前景化理论视角下英文杂志广告的文体特征研究

发布时间：2018-06-10 04:38

本文选题：杂志广告 + 文体特征　；参考：《西安外国语大学》2013年硕士论文

【摘要】：作为传播信息、推销产品的有效手段，广告深受商家的青睐。在众多类广告中，杂志广告是指以杂志为传播媒介的广告。与其他媒介广告相比，，杂志广告能够有效定位受众群体，享有阅读期限长、传阅率高及富有吸引力的优势。因此杂志广告的魅力不仅在于能有效实现促销的功能，还在于它精细的语言艺术。然而，杂志广告并没有得到充分而深入的研究。以往的研究多关注于归纳广告的语言特征，而忽略了杂志广告这一具体的语体。本文则尝试在功能文体学的前景化理论下系统、全面地展示和解析英文杂志广告的文体特征。 “前景化”一词，源于绘画领域，指让需要突出刻画的人或物出于画面突出的位置，而其他的人或物则构成背景从而达到突出显示的效果。后来，前景化理论被引进语言学领域，是指语言中变异的现象。功能文体学认为，“前景化”是“有动因的突出”，只有在语境中产生功能的变异或突出的语言才能达到前景化的效果。前景化有两种实现方式，一种是对标准语言的偏离即失协，另一种则是对标准语言的过度使用即失衡。前景化是广告人创作吸引力强且有说服力的广告的重要手段。失协特征主要出现在语相层、词汇层、句法层和语义层，使广告更加新颖并吸引读者兴趣；失衡特征出现在语音层、词汇层和句法层，能够凸显重要信息从而引发读者注意。本文运用系统功能文体学中极具影响力的前景化理论为理论框架，对自建语料库中50篇英语杂志广告从语音层、语相层、词汇层、句法层和语义层等5层面上的失协、失衡角度进行细致分析，总结杂志广告的文体特征，并解析在杂志广告中所实现的功能。文本的分析结果有助于消费者对英语杂志广告的理解和赏析，同时帮助广告创作者提高对英语杂志广告的撰写效果，进而对英语杂志广告的文体特征研究做一补充。
[Abstract]:As an effective means of disseminating information and selling products, advertising is very popular with businessmen. In many kinds of advertisements, magazine advertisements refer to advertisements with magazines as media. Compared with other media ads, magazine ads can effectively locate audience groups and enjoy long reading time, high rate and attractive advantages. The charm of the announcement lies not only in the effective function of promoting promotion, but also in its fine language art. However, the magazine ads have not been fully and deeply studied. Previous studies have paid much attention to the linguistic features of inductive advertising, but ignore the specific style of the magazine advertising. On the basis of the system, the stylistic features of English magazine advertisements are fully displayed and analyzed.
The word "foreground" comes from the field of painting, which means that people or things that need to be highlighted are prominent in the picture, and other people or objects constitute the background to achieve the effect of prominence. Then, the theory of foreground is introduced to the field of linguistics, which refers to the phenomenon of variation in language. The protruding of the motivation ", only in the context of the mutation of the function or the prominent language can achieve the prospect of the effect. There are two ways to realize the future. One is the deviation from the standard language, the other is the overuse of the standard language. The characteristics of the disagreement mainly appear in the language layer, the vocabulary layer, the syntactic layer and the semantic layer, which make the advertisement more innovative and attract the readers' interest, and the unbalanced characteristics appear in the phonological, lexical and syntactic layers, which can highlight the important information and lead to the attention of the readers.
Using the highly influential theory of foreground in systemic functional stylistics as the theoretical framework, this paper makes a detailed analysis of the disequilibrium of 50 English magazines in the self built corpus from the 5 levels of the phonetic layer, the language layer, the vocabulary layer, the syntactic layer and the semantic layer, and summarizes the stylistic features of the magazine advertisements and parses in the magazine advertisements. The results of the text can help consumers to understand and appreciate English magazine advertisements, and help the advertisers to improve the writing effect of English magazine advertisements, and then supplement the stylistic features of English magazine advertisements.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H315;F713.8

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