广告语篇中交际语境顺应性的研究

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1、ClassifiedIndex:CODE:10075U.D.C:NO:20090568ADissertationfortheDegreeofM.ArtsAdaptationinCommunicativeContextofAdvertisingDiscourseCandidate:YaoGuangxiSupervisor:Prof.YeHuijunAcademicDegreeAppliedfor:MasterofArtsSpecialty:EnglishLanguageandLiteratureUniversity:HebeiUniversityDateofOralExam

2、ination:May,2012AbstractAbstractWiththedevelopmentofeconomyinChina,theadvertisingindustryhasbeenflourishingwithfullspeed.Sotheadvertisinglanguagehaspenetratedintohumandailylifeandgraduallybecomeauniquestyle.Aslanguagerecordsinformationofthesociety,theadvertisinglanguagetosomeextentalsoref

3、lectssocialaspectslikeculture,valueandpsychology.Andthesenon-linguisticfactorswillbepresentedincontext.Meanwhile,thestudiesofmodernlinguisticsrequiremoreconsiderationfrommulti-levelandstressthesocialfunctionandculturaldiversity.Itisbelievedthatlinguisticstudiesshouldcombinelanguageuserswi

4、ththespecificcontextinadynamicstate.Thoughmuchattentionfromlinguisticaspecthasbeenpaidtoadvertising,thesystematicstudyofnon-linguisticcontextofadvertisingdiscourseisstilllimited.Inordertoperfecttheresearchonthisphenomenon,thethesisistoadoptVerschueren’sAdaptationTheorytoexplorethedynamicp

5、rocessofadaptabilityinadvertisingcontext.AdaptationTheoryemphasizestheinteractionofcommunicatorsandputstheexpresserandtheinterpreterinthecentralpositionofcontexttohighlightcommunicationindiscourse.Itshedsanewlightandprovidesapowerfulexplanationforthisphenomenon.Thisthesistendstomakeacontr

6、ibutiontocontextualstudyofadvertisingdiscourseincommunicativedimension.Itisexpectedthatthestudywillbeconductivetofurtherresearchonadvertising.Thisstudyadoptsaqualitativemethod.ThedatainthethesisaremainlyChineseadvertisementscollectedfromadvertisingbookswhichcoverfamousandclassicalads.Thro

7、ughasystematicalanalysisofcommunicationinadvertisingdiscourse,itishopedthattheprocessofdynamicadaptationinadvertisingcontextwillbepresented,soastoenrichpragmaticresearchonadvertising,tocontributetointerpretationandeffectivenessonadvertisingcommunication,andtoimprove