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1、Linguistic Deviation in English Advertising:The Pragmatic Approach英文广告语中的语言变异现象：务实方针ACKNOWLEDGEMENTSI wish to extend my sincere thanks to my supervisor, Professor Chen Xinren, for his guidance and encouragement as well as his patience of rectifying and refining my thesis. I am also grateful to my co
2、urse instructors of Thesis Writing, Wang Wenyu and Zhou Dandan, both of whom directed us step by step in my thesis writing process. My thanks go to Gao Hong, Zhu Min, Xu Yan, Zhou Qin, and Gu Xiaolin, who took part in the interviews. In particular, I would like to thank my best friend Gao Hong for h
3、er support and advice when I felt confused about how to carry out my research and organize my thesis.摘要本文运用当代语言学特别是语用学理论对英文广告语中的语言变异现象进行了分析与研究，旨在探究三方面的问题：（1）语言学角度下，英文广告语言变异现象的分类；（2）从语用学角度看，英文广告语言变异现象如何违反质、量、关系、方式准则，且如何达到广告语效果；（3）上述不同变异现象的出现频率及其给广告商的启示。在进行语料分析的过程中，研究者通过网络、杂志等途径收集了15条运用语言变异策略的经典英文广告，从
4、语言学角度进行分类；并进一步运用语用学理论知识对语用变异现象进行分析；同时，研究者对南京大学外国语学院英语系本科四年级5位同学进行了开放式问题访谈。通过对所采集语料的分析与采访记录的整理，研究者得出以下结论：（一）英语广告语中的语言变异现象主要可分类为：语音变异、词形变异、语义变异和语用变异。（二）语用变异又可细分为故意违反合作原则中质、量、关系、方式准则的变异现象。采访证明，四种语用变异都可帮助广告语取得预期效果。（三）统计表明，词汇变异与语用变异中的违反方式准则在变异现象中应用最为广泛。本研究的结果表明：第一，语言变异是广告语设计的一个重要特征，是广告语达到其效果的手段；第二，在广告语变异
5、现象中，词汇变异与语用变异中的违反方式准则运用最广，此结论可供广告商参考。ABSTRACTAdvertising language is a complex linguistic phenomenon since it frequently uses linguistic deviation from convention. Linguistic deviation is applied in advertising extensively. Since advertising became popular, analysis on advertising text or script has
6、 also emerged in large numbers. Numerous studies have been carried out and a large number of linguistic phenomena in advertisement including deviation have been discovered. However, as far as interpreting deviation from the pragmatic perspective is concerned, there are still many things worthy of pr
7、ofound exploration.In this thesis, different types of deviation in ads will be categorized from the linguistic perspective, notably phonological, lexical, and semantic deviation, and pragmatic deviations. To explore the pragmatic deviation further, the author will identify fours types of advertiseme
8、nts flouting the quality, quantity, relation, and manner maxims of the Cooperative Principle (CP). Moreover, my interviews will prove that ads which violate one or two maxims in CP can generate some particularized implicature in the ad context. Therefore, readers can understand the purpose of the ad
9、s and get impressed by the deviation strategy. Also, my study intends to find out what kind of deviation is most frequently adopted in advertisements and possible reasons for different occurrence frequencies of different types of deviation and give some suggestion for advertisers to choose effective
10、 deviationThis study is significant because it has implications for the designing and appreciating of advertisements. TABLE OF CONTENTSAcknowledgements iiAbstract ivTable of Contents vIntroduction 1Part One Literature Review 21.1 Existing Studies 21.2 Problems with Previous Studies 3Part Two Methodo
11、logy 32.1 Research Questions 32.2 Data Collection 4Part Three Results and Discussion 43.1 Phonological Deviation 43.2 Lexical Deviation 53.3 Semantic Deviation 63.4 Pragmatic Deviation 63.4.1 Ads Violating the Quality Maxim and the Effect 63.4.2 Ads Violating the Quantity Maxim and the Effect 73.4.3
12、 Ads Violating the Relation Maxim and the Effect 83.4.4 Ad Violating the Manner Maxim and the Effect 83.5 Occurrence Frequency of Different Types of Deviation in Ads 9Part Four Conclusion 10 4.1 Summary and Implications 10 4.2 Limitations and Directions for Further Research 11References 12Appendix 1
13、3Appendix I: 15 Advertisements Collected from the Internet . 13Appendix II: The Interview Guide 14INTRODUCTIONAdvertising, a form of persuasion which is directed at large numbers of people, accounts for almost a large space of our daily newspaper and a large proportion of the viewing time of TV. Adv
14、ertising is a complex phenomenon because it involves two interacting process, namely, communication and persuasion, and both processes are many-faceted (Donnell & Todd, 1980). Therefore, advertisers frequently uses language in ways which depart from convention. They produce stretches of language whi
15、ch cannot be explained by an English grammar while interpretable (Widdowson, 1972). Deviation, as a typical while effectual advertising strategy, is extensively applied. Being against linguistic principle purposively, deviation is sometimes entertaining while sometimes confusing. Linguistic categori
16、zation of deviation will clearly classify different types of ads for readers; moreover, interpreting deviation not only has linguistic significance but also contains a commercial and pragmatic value for advertisers on the application and choice of deviation.Since advertising became popular, analysis
17、 on the ad text or script has also emerged in large numbers. Researches have been carried out and a large number of linguistic phenomena in advertisements including deviation have been discovered and studied. However, according to my observation, how to interpret deviation from the pragmatic approac
18、h, or, how to theorize the analysis of this phenomenon in pragmatic terms is still an unsolved problem, and the effectiveness of deviation in advertisement has not been proven by recipients by such means as interviewing. Therefore, to theorize the interpretation of deviation through the pragmatic ap
19、proach and to prove its effect by conducting interviews are main focuses of my study.Accordingly, I will explore how to interpret deviation in English advertising from the pragmatic approach and confirm its effectiveness. I hope my research can help give readers a clear definition of deviation and c
20、ategorize the phenomenon in linguistic way. Through the pragmatic analysis of deviation, I also hope that we can bring this unconventional phenomenon back into linguistic field in the advertisement context. Finally, I hope the findings of my research about how deviation successfully impresses ad rea
21、ders and the reason for different occurrence frequencies of different deviation can truly help advertisers to apply the deviation strategy efficiently and successfully.PART ONE LITERATURE REVIEW1.1 Existing studiesAs a rule, when advertisers intend to make the advertisement language creative and inv
22、entive, they use language different from the linguistic norm. Being unconventional, the advertisements which adopt deviation can give readers unexpected surprise and make a strong impression on their mind. This kind of language phenomenon is technically called linguistic deviation.In the framework o
23、f linguistics, there are several types of deviation: phonological deviation, graphological deviation, lexical deviation, grammatical deviation, semantic deviation, and deviation of register. On account of the limited amount of materials, I have to confine myself to the following four types of deviat
24、ion in English advertisement:1) phonological deviation, 2) lexical deviation, 3) semantic deviation, 4) pragmatic deviation.Furthermore, according to Paul Grices Cooperative Principle (1975), communication is usually a cooperative effort; each participant recognizes a common set of purpose, or at le
25、ast a mutually accepted direction. Grice, in his Logic and Conversation, explains linguistic deviation as follows:Conversational participants will infer unexpected content rather than abandon their assumption that discourse is intended to be coherent, informative, relevant, and cooperative.(1975, p.
26、41)The Cooperative Principle consists of four maxims:a. The quality maxim requires the speaker to be truthful: do not say what you believe to be false; do not say that for which you lack adequate evidence. b. The quantity maxim requires the speaker to be informative: make your contribution as inform
27、ative as required; do not make your contribution more informative than is required. c. The relation maxim requires the speaker to be relevant: make sure whatever you say is relevant to the conversation at hand. d. The manner maxim requires the speaker to be clear and lucid: avoid obscurity of expres
28、sion; avoid ambiguity; be brief, and be orderly (Chen, X. R. 2007).Also, according to Grice, conversational implicature consists of two types: generalized implicature and particularized implicature. To explain the deviation in ad context, we mainly adopted the theory of particularized implicature (1
29、981).1.2 Problems with previous studiesPrevious studies about advertising text or script mostly categorize deviation into phonological, lexical, and semantic deviations. Few researches have adopted the pragmatic approach to interpret deviation in advertisement context. Moreover, even fewer studies h
30、ave proven the deviations effectiveness by conducting interviews with recipients. Therefore, to theorize the interpretation of deviation through pragmatic approach and to prove its effect by conducting interviews are main focuses in my thesis. In addition, I also intend to find out what kind of devi
31、ation is most widely adopted in ad by comparing different occurrence frequencies of different types of deviations.PART TWO METHODOLOGY2.1 Research questionsThe present study attempts to seek answers to the following research questions:A. How many different types of linguistic deviation are there in
32、the English advertising language?B. How do different types of pragmatic deviation help English ads successfully achieve effect among readers?a. How do the English ads violate the quality maxim? Being against the quality maxim, how do the English ads achieve their effect? b. How do the English ads vi
33、olate the quantity maxim? Being against the quantity maxim, how do the English ads achieve their effect?c. How do the English ads violate the relation maxim? Being against the relation maxim, how do the English ads achieve their effect?d. How do the English ads violate the manner maxim? Being agains
34、t the manner maxim, how do the English ads achieve their effect?C. What are the occurrence frequencies of different types of deviation and what are the reasons for the differences? What are the implications of the results and reasons for advertisers?2.2 Data collectionFor text analysis, a total of 1
35、5 advertisements were collected from the Internet.For the interview, the subjects were 5 senior students from English Department, labeled Student A, Student B, Student C, Student D, and Student E respectively.PART THREE RESULTS AND DISCUSSION 3.1 Phonological deviationPhonological deviation is devia
36、tion departing from conventional pronunciation to a different one, which can generate another meaning for the word or phrase. For example,(1) “TWO GET HER” (The Ultimate All Inclusive One Brice Sun Kissed Holiday) Apparently, “TWO GET HER” implies the holiday tour is specifically designed for couple
37、s and hints the male to seize the opportunity of the holiday tour to pursue the female. It is a typically phonological deviation from TOGETHER. Comparatively, TOGETHER is too direct for this couple holiday advertisement. Meanwhile, “TWO GET HER” emphasizes on “TWO” and “GET HER”, which add some inte
38、resting and ambiguous elements to the ad. (2) “Im lovin it” (Macdonald)Apparently, Macdonald has transformed the “loving” to “lovin”. Among American teenagers, the pronunciation of /in/ is much more popular, consequently /i/ has been changing to /in/ among teenagers daily oral English. Therefore, as
39、 the fashion trend is concerned, Macdonald makes this change purposely to attract the attention of its main target consumers, that is, teenagers. 3.2 Lexical deviationA representative type of lexical deviation is coinage, the invention of new words or phrases. Being original and creative, words or e
40、xpressions can always attract readers attention; therefore, the strategy of coinage is widely used in English advertisement. For example, (3) “The Orangemostest Drink in the world.” (Orange juice)This advertisement creates the word of “orangemostest”, adding “most” and “est” as dual suffix after “or
41、ange”. Firstly, the new word would fresh readers mind and be impressive. Also, the repeated emphases on the good quality of the orange can win some credit for the product, to some extent. (4) “Give a Timex to all, to all a good time.” (Timex watch)“Ex” being added to “Time”, the verb not only advert
42、ises how excellent the watch is, but also tries to demonstrate the excellence of accuracy at giving a correct time. According to market research, a plenty of ads use the affix of “ex” in their advertisement words, intending to imply the “excellence” of their products. (5) “We know eggsactly how to t
43、ell eggs.”(Egg ad)According to language convention, the word supposed to be in the sentence is “exactly”. Here, advertiser uses the coinage of “eggsactly” instead of “exactly”, which goes against the convention; however, “eggsactly” adds some humorous element into the ad and leaves a deep impression
44、 among readers mind. Now consider the following advertisement:(6) “The BERD in hand is worth than two in the bush.” (The Bank of European Reconstruction and Development) Citing the idiom of “A bird in hand is worth than two in the bush” while changing “bird” to “BERD”, at first sight, the ad is perp
45、lexing. However, coincidentally, BERD is the abbreviation of the Bank of European Reconstruction and Development, then suddenly we feel refreshed and begin to appreciate the wisdom in this advertisement.3. 3 Semantic deviationSemantic deviation in advertising language usually purposefully departs one certain words meaning from conventional one and guide readers to read out additional meaning of the certain word. For example,(7) “Daylay egg” (Egg ad)Besides the coinage of “daylay”, the pronunciation of “daylay” is quite similar with “daily”. However, most
