社会认知视阈下的预设与意识形态操控——基于房地产广告的批评性分析

Presupposition in the Ideological Manipulation from Socio-cognitive Approach——A Critical Analysis of Real Estate Advertising Discourse

基于vanDijk的语境心理模型理论,对房地产广告进行批评性分析,考察其如何通过预设说服受众的"自然化"过程,揭示受众被操控的真相。研究发现:在微观层面,预设的某些未被证实的命题容易激活知识、态度等社会认知而变为受众心理上的事实,房地产广告通过这种意识形态意义的操作建立起与众多目标受众的动态关联,影响或操控其购房心理;在宏观层面,事实预设广告比例的下降与评价预设广告比例的上升说明房地产广告弱化了楼盘产品本身的使用功能,越来越凸显生活方式和价值观,这种变化是此领域话语与社会互动的结果。

The study,following van Dijk's context model,carries out a critical analysis of the real estate advertising discourse to reveal the "naturalization" process in which the audiences are persuaded by the manipulative use of presupposition.Among the major findings are: At the micro level,unconfirmed propositions in the real estate advertising,by activating such social cognition as knowledge and attitudes,are often taken as psychological facts;they help the advertisements to establish a dynamic relationship with many target audiences and thus manipulate their psychological desire for buying houses.At the macro level,the relative decline of fact presupposed discourse and the increase of attitude presupposed one indicate that the real estate advertising discourse weakens the use function of products and highlights the lifestyle;it is a natural result of the interaction between the discourse of this type and the society as a whole.