中英文汽车广告语篇中人际意义的对比分析

发布时间：2018-01-14 22:30

本文关键词：中英文汽车广告语篇中人际意义的对比分析　出处：《河南师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来随着中国经济的快速发展，汽车已越来越多的融入到人们的日常生活中来。汽车产业已然成为中国经济不可或缺的一部分。汽车广告作为对汽车的介绍推广和销售起重要作用的媒介，对我国的汽车产业至关重要。因此在当今社会，对汽车广告的研究及其迫切。在韩礼德提出的系统功能语法中，他认为人际意义功能是语言的三个元功能之一。人际意义关注的是在语言交际的过程中，人们如何运用语言与受话者建立并保持交际关系，影响对方的行为，表达说话者对事物的看法，引出或改变受话者的观点(韩礼德，1994)。本研究以韩礼德的系统功能语法为理论框架，旨在从语气，情态和人称系统三个角度对中英文汽车广告人际意义实现的异同点进行对比分析。据此，本研究提出了三个研究问题：（1）中英文汽车广告是如何通过语气，情态和人称系统实现其人际意义的；（2）中英文汽车广告实现其人际意义的相同点有哪些；（3）中英文汽车广告实现其人际意义的不同点有哪些。本研究从《汽车导购》，《名车志》，Top Car，Import Tuner，Top Gear等杂志中选取30篇中文和30篇英文汽车广告作为研究对象，以定性和定量法为研究方法，对中英文汽车广告人际意义实现的异同点进行了对比分析。研究结果显示：中英文汽车广告的相同点：1.中英文汽车广告中使用最多的语气均为陈述语气。陈述语气，感叹语气和疑问语气用来进行信息传递，祈使语气用来建议或是劝告消费者的行动。2.中英文汽车广告都使用了一些表示可能性的语气附加语，但数量并不多。3.中英文汽车广告中都出现了表示第一人称，第二人称，第三人称系统的词语，其中出现最多的均为第二人称系统词。中英文汽车广告的不同点：1.英文汽车广告中的祈使语气不仅用来建议或是劝告消费者的行动，还用来传递信息。英文汽车广告中的感叹语气不仅用来传递信息，还用来建议或是劝告消费者的行动。因此英文汽车广告的表达更加灵活，更利于与读者的交流，拉近与读者的距离。2.中文汽车广告中有更多表示意态的语气附加语，而英文汽车广告中有更多表示情态的语气附加语。这使得相比之下中文汽车广告更加的有感染力，英文汽车广告的表达更加客观。3.在中文汽车广告中第二人称系统有一种表示尊重的表达方式“您，您的，阁下”，而英文汽车广告中没有类似的表达。本研究共分为五个部分。第一章是引言，它介绍了本论文的研究背景，研究意义，研究目标和论文构成；第二章是文献综述，阐述了韩礼德的系统功能语法和以往从系统功能语法角度对广告语篇人际意义的研究情况；第三章从研究问题，理论框架，数据收集和研究步骤四方面揭示了本论文的研究设计；第四章是本研究的重心，，即研究结果和讨论。它依据数据分析对中英文汽车广告语篇的人际意义实现的异同点进行了阐述和分析；第五章是结论，主要包含本研究的主要发现，研究启示和局限。
[Abstract]:In recent years, with the rapid development of China economy, has more and more cars into people's daily life. The automobile industry has become a part of China economy indispensable. Automobile advertising as the car the promotion and sales play an important role in the media, is crucial to China's automobile industry. So in today's society, research the automotive advertising and urgent.
In systemic functional grammar proposed by Hallidy, he believes that the interpersonal meaning of language function is one of the three meta functions. The interpersonal meaning is concerned in the process of language communication, people how to use language and the recipient to establish and maintain relations with them, to influence their behavior, to express the speaker view of things, or lead change their ideas (Hallidy, 1994). In this study, Hallidy's systemic functional grammar as the theoretical framework, aimed at the tone, the comparative analysis of the implementation of English automobile advertising interpersonal meaning the similarities and differences between the three aspects of modality and person system. Accordingly, this study proposes three research questions: (1) in English car advertisement is how the mood, modality and person system to realize the interpersonal meaning; (2) what are the same point of the realization of interpersonal meaning in English car advertisement; (3) the Chinese automobile advertising achieve its What are the different points of interpersonal meaning?
This study from the car guide > < <, > Top Car, car and driver, Import Tuner, Top Gear and other magazines selected 30 papers and 30 papers English Chinese automobile advertisement as the research object, research methods with qualitative and quantitative method, to realize the interpersonal meaning in advertising English similarities and differences are compared and analyzed. The results show: the same point in English automotive advertising: 1. English car advertisement used in most tone are declarative. The indicative mood, exclamatory mood and interrogative mood for the transmission of information, advice or advice is imperative to English automobile consumer advertising of mobile.2. are used in some mood adjuncts of possibility but, not the number of.3. in English car ads have appeared in that first person, second person, third person system of words, which most are the second person system in English words. Different car ads: 1. English in auto advertising imperative not only for advice or advice of the consumer, is also used to transmit information. English tone in auto advertising lamented not only to convey information, advice or suggestions for the actions of consumers. Therefore English car advertising expression more flexible, and more conducive to the readers the exchange, close to readers.2. Chinese car ads have more mood adjuncts will said, and English car ads have more to express mood mood adjuncts. This makes the contrast Chinese car advertisement more appealing, more objective expression English car advertisement in.3. second Chinese automobile advertising in person system has a way of expressing respect you, your excellency, "and English car ads no similar expression.
This study is divided into five parts.
The first chapter is the introduction, it introduces the research background, the research significance, research objectives and the structure of the thesis; the second chapter is the literature review, describes the system functional grammar and past Hallidy from the perspective of systemic functional grammar research on advertising discourse of interpersonal meaning; the third chapter from the research questions, theoretical framework, revealed the research design in four aspects of data collection and research steps; the fourth chapter is the focus of this research, research results and discussion. It is based on the data analysis of the interpersonal meaning in English car advertising discourse of the similarities and differences are described and analyzed; the fifth chapter is the conclusion, mainly includes the major findings of this study. Research implications and limitations.

【学位授予单位】：河南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H314;H146

【参考文献】