本文選題：手機(jī)廣告 + 人際意義��； 參考：《吉林大學(xué)》2017年碩士論文

【摘要】：語(yǔ)言除了表達(dá)說(shuō)話者的經(jīng)驗(yàn)和內(nèi)心活動(dòng)之外,還可以用來(lái)傳達(dá)說(shuō)話者的身份、地位、動(dòng)機(jī)、態(tài)度以及對(duì)其他事物的判斷等,這種功能被稱為語(yǔ)言的人際功能。通過(guò)人際功能,說(shuō)話者可使自己在某種語(yǔ)境中表達(dá)自己的態(tài)度和推斷,從而影響或改變別人的態(tài)度和行為。韓禮德(2004)指出人際意義是一種與他人確立和保持社會(huì)關(guān)系的方式。人際功能不同,人際意義的實(shí)現(xiàn)方式也不同。本論文以韓禮德的系統(tǒng)功能語(yǔ)法框架為基礎(chǔ),研究中英文手機(jī)廣告人際意義。本論文從國(guó)內(nèi)外著名手機(jī)品牌官網(wǎng)上選取中英文廣告各30篇,共4余萬(wàn)字,作為本文的語(yǔ)料,采用定量研究和定性研究相結(jié)合的方法,從語(yǔ)氣、情態(tài)和人稱系統(tǒng)三個(gè)方面,研究人際意義在中英手機(jī)廣告中的共同點(diǎn)和區(qū)別。通過(guò)研究,作者發(fā)現(xiàn)中英文手機(jī)廣告人際意義的共同點(diǎn)有:(1)在語(yǔ)氣方面,中英文語(yǔ)料都使用陳述句最多,用來(lái)介紹產(chǎn)品的特點(diǎn),使得消費(fèi)者可以獲取全面、可靠的產(chǎn)品信息。疑問(wèn)句、感嘆句和祈使句用來(lái)吸引讀者,引起他們的注意,從而有助于傳遞產(chǎn)品信息;(2)在情態(tài)方面,中英文廣告使用可能性情態(tài)較多,這一方面可以使消費(fèi)者解讀出積極信息,另一方面,因?yàn)檫壿嬌系奶攸c(diǎn)可以為廣告商辯護(hù);(3)在人稱系統(tǒng)方面,第二人稱使用率占三種人稱比例最高。直接對(duì)消費(fèi)者使用第二人稱,有助于增加與他們的互動(dòng)和交流。中英文手機(jī)廣告人際意義的不同之處在于:(1)在語(yǔ)氣方面,英文廣告中存在少量使用祈使句,敦促消費(fèi)者采取消費(fèi)行動(dòng)的例子;(2)情態(tài)方面,從整體來(lái)說(shuō),英文語(yǔ)料使用多于中文語(yǔ)料。英文手機(jī)廣告中情態(tài)的使用多于意態(tài)。在中文廣告中,意態(tài)的表達(dá)多于情態(tài);(3)在人稱系統(tǒng)方面,英文手機(jī)廣告使用第三人稱的比例高于中文廣告,第三人稱的使用會(huì)使文本具有客觀性;相比較而言,中文手機(jī)廣告使用第一人稱比例較高,第一人稱的復(fù)數(shù)形式比較親切,用于拉近與消費(fèi)者的心理距離。中文語(yǔ)料有時(shí)還會(huì)使用第二人稱敬語(yǔ)“您”,來(lái)表示對(duì)消費(fèi)者的尊重,這是英文語(yǔ)料所沒(méi)有的。
[Abstract]:In addition to expressing the speaker's experience and inner activities, language can also be used to convey the speaker's identity, status, motivation, attitude and judgment of other things. This function is called the interpersonal function of language. Through interpersonal function, the speaker can make himself express his attitude and inference in a certain context, thus influence or change the attitude and behavior of others. Halliday (2004) points out that interpersonal meaning is a way to establish and maintain social relations with others. The interpersonal function is different, the realization way of interpersonal meaning is also different. Based on Halliday's systematic functional grammatical framework, this thesis studies the interpersonal meaning of Chinese and English mobile phone advertisements. In this paper, 30 advertisements in both Chinese and English are selected from the official websites of famous mobile phone brands at home and abroad, with a total of more than 40 million words, which is used as the corpus of this paper. It adopts the method of combining quantitative and qualitative research, from three aspects of mood, modality and person system. To study the similarities and differences of interpersonal meaning in Chinese and British mobile advertising. In terms of mood, both Chinese and English corpus use the most declarative sentences to introduce the characteristics of the product and enable consumers to obtain comprehensive and reliable product information. Questions, exclamations and imperatives are used to attract readers and attract their attention, thus helping to convey product information.) in terms of modality, Chinese and English advertisements are more likely to use modals, which can enable consumers to interpret positive messages. On the other hand, because the logical characteristics can defend the advertisers, the second person claims the highest proportion of the three persons in the personal system. Using a second person directly to consumers helps increase interaction and communication with them. The difference between the interpersonal meaning of mobile phone advertisements in English and Chinese is that in terms of tone, there are a small number of imperative sentences in English advertisements, examples of which urge consumers to take consumer action. The English corpus is used more than the Chinese corpus. Modality is used more frequently in English mobile advertising than in meaning. In Chinese advertising, the expression of meaning is more than that of modality. In person system, the proportion of the third person used in English mobile phone advertisement is higher than that in Chinese advertisement, and the use of the third person will make the text objective. The proportion of the first person is high in Chinese mobile phone advertising, and the plural form of the first person is more cordial, which is used to narrow the psychological distance between the first person and the consumer. The Chinese corpus sometimes uses a second person's honorific "you" to show respect for consumers, which the English corpus does not have.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：H313;H136

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