广告语篇中人际意义在情态系统的表达

发布时间：2018-06-15 11:30

本文选题：人际意义 + 商业广告　；参考：《中国海洋大学》2003年硕士论文

【摘要】： 韩礼德功能语法中的一个非常重要的组成部分是纯理功能。他把纯理功能分为语篇功能、人际功能和概念功能三种。语篇功能指的是语言使其本身前后连贯、并与语域发生联系的功能；人际功能指的是人们用语言来和其他人交往，建立和保持人际关系、用语言来影响别人的行为，同时用语言来表达对世界的看法甚至改变世界的功能；概念功能是指语言对人们在现实世界包括内心世界中各种经历加以表达的功能。本文主要分析广告语篇中人际意义在情态表达中的体现。韩礼德的情态系统包括情态化和意态化，诸如可能性、经常性、倾向以及意愿等的表达。它主要由情态操作词、情态状语以及人际语法隐喻等手段来实现，本文主要讨论其中的情态操作词和语气状语两个方面的情况。广告是一门浓缩的、综合的、商业性的艺术。作为一种应用语言，它经过长期的发展，已形成一种独立的语体，构成语言运用形式的一个组成部分，与普通英语有着很大的区别。它是英语在特定社会条件下的一种变体和具体使用形式。作为一门语言艺术，广告英语的语言特色及社会功能，都受到越来越广泛的重视。广告文体是一种具有很高商业价值的实用文体，广告必须具备“推销能力”，使人听到或读到广告后能产生购货的欲望；广告必须具有“记忆价值”，给人以深刻的印象，使人能随时想起某类商品的长处和特点。为此，广告必须引人注目，具有“注意价值和“可读性。英语广告文体的语言特征都是与广告的上述特点紧密相关的。英语广告文体的语言属于“鼓动性的语言”，有着强烈的“说服力”。它能影响人们的价值观念，左右人们的生活方式，具有极期明确的物质目标。目的在于诱发人们的想象，激发人们的感情，劝告或怂恿顾客立即行动，去购某种商品。广告传递着商品及服务的最新信息，并且促进和推动了商品的销售，从而也有利于推动社会的进一步发展。广告是说服行为，它要最终引导消费者去购买商品，这是广告的目的，所以要正确地把握消费者的心理需求，知道消费者在想什么，，它需要什么样的产品和服务，它关心其中何种利益等等。消费者在接受广告信息的过程中，发挥作用的关键并非产品本身品质或特点，而主要是看该产品是否与消费者现行的观念或意见相一致。即广告必须传达这样的销售信息：该信息能与消费者现行心理状态向符合，以增强消费者的各种期望，从而获得理想的效果。消费者是广告作用的对象。广告欲想获得成功，务必符合消费者心理和行为的特，ii。』。‘告盯。ji越来越多的rjI起丁人ffJ“，j天汪，小文的=卜婴H的足运川功能语言学13',J~f! 论框架刈』、‘i’川汀；’进仃系统的分析。小沦文、j：足J：韩儿德的系统功能语法理论，将人际意义、湃域删沦、情态意义和其仆的J’‘甜m篇训结合，征进行理沦分析的丛㈣上，采川数川!统汁的力‘法，刘i“篇进玎髓化分忻，侧咂研究小川种类的』。告湃篇rl I的人际意义化h譬念系统的吱现，分忻对比他f『j之『“j的小lJIj之处，外征此丛础上，捉…』’一告胁该如fII』利JIJt一态意义来提商_j￡商-5IIJl，J，J毙／fI_／J，增证其训帔消货前的力度，进一步将理沦心川f=Jj实践。小论文在理沦探¨的?tⅫ}j之h 进行r人量的研究分~fi-F_作，结合具体的』。。甜沿篇对问题点进行J’啬lJfJi，进而提…j’腆体的心Jtj方案。沦文研究的最终『1 的足通过肘J一告湃篇c}1人际意义如fII』住情念系统甜以实现的研究与探i、』，对系统功能沿法一牡沦；H1fllf进一步J越JtlJJ：符种吱川f文体这一lq题进行理论和实践～LIt~建议和指导。
[Abstract]:A very important part of Hallidy's functional grammar is the pure function. He divides the function of pure reason into three kinds: discourse function, interpersonal function and conceptual function. The function of discourse refers to the function of language to make it coherent and connected with the register; interpersonal function refers to people's communication with others by language. And maintaining interpersonal relationships, influencing people's behavior by language, expressing their views on the world and even changing the function of the world by language. Conceptual function refers to the function of language to people in the real world, including various experiences in the inner world. This article mainly analyzes the interpersonal meaning in the modal expression of the advertising discourse. The system of Hallidy's modality includes modality and mood, such as the expression of possibility, regularity, tendency and intention. It is mainly realized by modality operating words, modal adverbials and interpersonal grammatical metaphor. This paper mainly discusses the two aspects of modality operating words and modal adverbials.
Advertising is a concentrated, comprehensive, commercial art. As an application language, it has formed an independent body of language after a long period of development and constitutes a component of the use of language. It is very different from ordinary English. It is a variant and specific use of English in a specific society. A language art, the language features and social functions of advertising English have been paid more and more attention. Advertising style is a practical style with high commercial value. Advertising must have the "marketing ability" to make people expect to buy goods after they hear or read advertisements; advertisements must have "memory value" and give people a good idea. A profound impression makes one think of the strengths and features of a kind of commodity at any time. To this end, the advertisement must be noticeable, with "attention value and" readability. The language features of English advertising style are closely related to the characteristics mentioned above. The language of English advertising style belongs to the "inspiring language" and has a strong "Persuasion". It can affect people's values, the way people live and have a very clear material goal. The purpose is to induce people's imagination, to inspire people's feelings, to advise or encourage customers to act immediately and to buy some kind of goods. It is also beneficial to promote the further development of the society. Advertising is a persuasive act. It is necessary to guide consumers to buy goods, which is the purpose of advertising, so it is necessary to correctly grasp the consumer's psychological needs, know what the consumer is thinking, what kind of product and service it needs, what kind of interest it is concerned with, etc. In the process of advertising information, the key to play a role is not the quality or characteristics of the product itself, but mainly depends on whether the product is in line with the current concept or opinion of the consumer. That is, the advertisement must convey such a sales information that the information can be in line with the current psychological state of the consumer in order to enhance the expectations of the consumer and thus obtain the various expectations of the consumer. Consumers are the object of advertising. If you want to succeed in advertising, you must conform to the psychological and behavioral characteristics of consumers.
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"Stare at.Ji. More and more rjI get into ffJ," J Tian Wang, Xiaowen = Bu Ying H's Zu Yunchuan functional linguistics 13', J~f!
On the frame of mowing, "I" Chuan ting; "Jin Ding" system analysis. Xiao Ling Wen, j: foot J: Han Erde's Systemic Functional Grammar Theory
The combination of the meaning of J, the meaning of the modality and its servant's "J", the sweet m training, is applied to the analysis.
"Chuan Chuan Chuan", "the power of juice", "Liu I", "entering the marrow and dividing the marrow, studying the type of Chuan Chuan", "RL I"
Meaning h, for example, the squeak of the system, compare its f "J", "J's little lJIj", on the basis of this cluster. "A threat to a threat"
It should be called "fII", "Li", "JIJt", "_j", "-5IIJl", "J", "J", "kill" / "fI_" / "J", and increase the strength of training before elimination.
The practice of f=Jj in the heart of Sichuan Province. The small paper has been studied in the t}j h by R.
The sweet along the article carries on the J question lJfJi to the question question, then carries on... J's Jtj plan. The final 1 of the research on the reduced literature.
The foot is passed through the elbow J, a c}1, interpersonal meaning such as "fII", the system is sweet to realize the research and exploration of I, ", to the system function.
Along with the law, a H1fllf is further J; the more JtlJJ is: the theory of LQ and the F of the LQ style.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2003
【分类号】：H05

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