國立台灣師範大學英語學系 碩 士 論 文 Master Thesis Graduate Institute of English National Taiwan Normal University 從語言學觀點分析台灣雜誌平面廣告的說服策略 A Linguistic Analysis of Persuasive Strategies in Print Advertisements in Taiwan’s Magazines 指導教授：張妙霞博士 Advisor: Dr. Miao-Hsia Chang 研 究 生：邱怡婷 Student: Yi-Ting Lina Chiu 中 華 民 國 一百零一年 六 月 June, 2012 中文摘要 研究普遍認為廣告語言有著其他文體沒有的特殊結構及特性，其創意性和新 穎性一直是研究的主題之ㄧ。從大眾傳播的角度探討廣告語言的相關研究不勝枚 舉，然而從語言學角度切入探究廣告語言特性的研究卻相當有限，也甚少研究從 語言學的各個面向對廣告語言作全面性的分類及探討。 本研究分析台灣雜誌平面廣告中的說服策略，語料取自天下雜誌、遠見雜誌、 親子天下、漂亮家居和壹週刊的平面廣告。依據語言學的觀點，全面性地把說服 策略就音韻、構詞、搭配語、句法、語意、語用及其他策略，進一步分成次分類 進行討論。以使用單一策略的分析單位而言，研究結果顯示語用策略為最常見的 語言策略，以次分類而言，預設為最常使用的策略，其次為隱喻，再者為祈使句、 引用、轉碼和隱涵。這些策略皆有『訊息導向』的特質，其目的在於增加訊息感 官收入的可能性、使訊息傳遞更有效率、更直接，亦或使廣告標語更具體化、更 生動，進而引起消費者注意並激起其購買的慾望。 就這些策略的組合方式而言，「重複＋對稱」不但最常使用，也展現高度與其 它組合並用的可能性，而「押韻＋重複＋對稱」的出現次數也頗為頻繁。本研究 指出押韻、重複和對稱之所以易與其它策略結合，在於其皆具有『結構導向』的 特質。即使使用它們無法傳遞更多的訊息，但其帶來的韻律及節奏感，能美化廣 告標語、加強語氣，以增加消費者對廣告標語的記憶性。這樣的特質使它們傾向 和其它策略同時出現而非單獨使用。 關鍵詞：語言學、言談分析、廣告語言、說服策略 I ABSTRACT Ad language, which is regarded as a distinctive type of discourse, has long been a hot issue under investigation on the basis of its creativity and innovation. Although there are a considerable number of researches dealing with the features shown in ad language from the field of mass media, little attention has been paid to the persuasive strategies from a linguistic perspective. Moreover, there is hardly any study comprehensively incorporating all of the linguistic subfields in the analysis of ad discourse. This thesis aims to investigate the persuasive strategies exploited in print ads in Taiwan’s magazines. The data in the present study are collected from Global Views, Common Wealth, Education/ Parenting/ Family Lifestyle, My Home, and Next Magazine. All units of analysis are categorized into phonological, morphological, collocational, syntactic, semantic, pragmatic, and other strategies from a linguistic perspective. Among all of the single-strategic units, pragmatic strategy is the most commonly adopted compared with those from other categories. In terms of each type of sub-strategy, it is found that presupposition is the most ubiquitous strategy in ads since it is designed to transmit more information than consumers can be aware of within limited time and space. What follows presupposition is metaphor. Its easily-designed nature and concretizing function lead to its popularity. Reported speech and implicature are also frequently adopted based on their high efficiency in transmitting information. Imperatives are also favored due to their semantic transparency in encouraging consumers to buy the products. In addition, the popularity of code-switching cannot be neglected because of its function to increase the probability of sensory input. Based on these findings, it is concluded that strategies commonly observed in single-strategic units are all message-oriented strategies in that they can increase the salience of messages, transmit information with high efficacy, or make ads more concrete and thus II more reader-friendly. As far as the combinational patterns are concerned, it is observed that the pattern “repetition + parallelism” is not only the most common double-strategic combination but also displays the highest potential in integrating with other strategies. In addition, “rhyme + repetition + parallelism” is also very prevalent in triple-strategic tokens. We conclude that the structure-oriented nature of rhyme, repetition, parallelism results in their high frequency in multiple-strategic units. Their poverty in expressing new messages but high potential in beautifying the rhythm, strengthening the voice of utterances, adorning the structure of language, and increasing the memorability of ads give rise to their high tendency to actively collocate with other strategies instead of standing alone. Key words: linguistics, discourse analysis, ad language, persuasive strategies III TABLE OF CONTENTS CHAPTER ONE INTRODUCTION.........................................................................001 1.1 Motivation and goals........................................................................................ 001 1.2 Research questions........................................................................................... 001 1.3 Methodology..................................................................................................... 002 1.4 The organization of the thesis........................................................................... 007 CHAPTER TWO LITERATURE REVIEW.............................................................008 2.1 Critical Discourse Analysis (CDA)……………………………………..…… 008 2.2 Persuasion……………………………………..……………………………... 009 2.3 Advertising as a distinct type of communication…...…………...…………... 012 2.4 Advertisement………………………………………………………………... 012 2.4.1 The difference between advertising and advertisement……….…….. 013 2.4.2 The structure of an advertisement………………………….………... 014 2.5 The language of advertisements……………………………………………... 019 2.5.1 Leech (1966)………………………………………………..………... 020 2.5.2 Dyer (1982)……………………………………...…………………... 022 2.5.3 Geis (1982)…………………………………………………………... 024 2.5.4 Lakoff (1982)…………………………………………….…………... 028 2.5.5 Vestergaard and Schrøder (1985)……………………………..……... 031 2.6 Summary…………………………………………...………………………... 035 CHAPTER THREE DATA ANALYSIS.....................................................................039 3.1 Units of analysis……………………………………………………………... 039 3.2 Single strategies………………….................................................................... 043 3.2.1 Phonological strategies…..................................................................... 044 3.2.1.1 Rhyme…................................................................................ 044 3.2.1.2 Homophone…....................................................................... 047 3.2.1.3 Homonym….......................................................................... 050 3.2.1.4 Similar sound…..................................................................... 051 3.2.1.5 Repetition of words, phrases, or sentences............................ 055 3.2.2 Morphological strategies….................................................................. 057 3.2.2.1 Newly-coined compounds or terms....................................... 058 3.2.2.2 Morphological reanalysis...................................................... 062 3.2.3 Novel-collocational strategies….......................................................... 064 3.2.3.1 Novel chunks......................................................................... 064 3.2.3.2 Collocational anomaly........................................................... 068 3.2.3.3 Change of grammatical role.................................................. 070 3.2.4 Syntactic strategies…........................................................................... 074 IV 3.2.4.1 Rhetorical question................................................................ 074 3.2.4.2 Imperatives............................................................................ 077 3.2.4.3 Parallelism............................................................................. 081 3.2.4.4 Topicalizaion......................................................................... 086 3.2.5 Semantic strategies............................................................................... 088 3.2.5.1 Metaphor…………............................................................... 088 3.2.5.2 Analogy.................................................................................. 096 3.2.5.3 Hyperbole.............................................................................. 098 3.2.5.4 Contrast.................................................................................. 100 3.2.5.5 Metonymy.............................................................................. 103 3.2.6 Pragmatic strategies.............................................................................. 105 3.2.6.1 Reported speech..................................................................... 105 3.2.6.2 Presupposition....................................................................... 109 3.2.6.3 Implicature............................................................................. 118 3.2.7 Other strategies..................................................................................... 122 3.2.7.1 Code-switching..................................................................... 123 3.2.7.2 Euphemism........................................................................... 127 3.2.8 Summary............................................................................................... 129 3.3 Double strategies.............................................................................................. 132 3.3.1 Phonological-phonological strategies................................................... 135 3.3.2 Phonological-syntactic strategies......................................................... 135 3.3.3 Phonological-other strategies............................................................... 138 3.3.4 Semantic-pragmatic strategies.............................................................. 139 3.3.5 Summary............................................................................................... 141 3.4 Triple strategies................................................................................................ 141 3.5 Quadruple strategies......................................................................................... 145 3.6 Multi-strategies................................................................................................