体育广告语篇的人际意义研究

发布时间：2018-04-29 08:15

本文选题：人际功能 + 人称系统　；参考：《河北师范大学》2012年硕士论文

【摘要】：摘要内容语言的人际意义功能是语言最为重要的功能之一。人类通过语言相互交流和建立一定的人际关系。认识语言可以深入分析其功能，从而把握语言系统的结构和某种特定语篇的文体特征。广告就是一种特定的语篇。广告创作的目的就是为了推销其产品或者服务，那么，为了达到这一目的，广告的创作者就会采取一系列的手段与广大的消费者建立一种良好的人际关系。本文从韩礼德系统功能语法中的人际功能的角度出发对广告这一特殊文体进行分析，其主要的理论依托为人称，语气和情态三个方面，对现代社会中的体育广告做出分析，旨在通过语言的人际功能与消费者建立和维持良好的关系，达到其商业目的。系统功能语法作为研究体育广告语篇的理论依据，，是非常有效的。本文针对体育广告做出了更深入细致的研究，对英语体育广告语篇的人际意义分析不仅能让我们更进一步了解广告创作者的创作手法、目的等，证实了实现人际意义的多种渠道及广告语篇中人际意义的丰富性与复杂性。文章从人称，语气和情态系统三个方面做了研究。结果显示：广告商会选择最合适的人称代词，从而和读者之间有一个更亲密的关系，并留下很好的印象，以吸引读者。语气系统分为祈使语气，疑问语气和陈述语气。不同的语气的运用也会吸引读者并促使其采取措施。情态系统通过情态动词和情态附属语来实现人际意义，并能和消费者形成交流。最后，通过对人称，语气和情态三个方面的分析，从而发现了体育广告语篇的人际意义的实现，揭示了体育广告语篇运用语篇的人际功能来吸引读者并最终实现其商业目的，同时也为我们今后对广告语篇的阅读理解和教学起到指导作用。本文的第一章对本研究的目的、重点、研究方法进行介绍。第二章回顾了系统功能语法及广告语篇两个领域的研究。第三章中，作者确定了本研究的理论框架，简要介绍了与本文相关的系统功能语言学的重要概念以及人际功能。在第四章，作者以人际功能为依据，从人称，语气和情态三个方面，对体育广告广告语篇的人际意义进行分析。在第五章，作者做出了总结，归纳重要发现，指出研究的局限并提出进一步研究的建议。
[Abstract]:The interpersonal function of content language is one of the most important functions of language. Human beings communicate with each other and establish certain interpersonal relationships through language. Understanding language can deeply analyze its function, so as to grasp the structure of language system and the stylistic features of a particular text. Advertising is a particular text. The purpose of advertising creation is to promote its products or services, so in order to achieve this goal, the advertising creators will take a series of measures to establish a good interpersonal relationship with the vast number of consumers. From the perspective of interpersonal function in Halliday's systemic functional grammar, this paper analyzes the special style of advertising, which is mainly based on three aspects: person, mood and modality, and makes an analysis of sports advertisements in modern society. The purpose of this paper is to establish and maintain a good relationship with consumers through the interpersonal function of language. The systematic functional grammar is very effective as the theoretical basis for the study of sports advertising texts. This paper makes a more thorough and detailed study on sports advertising. The interpersonal meaning analysis of sports advertising discourse in English can not only help us to understand the creative techniques and purposes of the advertisement creators, but also to analyze the interpersonal meaning of sports advertisements. It also proves the richness and complexity of interpersonal meaning in advertising discourse. This paper studies the three aspects of person, mood and modality system. The results show that the advertisers choose the most appropriate personal pronouns, thus have a closer relationship with the readers and leave a good impression to attract the readers. Mood system is divided into imperative mood, interrogative mood and declarative mood. The use of different tones also attracts readers and urges them to take action. Modal system realizes interpersonal meaning through modal verbs and modal appendages, and can communicate with consumers. Finally, through the analysis of person, mood and modality, the author finds out the realization of the interpersonal meaning of sports advertising discourse, and reveals that sports advertising discourse uses the interpersonal function of the text to attract readers and ultimately achieve its commercial purpose. At the same time, it also plays a guiding role in the reading comprehension and teaching of advertising discourse. The first chapter introduces the purpose, emphasis and research methods of this study. Chapter two reviews the systematic functional grammar and advertising discourse. In the third chapter, the author defines the theoretical framework of this study and briefly introduces the important concepts of systemic functional linguistics and interpersonal function. In chapter four, based on interpersonal function, the author analyzes the interpersonal meaning of sports advertising discourse from three aspects: person, mood and modality. In the fifth chapter, the author summarizes the important findings, points out the limitations of the research and puts forward some suggestions for further study.
【学位授予单位】：河北师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H052

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