从关联理论看广告策略-外文翻译.doc

1、1外文翻译原文TITLESTRATEGIESINADVERTISINGARELEVANCEAPPROACHMATERIALSOURCEGUANGDONGUNIVERSITYOFFOREIGNSTUDIESAUTHORGAOBO1LANGUAGEHASAPOWERFULINFLUENCEOVERPEOPLEANDTHEIRBEHAVIORTHISISESPECIALLYTRUEINTHEFIELDSOFADVERTISINGTHECHOICEOFLANGUAGETOCONVEYSPECIFICMESSAGESWITHTHEINTENTIONOFINFLUENCINGPEOPLEISVITALLY

2、IMPORTANTVISUALCONTENTANDDESIGNINADVERTISINGHAVEAVERYGREATIMPACTONTHECONSUMER,BUTITISLANGUAGETHATHELPSPEOPLETOIDENTIFYAPRODUCTANDREMEMBERITCLEVERADVERTISERWILLNOTFAILTOCONSIDERTHEPOWEROFTHELANGUAGETHEYEMPLOYTHEPRESENTSTUDYISRESEARCHINTOHOWADVERTISERSTAKEADVANTAGEOFTHEPOWEROFLANGUAGETOACHIEVETHEIRPUR

3、POSEOFADVERTISING11DEFINITIONOFADVERTISINGWHATISADVERTISINGACCORDINGTOMCCANNERICKSON，THEADVERTISINGAGENEYTHATHASDEVELOPEDCOCA一COLASNATIONALCARNPAIGNSFORMANYYEARS，ADVERTISINGIS“TRUTHWELLTOLD”THISPHILOSOPHY，ECHOEDBYCOKESMANAGEMENTINITSANNUALREPORT25YEARSAGO，CONTINUESTODAYTHATISWHATADVERTISINGISTOCOCAC

4、OLAALBERTLASKER,THEFATHEROFMODERNADVERTISING，REMARKEDTHATADVERTISINGIS“SALESMANSHIPINPRINT”BUTHEOFFEREDTHATDEFINITIONLONGBEFORERADIOANDTELEVISION，ATATIMEWHENTHENATUREANDSCOPEOFADVERTISINGWEREQUITELIMITEDTHISOFTENREPEATEDSAYINGINDICATESTHATTHEULTIMATEOBJECTIVEOFADVERTISINGISTOSELLWITHSKILLSTODAY，ADVE

5、RTISINGISDEFINEDASACOMMUNICATIONPROCESS，AMARKETINGPROCESS，ANECONOMICANDSOCIALPROCESS，APUBLICRELATIONSPROCESS，ORANINFORMATIONANDPERSUASIONPROCESSIN1948，THEDEFINITIONSCOMMITTEEOFTHEAMERICANMARKETINGASSOCIATIONAMADEVELOPEDWHATIS，TOTHISDAY,THEMOSTWIDELYQUOTEDDEFINITIONOFADVERTISINGADVERTISINGISANYPAIDFO

6、RMOFNONPERSONALPRESENTATIONANDPROMOTIONOFIDEAS,GOODS,ORSERVICESBYANIDENTIFIEDSPONSORTHISDEFINITIONPRESENTSANEXPLANATIONOFWHATADVERTISINGIS，WHILEATTHESAMETIMEITOFFERSINSIGHTSINTOWHATADVERTISINGISNOTTHEKEYWORDSDESCRIBING2ADVERTISINGAREPRESENTATIONANDPROMOTIONPRESENTATIONREFERSTOANOFFERINGPROMOTIONINVO

7、LVESCOMMUNICATIONANDPERSUASIONINADDITIONTOPROMOTINGTANGIBLEGOODSSUCHASSOFTDRINKS,PERFUMEANDCAR,ADVERTISINGALSOHELPSPUBLICIZETHEINTANGIBLESERVICESOFBANKERS，HOTELSANDTRAVELAGENCIESANDINCREASINGLY，ADVERTISINGISUSEDTOSELLAWIDEVARIETYOFIDEASECONOMIC,POLITICAL,RELIGIOUS，ANDSOCIALTHEREFORE，ADVERTISINGISDES

8、IGNEDTOOFFERPEOPLEIDEAS，GOODS，ORSERVICESANDPERSUADETHEMOFTHEBENEFITS，UTILITY，ANDDESIRABILITYTHETERMSNONPERSONAL，PAIDFORMANDIDENTIFIEDSPONSORPOINTOUTWHATADVERTISINGISNOTADVERTISINGISNONPERSONAL，FORITISDIRECTEDTOGROUPSOFPEOPLERATHERTHANINDIVIDUALSTHESEGROUPSMIGHTBETEENAGERSWHOENJOYSKATINGSPORTSORADULT

9、SWHOAREINTHEIRFORTIESADVERTISINGISNOTPUBLICITYSINCEUNLIKEPUBLICITY,ITISPAIDFORANDIDENTIFIESTHESPONSOROFTHEMESSAGEHOWEVER，THEAMASDEFINITIONISSTILLLIMITEDANDDOESNOTSTRESSTHEPERSUASIVEASPECTOFADVERTISINGANDNEITHERSUGGESTSTHECHANNELHOW,ADVERTINGREACHESTHEPUBLICSOINTHISPAPER，WEUSETHEFOLLOWINGDEFINITIONGI

10、VENBYBOVEEANDARENS19895ADVERTISINGISTHENONPERSONALCOMMUNICATIONOFINFORMATION，USUALLYPAIDFORANDUSUALLYPERSUASIVEINNATURE，ABOUTPRODUCTS，SERVICES，ORIDEASBYIDENTIFIEDSPONSORSTHROUGHVARIOUSMEDIA12CLASSIFICATIONOFADVERTISINGADVERTISINGCANBECLASSIFIEDINDIFFERENTWAYS，GENERALLYBYFOURMAINCRITERIATARGETAUDIENC

11、E，GEOGRAPHICAREA，MEDIUM，ANDPURPOSEBOVEEANDARENS1994FORTHECONVENIENCEOFTHEPRESENTRESEARCH，WEHEREONLYINTRODUCETHECLASSIFICATIONBASEDONTHEMEDIUMANDTHEPURPOSEADVERTISINGISFREQUENTLYTRANSMITTEDTHROUGHCHANNELSTHATPERMITTHEMESSAGETOREACHVASTAUDIENCESSIMULTANEOUSLYTHESECHANNELSAREBROADLYCLASSIFIEDASPRINTORB

12、ROADCASTNEWSPAPERSANDMAGAZINESARECONSIDEREDASPRINTMEDIA，WHILERADIOANDTELEVISIONTRADITIONALLYAREDESIGNEDASBROADCASTMEDIATHETWOEMPLOYDIFFERENTWAYSTOTRANSMITINFORMATIONTHOUGHTHEYSERVETHESAMEPURPOSETHEFORMERWHICHPRESENTSINFORMATIONTHROUGHWORDSANDPICTURESISCALLEDADVERTISEMENTSWHILETHELATTERWHICHISBYTHEWA

13、YOFSOUNDSANDSCREENISCALLEDCOMMERCIALSADVERTISINGCANALSOBECLASSIFIEDONTHEBASISOFTHESPONSORSOBJECTIVES，THATISTHEPURPOSEOFADVERTISINGSOMEADVERTISINGMEANTOPROMOTEPRODUCTS，SERVICESANDIDEAS，SEEKINGPROFITSFORTHEADVERTISERWHILESOMEARESPONSOREDBYNONPROFITGROUPS，WHICHISUSEDTOSEEKDONATIONS，VOLUNTEERSUPPORTFORT

14、HEPUBLIC3BENEFITTHETWOAREREFERREDTOASCOMMERCIALADVERTISINGANDNONCOMMERCIALADVERTISINGRESPECTIVELYITISTHECOMMERCIALADVERTISINGTHROUGHPRINTMEDIATHATWEWILLFOCUSONINTHEPRESENTSTUDY13FUNCTIONOFADVERTISINGWEHAVECONFINEDOURRESEARCHAREATOTHEPRINTEDCOMMERCIALADVERTISINGANDHAVEMENTIONEDABOVETHECHARACTERISTICS

15、OFCOMMERCIALADVERTISINGASFORTHEFUNCTIONSOFADVERTISING，WEADOPTTHESTATEMENTMADEBYCRYSTALANDDAVY1983222WHOSTATETHATTHEREARETWOMAINFUNCTIONSPERFORMEDBYADVERTISINGINFORMINGANDPERSUADINGTHELATTEROFTHESECORKE198615CALLSINFLUENCINGBYINFORMING,ADVERTISERSWANTTOCOMMUNICATEINFORMATIONABOUTTHEPRODUCT，ITSFEATURE

16、S，ITSLOCATIONOFSALEBYPERSUADING，ADVERTISERSTRYTOINDUCECONSUMERSTOTRYNEWPRODUCTSANDTOSUGGESTREUSEHOWEVER,THESETWOFUNCTIONSARENOTOFEQUALIMPORTANCE，INTHATINFORMATIONISSUBORDINATEDTOPERSUASIONPACKARD1981PEAXSONANDTUOER1966THEPURPOSEOFADVERTISINGISTOINCREASETHEDEMANDFORTHEADVERTISEDPRODUCT，TOPERSUADEPROS

17、PECTIVECONSUMERSTOBUYTHEPRODUCTIFADVERTISERSSUCCEEDINPROVIDINGAGREATDEALOFINFORMATIONABOUTTHEIRPRODUCTSBUTFAILTOPERSUADEANYBODYTOBUYTHEPRODUCTS，ITISHARDTOSAYTHEADVERTISINGISSUCCESSFULTHEWAYSORSTRATEGIESTHATADVERTISERSEXPLOITTOACHIEVETHEFUNCTIONSOFINFORMINGANDPERSUADINGORINFLUENCINGARETHEFOCUSOFTHEPR

18、ESENTSTUDY14FEATUREOFADVERTISINGTOUNDERSTANDTHELANGUAGEOFADVERTISING,ITISBETTERTOKNOWITSFEATURESFIRSTASAFORMOFCOMMUNICATION,ADVERTISINGHASITSSPECIFICFEATURESASFOLLOWSFIRSTLY，ITISACOMBINATIONOFVERBALANDNONVERBALCOMMUNICATIONLANGUAGEISTHEMOSTIMPORTANTVEHICLEOFCOMMUNICATION，MOSTADVERTISEMENTSEMPLOYLANG

19、UAGETOTRANSMITINFORMATIONHOWEVER,UNDERCERTAINCIRCUMSTANCES,PICTURES，MUSICANDMOTIONSMAYBEMOREEXPRESSIVETHANLANGUAGEITSELFINREALITY,MOSTOFTHEADVERTISEMENTSMAKEUSEOFLANGUAGEANDNONLANGUAGEELEMENTSSIMULTANEOUSLYINORDERTOEXPLICITLYTRANSMITTHEINTENDEDINFORMATIONSECONDLY，ADVERTISINGISAPUBLICCOMMUNICATIONRAT

20、HERTHANPRIVATEONEVESTERGAARDANDSCHRODER198513DEFINEPRIVATECOMMUNICATIONASAPROCESSWHICHINVOLVESAKNOWNNUMBEROFPERSONSWHOAREALLKNOWNTOEACHOTHERASINACONVERSATIONBETWEENFRIENDSBUTADVERTISINGISDIFFERENTSINCEITISADDRESSERTOANANONYMOUSAUDIENCETHIRDLY，ADVERTISINGISONEWAYCOMMUNICATIONINPRIVATECOMMUNICATIONS4L

21、IKECONVERSATIONS，THEPARTICIPANTSTAKETURNSATBEINGADDRESSERANDADDRESSEE，WHEREASINPUBLICCOMMUNICATIONLIKEADVERTISING，THEREISONLYONEADDRESSERAIMINGATANANONYMOUSPUBLICWHOCANNOTANSWERHIM/HERBACKTHATISTOSAY，THEINFORMATIONINADVERTISINGFLOWSINANUNIDIRECTIONALWAYFROMTHEADVERTISERTOTHEAUDIENCEADVERTISERSEXERTT

22、HEIRWITSTOEXPLOITALLKINDSOFSTRATEGIESANDTOTAKEADVANTAGEOFTHEADVERTISINGFEATURESTOMAXIMIZETHEFUNCTIONOFADVERTISING，ANDTOACHIEVETHEIRPURPOSETOTHEHIGHESTDEGREE2LITERATUREREVIEWS21NONLINGUISTICAPPROACHWHOWANTSTOKNOWABOUTADVERTISINGLANGUAGELEECH19661ANSWERSTHEQUESTIONINHISBOOKENGLISHINADVERTISINGALINGUIS

23、TICSTUDYOFADVERTISINGINGREATBRITAIN，THATSOCIOLOGISTSAREINTERESTEDINITSEFFECTONTHEBEHAVIORANDVALUESOFSOCIETYPSYCHOLOGISTSAREINTERESTEDINITSEFFETEONINDIVIDUALMOTIVATIONSADVERTISERSSIMPLYWANTTOFINDCLUESTOMORESUCCESSFULADVERTISEMENTSANDLINGUISTSMAINLYDESCRIBETHEADVERTISINGLANGUAGESOINTHISSECTION，WEMAINL

24、YREVIEWTHERESEARCHESCARRIEDOUTBYSOCIOLOGISTSANDADVERTISERSDYER1995ISASCHOLARWHOAPPROACHESTHISSUBJECTFROMTHESOCIOLOGICALPROSPECTIVEASWEHAVEMENTIONEDABOVE，SOCIOLOGISTSAREINTERESTEDINADVERTISINGEFFECTONTHEBEHAVIORANDVALUESOFSOCIETY，HESTUDIESTHEROLEADVERTISINGPLAYSINMANIPULATINGSOCIALVALUESANDATTITUDEST

25、HEPURPOSEOFADVERTISINGACCORDINGTOHISANALYSIS，ISNOTONLYTOINFORMANDREFLECTSOCIALMEANINGSANDCONDITIONSBUTALSOTOPERSUADEANDGUIDETHEAUDIENCEWAYSOFTHINKINGANDFEELINGTHEADVERTISERTRIESTOAROUSEANDSHAPETHEAUDIENCESDESIRESINACCORDANCEWITHTHEIRDEMANDSOFTHESYSTEMOFPRODUCTIONTHATMEANSADVERTISINGHASBECOMEMOREANDM

26、OREINVOLVEDINTHEMANIPULATIONOFSOCIALVALUESANDATTITUDESRATHERTHANCONCERNEDWITHTHECOMMUNICATIONOFESSENTIALINFORMATIONABOUTGOODSORSERVICESACCORDINGTODYER，ITISHARMFULWHENADVERTISEMENTSFUNCTIONASMANIPULATIONINSTEADOFINFORMINGWHICHRESULTSINDISTORTINGRATHERTHANREFLECTINGSOCIALMEANINGSANDCONDITIONSANOTHERPO

27、INTWORTHMENTIONINGISTHATDYERPOINTSOUTTHEAUDIENCEISNOTAPASSIVEINFORMATIONRECEIVERHOWEVER，LAKEOFALINGUISTICTHEORY，ITFAILSTOGIVEANACCOUNTOFHOWTHEADVERTISERMAKETHEIRLANGUAGECHOICEANDTHEINTERPRETATIONPROCESSOFTHETARGETAUDIENCEASWELL22LINGUISTICAPPROACHRESEARCHESCARRIEDOUTINTHISCATEGORYAREWHATWEWILLCONCEN

28、TRATEONA5COMPREHENSIVEREVIEWOFTHERELATEDRESEARCHESFROMVARIOUSASPECTSOFLINGUISTICWILLBEDWELTONTOPROVIDETHEREADERWITHSOMEKNOWLEDGEOFTHESTATUSINQUOINTHISFIELDOFRESEARCH,ANDOFTHEIRACHIEVEMENTSANDDEFICIENCIESINTHEEND,THEINSPIRATIONFROMTHESESTUDIESWILLBESPECIFIEDFORTHEPERSPICUITYOFILLUSTRATION,WEFURTHERDI

29、VIDETHESERESEARCHESINTOTHEFOLLOWINGSUBCATEGORIES23SUMMARYOFTHISCHAPTERSEVERALAPPROACHESTOTHELANGUAGEUSEDINADVERTISINGHAVEBEENASSESSEDACOMMONPROBLEMOFPREVIOUSSTUDIESISTHEIRIGNORANCEORINADEQUATEACCOUNTOFTHEADVERTISINGINTERPRETATIONITHASALSOBEENSHOWNTHATUNDERSTANDINGADVERTISINGISNOTAMATTEROFDECODINGTHE

30、REFORE,WEHAVETOTURNTOPRAGMATICAPPROACHESHOWEVERTHEPRAGMATICAPPROACHESWEREVIEWEDABOVESTILLCANNOTPROVIDEAWHOLEPICTUREOFADVERTISINGUNDERSTANDING，ESPECIALLYTHENATUREANDROLEOFCONTEXTUNDERESTIMATIONOFTHENATUREANDROLEOFTHECONTEXTISDOOMEDTORESULTINUNSATISFACTORYACCOUNTOFANYCOMMUNICATIONTOSOLVETHEABOVEMENTIO

31、NEDPROBLEM，WEADOPTTHERELEVANCETHEORYPUTFORWARDBYSPERBERANDWILSONASOURTHEORETICALFOUNDATION，WHICHCANPROVIDETHEMOSTSATISFACTORYANSWERTOTHEBASICQUESTIONOFHOWCOMMUNICATIONISACHIEVEDINADVERTISING译文标题从关联理论看广告策略资料来源广东外语外贸大学作者高波语言具有巨大的能量，他们的对人们的行为会产生巨大影响。尤其是在广告领域。语言的对事物的传达对人的意图的影响是非常重要的。由此有语言构成的视觉内容和广告设计能够对

32、消费者造成很大的冲击，帮助人们识别产品，并记住它。聪明的广告商不会不考虑他们的语言运用能力。本文就是为广告客户如何利用语言的力量来实现其广告的目的进行的研究。11广告的定义什么是广告据麦肯成功塑造可口可乐品牌形象的公司表达，广告是“把真理传达出去”这个理念在可口可乐已经成功的25年之后，仍然在继续坚持着，这就是可口可乐的广告理念。阿尔贝拉斯克，现代广告之父表示，广告是“印刷推销”。但他表示仅仅把定时定期出现在电视或广播上的宣传当做广告是不够准确的。他常说的这句话，应是在强调广告的最终目标是为销售做好铺垫。现在，广告的定义则延展到了广告是一个沟通的过程，营销过程，一个经6济和社会过程，是公共关系

33、的过程，或信息传播和说服顾客的过程。1948年，美国营销协会的定义委员会（AMA）进行了上述的定义。到今天，广告被最广泛引用的定义则是广告是任何非个人的陈述和意见，是确定的厂商对其产品或服务的推广形式。这个定义提出了什么是广告，同时也给出了什么不是广告。广告定义的关键词是对产品进行介绍和推广。通过这种形式促进和顾客群体的沟通直至说服。除了推广，如饮料，香水，汽车，这种有形的产品以外，广告也用来宣传例如酒店和旅行社的无形的服务。而越来越多的广告现在是用来出售或推广各种各样包括经济，政治，宗教和社会在内的想法。因此，广告的目的是为人们提供一种观念，商品或服务的好处，并就其好处的介绍以说服消费者。该

34、条款也表明了广告的非个人性，支付形式，并确定了哪些广告是赞助这一点。广告是非个人的，因为它是针对团队远远大于针对个人。这些团体可能是喜欢享受滑冰运动的青少年或四十多岁的成年人。广告并不仅仅是宣传，而是明确了支付和标识信息的赞助商行为。然而AMA给出的定义仍是有限的，因为它既没有强调广告说服力的问题也没有提出广告的传播渠道是什么如何传达到大众。因此，在本文中，我们使用博维和阿伦斯（19895）给出的关于广告的定义广告是对信息进行的非个人行为的传播方式，通常是使用具有说服力的描述方式对确定性质的产品，服务或想法这些传播主体进行宣传。12广告的分类广告可分为不同的方式，一般具有四个主要标准目标受众，

35、地理区域，媒体和目的（博维和阿伦斯1994年）。为方便下面开展的论述，我们这里只介绍关于媒介和目的为基础的分类方式。广告经常使用各种传播渠道，以使其信息传播到广大受众那里。这些渠道大致分为印刷或广播。报纸和杂志被认为是印刷媒体，而广播和电视则是相对印刷型的传统广播媒体而设计的。这是两个截然不同的传递信息的方式，但他们服务于同一目的。前者是通过文字介绍和图片资料，而后者则是利用声音和画面的方式。但是不管广告的传播形式如何分类。他们的目地都是用来是推广产品、服务和理念，最终寻求利润。也有些是由非营利性团体所发布的信息，它们一般是用来寻求捐款，招募志愿者等为公众利益服务的项目。这两种类别就是商业广告

36、和非商业广告的分别。我们本文的研究重点主要是商业广告。13广告的作用在此我们只讨论我们上文中所提到的领域及商业广告的特点。至于广告的功能，我们则采取由CRYSTAL和DAVY（1983222）所描述的定义来讨论，他们7对广告的功能的定义是告知和说服。对这个定义进行解读我们可以了解到其功能主要是通过宣传，向客户传达产品的特点，销售的信息等。然后通过对其特点进行仔细描述从而达到说服顾客尝试使用新产品，或重新使用直至购买。但是，这两个要素也并不是同样重要，因为信息传播是以说服消费者购买为目地的。（PACKARD1981PEAXSONANDTUOER1966）广告的目的是增加人们对所宣传产品的需求，并

37、说服潜在消费者购买产品。如果厂商成功提供了有关其产品的大量信息，但未能说服任何人购买的产品，这样也是无法说明这则广告是成功的。所以厂商利用广告以实现宣传和说服顾客这种功能，是目前研究的重点。14广告的特征为了解广告语言，最好是先了解它的功能。作为一种交流形式，广告的特点具体如下首先，它是一种语言和非语言沟通的结合。语言是沟通的最重要手段，大多数的广告采用语言来传递信息。但是，在某些情况下，图片，音乐和动作可能比语言本身的表现力更好。在现实中，通常广告的语言和非语言元素同时使用，以明确信息的传递。其次，广告是一种公众的沟通，而不是私人的。韦斯特和施罗德（198513）把它定义为一个过程，涉及到谁，都知道对方在朋友间的交谈者的已知数量的私人通信。但广告是不同的，因为它是一个匿名发件人的观众。第三，广告是单向的沟通。在这样的谈话私人通讯、会议期间，与会者对被发件人和收件人打开；而在大众传播如广告，只有一个公共的匿名发件人在瞄准他或者她的背部。这就是说，在一个单向信息的方式从广告客户的广告流向了观众。发挥自己的智慧，并采取各种优势的广告功能，以最大限度和最高程度提高广告的功能，并实现其宗旨。