本文選題：互文性 + 英文食品廣告　； 參考：《廣東外語外貿大學》2007年碩士論文

【摘要】： 本文旨在分析英文食品廣告詞中互文性所蘊含的意境。運用互文分析理論，對平面廣告中的互文現象進行分析，著重互文性在平面廣告中的表現形式和語篇功能。 由于互文性理論在應用語篇分析中不可忽視的作用，本文嘗試對一種應用語篇——廣告，尤指食品廣告進行互文性研究。本研究建立在一個綜合的理論框架之上——以辛斌的互文分析模式為基礎，，輔以喬興蘭的媒體互文使互文理論在分析廣告文本中更加完善。同時，進一步利用了以姚斯、伊瑟而為代表的接受美學理論以分析讀者的認知與接受程度。 分析結果顯示出一貫被認為隸屬文學分析領域的互文性研究在應用范疇也有著廣泛的用武之地。英文食品廣告的范例表明話語的互文性具有一定的普遍性。互文性的應用成為精彩廣告的重要因素，但同時也存在著互文失敗，而圖片作為當今廣告不可分割的一部分本身也具有強大的互文性特征。 通過分析具有互文性的語言手段在英文食品廣告語篇中所起的作用，作者希望對人們樹立科學的消費觀念有所幫助。同時，本文最后更提出了互文性對廣告文本創(chuàng)意與翻譯等方面的重要啟示。 更為重要的是，廣告中互文性的研究為中國廣告在創(chuàng)意與設計理念的創(chuàng)新上指出了新的方向。中國廣告業(yè)發(fā)展日新月異但仍處于咿呀學語的起步階段，應多借鑒外國廣告的優(yōu)勢達到創(chuàng)新的目的。中國的廣告人應該意識到互文性對廣告整體創(chuàng)意的重要影響，并能充分運用這一手段為廣告增色以期達到交際目的更能在國際舞臺上與國外廣告業(yè)一較高下。
[Abstract]:The purpose of this paper is to analyze the artistic conception of intertextuality in English food advertisements. Based on the theory of intertextuality, this paper analyzes the phenomenon of intertextuality in print advertising, with emphasis on the form of intertextuality and discourse function in print advertising. Since the theory of intertextuality plays an important role in applied discourse analysis, this paper attempts to conduct an intertextuality study on an applied discourse advertising, especially food advertising. This study is based on a comprehensive theoretical framework, which is based on Xin Bin's intertextuality analysis model, supplemented by Qiao Xinglan's media intertextuality, which makes the intertextuality theory more perfect in the analysis of advertising texts. At the same time, the author makes use of the reception aesthetics theory represented by Yao and Iser to analyze the readers' cognition and acceptance. The results show that intertextuality, which has always been regarded as a subject of literary analysis, also offers a wide range of opportunities for the application of intertextuality. The example of English food advertisement shows that the intertextuality of discourse is universal. The application of intertextuality has become an important factor of brilliant advertising, but at the same time, there are also intertextuality failures. As an integral part of today's advertisements, pictures also have strong intertextuality characteristics. By analyzing the role of intertextuality in English food advertising, the author hopes to help people establish a scientific concept of consumption. At the same time, the paper also puts forward the important enlightenment of intertextuality on advertising text creativity and translation. More importantly, the research of intertextuality in advertising has pointed out a new direction for the innovation of creative and design ideas in Chinese advertising. China's advertising industry is developing rapidly but is still in the initial stage of learning English. We should learn more from the advantages of foreign advertising to achieve the purpose of innovation. Chinese advertisers should be aware of the important influence of intertextuality on the overall creativity of advertising, and can make full use of this means to add color to advertising in order to achieve the goal of communication in the international arena than the foreign advertising industry.
【學位授予單位】：廣東外語外貿大學
【學位級別】：碩士
【學位授予年份】：2007
【分類號】：H313

【引證文獻】

相關碩士學位論文 前1條

1 彭桂;網絡新聞標題的互文性研究[D];湖南師范大學;2010年

本文編號：1915967