基于评价理论的英汉公益广告对比分析

发布时间：2018-06-07 15:23

本文选题：评价理论 + 英文公益广告　；参考：《江西师范大学》2015年硕士论文

【摘要】：作为最广泛的信息传递媒介,广告已经成为人们公开而广泛地向社会传达信息的一种宣传手段。广告,以其快速的发展和广泛的传播,已经成为我们日常生活的重要组成部分。公益广告是广告的一个分支,作为一种非营利性的服务于公众的广告,其目的是提倡核心价值观,并致力于谋公共福利和利益,推动社会的进步和文明。很明显中外国家都存在着大量的公益广告。尽管中英文公益广告的目的和作用相同,但由于文化价值的不同他们之间也必然存在着差异。本研究旨在以评价理论框架为基础对英汉公益广告进行对比分析,目的在于探索两种公益广告在评价资源的使用方面的异同点。作为系统功能语言学的发展和补充,评价理论是对语篇中的态度意义的评价性分析。本文共收集中英文公益广告各30篇。中文公益广告主要来自央视网站和中国公益广告网。英文语料收集于一些重要杂志,如《新闻周刊》、《财富》和《时代》。为了得到更细致的理解,收集的语料又将细分为环保类和社会服务类两大类型。采用定量和定性相结合的方法,本文旨在探索以下几个问题:1)中英文公益广告在态度资源方面存在什么异同?2)中英文公益广告在介入资源方面存在什么异同?3)中英文公益广告在级差资源方面存在什么异同?通过对比分析,研究发现英汉公益广告在评价资源使用方面存在诸多异同点。总的来说,汉语公益广告中评价资源较于英语公益广告偏多。环保类英汉公益广告中,评价资源的使用相似之处在于:1)态度系统中,鉴赏资源的使用最为普遍;2)介入系统中,接纳资源占绝大比例,并且绝大多数对话紧缩通过否认资源实现;3)级差系统中,语势资源的使用远远多于聚焦资源。另一方面,他们之间也存在一定差异:1)态度系统中,在鉴赏资源之下,英文公益广告较多采用价值资源,而中文公益广告更倾向于反应资源;2)介入系统中,英文公益广告较多采用对话扩展资源,而中文公益广告则采用较多的对话紧缩资源;3)级差系统中,在语势资源的使用方面,英文公益广告使用更多强化资源,而中文公益广告更倾向于量化资源。社会服务类英汉公益广告中,评价资源的使用相似之处在于:1)态度系统中,鉴赏资源的使用最为普遍;2)介入系统中,对话紧缩资源都多于对话扩展资源;3)级差系统中,语势资源的使用远胜于聚焦资源。其次,他们之间的差异如下:1)态度系统中,情感资源在英文公益广告中少之又少,但在中文公益广告中占有较大比重;2)介入系统中,对话紧缩资源方面,英文公益广告采纳了否认和宣称,而中文公益广告只使用了否认;3)级差系统中,英文公益广告采纳了语势和聚焦资源,而中文广告中只有语势资源。总之,本文试图运用评价理论对英汉公益广告的评价资源进行对比分析,不仅充实了当前对其的相关研究,而且有助于更好的理解公益广告语篇。
[Abstract]:As the most extensive information transmission medium, advertising has become an open and widespread way to communicate information to society. Advertising, with its rapid development and wide spread, has become an important part of our daily life. Public service advertising is a branch of advertising, as a non-profit advertising serving the public, its purpose is to promote the core values, and to strive for public welfare and interests, to promote social progress and civilization. It is clear that there are a large number of public service advertisements in China and foreign countries. Although the purpose and function of Chinese and English public service advertisements are the same, there must be differences between them due to the differences of cultural values. The purpose of this study is to explore the similarities and differences between the two kinds of public service advertisements in the use of evaluation resources based on the framework of evaluation theory. As the development and supplement of systemic functional linguistics, the theory of evaluation is an evaluative analysis of the meaning of attitude in discourse. A total of 30 Chinese and English public service advertisements are collected in this paper. Chinese Public Service Advertising mainly comes from CCTV website and China Public Service Advertising Network. English corpus is collected in some important magazines, such as Newsweek, Fortune and time. In order to get a more detailed understanding, the collected corpus will be subdivided into two categories: environmental protection and social services. Using a combination of quantitative and qualitative methods, The purpose of this paper is to explore the following questions: 1) what are the similarities and differences between Chinese and English public service advertisements in terms of attitude and resources? (2) what are the similarities and differences between Chinese and English public service advertisements in terms of intervening resources? 3) what are the similarities and differences in terms of differential resources in Chinese and English public service advertising? Through comparative analysis, it is found that there are many similarities and differences in evaluating the use of resources in English and Chinese public service advertisements. Generally speaking, there are more evaluation resources in Chinese public service advertisement than in English public service advertisement. In the English-Chinese public service advertisements of environmental protection, the similarity in the use of evaluation resources is that in the "1: 1) attitude system, the most common use of appreciation resources is in the intervention system", in which the acceptance of resources accounts for the vast majority. And most of the dialogs are realized by denying the resources. In the differential system, the use of the potential resources is much more than that of the focused resources. On the other hand, there are some differences between them. In the system of attitude and attitude, under appreciation resources, English public service advertisements tend to use value resources, while Chinese public service advertisements tend to reflect resources. In English public service advertisements, dialogue expansion resources are more used, while in Chinese public service advertisements, more intensive resources are used in the use of language potential resources, while in Chinese public service advertisements, more intensive resources are used in the use of language potential resources. And the Chinese public service advertisement is more inclined to quantify the resources. In social service English and Chinese public service advertisements, the similarities in the use of evaluation resources are in the system of: 1) attitude, the most common use of appreciation resources is in the intervention system, in which the resources of dialogue contraction are more than those of dialogue expansion resources / 3) differential system. The use of potential resources is much better than that of focusing resources. Secondly, the differences between them are as follows: 1) in the attitude system, emotional resources are very few in English public service advertisements, but they occupy a large proportion in Chinese public service advertisements. English public service advertisements adopt denial and proclamation, while Chinese public service advertisements only use denial 3) differential system. English public service advertisements adopt language and focus resources, while Chinese advertisements only use verbal potential resources. In a word, this thesis attempts to make a contrastive analysis of the evaluation resources of public service advertisements in English and Chinese by using the theory of evaluation, which not only enriches the current research on public service advertising, but also contributes to a better understanding of the discourse of public service advertisements.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：H136;H313

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