英汉广告文本互文性的顺应性研究

发布时间：2022-01-10 19:20

　　好广告不只在传达讯息,它能以信心和希望,穿透大众心灵。广告文本是广告信息的重要载体,广告文本的互文性引起了学者的关注,但多是对互文现象和表现形式的研究,对广告互文性的理论研究却明显不足。本文将根据语言顺应论探讨广告文本互文性,综合考虑社会、文化、认知三个因素对广告文本进行分析。本研究的理论基础是语言顺应论。本文将运用Verschueren的语言顺应论来研究广告文本互文性的生成和解读机制。本文根据社会及传播媒介的发展提出广告文本的媒介互文,从而广告文本的互文性归纳味四类,即具体互文,文化互文,体裁互文和媒介互文,并从语言顺应的角度对它们进行探讨。提出广告文本互文性的顺应性模式,指出顺应性支配着广告文本的创作和广告交际意义的生成。只有达到顺应,广告才能实现其交际目的,并指出广告文本在语境因素、语言结构上的顺应不是静止不变的,而是动态的。在研究过程中同时从美国心理学家马斯洛（Meslow）的需要层次论出发,帮助分析广告文本的顺应性,指出广告文本的成功在于顺应人们的客观需求。广告的顺应不是自发形成的,而是广告制作者致力寻求的顺应以达到广告的目的。广告受众也影响着广告文本的创作。文章主要采用定性... 

【文章来源】：南京财经大学江苏省

【文章页数】：70 页

【学位级别】：硕士

【文章目录】：
Acknowledgements
Abstract
摘要
Chapter One Introduction
    1.1 Background of the Study
    1.2 Objectives and Research Questions of This Study
    1.3 Theoretical and Methodological Orientations of the Present Thesis
    1.4. Data collection and Organization of the Present Thesis
Chapter Two Literature Review
    2.1 The Nature of Advertising
    2.2 Characters of Advertising Language
    2.3 Previous Studies on the Intertextuality in Ads
Chapter Three Theoretical Foundation
    3.1 Verschreren’s Adaptation Theory
        3.1.1 A Brief Introduction of Adaptability
        3.1.2 Three Fundamental Concepts of Adaptability
        3.1.3 The Four Angles of Investigation
    3.2 Maslow’s Hierarchy of Needs
    3.3 Implications for the Present Studies
Chapter Four Adaption Approach to the Intertextuality of Advertising Text
    4.1 Adaptation Model for the Intertextuality in Ads
    4.2 A Data-based Analysis of the Intertextuality in Ads
        4.2.1 The Adaptation-based Understanding of Intertectuality in Ads
            4.2.1.1 Specific Intertextuality
            4.2.1.2 Generic Intertextuality
            4.2.1.3 Cultural Intertextuality
            4.2.1.4 Media Intertextuality
        4.2.2 The Relative Nature of Intertextuality
    4.3 Adaptation Analysis to the Operating Mechanism of Intertextuality in Ads
        4.3.1 Intertextuality Formation under the Framework of Adaptation Theory
            4.3.1.1 Adaptation to the Contextual Elements
            4.3.1.2 Adaptation to the Structural Elements
            4.3.1.3 Dynamics of Adaptation
            4.3.1.4 Salience of Adaptation Processes
        4.3.2 The Interactions of the Factors Influencing the Generation and Interpretation of Intertextuality in Ads
        4.3.3 The Interpreting Process of Ads Intertextuality
    4.4 Pragmatic Effects of Ads Intertextuality under Adaptation Theory
        4.4.1 Capturing the Consumer's Eyes More Quickly
        4.4.2 Providing Added Value for Products
        4.4.3 Enhancing the Potential Persuasive Power of Advertising Texts
        4.4.4 Shouldering Social Responsibility
Chapter Five Conclusion
    5.1 Main Findings of the Thesis
    5.2 The Limitations of the Research
    5.3 Further research
Bibliography
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