本文選題：廣告語篇　切入點(diǎn)：人際分析　出處：《西南財(cái)經(jīng)大學(xué)》2009年碩士論文

【摘要】： 隨著中國經(jīng)濟(jì)的高速發(fā)展以及改革開放的進(jìn)一步深化,我們進(jìn)入了一個(gè)“消費(fèi)經(jīng)濟(jì)時(shí)代”。在這個(gè)時(shí)代中,廣告無疑發(fā)揮著愈來愈重要的商業(yè)作用。一則成功的廣告,應(yīng)該是由多媒介語言組成的符號(hào)系統(tǒng),反映出藝術(shù)和科學(xué)的雙重思維。不可否認(rèn),為了追求“眼球效應(yīng)”,許多廣告設(shè)計(jì)者越來越看重廣告的可視性,但是另一方面,由于廣告語言設(shè)計(jì)不僅是一種意義形式的創(chuàng)造,更是一種精神的締造,因此傳統(tǒng)的語言仍然發(fā)揮著不可取代的作用。事實(shí)上,正因?yàn)閺V告語言本身具有強(qiáng)大的說服力與商業(yè)價(jià)值,才能激發(fā)消費(fèi)者的想象力與情感共鳴,并說服他們購買商品,為人廣泛傳播。此外,作為一種描述人際關(guān)系的特殊語言,廣告語言傳遞了關(guān)于商品或服務(wù)的最新信息,促進(jìn)了商品交易,從而推動(dòng)了現(xiàn)代經(jīng)濟(jì)社會(huì)的進(jìn)一步發(fā)展。 基于上述緣由,我們不難看出,對(duì)廣告語篇,尤其是其中語言部分的研究,無論是對(duì)于語言學(xué)領(lǐng)域的學(xué)者,還是對(duì)于廣告設(shè)計(jì)者與企業(yè)家們而言,都具有非常重要的作用。作為一個(gè)語言學(xué)方面的學(xué)生,作者認(rèn)為,在系統(tǒng)功能語法,尤其是人際功能理論的指導(dǎo)下,有必要對(duì)廣告語言做一個(gè)全面詳盡的探究,從而為廣告設(shè)計(jì)者們提供一些有價(jià)值的參考。 通過對(duì)社會(huì)、文化、心理語境下不同廣告的分析,不難發(fā)現(xiàn)現(xiàn)代廣告的語言形式與人際關(guān)系的實(shí)現(xiàn)應(yīng)該訴諸多樣化的連接關(guān)系,不同的語言策略也對(duì)應(yīng)著不同的推銷目的。在消費(fèi)經(jīng)濟(jì)時(shí)代,社會(huì)、文化、心理語境愈顯復(fù)雜,廣告不僅要激勵(lì)人們?nèi)ベ徫?更要關(guān)注民眾個(gè)體的幻想,通過創(chuàng)設(shè)一個(gè)個(gè)符號(hào)的寓言賦予商品具備某種文化或觀念價(jià)值的品格,與目標(biāo)消費(fèi)者達(dá)成共識(shí),并得到他們的忠實(shí)支持。消費(fèi)時(shí)代的語境特征給廣告交際的語言策略提供了重要依據(jù):廣告語境是因時(shí)多變的,廣告策略的選擇也要因時(shí)因地而異,具體問題具體分析,選擇最佳的策略,實(shí)現(xiàn)良好的廣告效果。 基于系統(tǒng)功能語法中人際功能的理論框架,文章圍繞語氣、情態(tài)和評(píng)價(jià)意義三個(gè)方面對(duì)廣告文本進(jìn)行分析,探討這一體裁的語言特點(diǎn)及其人際功能的實(shí)現(xiàn)途徑。通過對(duì)上述三方面的人際意義分析,本文揭示了人際關(guān)系實(shí)現(xiàn)與語言表達(dá)之間的緊密關(guān)系。研究發(fā)現(xiàn)通過選擇不同的語氣、情態(tài)和評(píng)價(jià)意義的表達(dá)形式,廣告設(shè)計(jì)者向消費(fèi)者提供更多的信息而不是直接提出購買要求,表達(dá)他們對(duì)商品、潛在顧客或自身的評(píng)價(jià),從而實(shí)現(xiàn)了表達(dá)意見和維持關(guān)系的人際功能。此外,廣告所體現(xiàn)的語言特點(diǎn)反映了廣告商在特定語境下的社會(huì)角色及其變化,隨著語篇的發(fā)展,廣告商逐漸將自己的地位從被動(dòng)、弱勢(shì)轉(zhuǎn)變?yōu)橹鲃?dòng)、強(qiáng)勢(shì),最終達(dá)到推銷產(chǎn)品之目的。 通過對(duì)廣告語言策略的意義分析,本文試圖證明人際功能對(duì)于該類體裁文本的分析行之有效。同時(shí),筆者希望通過此研究尋找廣告的語言策略及運(yùn)用規(guī)律,以期能為廣告創(chuàng)作提供更有效的思路,并希望通過此研究幫助廣告商們切實(shí)評(píng)價(jià)廣告的效應(yīng)并充分發(fā)揮廣告策略的功用。
[Abstract]:China along with rapid economic development and the deepening of reform and opening up, we have entered a "consumer economy" era. In this era, commercial advertising plays a more and more important role. A successful advertisement should be the symbol system composed of multi media language, reflect the art of thinking and double science. Admittedly, in order to pursue the "eye effect", many visual advertising designers pay more and more attention to advertising, but on the other hand, because of the advertising language design is not only to create a sense of form, is to create a kind of spirit, so the traditional language still plays an irreplaceable role. In fact, because of the advertising language itself has strong persuasive power and commercial value, in order to stimulate consumers' imagination and emotional resonance, and persuade them to buy goods, is widely spread. In addition, as A special language describing interpersonal relationships. Advertising language conveys the latest information about goods or services, promotes commodity trading, and promotes the further development of modern economic society.
Based on the above reasons, we can see that in advertising discourse, especially on the part of the language, both the linguistic scholars, or for advertising designers and entrepreneurs, have a very important role. As a student of linguistics, the author thinks that in systemic functional grammar, especially under the guidance of the theory of interpersonal function, it is necessary to do a comprehensive and detailed study of the advertising language, so as to provide some valuable reference for advertising designers.
Based on the social, cultural and psychological analysis of different advertising context, it is not difficult to find the realization of modern advertising language forms and interpersonal connections should resort to diverse, different language strategies corresponding to different marketing purposes. In the era of consumption, economic and social, cultural and psychological context is more complex, not only to advertising encourage people to go shopping, we should pay more attention to the people's fantasy, through the fable to create a one symbol gives commodities have some value or cultural character, to reach a consensus with the target consumers, and get their loyal support. The contextual features in the consumption era provides an important basis for advertising communication strategy: advertising language context is the time changeable, advertising strategies will vary from time to time, concrete analysis of concrete problems, to choose the best strategy to achieve good advertising effect.
The theoretical framework of interpersonal function in systemic functional grammar based on the tone, analysis of advertising texts in three aspects of modality and evaluation significance, approach to linguistic features of this genre and interpersonal functions. The interpersonal meaning of the three aspects of the analysis, this paper reveals the relationship between interpersonal relationship and language expression. The study found that closely. By choosing different forms of expression of mood, modality and evaluation significance, advertising designers to provide consumers with more information rather than directly proposed purchase request, to express their goods, evaluation of potential customers or their own, so as to realize the interpersonal function of expressing opinions and maintaining relations. In addition, the language features of advertising the reflection of the social role of advertisers and changes in the particular context, with the development of discourse, advertisers will gradually their status from Passivity, disadvantaged change into initiative, strong, and ultimately achieve the purpose of selling products.
Based on the analysis of the significance of advertising language strategy, this paper tries to prove that the interpersonal function for analysis of the genre of text effective. At the same time, the author hopes that this research can find the language of advertising strategies and the use of law, in order to provide a more effective way of thinking of advertisement creation, and hope and effect evaluation and advertising advertisers through this research help give full play to the function of advertising strategy.

【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：H315

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

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2 陳其功,辛春雷;廣告英語語篇的人際意義及其體現(xiàn)的勸說功能[J];西安外國語學(xué)院學(xué)報(bào);2005年03期

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本文編號(hào)：1721683