汉语药品广告的人际意义研究

发布时间：2018-12-31 15:05

【摘要】：系统功能语法中的人际功能理论近几年来备受学者关注，由最初的语气、情态到马丁的评价，形成了词汇语法连续统，不断地完善了人际意义的理论框架。目前对广告语篇的人际意义研究大部分着重英文广告，对汉语广告的研究较少，对汉语药品广告的研究更是甚少。而药品广告在日常生活中却是无所不在。因此，本文以韩礼德系统功能语法的人际功能和马丁的评价理论为框架，从语气、情态、态度、介入和分级五个方面对汉语药品广告进行人际意义分析。本文利用报纸、电视这些渠道共收集50篇汉语药品广告作为语料，采用定性分析的方法进行详细研究。研究发现，汉语药品广告有着自身的一些特点，第一，在语气方面，陈述语气占比例最大，其次是祈使语气和感叹语气，疑问语气最少。这些语气结构不仅有信息给与的功能，也有行为要求的功能，语气的交替使用使药品广告更具有互动性和交流性。第二，，在情态方面，药品广告主侧重于低值的可能性情态和意愿性情态，有意地放低自己的位置与潜在消费者交流，以期得到认可。第三，在态度方面，鉴赏使用频率最高，其次是情感，判断最少。鉴赏更多是用积极显性的词语来描述药品，积极性词汇容易激起消费者购买的欲望。而在表达情感时，既有积极词汇也有消极词汇，服药前用消极词汇与服药后用积极词汇易于形成鲜明的对比，增强对药品的说服力。第四，在介入方面，药品广告主要以单声体现，但多声的适当使用，可以增加药品的可靠度。第五，在分级方面，药品广告主主要以语势中的强势和聚焦中的模糊来表达。强势表达法可以赢得潜在消费者的信任，而带模糊意义的词汇的使用降低了广告主应负的责任，对消费者来说带有一定的欺骗性但也有很强的吸引力。本论文尝试性地探讨了汉语药品广告的人际意义，旨在拓展人际功能在广告领域的应用。同时，本文揭示了药品广告的特点，并探索了药品广告主是如何与潜在消费者互动，最终说服消费者购买药品。这一研究不仅为撰写药品广告提供相关的建议，同时一定程度上帮助了潜在消费者辨别药品广告的真实性。
[Abstract]:The interpersonal function theory in systemic functional grammar has attracted much attention of scholars in recent years. From the initial tone, modality to Martin's evaluation, the lexical grammatical continuum has been formed and the theoretical framework of interpersonal meaning has been continuously improved. At present, most of the researches on the interpersonal meaning of advertising discourse focus on English advertisements, but less on Chinese advertisements, and even less on Chinese drug advertisements. Drug advertising is ubiquitous in everyday life. Therefore, based on the interpersonal function of Halliday's systemic functional grammar and Martin's evaluation theory, this paper analyzes the interpersonal significance of Chinese drug advertisements from five aspects: mood, modality, attitude, intervention and classification. In this paper, 50 Chinese drug advertisements are collected from newspapers and TV channels and studied in detail by qualitative analysis. It is found that Chinese drug advertising has its own characteristics. Firstly, in the aspect of mood, declarative mood is the largest, imperative tone and exclamatory mood are the second, and interrogative tone is the least. These mood structures have not only the function of giving information, but also the function of behavior requirement. Second, in the aspect of modality, drug advertisers focus on the low value of possibility modality and willing modality, and deliberately lower their position to communicate with potential consumers in order to get recognition. Third, in terms of attitude, appreciation is the highest frequency, followed by emotion, judgment is the least. Appreciation is more positive and explicit words to describe drugs, positive words tend to arouse consumers' desire to buy. When expressing emotion, there are both positive and negative words. It is easy to form a sharp contrast between using negative words before taking medicine and positive words after taking medicine, so as to strengthen the persuasion of drugs. Fourthly, in the aspect of intervention, the drug advertisement is mainly reflected by single sound, but the proper use of multi-tone can increase the reliability of drugs. Fifth, in terms of classification, drug advertisers are mainly expressed in terms of power in speech and vagueness in focus. Strong expressions can win the trust of potential consumers, while the use of vague words reduces the responsibility of advertisers, which is deceptive but attractive to consumers. This paper attempts to explore the interpersonal significance of Chinese drug advertising, aiming to expand the application of interpersonal function in the field of advertising. At the same time, this paper reveals the characteristics of drug advertising, and explores how drug advertisers interact with potential consumers and finally persuade consumers to buy drugs. The study not only provides advice for writing drug advertisements, but also helps potential consumers identify the authenticity of drug advertisements.
【学位授予单位】：河南科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H146

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