2广告语篇互文性的关联理论解2.docx

2广告语篇互文性的关联理论解2.docx

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2广告语篇互文性的关联理论解2

Contents

AbstractinChineseiii

AbstractinEnglishiv

ChapterIIntroduction1

1.1Studiesonadvertisingathomeandabroad1

1.2Thesignificanceofthepresentstudy2

1.3Theresearchmethodologyanddatacollection2

ChapterIIOverviewofAdvertising4

2.1Thedefinitionofadvertising4

2.2Featuresandfunctionsofadvertising5

2.2.1Featuresofadvertising5

2.2.2Functionsofadvertising5

2.3Advertisementpurpose6

2.4Pragmaticfeaturesofadvertising6

2.4.1Thecommunicativesituationofadvertising6

2.4.2Texttypologyasaguidetorelevance6

ChapterIIIIntertextualityinAdvertising8

3.1Areviewoftheintertextuality8

3.2Thedefinitionofintertextuality8

3.3Pragmaticfeaturesofintertextualityreflectedinadvertisingdiscourse9

3.3.1Theoriginaltext9

3.3.2Featuresofqualityandquantityoftheintertextualityinadvertising9

3.3.3Intertextualmarksandintertextualcompetence11

ChapterIVTheRelevance-theoreticInterpretationofIntertextualityinAdvertising12

4.1Overviewofrelevancetheory12

4.2Basictheoreticalnotionsrelatedtotheintertextuality13

4.2.1Cognitiveenvironmentandmutualmanifestnessassociatedwiththerelativityofintertextuality13

4.2.1.1Themutual-knowledgehypothesis13

4.2.1.2Cognitiveenvironmentandmutualmanifestness13

4.2.1.3Therelativityofintertextuality14

4.2.2Ostensive–inferentialcommunication15

4.2.3Trustandsocialco-operationinostensivecommunication16

4.2.4Formsandfunctionsoftheintertextualityinadvertisingdiscourserelatedtocognitivecontextorientedrelevance18

4.2.4.1Context18

4.2.4.2Cognitivecontext20

4.2.4.3Detailedintertextualityinadvertisingdiscourse21

4.2.4.4Culturalintertextualityinadvertisingdiscourse25

4.2.4.5Genericintertextualityinadvertisingdiscourse29

4.2.5Covertcommunicationrelatedtointertextualityinadvertisingdiscourse30

ChapterVConclusion36

Bibliography37

广告语篇互文性的关联理论解释

2003级英语语言文学专门用途英语方向研究生:

刘婷婷导师：

钟国仕教授

内容摘要

随着当今社会商业的发展，广告日益广泛地渗透到人们的生活中，对广告的研究也随之变得越来越重要。

广告已成为一个备受关注的课题，研究的领域也相当广，涉及人类学、社会学、语言学、文学批评以及媒体研究等方面。

广告语言的研究，在社会语言学、心理语言学、交际语言学和文化语言学等领域都已取得了诸多成果。

然而，在众多的研究成果中却极少涉及到广告中的一个普遍现象，即广告语篇中的互文。

实际上，互文一直以来都是文学研究领域的一个重要课题。

同时，互文研究在文学批评、翻译等领域也都得到了长足发展。

近年来互文作为一种语篇现象，在应用语言学领域也受到越来越多地关注，尤其是在语篇分析方面。

比如，用来分析新闻语篇中各种形式的直接和间接引语。

事实上，在广告语篇中，特别是在与广告受众建立交际方面，互文起到了重要的作用。

但是，目前对于广告语篇互文性的研究仅仅是把重点放在了互文的形式或功能方面，却没有详细深入地分析互文在广告中如何发挥它的作用，更没有分析互文用于广告语篇的理论基础。

本文拟从语用学角度，主要通过关联理论分析广告语篇中的互文现象，从广告文本互文的表现形式入手，着重研究广告如何通过互文的形式以达到与广告受众交际，同时成功宣传商品的目的。

研究的结果表明,广告语篇中的互文在实践广告策略的过程中扮演着重要的角色。

广告语篇中各种形式的互文作为明示刺激信号,一方面更能够吸引读者的注意力，另一方面更有助于读者实现交际中的最佳关联。

正是这种由互文引起的语境促进了读者的推理过程，也正是通过互文语境的推理过程，广告创作者的交际意图才能最终得以实现。

同时，也正是在互文这一明示刺激信号的指引下读者寻求最佳关联的过程，使得广告语篇能够自始至终都受到读者的关注。

实用语篇的互文性研究目前还是一个相对崭新的课题，尚有许多方面需要进一步探讨。

笔者希望通过本文的研究能够推进对实用语篇互文性的研究，同时为广告语言的研究提供一个新的视角。

关键词：

广告语篇;互文;关联理论;交际;认知

ARelevance-TheoreticInterpretationoftheIntertextualityinAdvertising

Postgraduate:

LiuTingtingSupervisor:

ProfessorZhongGuoshi

Abstract

Incontemporarysociety,advertisingiseverywhere.Therefore,moreandmoreimportanceisattachedtotheresearchofadvertising.Advertisinghasbecomeapopularsubjectofstudy,approachedfromawiderangeofdisciplines,suchasanthropology,sociology,linguistics,literarycriticism,andmediastudies.Intermsoftheresearchofadvertisinglanguage,therearealsomanyachievementsinthefieldofsociallinguistics,psycholinguistics,communicativelinguisticsandculturallinguistics.However,onecommonphenomenoninadvertisinghasnotarousedpeople’senoughattention.Thatisintertextualityinadvertisingdiscourse.Theresearchesmentionedabovehavehadfewconcernswiththeintertextualfactors.

Actually,intertextualityhasbeenanimportantsubjectinthefieldofliteraturestudy.Theresearchofintertextualityhasgonealongwayandachievedalotinthefieldofliterarycriticismaswellasinthestudyoftranslation.Andnowadaysintertextualityasadiscoursephenomenonisattractingmoreattentioninthefieldofappliedlinguistics,especiallyincriticaldiscourseanalysis.Forexample,itisappliedtoanalyzingvariousdirectandindirectspeechesinnewsdiscourse.Asamateroffact,intertextualityisalsoanimportantcomponentofanadvertisingdiscourse,especiallyinrespectofmakingcommunicationwiththetargetaudienceoftheadvertising.Andtheseresearchesonintertextuality,whichhavenoticedthephenomenonofintertextualityinadvertising,onlymakeemphasisontheformsorfunctionsofintertextuality,butnotmakeaspecificanalysisofhowintertextualityworksinadvertising,neitherexplainthetheoreticalbasisofintertextualitybeingusedinadvertising.

Themainpurposeofthisthesisistoanalyzetheintertextualityinwrittenadvertisingwithintheframeworkofrelevanttheoryandtoexplainhowintertextualitymakescommunicationoccurbetweentheadvertiserandtheaudienceandmanagestointroducetheproduct.

Theresultsofthestudyshowthatintertextualityintheadvertisingdiscoursesplaysanimportantroleinfulfillingtheadvertisements’strategies.Thevariousformsofintertextualityinadvertisingfunctionastheostensivestimulithatattracttheaudience’sattentionontheonehandandhelptheaudienceproceedtowardsoptimalrelevanceontheotherhand.Itisthesecontextsthattriggertheaudience’sinferentialprocess.Itisintheaudience’sinferentialprocessassociatedwiththeintertextualcontextsthattheadvertiser’scommunicativeintentionisfulfilled.Anditistheprocessoftheacquirementofoptimalrelevancethatmakestheadvertisingdiscourseretaintheaudience’sattention.

Intertextualityasadiscoursephenomenoninthefieldofappliedlinguisticsiscomparativelyanewissue,sotherearemanyaspectsforfurtherresearch.Ihopethisthesiswillstimulatethestudyofintertextualityintermsofappliedlinguisticsandpromotethestudyofadvertisinglanguageinadifferentperspective.

Keywords:

advertisingdiscourse;intertextuality;RelevanceTheory;communication;cognition

ChapterIIntroduction

1.1Studiesonadvertisingathomeandabroad

Incontemporarysociety,advertisingiseverywhere.Wecannotwalkdownthestreet,shop,watchtelevision,gothroughourmail,logontotheInternet,readanewspaperortakeatrainwithoutencounteringit,andwhetherwearealone,withourfriends,orfamily,orinacrowd,advertisingisalwayswithus,ifonlyonthelabelofsomethingweareusing.Tosomeextend,advertisingissomethingthatweareallexposedto.Itisalsosomethingthatislikelytoaffectmostofusinanumberofdifferentspheresofourlives.Therefore,moreandmoreimportanceisattachedtotheresearchofadvertising.Advertisinghasbecomeapopularsubjectofstudy,approachedfromawiderangeofdisciplines,suchasanthropology,sociology,linguistics,literarycriticism,andmediastudies.ContemporaryAdvertising（Bovée&Arens1986）presentsadvertisingasitisactuallypracticedineconomyandsocietyperspective.Itshowstheimpactofadvertisingineconomyandtheeconomiesofothercountriesandanalyzesadvertising’sroleinfashioningsocietyandtheimpactofsocietyonadvertising;itillustrateshowadvertisingfitsinbroaderdisciplinesofbusinessandmarketing,besides,itstudiestheartisticcreativityandtechnicalexpertiserequiredinadvertising.Intermsoftheresearchofadvertisinglanguage,therearealsomanyachievementsinthefieldofsociallinguistics,psycholinguistics,communicativelinguisticsandculturallinguistics.Mostresearchersathomeandabroadhaveprovideduswithlinguisticdescriptionofadvertisinglanguage,thatis,theyanalyzethelinguisticformsindetailsfromdifferentangles.Manyscholarsathomekeepworkingatdescriptivelevelofadvertisinglanguageincludinglinguisticfeatures,rhetoricalfeaturesandconversationalimplicationetc.赵静（1997），倪宝元（2001）and黄国文（2001）maybetherepresentatives.Thoughtheyhaveprovidedafairlygoodanalysisofadvertisinglanguage,theirresearcheslackofcomprehensivestudyandageneraltheoreticalframework.Besides,fewofthemfocusthestudyonintertextualityinadvertising.

TheresearchesofG.Leech,T.VestergaardandK.Schrøder,G.CookandK.Tanakamayrepresentthedevelopmentofadvertisingstudiesatabroad.G.Leech’s（1966）maincontributionliesinhisfindingoutthemostfrequently-usedadjectivesinEnglishadvertisements,suchasnew,good,free,fresh,delicious,etc,howeverhefailedtointerpretadvertisinglanguage.T.VestergaardandK.Schrøder（1989）relateadvertisinglanguagestructuretoitsfunctionsandprovidetheadvertiserwiththelinguisticstrategiestoachievethecommunicativeaims.G.uyCook（2001）contributesalottothediscourseanalysisintermsofadvertisinglanguageanddemonstratesthatlanguagecanchangepeople’sthoughtsandinfluencethemarketing.

However,onecommonphenomenoninadvertisinghasnotarousedpeople’senoughattention.Thatisintertextualityinadvertisingdiscourse.Theresearchesmentionedabovehavehadfewconcernswiththeintertextualfactors.

1.2Thesignificanceofthepresentstudy

Intertextualityhasbeenanimportantsubjectinthefieldofliteraturestudy.Theresearchofintertextualityhasgonealongwayandachievedalotinthefieldofliterarycriticismaswellasinthestudyoftranslation.Nowadays,intertextualityasadiscoursephenomenonisattractingmoreattentioninthefieldofappliedlinguistics,especiallyincriticaldiscourseanalysis.Forexample,itisappliedtoanalyzingvariousdirectandindirectspeechesinnewsdiscourse.Asamatteroffact,intertextualityisalsoanimportantcomponentofanadvertisingdisco