中英文食品广告语篇中的评价资源对比研究

发布时间：2018-01-01 03:32

本文关键词：中英文食品广告语篇中的评价资源对比研究　出处：《辽宁师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着人们生活水平的提高和健康意识的增强，人们开始越来越多的将注意力放在饮食方面。出现在各种杂志和报纸中的饮食广告也进入到我们的视野中。广告商通过广告向潜在的消费者介绍产品与服务的最新消息，使其购买广告中所宣传的产品或服务。语言学家们从不同角度对各种商业广告进行大量而系统的研究。本文所采用的评价理论是澳大利亚语言学家马丁基于韩李德的人际语言功能提出的，用于描述和解释作者如何使用表示评价的语言资源表达说话人的情感，对事情的判断与对事物的鉴赏，以及与听话人进行互动与情感迁移的理论体系。近年来，评价理论框架较多的用在英语语篇的分析，而对汉语语篇分析比较少。以往对广告的研究中，很少有人对其从评价理论角度对饮食广告进行分析，而对中英文饮食广告语篇的对比分析则少之又少。本文以评价理论为指导，从词汇层面对比分析中英文饮食广告中的评价资源的分布特征，特别是态度资源的的用词特征及其分布规律，旨在对中英文饮食广告的翻译及创作有启示意义。本文收集了中英文饮食广告各20篇，英文文本主要选自美国杂志BusinessWeekly和Reader Digest，，中文文本主要选自《中国杂志》。作者基于这40篇饮食广告建立一个小型的语料库，并对其进行细致的定量与定性分析。首先对这40篇广告语篇中的评价资源进行标注，然后对语篇中的评价资源进行对比分析。研究发现：第一，中英文饮食广告语篇中均含有丰富的评价资源。第二，中英文饮食广告语篇中的评价资源的分布均不平衡。其中，态度资源在评价资源中占有很大的比例,而介入资源和级差资源所占比例很小。第三,中英文饮食广告语篇都偏爱使用积极评价资源来评价商品与服务，使得消费者更容易被这种商品或服务所吸引。不同点：第一,在态度系统中，中文饮食广告语篇更多的使用情感资源和介入资源而英文广告语篇更偏爱使用鉴赏资源。第二，在判断系统中，中文饮食广告语篇比英文饮食广告语篇更偏爱使用社会评判资源。
[Abstract]:With the improvement of people's living standard and health awareness. People begin to pay more and more attention to food and drink. Food advertisements appear in magazines and newspapers. Advertisers introduce products and services to potential consumers through advertisements. New news. Make them purchase the products or services advertised in advertisements. Linguists do a lot of systematic research on various commercial advertisements from different angles. The evaluation theory used in this paper is proposed by Australian linguist Martin based on Han Li De's interpersonal language function. It is used to describe and explain how the author uses the language resources to express the feelings of the speaker. In recent years, the framework of evaluation theory has been widely used in the analysis of English discourses, including the judgment of things and the appreciation of things, as well as the theoretical system of interaction and emotional transfer with hearers. However, the analysis of Chinese discourse is relatively few. In the previous studies on advertising, few people have analyzed it from the perspective of evaluation theory. The comparative analysis of Chinese and English food advertising text is rare. This paper, guided by evaluation theory, analyzes the distribution characteristics of evaluation resources in Chinese and English diet advertisements from the lexical level. In particular, the lexical characteristics and distribution of attitude resources are intended to enlighten the translation and creation of Chinese and English food advertisements. This paper collected 20 advertisements in English and Chinese, mainly from the American magazines BusinessWeekly and Reader Digest. The Chinese text is mainly selected from the Chinese Journal. The author builds a small corpus based on the 40 dietary advertisements. Firstly, the evaluation resources in the 40 advertising texts are annotated, then the evaluation resources in the discourse are compared and analyzed. Firstly, there are abundant evaluation resources in Chinese and English food advertising texts. Second, the distribution of evaluation resources in Chinese and English food advertising texts is not balanced. Attitude resources account for a large proportion of evaluation resources, while the proportion of intervention resources and graded resources is very small. Third, both Chinese and English food advertising discourse prefer to use positive evaluation resources to evaluate goods and services. Make it easier for consumers to be attracted to such goods or services. Differences: first, in attitude systems. Chinese food advertising discourse uses more emotional resources and intervention resources, while English advertising discourse prefers to use appreciation resources. Second, in the judgment system. Chinese diet advertising discourse is more inclined to use social judgment resources than English diet advertising discourse.
【学位授予单位】：辽宁师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：H15;H315

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