人际意义视角下的中美房地产广告对比研究

发布时间：2018-07-15 21:40

【摘要】：近几年来,房地产行业体现出蓬勃生机,房地产业己越来越成为推动中国经济发展的主要力量。而与之相对应的房地产广告在各种广告媒体中占据着越来越重要的位置。房地产广告,主要是指楼盘开发商,以及各房屋中介机构发布的出售,出租房屋的相关信息。这些广告一般介绍了楼盘的具体信息、,使读者对该楼盘有一定的了解。从一定程度上来说,房地产广告的质量好坏,直接影响楼盘的销售情况。因此,房地产商为了增加房产销售量,除了不断提高楼盘本身的质量外,更多会在楼盘广告方面做研究,尽可能创作出有较强吸引力的楼盘广告,基于此,对于如何创作出更有吸引力的房地产广告研究是势在必行。目前对于房地产广告的研究主要分为两类,一类是从房地产领域做研究如何增加房产销售量,而另一类则是从房地产广告的语言出发,增加广告语言的吸引力。而对于如何从语言角度出发,创作更好的房地产广告,一直是语言学家们不断探索研究的主题。但一直以来,学者们对于房地产广告的研究基本都是从修辞学,语用学,文体学角度出发,但研究在房地产广告中如何通过一些语法成分的选用和组合来促进房地产广告中人际功能的实现的并不多,而韩礼德系统功能语法中的人际意义理论则在此方面给了我们很好的借鉴。韩礼德系统功能语法中的三大元功能为概念功能、人际功能、语篇功能。而其中的人际功能认为交际双方中的一方可以通过语言来表达自己的观点,态度,从而间接影响听话方的观点,态度和行为。该理论拓宽了实用文本的研究视角,尤其适用于广告本文的研究。本文以韩礼德的语篇人际意义为理论,并以30篇来自全国六大大房地产业发达城市,北京、上海、武汉、广州、深圳、重庆的房地产广告作为中文例子,以30篇来美国著名房产公司Ryland Homes的美国房地产广告作为英语例子,运用定性和定量方法,从语气、情态、人称等三个方面做出具体分析,揭示出房地产广告商是如何通过不同的语言手段实现人际意义,并得出美国房地产广告和中国房地产广告在实现语篇人际意义中的相似性和差异性。中美房地产广告实现人际意义的相似性：(1)在语气方面,中国房地产广告和美国房地产广告都较多的运用了陈述句语气向读者传达信息,并较多用祈使句实现行为要求；(2)从情态方面来看,中美房地产广告都采用较多可能性情态,并运用义务性表达对顾客提出微弱购买要求；(3)在人称方面,第二人称在中美房地产广告中使用频率最高,而第一人称则都倾向于用复数形式,同时第一人称和第二人称的互动对两国房地产广告人际意义的实现起着重要作用。中美房地产广告实现人际意义的差异性：(1)从语气来看,中国房地产广告较多的运用了感叹句,而美国房地产广告较多的运用了祈使句；(2)从情态方面来看,中国房地产采用的可能性情态较美国方面低,并且采用较多表示经常性的表达,而美国房地产广告中基本没有经常性的表达,同时,中国房地产广告中的义务性表达明显高于美国房地产广告中的义务性表达(3)从人称方面来看,中国房地产广告较多的使用第二人称的“您”,而美国房地产没有此用法,同时,美国房地产中的第一人称复数“we”一般指代地产商,而中国房地产广告中的第一人称可以指地产商,第三方消费者,以及同时指消费者和地产商。韩礼德系统功能语法认为,社会文化因素对语言的使用有着较大影响,因此在本文的最后,作者也从文化和语言因素对这些差异做出简要分析。
[Abstract]:In recent years, the real estate industry has shown vigorous vitality, the real estate industry has become more and more important to promote the development of China's economy. And the corresponding real estate advertising occupies a more and more important position in all kinds of advertising media. Real estate advertising, mainly refers to real estate developers, and the release of various housing agencies. In general, the quality of the real estate advertising, to a certain extent, has a direct impact on the sale of real estate. Therefore, in order to increase the sales of real estate, the real estate business can not only improve the quality of real estate, but also improve the quality of real estate itself. In addition, more will be done in the field of advertising research, as far as possible to create a strong attractive real estate advertising, based on this, how to create more attractive real estate advertising research is imperative.
At present, there are two main types of research on real estate advertising. One is to study how to increase the sales of real estate from the real estate field, while the other is from the language of real estate advertising to increase the appeal of the advertising language. However, the research on real estate advertising has been basically from the perspective of rhetoric, pragmatics and stylistics, but the research on how to promote the realization of interhuman function in real estate advertising through the selection and combination of some grammatical components in real estate advertising is not much, but Hallidy system work The theory of interpersonal meaning in grammar gives us a good lesson in this respect.
The three major functions of Hallidy's system functional grammar are conceptual, interpersonal and textual functions. The interpersonal function of the system holds that one of the parties can express their views and attitudes through language, thereby indirectly affecting the listener's views, attitudes and actions. This theory broadens the perspective of practical text, especially the perspective of practical text. It is suitable for the study of advertising.
Based on the theory of Hallidy's interpersonal meaning, and 30 examples of real estate advertisements from six big real estate cities, Beijing, Shanghai, Wuhan, Guangzhou, Shenzhen and Chongqing, 30 American real estate ads from Ryland Homes, a famous American real estate company, are used as examples in English, and the qualitative and quantitative methods are used. The author makes a specific analysis of three aspects, such as mood, modality and person, and reveals how real estate advertisers realize interpersonal meaning through different language means, and draws the similarity and difference between American real estate advertising and Chinese real estate advertising in the realization of interpersonal meaning in the discourse.
The similarities between Chinese and American real estate advertising realize interpersonal meaning: (1) in terms of mood, both Chinese real estate advertising and American real estate advertising have used more declarative sentences to convey information to readers, and more use imperative sentences to achieve behavioral requirements; (2) from the aspect of modality, China and the United States use more possibility modality in real estate advertising. (3) in person, the second person used the highest frequency in the Chinese and American real estate advertising, while the first person tends to use the plural, while the first person and the second person interaction plays an important role in the realization of the interpersonal meaning of the two countries.
The difference of interpersonal meaning between Chinese and American real estate advertisements: (1) in terms of mood, Chinese real estate advertisements have used exclamatory sentences more, while American real estate advertisements have used imperative sentences more; (2) from the aspect of modality, the possibility of real estate in China is lower than that of the United States, and more frequent tables are used. There is no regular expression in American real estate advertising, and the compulsory expression in Chinese real estate advertisements is obviously higher than that of American real estate advertisements (3). From the personal point of view, Chinese real estate ads use more than second person "you" in Chinese real estate advertising, while American real estate does not use this usage, meanwhile, America The first person plural "we" in real estate generally refers to a real estate agent, while the first person in China's real estate advertisement can refer to a real estate agent, a third party consumer, and a consumer and a real estate agent.
The Hallidy system functional grammar holds that social and cultural factors have a great influence on the use of language, so at the end of this article, the author also makes a brief analysis of these differences from cultural and linguistic factors.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15;H315

【参考文献】