当代汉语征婚广告话语的评价分析

发布时间：2018-06-27 21:36

本文选题：评价理论 + 态度　；参考：《江西师范大学》2012年硕士论文

【摘要】：征婚广告作为一种特殊的广告类别有着不同于其它广告文本的特点，本文所采用的评价系统是在系统功能语言学基础上发展起来的研究人际意义的理论，本文首次将评价理论应用于征婚广告来分析当代汉语征婚广告评价资源的分布情况，分别从评价理论的三个系统（态度，介入，级差）层面上做了大量的探讨。通过对选自于2010年1月至9月国内知名杂志刊登的100篇征婚广告进行定性和定量分析，作者初步探索了征婚广告的评价语言特点。本文首先介绍了评价理论下三个系统的框架，接着详细分析了征婚广告语料库中评价资源的分布规律，通过分析，我们发现其评价意义体现的方式有以下三个方面：第一，汉语征婚广告语篇中态度资源的使用远远超过了介入资源和级差资源。在态度系统中，鉴赏和介入词语出现的频率最高，这可能是由征婚广告语篇内在的信息功能导致的。尽管情感资源在征婚广告语篇中所占比重不是很大，但它是征婚者与潜在读者形成联盟过程中不可缺少的资源。第二，在介入系统方面，单声资源的使用明显高于多声资源，，这与中文征婚广告言简意赅的语言特征有关。还发现，在多声系统内，收缩资源的分布比扩展资源多的多。第三，级差资源的分布是不平衡的，具体体现是语势使用的频率超过了聚焦。另外，语势的两个子范畴的分布也是不均匀的，语势提高词的使用明显高于语势降低，是为了加强评价资源的力度和强度。然而，在聚焦的两个子范畴内发现了不同的分布情况，聚焦模糊词的使用要多于聚焦清晰词。通过对评价资源的详细分析，作者发现了隐藏在征婚广告背后的意识形态。一方面，评价语言反映了现代社会高度强调完美和主体人强调自我在社会上的重要性。另外一方面，评价语言对当今社会的价值观、婚恋观和择偶标准也有着重大的影响。最后本文希望对汉语征婚广告语篇的解读以及读者找出征婚广告中隐含的、深层的信息能有所启示。
[Abstract]:As a special advertising category, the ad for marriage is different from other advertising texts. The evaluation system adopted in this paper is a theory of studying interpersonal meaning developed on the basis of systemic functional linguistics. For the first time, this paper applies the evaluation theory to the marriage advertisement to analyze the distribution of the evaluation resources of the contemporary Chinese marriage advertisement, and makes a great deal of discussion from the three systems (attitude, intervention, differential) of the evaluation theory. Through the qualitative and quantitative analysis of 100 advertisements published in famous domestic magazines from January to September 2010, the author preliminarily explored the characteristics of the evaluation language of the advertisements. This paper first introduces the framework of three systems under the theory of evaluation, and then analyzes the distribution of evaluation resources in the corpus of advertisement for marriage in detail. We find that there are three ways to evaluate the meaning: first, the use of attitude resources in Chinese marriage advertisement discourse is far more than intervention resources and differential resources. In attitude system, appreciation and interposition words appear most frequently, which may be caused by the inherent information function of marriage advertisement discourse. Although the proportion of emotional resources in the advertising discourse is not very large, it is an indispensable resource in the process of forming an alliance between the applicant and the potential readers. Second, in the aspect of intervention system, the use of monophonic resources is obviously higher than that of multi-tone resources, which is related to the concise language features of Chinese marriage advertisements. It is also found that the distribution of shrinking resources is more than that of expanded resources in multi-sound systems. Third, the distribution of differential resources is unbalanced, which reflects that the frequency of potential use exceeds focus. In addition, the distribution of the two subcategories of the potential is also uneven, and the use of the potential enhancement words is obviously higher than that of the potential reduction, in order to strengthen the strength and intensity of the evaluation resources. However, different distributions were found in the two subcategories of focusing, and the use of focused fuzzy words was more than that of focused clear words. Through the detailed analysis of the evaluation resources, the author finds the ideology hidden behind the advertisement for marriage. On the one hand, the evaluation language reflects the high emphasis on perfection and the importance of self in modern society. On the other hand, evaluation language has great influence on values, marriage and mate selection standards. Finally, this paper hopes that the interpretation of Chinese marriage advertisement text and the readers to find out the hidden, deep information can enlighten.
【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】：H15

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