中英商业广告中的评价资源对比分析

发布时间：2018-12-27 08:05

【摘要】：本研究以马丁的评价理论为基础，采用定量和定性相结合的方法，对中英文商业广告进行对比分析。本文主要从《三联生活周刊》和”Reader’s Digest”等著名的杂志中随机选取了30篇中文商业广告和30篇英文商业广告。然后，按照评价理论的框架，作者对60篇广告语料中蕴含的评价资源进行鉴别和标注。本文从评价理论的三个子系统(态度，介入和级差)对语料中的评价资源进行详细的对比分析。研究发现：中英文商业广告都含有丰富的评价资源。中文商业广告中共有评价资326处(中文广告中态度资源242处，介入资源23处，级差资源61处)，英文商业广告中的评价资源为364处(态度资源220处，介入(借言)资源64处，级差资源80处)。通过对比分析，我们发现评价资源在中英文商业广告中的分布都不相同，与介入(借言)和级差相比，态度资源以绝对的大比例得以突出。在态度系统中，英文商业广告融合了正面负面的情感资源而中文商业广告只采用正面情感资源。造成这种差异的主要原因有两个：中国的传统和谐价值观以及中国人避讳消极语言的传统风俗。在收集的中英商业广告里，评价资源很少。这主要是因为中英商业广告都是以说服潜在消费者采取购买行动，因此，广告人都更重视描述广告商品或是服务而不是人。介入(借言)方面，英文商业广告采用较多的对话扩展资源而中文商业广告采用较多的对话紧缩资源。在两种商业广告语篇当中，最常用的是引发，然后是否定，最后是反驳，由于商业广告的目的以及商业广告的语言特点在收集的两种广告文本中都没有摘引资源。英文商业广告比中文商业广告采用了更多的引发资源，这是因为中文商业广告很少会采用那些表达可能性，不确定性的情态动词和情态副词。其实，，这也是中英文商业广告在介入方面之所以会有不同的原因所在。级差方面，中英文商业广告的相同点是两者都采用更多的语势资源多于聚焦资源，并且强势语均多于弱势语。这是因为二者都试图借助书面语言这个唯一的工具给读者留下深刻的印象。本文证明了评价理论不仅在分析英文广告中是有效的，在中文商业广告中也同样适用。对两种广告文本中评价资源的对比分析可以对之前的相关研究起到一定的补充作用。在实践中，本研究对于广告创作者和读者都有一定的帮助。一方面，本文有助于创作者创作出更好的商业广告。另一方面，本文有助于读者，尤其是消费者更好地理解商业广告语言。此外，本研究对于中英文广告语篇的教学及跨文化交际教学都有一定的作用。同时，也希望本文在中英文商业广告翻译上也能有启示作用。
[Abstract]:Based on Martin's theory of evaluation, this study uses quantitative and qualitative methods to compare Chinese and English commercial advertisements. In this paper, 30 Chinese commercial advertisements and 30 English commercial advertisements are randomly selected from the famous magazines such as Sanlian Life Weekly and Reader's Digest. Then, according to the framework of evaluation theory, the author identifies and annotates the evaluation resources contained in 60 advertising materials. This paper makes a detailed comparative analysis of the evaluation resources in the corpus from the three subsystems of evaluation theory (attitude, intervention and differential). It is found that both Chinese and English commercial advertisements contain abundant evaluation resources. In Chinese commercial advertisements, there were 326 evaluation resources (242 attitude resources in Chinese advertisements, 23 intervention resources, 61 graded resources) and 364 evaluation resources (220 attitude resources and 64 intervention resources) in English commercial advertisements. Differential resources 80) Through comparative analysis, we find that the distribution of evaluation resources in Chinese and English commercial advertisements is different. In the attitude system, English commercial advertisements combine positive and negative emotional resources while Chinese commercial advertisements only use positive emotional resources. There are two main reasons for this difference: Chinese traditional harmonious values and Chinese traditional customs of avoiding negative language. In the collection of Chinese and British commercial advertising, evaluation resources are scarce. This is mainly because Chinese and British advertising is designed to persuade potential consumers to take action, so advertisers are more interested in describing advertising goods or services than people. In the aspect of intervention, English commercial advertisement adopts more dialogue expansion resources and Chinese commercial advertisement uses more dialogue contraction resources. Among the two kinds of commercial advertising texts, the most commonly used ones are initiation, then negation, and finally refutation. Because of the purpose of commercial advertising and the linguistic characteristics of commercial advertisements, there are no cited resources in the two kinds of advertising texts collected. English commercials use more triggering resources than Chinese ones because Chinese commercials rarely use modal verbs and modal adverbs that express possibility uncertainty. In fact, this is also the Chinese and English commercial advertising in the intervention will have different reasons. The similarities of Chinese and English commercial advertisements are that they both use more potential resources than focus resources, and strong words are more than weak ones. This is because both try to impress the reader with written language, the only tool. This paper proves that the evaluation theory is not only effective in analyzing English advertisements, but also applicable in Chinese commercial advertisements. The comparative analysis of the evaluation resources in the two kinds of advertising texts can supplement the previous research. In practice, this study is helpful to both advertising creators and readers. On the one hand, this article helps the creators to create better commercial advertisements. On the other hand, this paper helps readers, especially consumers, to better understand the language of commercial advertising. In addition, this study plays an important role in both English and Chinese advertising discourse teaching and intercultural communication teaching. At the same time, I also hope that the translation of commercial advertisements in both Chinese and English can be enlightening.
【学位授予单位】：南京财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H15;H315

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