留学生硕士论文 英国论文 日语论文 澳洲论文 Turnitin剽窃检测 英语论文发表 留学中国 欧美文学特区 论文寄售中心 论文翻译中心

Bussiness ManagementMBAstrategyHuman ResourceMarketingHospitalityE-commerceInternational Tradingproject managementmedia managementLogisticsFinanceAccountingadvertisingLawBusiness LawEducationEconomicsBusiness Reportbusiness planresearch proposal


ResumeRecommendation LetterMotivation LetterPSapplication letterMBA essayBusiness Letteradmission letter Offer letter



英语论文开题报告英语毕业论文写作指导英语论文写作笔记handbook英语论文提纲英语论文参考文献英语论文文献综述Research Proposal代写留学论文代写留学作业代写Essay论文英语摘要英语论文任务书英语论文格式专业名词turnitin抄袭检查









论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2014-08-14编辑:lgg点击率:3777

论文字数:36200论文编号:org201408131140294910语种:英语论文 English地区:中国价格:$ 66

关键词:foregroundingfigure-ground theory英语广告语广告英语英语标语


Chapter 1 Introduction

1.1 Background of the Study
Ads, with a long history, affect our life for decades. Nowadays, as the globaleconomy develops, various media as the carrier of ads, are used to satisfy ourincreasing material needs. Commercial advertisers often seek to generate increasedconsumption of their products or services through “branding”, which involvesassociating a product name or image with certain qualities in consumers’ mind. Inorder to catch consumers’ attention and promote sales, all merchants and producerstransfer their efforts to advertisements. Therefore, after World WarⅡ, economyrecovered and advertisements became popular in commerce. According to statisticfigures applied by studies, each consumer in America contacts up to more than 1600advertisements a day via various approaches (Barry, 1973). Its primary function is to get across key selling points to desired prospects in a manner that attracts attentionand stimulates them to give serious consideration to the product (Wells, Burnett andMoriarty, 1992). Due to the function of advertisements, the content of ads has longbeen considered as the most important part of an advertisement (Ogilvy, 1983).In order to achieve persuasive function and appeal to more audience, variousrhetorical devices as the foregrounding approaches are employed in advertising. Theseforegrounding approaches, as an irregular style arouse scholars’ attention and arestudied by them. However, for a long time, the study of advertising language onlylimited in the sphere of language characterization and language rhetoric. Since 20thcentury, as cognitive linguistics develops, stylistics has both replaced and expandedon the earlier study of the domain of classical rhetoric. This thesis is a link ofcognitive linguistics and classical rhetoric, i.e. using the figure-ground theory ofcognitive linguistics to interpret foregrounding approaches in advertisements. Thisstudy changes the route of classical study of style and continues the line of cognitivelinguistics and concerns with cognitive aspects of information processing which isforegrounding in advertising language.

1.2 Significance of the Study
As advertising develops, gradually, designers of advertisements pay growingattention on the adverting language. Lots of foregrounding means are applied inadvertisements, some of which even become the catchwords in social community. Since the time of Aristotle, scholars and researchers began to observe, ponder andanalyze theses language phenomena. However, most of these studies still just payattention to style characteristics itself. With the development of cognitive linguistics,although some studies connect style with cognition, only one aspect of foregroundingor two has been mentioned. This thesis avoids this shortage and tries to cover most offoregrounding approaches of advertising language with the sphere of cognitive frame.This study analyzes these approaches from perspective of figure-ground theoryto interpret the realization of foregrounding. In light of figure-ground theory, thisstudy is devoted to making an analysis of foregrounding from the cognitiveperspective with the aim to find out the identification of figure and ground inforegrounding approaches at the rhyme, lexical, syntactic, semantic levels, withrhetoric meaning of these foregrounding functions as the ground and the in论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

共 1/3 页首页上一页123下一页尾页

英国英国 澳大利亚澳大利亚 美国美国 加拿大加拿大 新西兰新西兰 新加坡新加坡 香港香港 日本日本 韩国韩国 法国法国 德国德国 爱尔兰爱尔兰 瑞士瑞士 荷兰荷兰 俄罗斯俄罗斯 西班牙西班牙 马来西亚马来西亚 南非南非

   Europe (24-hours)
   china (24-hours)