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论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2014-08-14编辑:lgg点击率:8392
论文字数:36200论文编号:org201408131140294910语种:英语 English地区:中国价格:$ 66
关键词:foregroundingfigure-ground theory英语广告语广告英语英语标语
摘要:本文是广告英语论文,文章主要谈论了几年来随着广告业的发展,广告设计者越来越重视广告语言,许多核心的基础方法被用于广告之中。文章将从图形、背景理论视野下研究英语广告语前景。
Chapter 4 Analysis of Foregrounding in Advertising English Based on Figure-Ground Theory
4.1 The Means Employed in Advertising English to Realize Foregrounding
Based on the classification of foregrounding approaches discussed in Chapter 2,further discussion about these approaches is provided with definitions and examples.First, deviation is mostly embodied in graphological, phonological, lexical andsemantic levels. As the following table shows: This section deals with the application of figure-ground theory and answers thesecond research question in which way the figure-ground theory interpretforegrounding. First, the author explains how the deviation is achieved in terms offigure-ground theory. Then, the author discusses the other foregroundingapproach—overregularity. The interpretation of both deviation and overregularity areall based on Talmy’s definition and characterization of figure and ground, and theprominence principle of figure-ground theory. Deviation refers to a selection of a linguistic item outside the range of normallyallowed selections. Four linguistic levels of deviation are analyzed in the scheme offigure-ground theory, i.e. graphological, lexical, syntactic, semantic levels.According to Figure-Ground theory, the core part of information is coded as thefigure by the advertising designers. Referring to the definitive and characteristics ofFigure and Ground proposed by Talmy and Pragnanz Principle proposed by gestaltlinguists, the figure is prominent compared with the ground which can be seen as theReference substance that is “Cognitive Refereence Point” in mental world. Theprominent parts in advertisements disperse in different levels of linguistics, such asgraphological level, phonological level, lexical level, syntactic level and semanticlevel.
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Conclusion
The thesis studies foregrounding approaches in adverting language from theperspective of figure-ground theory. In this thesis, this study lists thirty-threefrequently used foregrounding approaches by analyzing 2000 advertisements. Besidesthat, Based on the frequency and characteristics of each foregrounding, the authorinterpret these approaches from different linguistic levels.In advertising language, semantic deviation and phonological overregularity aremore popular among these approaches. These approaches are foregrounded bydeviating from the normal way that the society provides. According to figure - groundtheory, the foregrounded texts which are more salient are supposed as the figure. Whatis foregrounded is striking, unexpected, surprising, unusual, etc. From the foundationof the theory it has been stressed that foregrounding may be characterized by itsstrikingness: what is in the foreground, what is de-familiarized or de-automatized,what is made strange, etc. will generally strike the reader.
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