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以往研究虽然指出了广告中某些模糊语的潜在误导性,但是却未能对其赖以运作的社会心理机制进行探讨。鉴于此,本研究采用受众调查与访谈的方法,在批评语用学框架内考察误导性模糊话语所顺应的社会心理因素,开展相关话语实践的批评语用分析。研究表明,电视直销广告商往往善于掌握消费者的迷信科技与权威心理、求廉、求奇心理和从众心理等相关心理因素,利用模糊话语的模糊属性来对相关心理进行负面的顺应,从而顺利地达到误导消费者的目的。该研究成果可为政府部门对电视广告话语的监管和规范提供一定参考。
Although the previous studies pointed out the potential misleadingness of certain vague expressions in advertisements, they failed to discuss the social psychological mechanism upon which they operate. In view of this, this study uses the method of audience survey and interview to examine the social psychological factors that misleading vague discourse complies with within the framework of critical pragmatics and to carry out the critical pragmatic analysis of relevant discourse practice. Research shows that TV direct advertisers are often good at grasping the psychological factors of consumers’ superstitions, such as scientific and authoritative psychology, honesty, absurdity and herd mentality, and make use of the fuzzy attributes of fuzzy discourse to negatively adapt the relevant psychology to smooth To mislead the consumer’s purpose. The research results can provide some reference for government departments to regulate and regulate TV advertising discourse.