第1篇：广告语的语用学及文体学特征的论文
广告语的语用学及文体学特征的论文
论文关键词：广告语、语用学、文体学、特征
论文摘要：广告由于宽广的覆盖率，被众人所认识接受。它与生俱来的劝导性使它无论从语言学还是文体学方面，都占有一席之地。其特殊的单向、延时交流方式，使得它具有独特的语言魅力，广告语言语用学的目的呈现性较强；其文体的精湛程度堪比唐诗宋词，短小精悍但饱含对购买者的强大心理冲击力。博大精深的语言文化的活用引起强劲的心理共鸣，同时带动消费者的购买力，实现其语言目的。
1.引言
广告随处可见，其已成为人们了解外界发展的一种方便快捷途径。很多广告语由于其经典性，而变成耳熟能详的流行语。广告的延时性，决定它不是交流双方即时的传达反馈方式。因为它不具备即时交流的生动形象特质，而经营者为了达到其交流的效果和目的，不得不在交流方式、方法上变更，通过对语言修饰及传达方式加工来达到其推销商品的目的。商品经营者与消费者存在特殊的利益关系，使得商品广告在语言形式上更加考究。广告语言的魅力作用就是广告的灵魂所在。
2.广告语的语用学特征
广告是为了推广产品，说服人们去购买产品。它有两大能力：一个是推销能力，一个是劝导能力。商品在推销过程中除了图片、画面的展示形式的实现方式外，其他推销能力和价值作用基本归功于语言。语言可以直接地介入思维，使思维和广告所要传达的意象重合或交集，这样广告推销商品并出售商品的过程将最终实现。
2.1广告语言的目的性。
广告语言是多变的，无论广告语言以何种形式出现，其目的都是为了推广和销售其商品。所谓“目的体现在言内行为的选择和言外行为的实施上，而言后效果是言语行为的出发点和归宿，是解释语言行为形式和策略的理据”。由此我们不难发现语言都是带目的性出现的，而广告语言是典型目的性语言。广告的所有的言语行为都背负“目的”的重担。
2.2广告语的合作原则。
合作原则也就是指语言交际中的相互合作，它遵循质的原则、量的原则、关系准则及方式准则。这是广告语必须符合的准则，若违背了这些准则，广告对象将无法获得广告所要传达的信息，基本信息的缺失将使消费群体处于茫然、晦涩或模糊的状态。消费者对商品的模糊了解，只能导致消费者对商品的错误认识，他们将排斥商品或否定商品的价值，使广告产生负面效应。而成功广告是可以全方位地向消费群体传达积极的信息，所以广告要以合作为基本出发点。
2.3广告的功能语言学特征。
根据语言的功能，语言被分为概念功能、人际功能和语篇功能。概念功能在广告中就是给消费者传达商品的基本信息或是主要功能作用，概念能力的实现使广告商品的意象映射到消费群体的脑海中，使商品进入人的视野或思维范畴。人际功能在广告过程是最重要的，广告是为了向外传达积极形象，追求的是积极正面的传达途径，这样会使商品的优点全方位显现；同时人际功能体现的是一种单方面的积极交流，积极主动是广告语的交流任务。语篇功能是广告语的精髓，它是整个广告语言的基础，其精湛的语言艺术充分体现了语言在广告中注入的热情和灵魂。
3.广告语的文体学特征
广告语通常精确简炼、朗朗上口，特殊的文体效应，使其语言具有强大的说服力和鼓动性。广告语的文体使语言成为渲染感情的工具。积极词汇、精炼语法及各种修辞手段使句子带上浓烈的感情色彩，引起消费者的共鸣。各种语言手段使广告更具活力和震撼力。
3.1广告词汇。
广告语言的目标使获取最大的受众范围，由于受众范围越大说明词汇难度就越低，晦涩难懂的词汇只适用于部分人群，针对性过强。这样就使广告语言的词汇限定在常用的易记忆词汇上，使最简练的词汇组合所拥有的最强烈的冲击力。它传达了产品的意旨，使产品的精神和文化渗透其中。如：①feelthenewspace.（感受新境界。）②justdoit.（想做就做。）具有评估性质或表示态度的词汇也在广告中被充分运用，这类词除了简单精炼外，也向读者传递了积极的感情色彩。如：①bettercity，betterlife.（城市让生活更美好。）②let’smakethingbetter.（让我们做得更好。）这里呈现出一种积极的心理暗示，向人们所传达的是商品特质中最符合消费者感受的方面。
广告语言的独特性还在于它能够积极地运用新造词，这种在英语广告中是常见的。这种新词的创造不仅可以给人新奇新颖的感受，而且可以使整个广告语给人深刻的印象。如：①rolexwatch劳力士表——rolex→rolling+excellent，这里的rolex是rolling和excellent两个单词合成的，它包含了对表的质量的称赞“优秀的'，杰出的”，同时也承诺了表的内部结构“不断地运转”。
3.2简洁语法，精到修辞。
广告语都采用简单的句子，坚持kiss原则（keepitshortandsweet）。简单句的特点是通俗易懂，利用最小的语言单位表述最全面完整的含义。简单句中又多使用现在时，其中祈使、疑问、省略、感叹句居多。这类句型可以使语言精炼，商品特点更突出。如：impossiblemadepossible.（使不可能变成可能。）简单句广告语更直白明了地告诉消费者产品的特征，同时给人留下深刻的印象。
除了简洁明了的语言印记外，广告语的修辞也给广告注入了迷人的色彩，正是修辞使广告从文字层面升级到情感层面。广告中所有的修辞手法基本是应有尽有。广告的多样化修辞手法也是语言修辞的另一闪光点。没有修辞的广告将无生动可言。比喻、拟人、双关、夸张、仿拟、比拟、对偶、排比等修辞都是广告中的常用手段。如：chooseapotlikeyouchooseahusband.（选锅就像选丈夫。）把选丈夫和选锅的对比，固然有点夸张，但对于长期劳作于厨房的主妇们可能产生“心有灵犀”之感。如：①fromsharpmindscomesharpproducts.（夏普电器来自聪明的头脑。）②lessbread.nojam.（省钱，畅通。）这里“sharp”作为品牌的名称，同时也作聪明的头脑，这里充分利用双关使产品的特色与生产商的智慧结合起来。“bread”和“jam”本指食物中的面包和果酱，“lessmoney，notrafficjam.”这里“面包”指金钱，而“jam”取的“trafficjam”的意思。
在五花八门的广告语言中，广告商也尽其所能地运用了各种语言修辞手段来提高语言的震撼力和渲染力，广告语言无论是简练朴实，还是华丽多彩，都是由商品自身的特点和消费者需求的层次所决定的。但是广告无时无刻不在演绎着语言修辞的无限魅力。
4.结语
广告是涉及社会学、人类学、心理学、市场经济学及语言学等各个社会学科在内的一种现代交际学科，仅仅从语言的角度来分析是远远不够的。但是同时语言也组成了广告的灵魂部分。在广告策划者的精心设计下，语言修辞的语料研究将更为丰富。不同修辞方式给语言赋予了不同的人际色彩，同时也肩负起人际交流的艰巨任务。广告发展是现代社会语言运用更新创新的源泉，同时广告的文体会在广告的不断发展和社会的不断进步中大放异彩，独具风格。
参考文献：
［1］王守元.英语文体学要略.山东大学出版社，2000.
［2］赵静.广告英语.外语教学与研究出版社，1992.
［3］苏淑惠.广告英语的文体功能与翻译标准.外国语，1996.
［4］廖美珍.目的原则与交际模式研究.外语学刊，2009.
［5］王晓驷.合作原则和礼貌原则在读者服务中的应用.2008.
［6］leech，geoffrey.englishinadvertising：alinguisticstudyofadvertisingingreatbritain.london：longman，1966.
第2篇：文体学论文
A Stylistic Analysis of the Speech I Have a dream
Course: English Stylistics and Rhetoric Lecturer: Zhang Xuhong Credit: 2 Time of Aigned on 28/11/2013 Time of Submiion:19/12/2013 Student No:2010010225 Name:杜敏
Cla:(Grade 2001)Cla 1English Dept, Harbin Normal Univ.从文体学的角度分析演讲稿《我有一个梦》
杜敏
摘要：本文根据文体学理论从文体手段角度试图对美国著名黑人领袖马丁.路德.金的著名演讲《我有一个梦》中所使用的文体手段进行了详尽的分析，作者在此基础上进而对演讲文体的风格进行了简要的论述。本研究对演讲稿的文体风格的选用具有启示作用。
关键词：文体学；文体学理论；文体手段；文体的风格；分析；演讲
A Stylistic Analysis of the Speech I Have a dream
DuMin
Abstract: On the base of the definition of stylistics, this thesis gives a detailed analysis of some the of stylistic devices used in the famous speech by the well-known American civil rights movement leader Martin Luther King, Jr., and then probes into the stylistic characteristics of speech as a style.Key words: Stylistics, Stylistic devices, Analysis, Speech.Introduction As an interdisciplinary field of study, stylistics promises to offer useful insights into literary criticism and the teaching of literature with its explicit aims and effective techniques.It is very useful in the analysis of various styles of writing.In this thesis, the author tries to offer a stylistic analysis of the famous speech by Martin Luther king, Jr.I Have a Dream.1.Introduction: Definition of Stylistics and Stylistic Analysis As far as the definition of stylistics is concerned different scholars define the branch of study in different ways.Wales defines stylistics simply as “ the study of style”(1989:437), while Widdowson provides a more informative definition as “the study of literary discourse from a linguistic orientation” and takes “a view that what distinguishes stylistics from literary criticism on the one hand and linguistics on the other is that it is eentially a means of linking the two”(1975:3).Leech holds a similar view.He defines stylistics as the “study of the use of language in literature”(1969:1)and considers stylistics a “meeting-ground of linguistics and literary study”(1969:2).From what Widdowson and Leech say, we can see that stylistics is an area of study that straddles two disciplines: literary criticism and linguistics.It takes literary discourse(text)as its object of study and uses linguistics as a means to that end.Stylistic analysis is generally concerned with the uniquene of a text;that is, what it is that is peculiar to the uses of language in a literary text for delivering the meage.This naturally involves comparisons of the language of the text with that used in conventional types of discourse.Stylisticians may also wish to characterize the style of a literary text by Systematically comparing the language uses in that text with those in another.Halliday points out, “The text may be seen as „this‟ in contrast with „that‟, with another poem or another novel;stylistics studies are eentially comparative in nature…”(1971:341).On this points, Widdowson is of the same opinion as Halliday.He says：“All literary appreciation is comparative, as indeed is a recognition of styles in general”(1975:84).Thus, we may conclude that stylistic analysis is an activity that is highly comparative in nature.2.A Stylistic Analysis of the Speech(An analysis of some of the stylistic devices used in the speech.Martin Luther King‟s speech of August 28, 1963 is widely regarded as one of the most powerful ever delivered in the United States.Although this addre was delivered orally, it was read from a written text composed with GREat care.It is an example of formal English with a convincing style.Here are some of the stylistic devices(which maybe considered traditionally as rhetorical devices)used by Dr King to inspire and persuade.2.1 Repetition Throughout the speech, Dr.King repeats words and sentence.This is a very outstanding feature in this speech called repetition.It belongs to the stylistic device of syntactic over-regularity.The term repetition is restricted to mean the case of exact copying of a certain previous unit in a text such as a word, phrase or even a sentence(Leech, 1969), because all the over-regular features in literature are in some sense repetitious.Used in speech, repetition not only makes it easy for the audience to follow what the speaker is saying, but also gives a strong rhythmic quality to the speech and makes it more memorable.In paragraphs 8 through 16, for example, King uses the words “I have a dream” nine times.This repetition helps to achieve the function of coherence in discourse and the function of reinforcement in mood and emotion, expreing the speaker‟s strong emotion of longing for freedom, justice, righteousne and a much more united nation of all of God‟s children.If we study the whole speech more carefully, it is easy for us to find many other examples of repetition used.(1)But one hundred years later, we must face the tragic fact that the Negro is still not free.One hundred years later, the life of the Negro(2)is still sadly crippled by the manacles of seGREgation and the chains of discrimination.One hundred years later, the Negro lives on a lonely island of poverty in the midst of a vast ocean of material prosperity.One hundred years later, the Negro is still languishing in the corners of American society and finds himself an exile in his own land.Here the phrase “one hundred years later” has been repeated three times, seemingly indicating that it is really a long time for the Negro to wait for the coming of the time of justice and righteousne.(3)But we refuse to believe that the bank of justice is bankrupt.We refuse to believe that there are insufficient funds in the GREat vaults of opportunity of this nation.(Par.4)(4)Now is the time to make real the promises of democracy.Now is the time to rise from the dark and desolate valley of seGREgation to the sunlit path of racial justice.Now is the time to open the doors of opportunity to all of God‟s Children.Now Is the time to lift our nation from the quicksands of racial injustice to the solid rock of brotherhood.(Par.4)In this short paage, the clause “Now is the time to…” has been used four times to emphasize the fierce urgency of “NOW” and to encourage and persuade the blacks to take immediate action to rise above and gain their own rights and freedom.2.2 Use of Parallelism Parallelism is another syntactic over-regularity.It means exact repetition in equivalent positions.It differs from simple repetition in that the identity does not extend to absolute duplication, it “requires some variable feature of the pattern-some contrasting elements which are „parallel‟ with respect to their position in the pattern”(Leech, 1969:66).To put it simply, parallelism means the balancing of sentence elements that are grammatically equal.To take them parallel, balance nouns with nouns, verbs with verbs, prepositional phrases with prepositional phrases, clauses with clauses, and so forth.In his speech, Martin Luther King uses parallelism to create a strong rhythm to help the audience line up his ideas.Here are few examples:(5)…by the manacles of seGREgation and the chains of discrimination…(Par.2, two parallel noun phrases)(6)“This is no time to engage in the luxury of cooling off or to take the tranquilizing drag of gradualism.”(Par.4, two parallel infinitive phrases: “to engage…to take…”)
(7)“there will be neither rest nor tranquility in America…”(Par.5, two parallel nouns joined with “neither…nor”)
It is traditionally believed that parallelism is used for the purpose of emphasizing and enhancing, esp.in speech, the ideas expreed by the speaker(or author in written versions), thus always encouraging and inspiring the audience.We need not to be very carefully to find out many more examples of parallelism used in King‟s speech and claified as is followed: 2.2.1 Parallel Nouns:(8)This not was a promise that all men would be guaranteed the inalienable rights of life, liberty and the pursuit of happine.(Par.3, three parallel nouns as attributive)(9)1963 is not an end, but a beginning(Par.5, two parallel nouns joined with “not…but…”)(10)Again and again we must rise to the majestic heights of meeting physical force with soul force.(Par.6)2.2.2 Parallel Noun Phrases:(11)So we have to came to cash this check-a check that will give as upon demand the riches of freedom and The security of justice.(Par.4)(12)I have a dream that one day on the red hills of Georgia the sons of former slaves and the sons of former slave-owners will be able to sit down together at the table of brother hood(Par.10)2.2.3 Parallel Infinitive Phrases:(13)It would be fetal for the nation to overlook the urgency of the moment and to underestimate the determination of the Negro.(Par.5, two parallel infinitive phrases)(14)With this faith, we will be able to work together, to pray together, to straggle together, to go to jail together, to stand up for freedom together, knowing that we will be free one day.(Par.7, five parallel infinitive phrases).2.2.4 Parallel Prepositional Phrases(15)I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character.(Par.12)(16)…, when we let it ring from every village and every hamlet, from every state and every city, …(Par.25)
E.Parallel clauses:(17)…, have come to realize that their destiny is tied up with our destiny and(that)their freedom is inextricably bound t our freedom.(Par.6, two parallel objective clause)2.3 Use of Similes and Metaphors As two very important types of meaning transference in literature, similes and metaphors are comparisons that show similarities in things that are basically different, which can be used to add vividne and vitality to writing.As Leech points out, metaphor is aociated with a particular rule of transference which may be called the “metaphoric rule”(1969: 151).That is, the figurative meaning is derived from the literal meaning or it is, as it were, the literal meaning.Throughout the speech, King makes extensive use of similes and metaphors.In paragraph 1, for example, King compares The Emancipation Proclamation to two forms of brilliant light cutting through darkne.The first-“a joyous daybreak”-compares it to the sunrise, which(in this case)ends “the long night of captivity”.In paragraph 2, he speaks of “the manacles of seGREgation and the chains of discrimination,” comparing segregation and discrimination under which the Negro people live to the manacles and chains once used on slaves.Therefore, it is very clear that the using of similes and metaphors can definitely add vividne and vitality to writing and make it easy for the readers or audience to understand.Now let‟s cite some of the similes and metaphors used in King‟s speech.(18)One hundred years later, the Negro lives on a lonely island of poverty in the midst of a vast ocean of material prosperity.(Par.2, metaphors)(19)But we refuse to believe that the bank of justice is bankrupt.We refuse to believe that there are insufficient funds in the GREat vaults of opportunity for this nation(Par.4, metaphors)(20)This is no time … to take the tranquilizing drag of gradualism.(Par.4, metaphor)2.4 Use of Contrast Although maybe a rhetorical device instead of a stylistic one, contrast has also been used effectively, like repetition, in this speech, achieving the function of making clear the ideas of the speaker.In paragraph l, for example, “GREat beacon light of hope” is contrasted with “flames of withering injustice,” and “joyous daybreak” with long night of captivity.”
As it is defined, contrast is used to show the difference between two things.Therefore, it is not very difficult for us to understand why the speaker king uses so many contrasts in his speech.(21)One hundred years later, the Negro lives on a lonely island of poverty in the midst of a vast ocean of material prosperity.(Par.2)(22)Now is the time to rise from the dark and desolate valley of seGREgation to the sunlit path of racial justice.(Par.4)(23)Now is the time to lift our nation from the quicksands of racial injustice to the solid rock of brotherhood(Par.4)
Conclusion
As we have analyzed above, stylistic devices are frequently used in the discourse of literary works especially in speech, to achieve certain specific purposes.Thus making the style of a speech somewhat particular to the others.Generally speaking, a speech may have the following stylistic characteristics: To begin with, it must be very persuasive.Thus the sentence patterns are very well-organized, with repetitions, parallelism and contrasts frequently used.Secondly, it should be emotional so as to be convincing, because the speaker should face the audience directly and his words should not only be orderly and informative but also be expreive and inspiring.Therefore, the stylistic devices such as similes and metaphors are often involved.Finally, in many cases, written-conversational style is usually used with not very formal diction and not very complicated sentence structure.Reference [1].Martin Luther King, Jr., I Have a Dream, August 28, 1963 [2].Wang Shouyuan, Eentials of English Stylistics, Shandong University Pre, July, 2000 [3].Pan Shaozhang, English Rhetoric and Writing, Shanghai Transportation University Pre, December, 1998 [4].Widdowson, H.G.Stylistics and the Teaching of Literature, Longman, 1975
[5].Leech, G.N.“ „This bread I break‟ Language and interpretation”.In D.C.Freeman.(ed.).Linguistics and Literature Style.New York:Holt, Rinhart & Winston.
第3篇：语用学
比喻metaphor 表达类expreives 表述句constatives
不可分离性non-detachability 不可取消性non-cancellability 不确定性indeterminacy 承诺类commiives 代码模式code model
等级含意scalar implicatures 地点指示space deixis
调节性规则regulative rules 动态语用学dynamic pragmatics 断言类aertives 对方修正other-repair 二元关系dyadic relation
发展语用学developmental pragmatics 反讽/反语irony
方式准则manner maxim 非规约性non-conventionality 讽刺sarc
