服装销售语言的语用研究
安美丽

摘要:

本文对中国自计划经济转入市场经济以来服装销售中的说服语言进行了研究。通过对修辞学、社会心理学、中国古代的纵横术关于说服研究的相关文献回顾表明，这些领域对说服的研究都有不足之处。维索尔伦的语用纵观顺应论受进化论的影响，试图借助非语言因素来解释语言结构，为说服研究提供了新的途径。本文以维索尔伦的顺应论为依据，以于国栋博士提出的顺应模式为基础，通过仔细分析从大商场和个体服装经营者那里所收集的语料，形成了服装销售说服语言的框架。以此框架将服装销售中的说服语言分为：顺应物理环境（包括顺应购物时间、购物环境的顺应、外表顺应、顺应不同的年龄、顺应不同的性别），顺应社会规约（包括顺应商业诚信、称呼顺应、顺应部分人崇洋媚外的文化心理、顺应数字习俗），顺应心理动机（包括爱美需求、对好质量的需求、求廉动机、渴望尊重、从众心理、渴望赞美）。

关键词：说服 语言顺应论 物理世界 社会规约 心理动机

A Pragmatic Analysis of Persuasive Communication in Clothe Marketing An Meili

Abstract:

The thesis is an investigation into face-to-face persuasive marketing communication which appeared with China's transformation from planned economy to market economy ,specifically focusing on persuasive communication in clothing marketing. By reviewing the related literature on persuasion in rhetoric,social psychology,纵横术(Zong Heng Shu) in ancient times of China,it has been found that none of these disciplines have studied persuasion fully. Jef Verschueren's Linguistic Adaptation Theory ，which was influenced by evolutionary epistemology,and attempted to explain linguistic structure by reference to non-linguistic pressures and causes, throws new light on persuasion.This study, through carefully scrutinizing the obtained data, by reference to the model proposed by Dr YU GuoDong, builds a framework of analysis on the basis of Linguistic Adaptation Theory. Using the framework, the present study classifies the persuasive utterances of shop assiatants and individual sellers as adaptatoion to physical world (including adaptation to stretches of time, adaptation of shopping environment, adaptation of physical appearance, adaptation to different sexes, and adaptation to different ages), adaptation to social conventions (including adaptation to the business tradition of being honest and reliable, adaptation of addressing, adaptation to some people's worshipping and having a blind faith in things foreign,and adaptation to the custom of figures),adaptation to psychological motovations (including the need for pleasing to the eye, the need for fine quality, the motivation for low price, the desire for esteem,the motivation to follow the consumption of popularity, and the desire to be complimented ).

Key words: persuasion linguistic adaptation theory physical world social conventions psychological motivations

ACKNOWLEDGEMENT

There are a number of people to whom this thesis owes a great deal.

My tutor, Li Yue e, is the first person who let me know what linguistics is. In the year of 2000, I decided to prepare for the entrance examination for graduate school of ShanXi university.But it was difficult for me to understand the content of General Linguistics which is a compulsory course for the exam.One day,before class,one of my friends ushered me into the classroom where my present tutor was to give a lesson on linguistics. I was deeply impressed by the lesson.From then on, I began to have interest in linguistics.

Fan HongYa, one of the most excellent students of my tutor, was teaching senior students Pragmatics and General Linguistics in the year of 2000, I listened to her class as an auditor.

Dr Yu Guodong led me further into the field of pragmatics after I entered the graduate school of ShanXi university. He also supervised the thesis, and gave me, while I was writing, constant help, detailed advice and the benefit of his wide knowledge, especially worth to be mentioned is that several times I wanted to give up the topic, several times he encouraged me not to give up. He let me know the importance of persistence in scientific research. One can do nothing when daunted by difficulties.

At last, I am also grateful to my family members. My husband , LI Yi, has been an unfailing source of support . My daughter has helped me to collect the data.

作者：schools
出处：山西大学外语学院