英语广告语篇中的实据性研究

发布时间：2019-06-19 10:46

【摘要】： 实据性研究最早可以追溯到1911年,当时美国语言学家Franz Boas发现印第安夸基犹托语中有一种语法形式表示信息的来源和肯定程度,并在1947年的《夸基犹托语法》一书中首次明确提出了“据素”的概念,自此实据性的研究有了确定的专用术语,并被正式引入了语言学研究领域。经过半个多世纪,实据性的研究取得了巨大的进展。国外学者如Willett, Aikhenvald, Chafe等人都对实据性的定义和分类等方面做出了巨大的贡献,而国内学者如胡壮麟、张伯江、牛保义、房红梅等人也为实据性在中国的导入和研究开创了先河,尤其是胡壮麟将实据性的理论应用于新闻语篇和论辩语篇的分析当中,说明了实据性分析是语篇分析的一个有效手段,可展示不同语篇的某些特征,从而证明了实据性分析具有实用价值。自上世纪八十年代采用功能主义方法之后,实据性一直是语言学研究领域的一个热点,应用于世界各种语言的研究之中。实据性主要是指说话人对知识的来源以及态度或介入程度的说明,而其在语法层次上的体现则被称为“据素”,表现为形态据素和词汇据素。前者主要指某些语言中动词前缀和后缀,而后者则主要是指动词、情态助动词、副词、形容词、副词短语等等。显然英语属于后者,其据素是以词汇而非前后缀等曲折形式来体现的。英语广告一直是语言学家研究的一个经典对象,无论是其语言还是句式,抑或是功能等角度,都有了大量且完善的研究,但从实据性的角度研究英语广告语篇尚未多见。再者,人际功能是广告的一个重要功能,而实据性和人际功能,尤其是人际功能中的情态,有着紧密的关系,因此英语广告中的实据性对广告人际功能的实现应该有着一定的影响。本文第一章是引入部分,概述了实据性研究的发展和现状,说明了本研究的目的以及本篇论文的结构。第二章是文献综述部分,从广义和狭义两方面介绍了实据性的定义,分析比较了各派学者对其的不同分类,并介绍了人际功能的意义,尤其是其情态方面。第三章是本文的研究设计,本研究从《英语广告实用手册》和《新编简明英语广告写作手册》两本书中随意选取了125篇广告实例作为语料,根据据素的定义和特点,对其中的据素进行总结和归类,旨在解决三个问题：(1)英语广告中实据性的特点；(2)通过实据性英语广告显示出了什么样的语篇特点；(3)实据性对于广告的人际功能有着什么样的影响。第四章是整个论文的中心部分,具体分析所得数据,并据此回答提出的三个研究问题。本文的第五章是结论部分,回顾了本研究的主要发现,提出了本研究的一些不足和局限,最后对实据性的研究做了一些展望和建议。通过数据分析得出以下结论： (1)实据性在广告英语中的出现频率并不高,平均每句0.606个,这说明有很多零据素现象出现。就其不同类别的据素的分布情况可见,假设／演绎、预期以及感官／归纳所占比例较大,分别是29.3%,28.8%和21.1%,而言语资源、言语／传闻以及文化／信念则相对较小,依次是12.8%,4.8%和3.2%。每一种据素在广告语篇中都体现了不同的信度,而从它们所占的比例则可看出广告语篇的特点。 (2)根据广告语篇中的实据性特征,尤其是其出现的总体频率,以及各个类别的据素所占的不同的比例,本研究试验性地将通过实据性所体现出来的广告语篇的特点总结为客观性、诱导性和含蓄性。 (3)据素和广告从本质上来说都是具有人际功能的,而通过具体例子的说明,实据性对广告的人际功能是有影响的,主要表现为协调人际关系,建立信度以及转移责任。实据性尚是语言学领域的一个新的课题,而其应用于实际文体的研究更是处于起步阶段。本论文通过研究英语广告语篇中的实据性成分,不仅为实据性的研究提供了一个新的领域,为英语广告的研究提供了一个新的角度,而且也证实了实据性分析是文本分析的一个重要且有效的手段。因此,本文对实据性研究的发展以及广告语篇的研究都有一定的促进作用,并同时对广告语篇的写作有一定的启示意义。
[Abstract]:In 1911, the American linguist Franz Boas found that there was a grammatical form of the source and the extent of the information in the Indian quartet, and the concept of the "According to the principle" was first set out in the book of "Jutatoin in 1947" in 1947. From this point of view, the research on the sexual function has been established and introduced into the field of linguistic research. After more than half a century, the study of reality has made great progress. Foreign scholars, such as Willett, Aikhanvald, and Chafe, have made great contributions to the definition and classification of the reality, while domestic scholars such as Hu, Zhang Bojiang, Niu Baoyi and Fang Hongmei have opened the first river for the import and research of China. In particular, Hu's theory is applied to the analysis of the news and the discourse of the discourse, and it is proved that the analysis of the reality is an effective means of the discourse analysis, which can show some features of different texts, thus proving the practical value of the real-to-sex analysis. Since the introduction of the functionalist approach in the 1980s, the reality has been a hot spot in the field of linguistic research and applied to the research of various languages in the world A description of the source and attitude or degree of intervention of the speaker, and the expression in the grammatical level is called the "According to the principle" and the expression is the morpheme and the word. The former mainly refers to the verb's prefix and the suffix in some languages, and the latter mainly refers to the verb, the modal auxiliary verb, the adverb, the adjective, and the adverb. English and so on. It is clear that English belongs to the latter, which is in the form of a word rather than a pre-suffix. The English advertisement has been a classical object in the study of linguists, and it is a great and perfect study in terms of its language or sentence structure, or function, but it is widely used in the study of English. In addition, the interpersonal function is an important function of the advertisement, and the interpersonal function is an important function of the advertisement, and the real and interpersonal function, especially in the interpersonal function, has a close relationship, so the real-to-person function in the English advertisement should be realized by the realization of the interpersonal function of the advertisement. The first chapter of this paper is the introduction of the part, summarizes the development and the present situation of the research of the reality, and explains the present study. The purpose of this paper is to introduce the structure of this paper. The second chapter is the part of the literature review, and the definition of the reality is introduced from the two aspects of the broad and the narrow sense. The different classification of the different scholars is compared and the interpersonal function is also introduced. The third chapter is the research and design of this paper. In this study,125 advertisement cases are selected as a material from the Practical Manual of English Advertising and the New English Advertising Writing Manual. A summary and a classification of the elements in English, which aims to solve three problems: (1) the characteristics of the reality in English advertisements; (2) what text characteristics are displayed through a real-sex English advertisement; and (3) the person who is actually a person with an advertisement. The fourth chapter is the central part of the whole paper, and the data is analyzed in detail. The fifth chapter of this paper is the conclusion part, and the main findings of this study are reviewed, some of the shortcomings and limitations of this study are put forward, and the last part is the reality. The research has made some prospects and suggestions. The following conclusions are drawn from the data analysis: (1) The occurrence frequency of the real-to-sex in the advertising English is not high, and the average of each sentence is 0 .606, which means that there are a lot of zero-based phenomena. It can be seen that the distribution of the elements in different categories can be seen, it is assumed that/ deductive, expected and sensory/ inductive ratio is larger, which are 29.3%, 28.8% and 21.1%, respectively, while the speech resources, speech/ hearsay, and culture/ belief are relatively small. In turn, 12.8%, 4.8%, and 3.2%, each of which shows different reliability in the advertising discourse. The characteristics of the advertising discourse can be seen from the proportion of the advertising. (2) According to the actual characteristics of the advertising discourse, in particular the overall frequency of its occurrence, and the different proportions of the elements of the respective classes, the study will be reflected in the present study on an experimental basis. The characteristics of the advertising discourse are summarized as objective, inductive and implicit. (3) According to the essence, it is interpersonal function, and the interpersonal function of the advertisement is based on the description of the specific example. The main performance is to coordinate the interpersonal relationship, establish the reliability, and transfer the responsibility. The reality is still the language This paper is a new subject in the field of study, and its application in the study of the actual style is still in the initial stage. This paper provides a new field for the research of English advertising, and provides a new field for the study of English advertising. The angle of the text analysis is also proved to be an important and effective means of text analysis.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：H315

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