从认知语用学角度的分析语境对广告语篇影响论文

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1、Abstractinfersadvertiser’strueintention.Therefore,itisaninteractionbetweentheadvertiserandhearer/readerthathasbeengivenmuchdiscussion.Thestudyofthisthesisisanempiricalonebecauseitismainlybasedonthequalitativeanalysisofthedatacollectedfromrelatedtopicsofsimilargenrespublishedintheprinte

2、dmagazineornewspaperandsomeofthemfromthewebsitesoftheadsproducts.Itishopedthatthethesishastheoreticalfunctioninpracticalapplicationofadvertisings,thushelpingtheadvertiserrealizetheimportanceoftheapplicationofthechoiceofadvertisinglanguagetosuccessfullyperformattention-attractingstrateg

3、ies,especially,providingatheoreticalinstructionforEnglishteachersinteachingvocabularyanddiscoursecomprehension,andalso,helpingcommunicatorswithdifferentbackgroundknowledgebecomeawareoftheexistenceofsocialandculturalcontextandthenavoidunnecessarypragmaticfailure.KeyWords:Advertisingdisc

4、ourse;Dynamicadaptation;RelevanceTheory;Cognitivecontext;ManipulationofcognitivemodelVChapterOneIntroductionChapterOneIntroduction1.1BriefIntroductiontotheLanguageinAdvertisingDiscourseAdvertisingisanexerciseincommunicationeconomics,inwhichthecommunicatorendeavorstoutilizevariousresour

5、cesinthebestandmosteffectivewaytobringthedesiredreturn.AsLeech(1966:26)pointsout:theadvertiserhastobuyhiswaytothepublic’sattention:budgetingeconomyofmeansagainstresults.Oneofthemoreimponderablefactorsinvolvedcanbepragmaticeffectivenessoftheadvertisingdiscoursewhichheavilydependsonthein

6、teractionbetweenthecontextsindiscourseandthehearer/reader’scognition.Moreover,advertisingisnotonlyalinguistic,pragmaticbehavior,butalsoapsychologicalprocess.Themainpurposeofthisstudyistomakeanadequateanalysisofthelanguageinadvertisingdiscourse,withintheframeworkofcontextinVerschueren’s

7、AdaptationTheoryandSperberandWilson’sRelevanceTheory.Itaimsatanalyzingtheimpactofcontextssuchassocialcontext,culturalcontext,cognitivecontextanddynamiccontextetconthehearer/reader’sinterpretationofadvertisingdiscourse.Asaproductofthemoderncommercializedsociety,advertisinghasdrawnmore