英语饮料广告中的语用预设研究 字数:页数:17 论文编号:YY217 Abstract Advertising language has received a thorough study from different With the development of linguistics， the studies on advertising language are inclined to the relationship between language and In this case， pragmatic presupposition appears to be the very tool for its sensitive nature to In addition， common ground and appropriateness of pragmatic presupposition also make great contribution to the concise and economical However， other properties like one-sidedness， subjectivity and latency are equally Proper exploitation of these features may develop useful market Therefore， it is of great significance to study advertising language from pragmatic presupposition The thesis focuses on the phenomenon of pragmatic presupposition in English advertisement for Based on the foundational theory， the classifications and functions of pragmatic presupposition are exposed by qualitative study Meanwhile， a case study is conducted to tentatively explore the distribution and frequency of each type by quantitative Research findings show that pragmatic presupposition occurs in 94% of the collected 100 drinks advertisements; the state presupposition accounts for the largest percentage (40%) among all five classifications ， followed by belief presupposition， behavior presupposition， existential presupposition and fact presupposition， for 22%， 14%， 13%， 5% Key Words: advertising language pragmatic presupposition function classifications description 摘要 广告语言的研究一直以来都备受各个领域学者们的青睐。在语言学领域，语言学的发展使得广告语言的研究逐渐趋向于语言与语境的关系的研究。于是，对语境敏感的语用预设便成为了分析广告语言的理想工具。语用预设的共知性和合适性简化了广告的语言，节省了广告的费用。另外，语用预设本身还具有单向性、主观性和隐蔽性。巧妙运用这些特征可以衍生出有效的广告撰写策略。因此，从语用预设的视角研究广告语言是很有意义的。 本文主要致力于研究英文饮料广告语言的语用预设现象。作者以语用预设作为研究基本理论，结合定性研究和定量研究方法，通过分析语用预设在饮料广告中的类型和功能，同时对各预设类型在英文广告中的分布和出现频率也进行调查研究，力图探讨语用预设在英文饮料广告中运用的深度和广度。 调查结果发现：语用预设在英文饮料广告中的运用程度极高，在收集的100条广告语中呈现出94％的高频率。与此同时，状态预设在五种语用预设类型中出现的频率最高，达到40％。其余的信仰预设、行为预设、存在预设和事实预设分别占22％、14％、13％和5％。 关键词：广告语 语用预设 功能 分类描写 目录 Abstract 1 摘要2 Chapter 1 I 3 Chapter 2 Literature Review 4 1 Previous studies on pragmatic presupposition abroad 4 2 Previous studies on pragmatic presupposition at 5 Chapter 3 Theoretical F6 1 The definitions of pragmatic presupposition 6 2 The characteristics of pragmatic 7 2 S7 3 Latency 7 3 The classifications of pragmatic presupposition in print advertisement language 8 1 Existential presupposition 8 2 Fact 8 3 State 9 4 Belief alue 9 5 Behavior 10 4 Functions of pragmatic presupposition in drink advertisement 10 1 Concise 10 2 Euphemism function 11 3 Persuasive function 11 Chapter 4 Case S11 1 Research aims 11 2 Data 12 3 Data analysis 12 1 Statistic numbers 12 2 Analysis 14 Chapter 5 Conclusion 15 1 General summary 15 2 Limitations of present study 15 3 Suggestions for further research 16 参考文献B16 以上回答来自: -2/htm
I HAVE A DREAM 我有一个梦想 如下：Five score years ago， a great American， in whose symbolic shadow we stand signed the Emancipation P This momentous decree came as a great beacon light of hope to millions of Negro slaves who had been seared in the flames of withering It came as a joyous daybreak to end the long night of But one hundred years later， we must face the tragic fact that the Negro is still not One hundred years later， the life of the Negro is still sadly crippled by the manacles of segregation and the chains of One hundred years later， the Negro lives on a lonely island of poverty in the midst of a vast ocean of material One hundred years later， the Negro is still languishing in the corners of American society and finds himself an exile in his own So we have come here today to dramatize an appalling In a sense we have come to our nation's capital to cash a When the architects of our republic wrote the magnificent words of the Constitution and the Declaration of Independence， they were signing a promissory note to which every American was to fall This note was a promise that all men would be guaranteed the inalienable rights of life， liberty， and the pursuit of It is obvious today that America has defaulted on this promissory note insofar as her citizens of color are Instead of honoring this sacred obligation， America has given the Negro people a bad check which has come back marked "insufficient " But we refuse to believe that the bank of justice is We refuse to believe that there are insufficient funds in the great vaults of opportunity of this So we have come to cash this check -- a check that will give us upon demand the riches of freedom and the security of We have also come to this hallowed spot to remind America of the fierce urgency of This is no time to engage in the luxury of cooling off or to take the tranquilizing drug of Now is the time to rise from the dark and desolate valley of segregation to the sunlit path of racial Now is the time to open the doors of opportunity to all of God's Now is the time to lift our nation from the quicksands of racial injustice to the solid rock of It would be fatal for the nation to overlook the urgency of the moment and to underestimate the determination of the N This sweltering summer of the Negro's legitimate discontent will not pass until there is an invigorating autumn of freedom and Nineteen sixty-three is not an end， but a Those who hope that the Negro needed to blow off steam and will now be content will have a rude awakening if the nation returns to business as There will be neither rest nor tranquility in America until the Negro is granted his citizenship The whirlwinds of revolt will continue to shake the foundations of our nation until the bright day of justice But there is something that I must say to my people who stand on the warm threshold which leads into the palace of In the process of gaining our rightful place we must not be guilty of wrongful Let us not seek to satisfy our thirst for freedom by drinking from the cup of bitterness and We must forever conduct our struggle on the high plane of dignity and we must not allow our creative protest to degenerate into physical Again and again we must rise to the majestic heights of meeting physical force with soul The marvelous new militancy which has engulfed the Negro community must not lead us to distrust of all white people， for many of our white brothers， as evidenced by their presence here today， have come to realize that their destiny is tied up with our destiny and their freedom is inextricably bound to our We cannot walk And as we walk， we must make the pledge that we shall march We cannot turn There are those who are asking the devotees of civil rights， "When will you be satisfied?" we can never be satisfied as long as our bodies， heavy with the fatigue of travel， cannot gain lodging in the motels of the highways and the hotels of the We cannot be satisfied as long as the Negro's basic mobility is from a smaller ghetto to a larger We can never be satisfied as long as a Negro in Mississippi cannot vote and a Negro in New York believes he has nothing for which to No， no， we are not satisfied， and we will not be satisfied until justice rolls down like waters and righteousness like a mighty I am not unmindful that some of you have come here out of great trials and Some of you have come fresh from narrow Some of you have come from areas where your quest for freedom left you battered by the storms of persecution and staggered by the winds of police You have been the veterans of creative Continue to work with the faith that unearned suffering is Go back to Mississippi， go back to Alabama， go back to Georgia， go back to Louisiana， go back to the slums and ghettos of our northern cities， knowing that somehow this situation can and will be Let us not wallow in the valley of I say to you today， my friends， that in spite of the difficulties and frustrations of the moment， I still have a It is a dream deeply rooted in the American I have a dream that one day this nation will rise up and live out the true meaning of its creed: "We hold these truths to be self-evident: that all men are created " I have a dream that one day on the red hills of Georgia the sons of former slaves and the sons of former slaveowners will be able to sit down together at a table of I have a dream that one day even the state of Mississippi， a desert state， sweltering with the heat of injustice and oppression， will be transformed into an oasis of freedom and I have a dream that my four children will one day live in a nation where they will not be judged by the color of their skin but by the content of their I have a dream I have a dream that one day the state of Alabama， whose governor's lips are presently dripping with the words of interposition and nullification， will be transformed into a situation where little black boys and black girls will be able to join hands with little white boys and white girls and walk together as sisters and I have a dream I have a dream that one day every valley shall be exalted， every hill and mountain shall be made low， the rough places will be made plain， and the crooked places will be made straight， and the glory of the Lord shall be revealed， and all flesh shall see it This is our This is the faith with which I return to the S With this faith we will be able to hew out of the mountain of despair a stone of With this faith we will be able to transform the jangling discords of our nation into a beautiful symphony of With this faith we will be able to work together， to pray together， to struggle together， to go to jail together， to stand up for freedom together， knowing that we will be free one This will be the day when all of God's children will be able to sing with a new meaning， "My country， 'tis of thee， sweet land of liberty， of thee I Land where my fathers died， land of the pilgrim's pride， from every mountainside， let freedom " And if America is to be a great nation， this must become So let freedom ring from the prodigious hilltops of New H Let freedom ring from the mighty mountains of New Y Let freedom ring from the heightening Alleghenies of Pennsylvania! Let freedom ring from the snowcapped Rockies of Colorado! Let freedom ring from the curvaceous peaks of California! But not only that; let freedom ring from Stone Mountain of Georgia! Let freedom ring from Lookout Mountain of Tennessee! Let freedom ring from every hill and every molehill of M From every mountainside， let freedom When we let freedom ring， when we let it ring from every village and every hamlet， from every state and every city， we will be able to speed up that day when all of God's children， black men and white men， Jews and Gentiles， Protestants and Catholics， will be able to join hands and sing in the words of the old Negro spiritual， "Free at last! free at last! thank God Almighty， we are free at last!" 几年前，一位伟大的美国人，在其象征的阴影我们签署了解放宣言。这一重要的法令是一个伟大的指路明灯的希望数以百万计的黑人奴隶谁已经烙在火焰枯萎不公正。这是一个欢乐的黎明，结束漫漫长夜的囚禁。但是，百年之后，我们必须面对的悲惨事实，即黑人仍然没有自由。 一百多年后，生活的黑人仍是可悲的残废了手铐的隔离和歧视的锁链。一百多年后，黑人生活在一个孤独的岛屿贫困正处在远隔重洋的物质繁荣。 100年后的今天，黑人仍挣扎在弯道中的美国社会，并认为自己是流亡在自己的土地。 因此，我们今天来到这里，开始表现令人震惊的状况。从某种意义上讲，我们来到我们国家的首都，以现金支票。当我们共和国的缔造者的宏伟话写在宪法和独立宣言，他们签署了期票的每一个美国人是属于继承人。 这说明是一个承诺，所有的人将得到保障不可剥夺的权利，生命权，自由权和追求幸福。很显然，美国今天已经拖欠本本票，因为她的公民的颜色感到关切。不是纪念这一神圣的义务，美国的黑人提供了一个坏的人检查了回来标有“足够的资金。 ”但是，我们拒绝相信，正义是银行破产。我们拒绝认为，没有足够的资金在大拱顶的机会，这个国家。 所以，我们来兑现这张支票-支票这将给予我们的需求财富的自由和安全的正义。我们还来到这个神圣的位置，提醒美国的紧迫性，现在激烈。这是没有时间去从事豪华降温或采取安定药物的渐进。现在是时候
（一）起始用语 A建立贸易关系 我们愿与贵公司建立商务关系。 我们希望与您建立业务往来。 我公司经营电子产品的进出口业务，希望与贵方建立商务关系。 例句： We are willing to eatablish trade relations with your Please allow us to express our hope of opening an account with This corporation is specialized in handing the import and export business in electronic products and wishes to enter into business relations with B自我推荐 请容我们自我介绍，我们是……首屈一指的贸易公司。 本公司经营这项业务已多年，并享有很高的国际信誉。 我们的产品质量一流，我们的客户一直把本公司视为最可信赖的公司。 例句： Let us introduce ourselves as a leading trading firm in… Our company has been in this line of business for many years and enjoys high international Our products are of very good quality and our firm is always regarded by our customers as the most reliable C推销产品 我们从……获知贵公司的名称，不知贵公司对这一系列的产品是否有兴趣。 我们新研制的……已推出上市，特此奉告。 我们盼望能成为贵公司的……供应商。 我们的新产品刚刚推出上市，相信您乐于知道。 相认您对本公司新出品的……会感兴趣。 例句： Your name has been given by…and we like to inquire whether you are interested in these We are pleased to inform you that we have just marketed our newly-developed… We are pleased to get in touch with you for the supply of… You will be interested to hear that we have just marketed our new You will be interested in our new product…… D索取资料 我们对贵方的新产品……甚感兴趣，希望能寄来贵公司的产品目录及价目表。 我们从纽约时报上看到贵公司的广告，但愿能收到产品的价目表及详细资料。 获知贵公司有……已上市，希望能赐寄完整的详细资料。 如蒙赐寄贵公司新产品的详细资料，我们将深表感激。 如蒙赐寄有关……的样品和价目表，我们将甚为感激。 例句： We are interested in your new product…and shall be pleased to have a catalog and price We have seen your advertisement in The New York Times and should be glad to have your price lists and details of your We hear that you have put…on the market and should be glad to have full We should appreciate full particulars of your newly developed We should be obliged if you would send us patterns (or samples)and price lists of your… E寄发资料 很高兴寄你一邮包，内装…… 欣寄我方目录，提供我方各类产品的详细情况。 欣然奉上我方产品样品，在贵方展厅展出。 为使贵方对我方各种款式的手工艺品有一初步了解，今航邮奉上我方目录和 一些样品资料，供您们参考。 例句： We are pleased to send you by parcel post a package containing… We have pleasures in sending you our catalogue， which gives full information about our various We should be pleased to let you have samples to give a demonstration at your In order to give you some idea of various qualities of handicrafts we carry， we have pleasure in forwarding you by airmail one catalogue and a few sample books for your F附寄资料 随函附上本公司新出品的……样品，请查收。 随函附上购货合同第××号两份，希查收，谅无误。请会签并退我方一份备案。 我们很高兴地附上询价单第××号，请贵方报离岸价格。 我们确认向贵方购买……，随函附上订单确认书供参照。 例句： You will find enclosed with this letter a sample of new… Enclosed please find two copies of Purchase Contract N…，which we trust will be found in Kindly sign and return one copy for our We have pleasure in enclosing our We confirm having purchased from you …A confirmation order is enclosed for your G请求做代理商 我们深盼与英国公司接洽，希望成为其销售代理商之一。 如蒙考虑担任销售你们……代理商，我们将十分高兴。 例句： We are anxious to contact some British firms with a view to acting as their selling We should be glad if you would consider our application to act as agents for the sale of your… H请求报价 兹函请提供……的报价。 请将定期供应……之报价赐知。 请将下列货品的最低价格赐知。 例句： We are writing to invite quotations for the supply of… Please let us have a quotation for the regular supply for… Kindly quote us your lowest prices for the goods listed I询价 随函寄上询价单一份。 如果贵方对……感兴趣，请告具体询价。 一收到贵方具体询价单，我方马上航空邮上样品册并报价。 例句： We are enclosing here with an inquiry If you are interested in our…，please let us know with a specific Quotations and sample books will be airmailed to you upon receipt of your specific J价格 我们发现你方报价比我们从其他地方收到的略为偏高，请你方降价，以适应竞争。 我们很抱歉地通知你方价格无竞争力，若贵方能降低价格，使我方可接受的话，我们仍对交易感兴趣。 例句： We find your quotation slightly higher than those we have received from other sources，and ask you to reduce your price to meet the We're sorry to inform you that your price has been found uncompetitive， but we're still interested in doing business if you can bring down your price to a level
