汉英化妆品广告人际意义的对比研究

发布时间：2018-05-30 17:40

本文选题：人际意义 + 化妆品广告　；参考：《哈尔滨工业大学》2013年硕士论文

【摘要】：语言最为重要的功能之一是语言的人际功能。语言的人际功能指的是人们通过语言相互交往，建立一定的人际关系，影响他人的态度或行为，同时表达自己的看法。本文以韩礼德系统功能语法为理论基础，以30篇汉语和30篇英语化妆品广告为语篇分析样本，从语气、情态、评价和人称系统四个方面进行人际意义对比研究，运用定量和定性的研究方法，分析和探讨了两种语言化妆品广告人际意义实现的方式以及两种广告语篇在构建人际意义时的相似点和不同点。本文旨在通过分析来证明系统功能语言学在汉英化妆品广告语篇研究中的可行性，为化妆品广告的撰写提供启示。经研究发现，系统功能语言学中的人际意义理论框架在汉英化妆品广告对比分析中具有可行性。汉英化妆品广告语言在构建人际意义的过程中存在异同。共同点主要体现在：1）陈述语气作为化妆品信息提供的手段使用频率最为频繁，在四种语气中的所占比例最大；2）从情态角度看，汉英化妆品广告使用高值情态词的频率较低，，而对中低值情态词的使用率较高；此外，在归一度和情态附加语、时间附加语及语气附加语中，语气附加语的出现频率较高；3）在评价系统方面，两种语言广告都大量使用具有积极评价意义的形容词和动词；4）第二人称代词使用频率最高。不同点主要体现在：1）祈使语气在英语广告中使用更为频繁，而汉语广告中感叹语气使用较多；2）汉语语篇更倾向于低值情态词，而英语语篇中的中值情态词和低值情态词的出现频率都较为频繁；3）在人称系统方面，英语语篇中不存在第一人称单数“我”，而汉语语篇则不同。汉语广告用第三人称“她”来描写化妆品，表达感情色彩，而英语广告则没有类似的修辞手法。本文对汉英化妆品广告文本的对比研究，拓展了系统功能语言学的应用领域，证明了其在化妆品广告人际意义对比研究的可行性。本文研究对化妆品广告文本撰写提供启示，有助化妆品进行跨国宣传,同时有助于消费者了解化妆品广告的语言特性，做到理智消费。
[Abstract]:One of the most important functions of language is the interpersonal function of language. The interpersonal function of language means that people communicate with each other through language, establish certain interpersonal relationships, influence the attitude or behavior of others, and express their views.
Taking the Hallidy system functional grammar as the theoretical basis, this paper takes 30 Chinese and 30 English cosmetic advertisements as textual analysis samples, and conducts a comparative study of interpersonal meaning from four aspects of mood, modality, evaluation and personal system. Using quantitative and qualitative research methods, the interpersonal meaning of the two language cosmetics advertisements is analyzed and discussed. The approach and the similarities and differences between the two kinds of advertising discourse in the construction of interpersonal meaning. The purpose of this paper is to prove the feasibility of systemic functional linguistics in the study of Chinese and English cosmetics advertising discourse, and to provide inspiration for the writing of cosmetics advertising.
It is found that the framework of interpersonal meaning in systemic functional linguistics is feasible in the comparative analysis of Chinese and English cosmetics advertising. There are similarities and differences between Chinese and English cosmetics advertising language in the process of constructing interpersonal meaning. The common points are as follows: 1) declarative mood is the most frequent use of cosmetic information as a means of providing cosmetic information. The proportion of the four languages is the largest; 2) from the point of view of modality, the use of high value modal words in Chinese and English cosmetic advertisements is lower, while the use rate of low value modal words is higher; in addition, the frequency of modal adjuncts, time and mood adjuncts is higher, and 3) in the evaluation system. On the other hand, two language ads use adjectives and verbs with positive evaluation; 4) the use of second person pronouns is the highest. Different points are mainly embodied in: 1) the use of imperative mood is more frequent in English advertising, and the use of exclamatory mood in Chinese advertisements is more; 2) Chinese text is more inclined to low value modality words, and English The frequency of middle value modality and low value modal words in the discourse are more frequent; 3) in the person system, there is no first person singular "I" in the English discourse, while the Chinese text is different. The Chinese advertisement uses the third person "she" to describe the cosmetics, express the feeling color, and there is no similar rhetorical hand in the English advertisement. Law.
The contrastive study of Chinese and English cosmetics advertising text extends the application field of systemic functional linguistics and proves its feasibility in the comparative study of interpersonal meaning in cosmetic advertisements. This paper provides inspiration for the writing of cosmetics advertising text, helps cosmetics to carry out transnational propaganda, and helps consumers to understand cosmetics advertising. The characteristics of the language, to be rational consumption.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H315;H15

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