人际功能指导下的英语广告语言策略

发布时间：2018-04-08 12:44

本文选题：广告语篇　切入点：人际分析　出处：《西南财经大学》2009年硕士论文

【摘要】： 随着中国经济的高速发展以及改革开放的进一步深化,我们进入了一个“消费经济时代”。在这个时代中,广告无疑发挥着愈来愈重要的商业作用。一则成功的广告,应该是由多媒介语言组成的符号系统,反映出艺术和科学的双重思维。不可否认,为了追求“眼球效应”,许多广告设计者越来越看重广告的可视性,但是另一方面,由于广告语言设计不仅是一种意义形式的创造,更是一种精神的缔造,因此传统的语言仍然发挥着不可取代的作用。事实上,正因为广告语言本身具有强大的说服力与商业价值,才能激发消费者的想象力与情感共鸣,并说服他们购买商品,为人广泛传播。此外,作为一种描述人际关系的特殊语言,广告语言传递了关于商品或服务的最新信息,促进了商品交易,从而推动了现代经济社会的进一步发展。基于上述缘由,我们不难看出,对广告语篇,尤其是其中语言部分的研究,无论是对于语言学领域的学者,还是对于广告设计者与企业家们而言,都具有非常重要的作用。作为一个语言学方面的学生,作者认为,在系统功能语法,尤其是人际功能理论的指导下,有必要对广告语言做一个全面详尽的探究,从而为广告设计者们提供一些有价值的参考。通过对社会、文化、心理语境下不同广告的分析,不难发现现代广告的语言形式与人际关系的实现应该诉诸多样化的连接关系,不同的语言策略也对应着不同的推销目的。在消费经济时代,社会、文化、心理语境愈显复杂,广告不仅要激励人们去购物,更要关注民众个体的幻想,通过创设一个个符号的寓言赋予商品具备某种文化或观念价值的品格,与目标消费者达成共识,并得到他们的忠实支持。消费时代的语境特征给广告交际的语言策略提供了重要依据:广告语境是因时多变的,广告策略的选择也要因时因地而异,具体问题具体分析,选择最佳的策略,实现良好的广告效果。基于系统功能语法中人际功能的理论框架,文章围绕语气、情态和评价意义三个方面对广告文本进行分析,探讨这一体裁的语言特点及其人际功能的实现途径。通过对上述三方面的人际意义分析,本文揭示了人际关系实现与语言表达之间的紧密关系。研究发现通过选择不同的语气、情态和评价意义的表达形式,广告设计者向消费者提供更多的信息而不是直接提出购买要求,表达他们对商品、潜在顾客或自身的评价,从而实现了表达意见和维持关系的人际功能。此外,广告所体现的语言特点反映了广告商在特定语境下的社会角色及其变化,随着语篇的发展,广告商逐渐将自己的地位从被动、弱势转变为主动、强势,最终达到推销产品之目的。通过对广告语言策略的意义分析,本文试图证明人际功能对于该类体裁文本的分析行之有效。同时,笔者希望通过此研究寻找广告的语言策略及运用规律,以期能为广告创作提供更有效的思路,并希望通过此研究帮助广告商们切实评价广告的效应并充分发挥广告策略的功用。
[Abstract]:China along with rapid economic development and the deepening of reform and opening up, we have entered a "consumer economy" era. In this era, commercial advertising plays a more and more important role. A successful advertisement should be the symbol system composed of multi media language, reflect the art of thinking and double science. Admittedly, in order to pursue the "eye effect", many visual advertising designers pay more and more attention to advertising, but on the other hand, because of the advertising language design is not only to create a sense of form, is to create a kind of spirit, so the traditional language still plays an irreplaceable role. In fact, because of the advertising language itself has strong persuasive power and commercial value, in order to stimulate consumers' imagination and emotional resonance, and persuade them to buy goods, is widely spread. In addition, as A special language describing interpersonal relationships. Advertising language conveys the latest information about goods or services, promotes commodity trading, and promotes the further development of modern economic society.
Based on the above reasons, we can see that in advertising discourse, especially on the part of the language, both the linguistic scholars, or for advertising designers and entrepreneurs, have a very important role. As a student of linguistics, the author thinks that in systemic functional grammar, especially under the guidance of the theory of interpersonal function, it is necessary to do a comprehensive and detailed study of the advertising language, so as to provide some valuable reference for advertising designers.
Based on the social, cultural and psychological analysis of different advertising context, it is not difficult to find the realization of modern advertising language forms and interpersonal connections should resort to diverse, different language strategies corresponding to different marketing purposes. In the era of consumption, economic and social, cultural and psychological context is more complex, not only to advertising encourage people to go shopping, we should pay more attention to the people's fantasy, through the fable to create a one symbol gives commodities have some value or cultural character, to reach a consensus with the target consumers, and get their loyal support. The contextual features in the consumption era provides an important basis for advertising communication strategy: advertising language context is the time changeable, advertising strategies will vary from time to time, concrete analysis of concrete problems, to choose the best strategy to achieve good advertising effect.
The theoretical framework of interpersonal function in systemic functional grammar based on the tone, analysis of advertising texts in three aspects of modality and evaluation significance, approach to linguistic features of this genre and interpersonal functions. The interpersonal meaning of the three aspects of the analysis, this paper reveals the relationship between interpersonal relationship and language expression. The study found that closely. By choosing different forms of expression of mood, modality and evaluation significance, advertising designers to provide consumers with more information rather than directly proposed purchase request, to express their goods, evaluation of potential customers or their own, so as to realize the interpersonal function of expressing opinions and maintaining relations. In addition, the language features of advertising the reflection of the social role of advertisers and changes in the particular context, with the development of discourse, advertisers will gradually their status from Passivity, disadvantaged change into initiative, strong, and ultimately achieve the purpose of selling products.
Based on the analysis of the significance of advertising language strategy, this paper tries to prove that the interpersonal function for analysis of the genre of text effective. At the same time, the author hopes that this research can find the language of advertising strategies and the use of law, in order to provide a more effective way of thinking of advertisement creation, and hope and effect evaluation and advertising advertisers through this research help give full play to the function of advertising strategy.

【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：H315

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