson”.Thisarticlecombinedlanguagewiththe“deixistheory”inthepragmaticsasanexampleofsuchadvertising,comparativeanalysisofadvertisinglanguageinChinesepersonalinstructions,aswellastheeffectofadvertisingthatcanbederived.

1.2Thestructureofthethesisresearchcontentandmethod

Thispaperfocusesonthetransversecomparisonbetweendemonstrativepronoun"I（we）,you,he,she,it（they）"inEnglishandChinese,andcontrastwiththecommonnessandindividualityofdemonstrativepronounsinEnglishandChinese,anddiscussthesyntacticfunctionsandsemanticfeaturesofdemonstrativepronounsinEnglishandChinese.Thisarticletakesthewrittenadvertisementlanguagepersoninstructionlanguageasabreakthroughpoint,fromtheperspectiveofcontrastiveanalysis,exploringpragmaticfunctionofpersondeixisinadvertisingbetweenEnglishandChinese,andtryingtodiscoverthesimilaritiesanddifferencesbetweenthetwo.Firstofall,this