英汉商业广告中人称指示语的人际意义对比研究

发布时间：2018-02-11 17:27

本文关键词： 人际意义人称系统商业广告系统功能语言学对比分析　出处：《江西师范大学》2012年硕士论文　论文类型：学位论文

【摘要】：语言的人际意义指的是人们使用语言与他人进行交往,建立一定的人际关系并保持一定的人际关系,影响他人的行为或态度以及表达对事物的一些看法。本文从著名杂志上收集了10篇中文商业广告和10篇英文商业广告作为分析语料。综合运用了韩礼德的系统功能语法理论,用定性定量的方法从人称系统方面对10篇中文商业广告和10篇英文商业广告的人际意义进行对比分析研究。本文主要回答了以下问题:1.中英文商业广告中,人称系统在实现人际意义方面有何差异?2.中英文商业广告实现人际意义的方式有何异同点? 研究发现，为了实现中英文商业广告的人际意义,中英文商业广告作者巧妙地运用了各种语言资源。在中英文商业广告中,人称系统在实现人际意义方面有如下差异：1.在所研究的10个中文商业广告和10个英文商业广告中,使用的人称代词数量分别为26个和36个,英文商业广告用更多的人称代词来实现人际意义;2.英文商业广告中第二人称代词出现频率比中文商业广告中出现的高;3.中文商业广告中存在不同礼貌程度的第二人称代词.中英文商业广告在实现人际意义的方式方面有一些相同之处,但仍存在巨大差异。具体来说,共同点主要表现在:1.中英文商业广告都用单数第一人称代词指代潜在消费者来实现人际意义；2.中英文商业广告都用第二人称代词“你”，“you”指代潜在消费者来实现人际意义。不同点主要表现在：1.英文商业广告用第一人称复数的排斥性指代“we”指代广告者来实现人际意义，而中文商业广告用产品或服务的名称来代替的第一人称复数排斥性指代；2.英文商业广告用第一人称复数包容性指代“we”来实现人际意义,而中文商业广告中第一人称代词的复数形式使用较少;3.中文商业广告用礼貌形式“您”指代潜在消费者来实现人际意义,而英文商业广告中没有礼貌形式的人称代词;4.英文商业广告用第二人称代词指代广告者来实现人际意义,而中文商业广告中用第二人称代词指代广告者的情况较少;5.英文商业广告中第三人称代词“they”多实现语篇意义，而中文商业广告中第三人称代词“她”实现人际功能。本文理论上扩展了从系统功能语言学角度研究人际意义的理论框架，实践上为广告者或广告撰写人提供了翻译或撰写商业广告的相关词汇,语意和文化知识。
[Abstract]:The interpersonal meaning of language refers to the use of language to communicate with others, to establish a certain interpersonal relationship and to maintain a certain interpersonal relationship. This paper collects 10 Chinese commercial advertisements and 10 English commercial advertisements from famous magazines as the analysis data. It synthesizes Halliday's systemic functional grammar theory. The interpersonal meanings of 10 Chinese commercial advertisements and 10 English commercial advertisements are analyzed by qualitative and quantitative methods from the perspective of personal system. This paper mainly answers the following question: 1. In English and Chinese commercial advertisements, What is the difference between personal system and interpersonal meaning? 2. What are the similarities and differences in the ways in which Chinese and English commercial advertisements achieve interpersonal meaning? The study found that in order to realize the interpersonal meaning of Chinese and English commercial advertisements, the authors of Chinese and English commercial advertisements used various language resources skillfully. The number of personal pronouns used in 10 Chinese commercial advertisements and 10 English commercial advertisements were 26 and 36, respectively. English commercial advertisements use more personal pronouns to realize interpersonal meaning 2.The second person pronouns in English commercial advertisements appear more frequently than those in Chinese commercial advertisements 3.The second place with different degrees of politeness in Chinese commercial advertisements. Personal pronouns. Chinese and English commercial advertisements have some similarities in the ways in which they achieve interpersonal meaning. But there's still a big difference. Specifically, Chinese and English commercial advertisements use singular first person pronouns to refer to potential consumers to realize interpersonal meaning. Both Chinese and English commercial advertisements use the second person pronoun "you" and "you" to refer to potential consumers. In English commercial advertisements use the exclusive reference of "we" in the plural of the first person to achieve interpersonal meaning. In Chinese commercial advertising, the first person plural exclusiveness refers to "we" instead of the name of product or service. In English commercial advertising, the first person plural inclusive reference "we" is used to realize interpersonal meaning. However, the plural form of first-person pronouns in Chinese commercial advertisements is less used. In Chinese commercial advertisements, "you" refers to potential consumers in order to realize interpersonal meaning. In English commercial advertisements, the second person pronoun refers to the person who has no polite form of personal pronoun to realize interpersonal meaning. In English commercial advertisements, the third person pronoun "they" has the textual meaning, while the third person pronoun "she" in the Chinese commercial advertisement realizes interpersonal function. 5. The second person pronoun "she" in the Chinese commercial advertisement is less frequently used to refer to the advertiser. 5. The third person pronoun "they" in the English commercial advertisement has more textual meaning than the third person pronoun "she" in the Chinese commercial advertisement. This paper theoretically extends the theoretical framework for the study of interpersonal meaning from the perspective of systemic functional linguistics. In practice, it provides advertisers or advertisers with relevant lexical, semantic and cultural knowledge of translating or writing commercial advertisements.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H314;H146

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