系统功能语法理论视角下视频广告语的人际意义分析

发布时间：2018-04-14 08:38

本文选题：视频广告语 + 系统功能语法　；参考：《辽宁师范大学》2014年硕士论文

【摘要】：本论文以韩礼德的系统功能语法为理论框架，以视频广告语言为研究客体，对从互联网上随机收集的43个视频广告（30个英语、10个汉语；3个无语言）的内置语言展开了人际意义研究。本次研究主要探讨了语气结构、人称代词、语气状语及情态动词四个语法项目及语言特征是如何在视频广告语中帮助广告商实现其预期的人际意义的。研究发现，在视频广告语的语言应用上，广告商倾向于通过使用不同人称来缩短与受众之间的距离，建立交际关系；并常采用陈述句来传递商品或服务的信息，用疑问句引起广告受众注意或兴趣，用祈使句对其进行说服劝说,以期最终唤起他们的需求和购买欲望。此外，为了增强广告的可信度，广告商还常通过使用情态状语和情态动词来表达其对商品/服务信息不同程度的确定性与不确定性。除了在语言上精心策划外，广告商还倾向于采用动态画面，背景音乐和名人代言等多种模式来制作视频广告，以期增强广告的吸引力和说服功能。基于以上的研究，本论文达到了以下两个研究意义：一是现实意义。通过研究，本论文总结出了视频广告制作的一些特点及语言特征，该结论可以应用到教师教学的视频课件制作中，这对于如何通过课件引起学生兴趣、增强课件的传授功能具有极大的帮助，并为教师如何通过课件来与学生建立起良好的人际关系提出了建议。二是理论意义。本次研究扩大了系统功能语法理论的应用范围，在证实这一理论的权威性的同时，也发现了其不足之处，，即无法对只有商品品牌的视频广告和无语言的植入式视频广告展开人际意义的研究。
[Abstract]:This thesis takes Halliday's systemic functional grammar as the theoretical framework and video advertising language as the research object.The interpersonal meaning of 43 video advertisements (30 English, 10 Chinese and 3 non-language) collected randomly from the Internet was studied.This study mainly discusses the four grammatical items of mood structure, personal pronouns, modal adverbials and modal verbs, and how the language features help advertisers realize their expected interpersonal meaning in the video advertising language.The study found that in the use of video advertising language, advertisers tend to use different people to shorten the distance between the audience and establish social relations, and often use declarative sentences to convey the information of goods or services.Using interrogative sentences to arouse the attention or interest of the advertising audience and persuading them with imperative sentences in order to eventually arouse their demand and purchase desire.In addition, in order to enhance the credibility of advertising, advertisers often use modal adverbials and modal verbs to express their different degree of certainty and uncertainty about the information of goods / services.In addition to careful language planning, advertisers also tend to use dynamic pictures, background music and celebrity endorsements to produce video advertising in order to enhance the appeal and persuasion of advertising.Based on the above research, this paper has achieved the following two research significance: first, practical significance.Through research, this paper summarizes some characteristics and language features of video advertisement making. This conclusion can be applied to the making of video courseware for teachers, which is how to arouse students' interest through courseware.It is of great help to enhance the teaching function of courseware, and some suggestions are put forward for teachers how to establish good interpersonal relationship with students through courseware.The second is the theoretical significance.This study has expanded the scope of application of the theory of systemic functional Grammar, while confirming the authority of the theory, it has also found its shortcomings.That is to say, it is impossible to study the interpersonal meaning of video advertisements with only commodity brands and implanted video advertisements without language.
【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】：H04

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