中英文手机广告人际意义的对比研究

发布时间：2018-05-01 18:07

本文选题：手机广告 + 人际意义　；参考：《吉林大学》2017年硕士论文

【摘要】：语言除了表达说话者的经验和内心活动之外,还可以用来传达说话者的身份、地位、动机、态度以及对其他事物的判断等,这种功能被称为语言的人际功能。通过人际功能,说话者可使自己在某种语境中表达自己的态度和推断,从而影响或改变别人的态度和行为。韩礼德(2004)指出人际意义是一种与他人确立和保持社会关系的方式。人际功能不同,人际意义的实现方式也不同。本论文以韩礼德的系统功能语法框架为基础,研究中英文手机广告人际意义。本论文从国内外著名手机品牌官网上选取中英文广告各30篇,共4余万字,作为本文的语料,采用定量研究和定性研究相结合的方法,从语气、情态和人称系统三个方面,研究人际意义在中英手机广告中的共同点和区别。通过研究,作者发现中英文手机广告人际意义的共同点有:(1)在语气方面,中英文语料都使用陈述句最多,用来介绍产品的特点,使得消费者可以获取全面、可靠的产品信息。疑问句、感叹句和祈使句用来吸引读者,引起他们的注意,从而有助于传递产品信息;(2)在情态方面,中英文广告使用可能性情态较多,这一方面可以使消费者解读出积极信息,另一方面,因为逻辑上的特点可以为广告商辩护;(3)在人称系统方面,第二人称使用率占三种人称比例最高。直接对消费者使用第二人称,有助于增加与他们的互动和交流。中英文手机广告人际意义的不同之处在于:(1)在语气方面,英文广告中存在少量使用祈使句,敦促消费者采取消费行动的例子;(2)情态方面,从整体来说,英文语料使用多于中文语料。英文手机广告中情态的使用多于意态。在中文广告中,意态的表达多于情态;(3)在人称系统方面,英文手机广告使用第三人称的比例高于中文广告,第三人称的使用会使文本具有客观性;相比较而言,中文手机广告使用第一人称比例较高,第一人称的复数形式比较亲切,用于拉近与消费者的心理距离。中文语料有时还会使用第二人称敬语“您”,来表示对消费者的尊重,这是英文语料所没有的。
[Abstract]:In addition to expressing the speaker's experience and inner activities, language can also be used to convey the speaker's identity, status, motivation, attitude and judgment of other things. This function is called the interpersonal function of language. Through interpersonal function, the speaker can make himself express his attitude and inference in a certain context, thus influence or change the attitude and behavior of others. Halliday (2004) points out that interpersonal meaning is a way to establish and maintain social relations with others. The interpersonal function is different, the realization way of interpersonal meaning is also different. Based on Halliday's systematic functional grammatical framework, this thesis studies the interpersonal meaning of Chinese and English mobile phone advertisements. In this paper, 30 advertisements in both Chinese and English are selected from the official websites of famous mobile phone brands at home and abroad, with a total of more than 40 million words, which is used as the corpus of this paper. It adopts the method of combining quantitative and qualitative research, from three aspects of mood, modality and person system. To study the similarities and differences of interpersonal meaning in Chinese and British mobile advertising. In terms of mood, both Chinese and English corpus use the most declarative sentences to introduce the characteristics of the product and enable consumers to obtain comprehensive and reliable product information. Questions, exclamations and imperatives are used to attract readers and attract their attention, thus helping to convey product information.) in terms of modality, Chinese and English advertisements are more likely to use modals, which can enable consumers to interpret positive messages. On the other hand, because the logical characteristics can defend the advertisers, the second person claims the highest proportion of the three persons in the personal system. Using a second person directly to consumers helps increase interaction and communication with them. The difference between the interpersonal meaning of mobile phone advertisements in English and Chinese is that in terms of tone, there are a small number of imperative sentences in English advertisements, examples of which urge consumers to take consumer action. The English corpus is used more than the Chinese corpus. Modality is used more frequently in English mobile advertising than in meaning. In Chinese advertising, the expression of meaning is more than that of modality. In person system, the proportion of the third person used in English mobile phone advertisement is higher than that in Chinese advertisement, and the use of the third person will make the text objective. The proportion of the first person is high in Chinese mobile phone advertising, and the plural form of the first person is more cordial, which is used to narrow the psychological distance between the first person and the consumer. The Chinese corpus sometimes uses a second person's honorific "you" to show respect for consumers, which the English corpus does not have.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H313;H136

【参考文献】