本文選題：中美房地產(chǎn)廣告 + 批評(píng)話語(yǔ)分析��； 參考：《浙江工商大學(xué)》2013年碩士論文

【摘要】：住房是人們的基本生活需要之一,作為房屋信息主要來(lái)源的房地產(chǎn)廣告在報(bào)紙上是很常見的。本研究在批評(píng)話語(yǔ)分析視角下,在中國(guó)和美國(guó)三家主流報(bào)紙各抽取100篇房地產(chǎn)廣告進(jìn)行對(duì)比研究,以期幫助人們更好的理解房地產(chǎn)廣告,了解中美兩國(guó)人的不同居住心理,以提高對(duì)房地產(chǎn)廣告的批評(píng)性閱讀能力。本研究試圖回答四個(gè)問(wèn)題：1)中美房地產(chǎn)廣告各自的語(yǔ)言特征是什么；2)中美房地產(chǎn)廣告是如何通過(guò)話語(yǔ)實(shí)踐形成語(yǔ)篇的?3)中美房地產(chǎn)廣告話語(yǔ)背后的意識(shí)形態(tài)是什么?4)這些意識(shí)形態(tài)的成因是什么? 本研究以費(fèi)爾克勞夫的三維模式為分析框架,從描寫,解釋和闡釋三個(gè)維度對(duì)中美房地產(chǎn)廣告進(jìn)行對(duì)比分析。在描寫維度上,以韓禮德的三大純理功能中概念功能的及物性以及詞匯分類為主要分析工具,描述廣告的語(yǔ)言特點(diǎn)；在解釋維度上,以韓金龍對(duì)互文性的分類(細(xì)節(jié)互文,體裁互文和文化互文)為工具定量定性對(duì)比分析房地產(chǎn)廣告語(yǔ)篇的生成；最后在闡釋維度上,從社會(huì)實(shí)踐方面揭示出中美兩國(guó)房地產(chǎn)廣告背后的意識(shí)形態(tài)并分析其成因。 本研究主要得出如下結(jié)論：在語(yǔ)言特征上,中美房地產(chǎn)廣告都傾向于使用及物性中的關(guān)系過(guò)程來(lái)介紹房地產(chǎn)的具體信息。不同之處在于,中國(guó)房地產(chǎn)廣告常用華麗詞語(yǔ),美國(guó)房地產(chǎn)廣告常用樸實(shí)詞語(yǔ)。在話語(yǔ)形成過(guò)程中,中國(guó)房地產(chǎn)廣告普遍使用體裁互文和文化互文來(lái)形成語(yǔ)篇并反映出意識(shí)形態(tài),細(xì)節(jié)互文使用較少：美國(guó)房地產(chǎn)廣告有少量語(yǔ)篇使用體裁互文和文化互文,沒有使用細(xì)節(jié)互文。中國(guó)房地產(chǎn)廣告反映的意識(shí)形態(tài)主要有：對(duì)地位身份的追求,對(duì)教育的重視以及濃重的家庭觀念；美國(guó)房地產(chǎn)廣告反映的意識(shí)形態(tài)主要是對(duì)隱私性的重視。兩者共同反映出的意識(shí)形態(tài)是對(duì)優(yōu)美的自然居住環(huán)境的推崇。以上這些意識(shí)形態(tài)差異是中美兩國(guó)不同文化在房地產(chǎn)廣告上的具體體現(xiàn)。
[Abstract]:Housing is one of people's basic living needs. As the main source of housing information, real estate advertisements are very common in newspapers. From the perspective of critical discourse analysis, this study selects 100 real estate advertisements from three major newspapers in China and the United States for comparative study, in order to help people better understand real estate advertisements and understand the different residential psychology of Chinese and American people. In order to improve the real estate advertising critical reading ability. This study attempts to answer four questions: 1) what are the linguistic characteristics of Chinese and American real estate advertisements; (2) how do Chinese and American real estate advertisements form discourse through discourse practice? what are the ideologies behind the discourse) what are the causes of these ideologies? Based on the three-dimensional model of Faircroft, this study makes a comparative analysis of real estate advertising in China and America from three dimensions: description, explanation and interpretation. In the descriptive dimension, the main analysis tools are the conceptual function, the transitivity and the lexical classification of Halliday's three pure functions, and the linguistic characteristics of the advertisement are described, while in the explanatory dimension, Han Jinlong's classification of intertextuality (detailed intertextuality) is used as the main analysis tool. Genre intertextuality and cultural intertextuality) are used to quantitatively and qualitatively analyze the formation of real estate advertising discourse. Finally, from the perspective of social practice, the author reveals the ideology behind real estate advertising in China and the United States and analyzes its causes. The main conclusions of this study are as follows: in terms of linguistic features, Chinese and American real estate advertisements tend to introduce the specific information of real estate by using the relation process of physical properties. The difference is that Chinese real estate advertising is often used gorgeous words, American real estate advertising used simple words. In the process of discourse formation, Chinese real estate advertisements generally use genre intertextuality and cultural intertextuality to form discourse and reflect ideology, while detail intertextuals are less used: a small number of American real estate advertisements use genre intertextuals and cultural intertextuals. No details intertexted. The ideology reflected by Chinese real estate advertisements mainly includes the pursuit of status and identity, the importance of education and the strong family concept, while the ideology reflected in American real estate advertisements is mainly the emphasis on privacy. Both reflect the ideology of the beautiful natural living environment. These ideological differences are the concrete embodiment of the different cultures of China and the United States in real estate advertising.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：H315;H15

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本文編號(hào)：2036510