廣告所具備的說服功能之研究－以廣告詞為中心

中文摘要此篇論文以「廣告所具備的說服功能之研究－以廣告詞為中心」之題目為研究探討之對象。藉由關連性理論與發話機能兩種理論當作此篇論文的主要研究方法。本論文的內容構成分為四大章,分別為第一章:廣告詞之基本考察,第二章:解釋廣告之涵義,第三章:廣告詞之發話機能,第四章:廣告詞範例之分析數據的彙總分析。本論文研究內容為設定以車・電子機器類和化妝品・流行類以這兩類的廣告為分別代表男女族群為其主要消費族群之廣告。首先運用關連性理論中的方法將廣告詞中的表意和推意推敲出來之後,運用發話機能理論得知適用於車・電子機器類和化妝品・流行類此兩大類別的廣告詞中具有說服功能之發話機能別為何,並且進一步了解兩者的之差異性。本論文透過分別代表男女消費者之車・電子機器類和化妝品・流行類這兩類的廣告詞各舉出50個例子進行分析。透過所分析數據資料讓我們了解到分別讓男女消費者引起興趣注意進而達到說服功能的廣告詞之發話機能傾向有著之差異性與其研究結果如下所述: 以男性為主要消費族群之廣告表現中,傾向於使用「宣言表出(30%)」、「意見・感情表出(26%)」、「情報提供(26%)」這三類的發話機能.而另一方面,在女性消費者族群部分則傾向使用於「意見・感情表出(40%)」、「情報提供(20%)」、「行為要求(18%)」這三種發話機能,除此之外藉由此論文的分析也得知到男性是傾向理性方面的思維而女性的思維則是傾向感性的。透過此篇的論文研究讓我們了解到適用於男女的廣告詞使用何種發話機能來達到說服之功效。

關鍵字

廣告詞；關連性理論；發話機能；詩的效果；會話原型

並列摘要

This thesis studies persuasive functions of advertisement, focusing on catchphrases in Japanese, under the two theories; Relevance Theory and Speech Functions. It consists of four chapters; the first chapter is the basic investigation of the advertising, the second chapter deals with the meaning of the advertising, the third chapter considers some issues on the speech functions of the advertising, and the final chapter is the results of the data integration and their analysis of Japanese catchphrases. In this thesis, two categories are designated as the advertisement representatives of the main consumer groups; i.e., male and female, respectively: One is automotive and electronic machinery, and the other is cosmetics and fashion. First of all, Relevance Theory is applied to elaborate the intention and the conjecture in this study, to understand the implicated meanings of catchphrases, and to clarify the similarities and the differences of speech function between two types of advertisements, so that we can understand more about persuasive functions. The analysis of the 50 examples demonstrates the similarities and the differences of speech functions used in two categories of advertisements shown above. Furthermore, by analyzing the data, it is found that there is a noticeable difference in the tendency of the advertising messages for male and for female, respectively. The conclusions are as followed: In the male-oriented advertising, the speech functions tend to be used in 30% of announcement, 26% of opinions and emotion, and 26% of information offering. On the other hand, in the female-oriented advertising, the speech functions tend to be used in 40% of opinions and emotional expression, 20% of information offering, and 18% of behavioral requirement. Besides, in this analysis, it is also shown that men tend to have rational thinking, but women tend to have sensual thinking. Through the research, it is clarified that the similarities and the differences of speech functions which are used for male and female respectively are related to the tendency of their thinking and behavior.