語用預設在廣告文案中應用之探析

On Pragmatic Presupposition in Advertising Copy

張露心(Lu-Hsin Chang)

《藝見學刊》 8期 (2014/10) Pp. 111-119

https://doi.org/10.6207/ART-VISION.2014.(8)111-119

摘要

加拿大傳播學者McLuhan（1967）曾說：「廣告是當代最偉大的藝術形式。」而廣告不僅是一門說服的藝術，更是一種特殊的語言交流形式。從語用學的觀點而言，廣告是一種稅服的語用行為，主要目的在於改變消費者的態度或行為，進而採取有利於產品銷售的動作。語用預設是人們說話或寫作時預先設定但又不直接說出或寫出的命題，在日常語言使用中，預設是十分普遍且現象，而且可以說是無所不在。本文闡述預設的心理機制與特徵以及預設在廣告文案中的應用與功能探究；透過廣告文案中語用心理的研究，洞察文案語言背後的溝通機制，有助於廣告文案的寫作以及掌握如何誘導消費者的心理過程。

關鍵字

廣告文案 ； 語用預設 ； 預設

並列摘要

McLuhan(1967) has ever said: 「Advertising is the greatest form of art in contemporary.」 Actually, Advertising is not only an art of persuasion, but also a very unique language communication form. From the point of view of Pragmatics, advertising is a kind of pragmatic behavior, its main purpose is to change the attitude and behavior of consumer, and then take the advantageous action toward the product or brand。Pragmatic presupposition is the proposition that has presupposed without need to say or write when we are talking or writing, and it is omnipresent in our daily conversation or communication. This paper addresses the psychology function and characteristics of presupposition and explores its application and effect on advertising copy. Through the research of application of pragmatic psychology in advertising copy, how the communication works through the advertising language is explored , and it helps the effective copywriting and grasps the skill of how to seduce consumers through copy.

並列關鍵字

advertising copy ； pragmatic presupposition ； presupposition

參考文獻

劉美琪等，《當代廣告概念與操作》（臺北：學富，2000）

何自然，《語用學概要》((湖南：湖南教育出版社，1997)

何智文，《平面廣告文本之符號與語用學研究》(臺北：學富文化：2005)

黃國光，《語篇分析的理論與實踐—廣告語篇研究》(上海：上海外語教育出版社：2001)

楊先順，《廣告文案寫作原理與技巧》(南投：暨南大學出版社，1998)