英文食品广告词中互文性所蕴含的意境分析

发布时间：2018-05-20 19:38

本文选题：互文性 + 英文食品广告　；参考：《广东外语外贸大学》2007年硕士论文

【摘要】： 本文旨在分析英文食品广告词中互文性所蕴含的意境。运用互文分析理论，对平面广告中的互文现象进行分析，着重互文性在平面广告中的表现形式和语篇功能。由于互文性理论在应用语篇分析中不可忽视的作用，本文尝试对一种应用语篇——广告，尤指食品广告进行互文性研究。本研究建立在一个综合的理论框架之上——以辛斌的互文分析模式为基础，，辅以乔兴兰的媒体互文使互文理论在分析广告文本中更加完善。同时，进一步利用了以姚斯、伊瑟而为代表的接受美学理论以分析读者的认知与接受程度。分析结果显示出一贯被认为隶属文学分析领域的互文性研究在应用范畴也有着广泛的用武之地。英文食品广告的范例表明话语的互文性具有一定的普遍性。互文性的应用成为精彩广告的重要因素，但同时也存在着互文失败，而图片作为当今广告不可分割的一部分本身也具有强大的互文性特征。通过分析具有互文性的语言手段在英文食品广告语篇中所起的作用，作者希望对人们树立科学的消费观念有所帮助。同时，本文最后更提出了互文性对广告文本创意与翻译等方面的重要启示。更为重要的是，广告中互文性的研究为中国广告在创意与设计理念的创新上指出了新的方向。中国广告业发展日新月异但仍处于咿呀学语的起步阶段，应多借鉴外国广告的优势达到创新的目的。中国的广告人应该意识到互文性对广告整体创意的重要影响，并能充分运用这一手段为广告增色以期达到交际目的更能在国际舞台上与国外广告业一较高下。
[Abstract]:The purpose of this paper is to analyze the artistic conception of intertextuality in English food advertisements. Based on the theory of intertextuality, this paper analyzes the phenomenon of intertextuality in print advertising, with emphasis on the form of intertextuality and discourse function in print advertising. Since the theory of intertextuality plays an important role in applied discourse analysis, this paper attempts to conduct an intertextuality study on an applied discourse advertising, especially food advertising. This study is based on a comprehensive theoretical framework, which is based on Xin Bin's intertextuality analysis model, supplemented by Qiao Xinglan's media intertextuality, which makes the intertextuality theory more perfect in the analysis of advertising texts. At the same time, the author makes use of the reception aesthetics theory represented by Yao and Iser to analyze the readers' cognition and acceptance. The results show that intertextuality, which has always been regarded as a subject of literary analysis, also offers a wide range of opportunities for the application of intertextuality. The example of English food advertisement shows that the intertextuality of discourse is universal. The application of intertextuality has become an important factor of brilliant advertising, but at the same time, there are also intertextuality failures. As an integral part of today's advertisements, pictures also have strong intertextuality characteristics. By analyzing the role of intertextuality in English food advertising, the author hopes to help people establish a scientific concept of consumption. At the same time, the paper also puts forward the important enlightenment of intertextuality on advertising text creativity and translation. More importantly, the research of intertextuality in advertising has pointed out a new direction for the innovation of creative and design ideas in Chinese advertising. China's advertising industry is developing rapidly but is still in the initial stage of learning English. We should learn more from the advantages of foreign advertising to achieve the purpose of innovation. Chinese advertisers should be aware of the important influence of intertextuality on the overall creativity of advertising, and can make full use of this means to add color to advertising in order to achieve the goal of communication in the international arena than the foreign advertising industry.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：H313

【引证文献】