英文书面广告语篇衔接手段研究
发布时间：2018-08-25 18:29
【摘要】： 广告在日常生活中起着重要的作用,是传播信息和交际的重要途径和手段。语言是广告的重要载体,广告语言在长期的发展中形成了自己独特的风格和语体,因此国内外的语言学家从不同的角度对广告语言进行了研究。本文以韩礼德和哈桑的系统功能语言学中的衔接和连贯的理论为框架,主要分析和讨论语法衔接和词汇衔接是如何在广告语篇中为广告商所应用,达到语篇衔接和连贯的效果,从而实现销售商品和服务的目的。 本文共分六部分。第一部分是导论。第二部分阐述了广告的背景知识,并简要回顾了以往的语言学家对广告语篇的研究,同时提出本文的主题—英文书面广告语篇衔接手段研究。第三部分介绍了本文的理论基础即韩礼德和哈桑的衔接理论。第四部分是文章的主体,首先介绍了研究的目的、研究方法等。然后集中分析了语法衔接和词汇衔接是如何在广告语篇中应用和分布的。第五部分是主要发现。第六部分是总结。 通过对广告语篇的分析和研究,得出以下发现:广告语篇确实有其自身的衔接特点。即在语法衔接中,较多的使用指代和省略,外部指代出现的数量远远要超过内部指代的数量,其中人称指代中第一和第二人称的使用较多,指示指代出现的频率也很高。广告语篇中大量使用省略,其中小句省略较多;在连接关系中,附加连接的应用较广。在词汇衔接手段中,重复的衔接方法使用较多,而简单重复的比重较大。呈现出广告英语语篇中的衔接特点与其它语篇的不同之处。 研究各种衔接方法在广告语篇中运用的特点,既能帮助广告的读者更快捷,更清晰地获取广告所传递的信息,又能指导广告商在广告中更好地使用语篇分析的技巧,设计广告,实现宣传和推销产品的目的。
[Abstract]:Advertising plays an important role in daily life and is an important way to spread information and communication. Language is an important carrier of advertising, advertising language has formed its own unique style and style in the long term development, so linguists at home and abroad have studied advertising language from different angles. Based on the theory of cohesion and coherence in Halliday and Hasan's systemic functional linguistics, this paper analyzes and discusses how grammatical cohesion and lexical cohesion are used by advertisers in advertising discourse to achieve the effect of cohesion and coherence. In order to achieve the purpose of selling goods and services. This paper is divided into six parts. The first part is an introduction. In the second part, the background knowledge of advertising is expounded, and the previous researches on advertising discourse by linguists are briefly reviewed. At the same time, the theme of this thesis, the study of cohesive devices in English written advertising texts, is put forward. The third part introduces the theoretical basis of this paper, that is, Halliday and Hasan's cohesion theory. The fourth part is the main body of the article, first introduced the purpose of the research, research methods and so on. Then it focuses on how grammatical cohesion and lexical cohesion are applied and distributed in advertising discourse. The fifth part is the main findings. The sixth part is a summary. Through the analysis and research of advertising discourse, the following conclusions are drawn: advertising discourse does have its own cohesive characteristics. That is, in grammatical cohesion, the number of external anaphora is far more than the number of internal anaphora, in which the first and the second person are used more, and the frequency of demonstrative anaphora is also very high. Ellipsis is widely used in advertising discourse, and clause ellipsis is more common. In lexical cohesion, repetition is used more frequently than simple repetition. The cohesive features of advertising English texts are different from those of other texts. The study of the characteristics of various cohesion methods used in advertising discourse can not only help the readers to obtain the information conveyed by the advertisement more quickly and clearly, but also guide advertisers to use the techniques of discourse analysis to design advertisements. Achieve the purpose of promoting and marketing the product.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：H315
本文编号：2203737
[Abstract]:Advertising plays an important role in daily life and is an important way to spread information and communication. Language is an important carrier of advertising, advertising language has formed its own unique style and style in the long term development, so linguists at home and abroad have studied advertising language from different angles. Based on the theory of cohesion and coherence in Halliday and Hasan's systemic functional linguistics, this paper analyzes and discusses how grammatical cohesion and lexical cohesion are used by advertisers in advertising discourse to achieve the effect of cohesion and coherence. In order to achieve the purpose of selling goods and services. This paper is divided into six parts. The first part is an introduction. In the second part, the background knowledge of advertising is expounded, and the previous researches on advertising discourse by linguists are briefly reviewed. At the same time, the theme of this thesis, the study of cohesive devices in English written advertising texts, is put forward. The third part introduces the theoretical basis of this paper, that is, Halliday and Hasan's cohesion theory. The fourth part is the main body of the article, first introduced the purpose of the research, research methods and so on. Then it focuses on how grammatical cohesion and lexical cohesion are applied and distributed in advertising discourse. The fifth part is the main findings. The sixth part is a summary. Through the analysis and research of advertising discourse, the following conclusions are drawn: advertising discourse does have its own cohesive characteristics. That is, in grammatical cohesion, the number of external anaphora is far more than the number of internal anaphora, in which the first and the second person are used more, and the frequency of demonstrative anaphora is also very high. Ellipsis is widely used in advertising discourse, and clause ellipsis is more common. In lexical cohesion, repetition is used more frequently than simple repetition. The cohesive features of advertising English texts are different from those of other texts. The study of the characteristics of various cohesion methods used in advertising discourse can not only help the readers to obtain the information conveyed by the advertisement more quickly and clearly, but also guide advertisers to use the techniques of discourse analysis to design advertisements. Achieve the purpose of promoting and marketing the product.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：H315
【引证文献】
相关硕士学位论文 前2条
1 周丽;英语商务信函的语法衔接研究[D];兰州理工大学;2010年
2 赵小雨;从语篇功能角度分析电影《辛德勒名单》中的部分对白[D];广西师范大学;2010年
，本文编号：2203737
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