中英文汽车广告的人际意义比较研究

发布时间：2018-11-03 14:34

【摘要】：随着我国汽车工业的发展，作为让消费者认识汽车品牌、了解新车型、推销新产品的汽车广告，近年来一直呈上升的态势，己经成为广告中的一个重要组成部分。汽车广告中的语言使用实际上是在广告主和消费者之间的一种交际表现，对汽车广告人际意义的研究可以很好的帮助我们弄清楚广告主是怎样通过广告有效地与消费者沟通并说服他们采取购买行动。作为系统功能语法的三大元功能之一的人际功能，它不仅指人们用语言来建立和保持人际关系，还包括用语言来影响别人的行为。本文以韩礼德的系统功能语言学理论为基础，结合汤普森的人际意义框架以及李战子拓展的人际意义研究框架，围绕语气、情态、时态、人称和评价5个方面对60篇从报纸和汽车杂志上搜集到的中文和英语汽车广告进行人际意义分析，并从人际意义的视角对中英文汽车广告进行对比分析并探讨影响中英文汽车广告人际意义表达差异的因素，以期找到汽车广告人际意义的各类语言手段和规律，，并能为汽车广告的撰写提供更有效的思路。文章采用比较研究的方法对中英文汽车广告进行了研究。通过对语气系统分析发现，在中英文汽车广告中，陈述语气作为信息提供的手段使用频率最高。在中文广告中，感叹句可用于实现信息提供功能，而在所选的英文广告中，感叹语气表达的是讲话者的情感。文章从情态系统角度对中英文广告进行了对比。从分析可以看出，情态在英文汽车广告中的使用频率大于中文汽车广告。而意态在中文汽车广告中的使用频率大于英文汽车广告。相同的是在情态方面，可能性和通常性在中英文广告中都是使用最频繁的；在意态方面，责任性和倾向性在中英文汽车广告中的使用频率都很低。文章从时态方面对中英文汽车广告进行了比较分析。大多数的句子运用现在时态和将来时态。其他时态很少被使用。广告主采用简单现在时的句子为消费者提供详细的信息。使用将来时告诉顾客广告中车辆的益处,以便招揽顾客购买。文章从人称系统进行对比，第一、二、三人称在中英文汽车广告中的使用形式多变，从不同角度、不同程度反映出两种语言的特点和不同文化倾向。在评价系统的分析中，作者发现了很多中英文汽车广告的共同点。广告主通过使用具有积极意义的形容词，副词及名词，建立了与读者良好的关系，以期实现说服读者购买的目标。
[Abstract]:With the development of automobile industry in our country, as a kind of automobile advertisement, which let consumers know the automobile brand, know the new model and promote the new product, it has been increasing in recent years, and has become an important part of the advertisement. The use of language in automobile advertising is actually a form of communication between advertisers and consumers. The research on the interpersonal meaning of automobile advertising can help us to find out how advertisers communicate effectively with consumers and persuade them to take purchasing actions. As one of the three metafunctions of systemic functional grammar, interpersonal function not only refers to the use of language to establish and maintain interpersonal relationships, but also includes the use of language to influence the behavior of others. This paper is based on Halliday's theory of systemic functional linguistics, combined with Thompson's frame of interpersonal meaning and Li Zangzi's extended framework of interpersonal meaning, focusing on mood, modality and tenses. The interpersonal meanings of 60 Chinese and English auto advertisements collected from newspapers and automobile magazines were analyzed in 5 aspects of person and evaluation. From the perspective of interpersonal meaning, this paper makes a contrastive analysis of automobile advertisements in Chinese and English, and probes into the factors that affect the differences in interpersonal meanings between Chinese and English automobile advertisements, in order to find out the various linguistic means and rules of interpersonal meanings in automobile advertisements. And can provide more effective thinking for automobile advertisement writing. This paper makes a comparative study of Chinese and English automobile advertisements. Through the systematic analysis of mood, it is found that declarative mood is the most frequently used means of providing information in Chinese and English automobile advertisements. In Chinese advertisements, exclamatory sentences can be used to provide information, while in the selected English advertisements, the mood of the speaker is expressed in the interjection. This paper compares Chinese and English advertisements from the point of view of modality system. It can be seen from the analysis that modality is used more frequently in English automobile advertisement than in Chinese automobile advertisement. But the use frequency of Italian state in Chinese automobile advertisement is higher than that in English automobile advertisement. In the aspect of modality, possibility and commonality are the most frequently used in Chinese and English advertisements; in the aspect of meaning, responsibility and inclination are used very low in both Chinese and English automobile advertisements. This paper makes a comparative analysis of Chinese and English automobile advertisements from the aspect of tense. Most sentences use the present and future tenses. Other tenses are rarely used. Advertisers use simple present tense sentences to provide consumers with detailed information. Use the future to tell customers the benefits of advertising vehicles in order to attract customers to buy. The first, second, and third person are used in automobile advertisements in Chinese and English, which reflect the characteristics of the two languages and different cultural tendencies from different angles and different degrees. In the analysis of the evaluation system, the author finds many common points of Chinese and English automobile advertisements. By using positive adjectives, adverbs and nouns, advertisers establish a good relationship with readers in order to achieve the goal of persuading readers to buy.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H152;H315

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