英語(yǔ)廣告強(qiáng)化語(yǔ)言應(yīng)用研究

1、英語(yǔ)廣告強(qiáng)化語(yǔ)言應(yīng)用研究上海交通大學(xué)碩士學(xué)位論文英語(yǔ)廣告的強(qiáng)化語(yǔ)言應(yīng)用研究姓名陳謐思申請(qǐng)學(xué)位級(jí)別碩士專業(yè)外國(guó)語(yǔ)言學(xué)及應(yīng)用語(yǔ)言學(xué)指導(dǎo)教師胡開(kāi)寶吳勇20071101shanghai jiao tong university m a thesis英語(yǔ)廣告的強(qiáng)化語(yǔ)言應(yīng)用研究隨著商業(yè)和市場(chǎng)經(jīng)濟(jì)的發(fā)展廣告通過(guò)與報(bào)刊電視網(wǎng)絡(luò)等現(xiàn)代大眾傳媒的廣泛結(jié)合正展現(xiàn)著巨大的促銷力量成為現(xiàn)代生活屮不可缺少的部分眾多學(xué)科的學(xué)者從不同角度對(duì)廣告進(jìn)行了卓有成效的研究包括社會(huì)學(xué)心理學(xué)文體學(xué)語(yǔ)言文字跨文化研究等木文研究的主要內(nèi)容是從強(qiáng)化語(yǔ)言角度運(yùn)用大量英語(yǔ)廣告實(shí)例系統(tǒng)地分析英語(yǔ)廣告中的強(qiáng)化語(yǔ)言應(yīng)用現(xiàn)象從而發(fā)現(xiàn)英語(yǔ)廣告中的強(qiáng)化語(yǔ)言類

2、型歸納總結(jié)其特點(diǎn)結(jié)合語(yǔ)用學(xué)相關(guān)策略對(duì)英語(yǔ)廣告的運(yùn)作模式和綜合效應(yīng)作較深入的解讀同時(shí)對(duì)于強(qiáng)化語(yǔ)言進(jìn)行較為系統(tǒng)的梳理木研究打破對(duì)強(qiáng)化語(yǔ)言的狹義理解從詞匯句法修辭等多角度考察強(qiáng)化語(yǔ)言的作用采用大量收集的當(dāng)今報(bào)刊雜志及其網(wǎng)站上的英語(yǔ)廣告作為新鮮料隨機(jī)取樣分類統(tǒng)計(jì)歸納分析總結(jié)各類強(qiáng)化語(yǔ)言在英語(yǔ)廣告語(yǔ)言屮的實(shí)際應(yīng)用及其具體功能即使廣告語(yǔ)言更具有說(shuō)服力幫助廣告實(shí)現(xiàn)其最終的語(yǔ)用功能本論文研究對(duì)強(qiáng)化語(yǔ)言在廣告中的應(yīng)用提供一定的理論指導(dǎo)并且對(duì)其進(jìn)一步研究及應(yīng)用具有一定的借鑒作用關(guān)鍵詞強(qiáng)化廣告廣告語(yǔ)言語(yǔ)用策略iishanghai jiao tong university m athesisa study of th

3、e application ofintensification inadvertising languageabstractwiththe developmentof commercialmultimediaand marketeconomyadverti singhas been playingan increasinglysignificantrole as a formofcommunication advertising is an essential part of modern society itdraws peoplesattentionandpersuadesthemtobu

4、yproductsor servicesthroughnewspapertelevisionnetworkandotherformsinrecentyearsadvertisementshavearousedgreatinterestfromawiderangeoffieldssuchas sociology psychology stylisticslinguisticscross-cultureresearchand so on thisthesis is designed to make athoroughexplorationon intensificationand itsdevic

5、esin englishadvertisinglanguagewith the help of pragmaticstrategiesthe main purposeis to betterunderstand theapplication ofintensifydevices inenglishadvert i s i nglan gucigeandthe whole system ofintensificationthis thesis has extended the definition of intensification from mere intensifiers tointen

6、sifyingdevicesincluding1exical devicesstructuraldevices and rhetoricaldevices to achieve the effect of emphasis and persuasion with the collected data of440englishadvertisementsfromnewspapersmagaz i nesandtheir websitesthisstudy defines and classifies the types of intensification and analyzes their

7、applicationand persuasive effectiveness in advertising languageit is hoped that the detailed discussion of lexical strueturaland rhetoricalamplifiers and downtoners in english advertising language will help broaden the viewof intensification and shed light on the research of its practical applicatio

8、nkeywordsintensificationadvertisingadvertising1anguagepragmaticstrategiesill上海交通大學(xué)學(xué)位論文原創(chuàng)性聲明本人鄭重聲明所呈交的學(xué)位論文是本人在導(dǎo)師的指導(dǎo)下獨(dú)立進(jìn)行研究工作所取得的成果除文中己經(jīng)注明引用的內(nèi)容外木論文不包含任何其他個(gè)人或集體已經(jīng)發(fā)表或撰寫過(guò)的作品成果對(duì)本文的研究做出重要貢獻(xiàn)的個(gè)人和集體均已在文中以明確方式標(biāo)明本人完全意識(shí)到本聲明的法律結(jié)果由本人承擔(dān)學(xué)位論文作者簽名陳謐思日期200818 日shanghai jiao tong university m athesisacknowledgementsi am

9、 indebted to the people whose support encoureigement andongoing advicehave been invaluable during my thesis studyfirst of all it is my honor to have professor llu kaibai eindprofessor wu yong tobe my supervisors who have sustained me from rough thoughts and rawmaterials tofinalmanuscriptiamextremely

10、gratefultothemfor theiracademicguidanceandvaluabledirectionsfor theirgenerosityin spendingtheirtimediscussing and refiningmy thesis as well as for their cons taut encouragement and friendshipwithout whichthis thesis wou1d not have been accomplishedit is their acumen andinsight that haveguidedme toma

11、ke thebesteffor tsat everyturn and promptedme to seeknewapproachesof theresearch thiswhole processaswell as thelessons they havetaught me inand after class have brought me continuing wonderto mystudy life iam most appreciative of them and all that they have broughtto memysinceregratitude goesto othe

12、rprofessors whohaveinstructedandenlightenedme duringthe past twoand a heilfyearsin the schoolof foreignlanguagesofshanghai jiao tong university moreoverspecial appreciation alsogoes tomsyong lipingfor her unconditional andsubstantialhelp throughout mypostgraduate studylast but not least i extend my

13、sincere thanks to my beloved parents and friendsfor sharing with me the incrediblytime-consumingprocess of creating my thesisthanks agciin for providing me great support to follow my passion and complete mytarget they help me learn grow and enjoy what i have been pursuing and share withme their thou

14、ghts growth and achievements i do cherish theirfriendships now andalwaysia study of the application of intensification in advertising language sjtu m a thesischapteroneintroduction11 rationale of the researchas a form of communicationadvertisingwhich is intendedto informandinfluence the audience is

15、an essential part of modern society with the developmentofmultimediaand new technologyadvertisinghas been playing an increasinglysignificant role people are now exposed to different kinds of advertisements radio ortv mailbox or e-mail buses in the streets or small gifts in front of stores no mattera

16、udio or visual printed or not here we are in the world of advertisements it is almosteverywhere that consumers might not even realize its existence before advertisementworks well on themin recent years advertising has aroused greeit interest in such fields as marketingpsychology sociology cross-cult

17、ure as well as linguisticsresearchers have madegreat efforts in the study of advertising strategies psychologicalaspects of advertisingand factors of advertising effectiveness such as layouts visueil imeigecolor musicand so forth however the study of advertising language iscomparative!5 scarce andha

18、s stillleft much spacefor linguistic and pragmatic researchersatthe sametimeintensif icci tionplaysclmajorrole in spokenand writteninteraction lorenz 2001and is used in its widest sense to bet tercommunicate bymagnifying theinformationcontentand achievepersuasionholtgraves andlasky1999on gramma t i

19、callevel on strueturallevelresearchesonintensificationhavereceivedwideattentionof linguisticson relatedtopicsnotonlythe roleofdiffcrcntmarkersof linguisticstyle isdiscussedholtgravesandlasky1999butthedevelopmentof grammaticalizationofdowntonersnevalainen 1997 is alsoconcerned and thelexicalinvisibil

20、ity of hedgesand boosters hyland 2000 as wel 1 surveys and experiments have been carried outso have later statistical analyses with the help of native corpora and learner corporacomparisons have been made to discover the cause of the underuse or overuse if anyby second language learners de klerk 200

21、5 lorenz 2001 there is alsocxplorationa study of the application of intensification in advertising languagesjtu m a thesisin specific chosen data such as the popular ten-season televisionscries friends whichprovideinteresting andinfonnativesociolinguisticdata for studytagliamonte androberts 2005thes

22、e studies and many ot hers shedlight on the potential value ofintensification which encourages more inspirations upon furtherresearches12 purposes of the thesisthis thesis is designed to make a thorough exploration on theintonsification inenglishadvertisinglanguage the general purpose ofthis studyis

23、 to define andclassifythety pesofintensification appliedinadvertisinglanguage and toanalyzetheir persuasive effectivenessin advertising from the perspectiveof pragmaticsmust invo1vethe issuesof pragmatics becausecommunication isonly successfultheultimategoalofadvertisingistopersuade peopleto takeact

24、ionstobuyproductsorservicestalkingaboutthepersuasiveeffectivenessincommunicationwhen audiences infer the speakers meaning for it otherwise it will be meaningless ifwe only analyze advertisinglanguagewithouttouchingupon its goal andfunctiontherefore this thesis tries to explore the persuasiveness of

25、advertising ianguage froma pragmatic point of view which includes the fol lowing issues 1 how intensifyingdevices are formulei ted in english advertising ianguage 2 how advertisers achievethe effectiveness of the decoded advertising messages through the use of intensifyingdevices and 3 how consumers

26、 interpret advertisements which contain intensifyingdevices from superficial properties to deep implicationsthisthesis expounds theaboveissues byanalyzing thesamplesfrom dailyenglishadvertisementsbesidessuch theoriesas relevancetheory speechacttheory andpolitenesstheory are adopted to further illust

27、reite thepragmatic functionsof intensification inenglish advertising languageadvertisementsare employedfor a widerange of purposesthere is socialadvertising cultural advertising political advertising and commercial advertising etcyet in this thesis the collected english advertisement data mainly cov

28、er the field ofcommercialadvertisingtheadvertisementsarecollectedfrommeigcizi neswindnewspapersas wellas theinterne twhichserve as the main sources of daily2a study of the application of intensification in advertising langueigesjtu m a thesisinformation13 data sourcesthe advertisement data are colle

29、cted from dai1y newspapers magazines and theinternet from which people are most frequently exposed to obtaining information andinfluence newspapers and magazines have been familiar to media advertising inprinting industry for long people are used to opening their mail boxesfor newspapersand magazine

30、s to read on theirway to offices early in themorningor after dinner athome late in theeveningwiththelevelof1ivingstandardraisedcomputers becomemoreandmorefamily-orientedtogetherwiththerapiddevelopmentof the internet service morepeople are enjoying their online surfing experience thus more companies

31、choose toadvertise themselves on the internet because they believe that people surfing onlinewith better education and increasing income would be the major purchasers of theirproducts on the other hand electronic mail gradually takes the place of hand-writtenletters which arouses the advertisers att

32、ention toe-mail boxmore and moreadvertisemente-mails emerge this notonly saves ahuge cost foradvertisers butsavesa lot of naturalresourceswhichbenefitsthe environmenttherefore theinternetadvertisingdata in myresearch arecollected fromnetwork sources likee-mai1advert i sementand homepagelinksapartfro

33、mprintingsources such asnewspapersand magazinesthese newspapersandmagaz i neshave eilsoprovided their websites on frontpage for readers to read from the internet although these advertisements are usuallycomposed of verbal parts including headlines body copy and slogans and nonverbalpartswhich contai

34、n colourlayout pictures etc thelinguistic concern liesin theverbal part namely the advertising languagethe data col lecting work starts early in order to cover a long period of time so asto avoid the high occurrences of the seime cidvertisements during a particular period oftime thecollccteddata con

35、sist of 44663 words of130 pages and contain 439english advertisements including 82 repeated items they are typedinto computer asa study of the application of intensification in advertising language sjtu m a thesisresearch materials from daily newspapers such as the wai 1 street journal shanghaidaily

36、 financialtimes and weekly magazines such astheeconomist the timeschina international business etc these advcrtisements cover as many products aspossiblefrom 2003 to 2007 in order toshow the features and functions ofintensification in advertising the sample advertisements which are selected randomly

37、so as to keep its represcntative originality will be discussed and analyzed in later partsof this thesis14 organization of the thesisthere are altogether six chapters in this thesis the firstchapter introduces thewhole thesis the rationale of the research the purposes of this thesisand the englishad

38、vertisement data collected for discussing materialsthe second and the third chapter explain and review previousrelated researcheschaptertwofirs tdefines anddistinguishesthe terms andcharacteristicsofadvertising language and then generalizes objectiveand functionsof advertisinglanguagewhilechapterthr

39、eefocusesonintcnsificationandits featuresandfunctionschapter four and five are the core parts of this thesis chapterfour deals withthe applicationof intensificationin advertisinglanguageby illustrating lexicalstructural and rhetoricaldevices of intensifiers as well asdown-toners after we take abasic

40、 explorationof different intensifying devicesin englishadverti singlanguagechapterfivestudiesfurtherthe pragmaticstrategiescippliedin achievingpersuasiveness by using intonsificrs and down-toners with abundantsamples thesetwo chapters expound advertisement examples in detailwhichlead tothe concludin

41、gpartthe concludingpart chaptersixcomesto the principalfindings ofintensificationin advertisinglanguageaswellas some implicationswh i1e usingintensifying devices inthevery endofthischapter research issueswhich can befurther explored are al somentioned toopen discussiona study of the application of i

42、ntensification in advertising languagesjtu m a thesischapterconclusion61 summary and findingsal though advertising is al 1 around us we do not often pauseto think about itssystem oflanguage use theroleofmessagein aclvcrtising is notonly toinformbut topersuade thepremier goalto beachievedinadvertisin

43、gistoraiseconsumersawarenessandattentionfromtheabovedetailedanalysiswecanseethatn atureas a form ofcommuni cei tionor as aintensifyingdevices appearin englishadvertisementsat a high frequencyadvcrtisersarcmaking every effort to attractattention and promoteproductsyet intcnsificationis just one of th

44、eir favoritesconsumers are more or less influenced by them without much awareness in a wordintensification contributes to the persuasiveness and effectiveness of advertising andhelps to achieve the goal of advertisingthis thesis has ext ended the definition of intensification from mere intensifiers

45、tointensifyingdeviceswhich are applied toachieve the effect of intensificationincluding lexical devices such as lexical markers and words of extremity structuraldevices such as sentence patterns of emphasis and comparative or superlative degreeand rhetorical devices such as metaphor repetition paral

46、lel rhetorical questions andsoon the thorough discussion oflexical structuraland rhetorical amplifiers anddow nton ersin englishadver ti singlangueige hasbroadenedthe mind of viewingintensifiedtion and it also sheds light on research of its practical applicationtakinginto considerationthe pragmatics

47、trategiesintensificationapplied inenglish advertising language intends to achieve the fulfillment of its communicativeintention without overtly publicizing their intension in addition it does not alwayschoose the most officiont form but it tends to apply more indirect pragmatic strategieswhich requi

48、re more effort from readers involvement the pragmatic strategies help usform the advertisementanalyze advertising language from the perspective of their function rather than theirsamples and their illustrations help us tobetter understemd they modify in advertising contextsintensifiers which scaleup

49、 the degree ofwha t61a study of the application of intensification in advertising langueigesjtu m a thesismoreover they also help us to break the prejudice that down ton ers are sealing downthe degree and thus can only produce less persuasive messages or decrease the powerof persuasivenessafter anal

50、yzing the examplesin detail we also realize thatdowntonersin advertising languageserve thefollowingpragmatic functions tosubmitigatc absoluteness to avoid offending competitors or viola ting advertising lawand at the same time to emphasize the outstanding characteristics of the goods orservices62 fu

51、rther research issueintensification in its broad sense can make many other attempts so as to bringabundant to pics and discussions in this field further researches will probably providemore practical implications in the study of intensification in advertising environmentthe english advertisement dat

52、a can be further expanded into some million wordsdata or even larger corpus and thus can provide ampler research materials the largercorpus can first verify the findings of this previous data that advertising language doesreflect what is going on in language with respect to the form and patterning o

53、fintensifiedtion secondly it is also possible for us to discover other sentence patternswithin the intensification research topicthe advertisement data which have been collected for the intensification researchso far can cover a larger span of time and space in this way we can investigate thechanges of preference in using different intensifying devices bymaking comparisonsor compatibilities as researchers eg peters 1994 claim intensifiers change rapi