产品广告的功能语体分析

发布时间：2018-07-28 18:26

【摘要】：随着经济和技术的发展，世界已经进入了一个信息化时代。信息做为人们生活中不可缺少的一部分，通过各种个样的途径传播。例如，广告，新闻报道，社论，专刊，娱乐等等。广告作为信息最为简洁有效又常见的传播方式已经引起越来越多国内外学者的关注。无论人们喜欢与否，接受与否，广告都充斥于我们的日常生活之中。本文主要基于Halliday（1994）的系统功能语言学，从三大纯理功能（概念功能、人际功能和语篇功能）的角度，结合Swales（1990）和Bhtia（1993）的语步理论，借助于Wordsmith统计软件的Concordance工具对语料库中的产品广告的功能和语体特征进行了定性、定量分析。首先，建立了一个由80篇产品广告构成的语料库。语料库中的大部分产品广告来自于Fortune, Newsweek和Time等杂志。其次，基于Swales（1990）关于语步的理论，借鉴Bhtia（1993）总结出来的七种语步模式，将语料库中的产品广告进行语步的划分，对各个语步进行功能语体分析，研究表明，产品广告由四个语步构成，语步一的主要作用是用来吸引读者注意力，激起读者对该产品的好奇心。语步二用来介绍产品的性能，特点。语步三主要刺激和鼓励读者进行消费。再次，基于Halliday（1994）的及物性理论，采用Concordance工具，对产品广告的及物性特征进行统计和分析。结果显示，产品广告中多采用物质过程来强调产品的客观真实性，关系过程用于描述产品的突出性能。第五，根据Halliday（1994）的系统功能语言学中人际功能的相关理论，研究了产品广告的语气特征。结果表明，在广告中陈述句所占的比例最高，其次是疑问句，，祈使句所占比例最低。这充分体现了广告以描述产品特征、劝说消费者购买为主的语体特征。第六，根据HallidayHasan（1984）的衔接理论，对产品广告的语篇功能进行分析。其中语法衔接中的指称、省略和词汇衔接中的重复出现率较高。这体现了广告语体的简洁、生动、说服力强的特征。广告作为一种语体有其特有的语言特征和交流目的，广告是一种说服性语体，它的目的是使用吸引及劝说性的语言来促使读者消费。本文通过基于语料库的研究结果体现了该语体的语体特征及语言特点，希望本文的研究，为产品广告的语体分析研究提供有价值的参考依据和理论信息，并对文体写作教学和英语学习有所帮助。
[Abstract]:With the development of economy and technology, the world has entered an information age. As an indispensable part of people's life, information is transmitted through various ways. For example, advertisements, news reports, editorials, monographs, entertainment, etc. Advertising, as the most simple and effective way to spread information, has attracted more and more attention of scholars at home and abroad. Whether people like it or not, accept it or not, advertising is full of our daily life. Based on Halliday's (1994) systemic functional linguistics, this paper combines the theories of Swales (1990) and Bhtia (1993) from the perspectives of three major pure functions (conceptual function, interpersonal function and textual function). The function and stylistic features of product advertisements in the corpus are analyzed qualitatively and quantitatively with the help of the Concordance tool of Wordsmith statistical software. Firstly, a corpus of 80 product advertisements is established. Most of the product advertisements in the corpus come from magazines such as fortune, Newsweek and Time. Secondly, based on Swales (1990)'s theory of Sequential step and using Bhtia (1993) as a reference, the product advertisement in the corpus is divided into two parts, and the functional stylistic analysis of each step is carried out. The product advertisement consists of four steps. The main function of step one is to attract readers' attention and arouse their curiosity about the product. Step 2 is used to introduce the performance and characteristics of the product. Step 3 mainly stimulates and encourages readers to consume. Thirdly, based on the theory of Halliday (1994) and transitivity, this paper uses Concordance tool to analyze the characteristics of product advertising. The results show that the material process is used to emphasize the objective authenticity of the product and the relational process is used to describe the outstanding performance of the product. Fifthly, according to Halliday's theory of interpersonal function in systemic functional linguistics (1994), this paper studies the mood characteristics of product advertising. The results show that the proportion of declarative sentences in advertisements is the highest, followed by interrogative sentences and imperative sentences. This fully embodies the stylistic features of advertising to describe product features and persuade consumers to buy. Sixth, according to HallidayHasan's cohesion theory (1984), the text function of product advertising is analyzed. Among them, reference, ellipsis and repetition in grammatical cohesion are higher. This reflects the simple, vivid and persuasive features of the advertising language. Advertising, as a kind of language style, has its own linguistic characteristics and communication purposes. Advertising is a persuasive style, which aims to use attractive and persuasive language to promote readers' consumption. In this paper, the corpus-based research results reflect the stylistic features and linguistic characteristics of the style. I hope that the research in this paper will provide valuable reference and theoretical information for the stylistic analysis of product advertising. It is helpful for stylistic writing teaching and English learning.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15

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