本文選題：人際意義 + 商業(yè)廣告　； 參考：《中國海洋大學(xué)》2003年碩士論文

【摘要】： 韓禮德功能語法中的一個非常重要的組成部分是純理功能。他把純理功能分為語篇功能、人際功能和概念功能三種。語篇功能指的是語言使其本身前后連貫、并與語域發(fā)生聯(lián)系的功能；人際功能指的是人們用語言來和其他人交往，建立和保持人際關(guān)系、用語言來影響別人的行為，同時用語言來表達(dá)對世界的看法甚至改變世界的功能；概念功能是指語言對人們在現(xiàn)實(shí)世界包括內(nèi)心世界中各種經(jīng)歷加以表達(dá)的功能。本文主要分析廣告語篇中人際意義在情態(tài)表達(dá)中的體現(xiàn)。韓禮德的情態(tài)系統(tǒng)包括情態(tài)化和意態(tài)化，諸如可能性、經(jīng)常性、傾向以及意愿等的表達(dá)。它主要由情態(tài)操作詞、情態(tài)狀語以及人際語法隱喻等手段來實(shí)現(xiàn)，本文主要討論其中的情態(tài)操作詞和語氣狀語兩個方面的情況。 廣告是一門濃縮的、綜合的、商業(yè)性的藝術(shù)。作為一種應(yīng)用語言，它經(jīng)過長期的發(fā)展，已形成一種獨(dú)立的語體，構(gòu)成語言運(yùn)用形式的一個組成部分，與普通英語有著很大的區(qū)別。它是英語在特定社會條件下的一種變體和具體使用形式。作為一門語言藝術(shù)，廣告英語的語言特色及社會功能，都受到越來越廣泛的重視。廣告文體是一種具有很高商業(yè)價值的實(shí)用文體，廣告必須具備“推銷能力”，使人聽到或讀到廣告后能產(chǎn)生購貨的欲望；廣告必須具有“記憶價值”，給人以深刻的印象，使人能隨時想起某類商品的長處和特點(diǎn)。為此，廣告必須引人注目，具有“注意價值和“可讀性。英語廣告文體的語言特征都是與廣告的上述特點(diǎn)緊密相關(guān)的。英語廣告文體的語言屬于“鼓動性的語言”，有著強(qiáng)烈的“說服力”。它能影響人們的價值觀念，左右人們的生活方式，具有極期明確的物質(zhì)目標(biāo)。目的在于誘發(fā)人們的想象，激發(fā)人們的感情，勸告或慫恿顧客立即行動，去購某種商品。廣告?zhèn)鬟f著商品及服務(wù)的最新信息，并且促進(jìn)和推動了商品的銷售，從而也有利于推動社會的進(jìn)一步發(fā)展。廣告是說服行為，它要最終引導(dǎo)消費(fèi)者去購買商品，這是廣告的目的，所以要正確地把握消費(fèi)者的心理需求，知道消費(fèi)者在想什么，，它需要什么樣的產(chǎn)品和服務(wù)，它關(guān)心其中何種利益等等。消費(fèi)者在接受廣告信息的過程中，發(fā)揮作用的關(guān)鍵并非產(chǎn)品本身品質(zhì)或特點(diǎn)，而主要是看該產(chǎn)品是否與消費(fèi)者現(xiàn)行的觀念或意見相一致。即廣告必須傳達(dá)這樣的銷售信息：該信息能與消費(fèi)者現(xiàn)行心理狀態(tài)向符合，以增強(qiáng)消費(fèi)者的各種期望，從而獲得理想的效果。消費(fèi)者是廣告作用的對象。廣告欲想獲得成功，務(wù)必符合消費(fèi)者心理和行為的特 ，ii。 』。‘告盯。ji越來越多的rjI起丁人ffJ“，j天汪，小文的=卜嬰H的足運(yùn)川功能語言學(xué)13',J~f! 論框架刈』、‘i’川��；’進(jìn)仃系統(tǒng)的分析。小淪文、j：足J：韓兒德的系統(tǒng)功能語法理論，將人 際意義、湃域刪淪、情態(tài)意義和其仆的J’‘甜m篇訓(xùn)結(jié)合，征進(jìn)行理淪分析的叢㈣上， 采川數(shù)川!統(tǒng)汁的力‘法，劉i“篇進(jìn)玎髓化分忻，側(cè)咂研究小川種類的』。告湃篇rl I的人際 意義化h譬念系統(tǒng)的吱現(xiàn)，分忻對比他f『j之『“j的小lJIj之處，外征此叢礎(chǔ)上，捉…』’一告脅 該如fII』利JIJt一態(tài)意義來提商_j￡商-5IIJl，J，J斃／fI_／J，增證其訓(xùn)帔消貨前的力度，進(jìn)一步將理 淪心川f=Jj實(shí)踐。小論文在理淪探¨的?tⅫ}j之h 進(jìn)行r人量的研究分~fi-F_作，結(jié)合具 體的』。。甜沿篇對問題點(diǎn)進(jìn)行J’嗇lJfJi，進(jìn)而提…j’腆體的心Jtj方案。淪文研究的最終『1 的足通過肘J一告湃篇c}1人際意義如fII』住情念系統(tǒng)甜以實(shí)現(xiàn)的研究與探i、』，對系統(tǒng)功能 沿法一牡淪；H1fllf進(jìn)一步J越JtlJJ：符種吱川f文體這一lq題進(jìn)行理論和實(shí)踐～LIt~建議和指導(dǎo)。
[Abstract]:A very important part of Hallidy's functional grammar is the pure function. He divides the function of pure reason into three kinds: discourse function, interpersonal function and conceptual function. The function of discourse refers to the function of language to make it coherent and connected with the register; interpersonal function refers to people's communication with others by language. And maintaining interpersonal relationships, influencing people's behavior by language, expressing their views on the world and even changing the function of the world by language. Conceptual function refers to the function of language to people in the real world, including various experiences in the inner world. This article mainly analyzes the interpersonal meaning in the modal expression of the advertising discourse. The system of Hallidy's modality includes modality and mood, such as the expression of possibility, regularity, tendency and intention. It is mainly realized by modality operating words, modal adverbials and interpersonal grammatical metaphor. This paper mainly discusses the two aspects of modality operating words and modal adverbials.
Advertising is a concentrated, comprehensive, commercial art. As an application language, it has formed an independent body of language after a long period of development and constitutes a component of the use of language. It is very different from ordinary English. It is a variant and specific use of English in a specific society. A language art, the language features and social functions of advertising English have been paid more and more attention. Advertising style is a practical style with high commercial value. Advertising must have the "marketing ability" to make people expect to buy goods after they hear or read advertisements; advertisements must have "memory value" and give people a good idea. A profound impression makes one think of the strengths and features of a kind of commodity at any time. To this end, the advertisement must be noticeable, with "attention value and" readability. The language features of English advertising style are closely related to the characteristics mentioned above. The language of English advertising style belongs to the "inspiring language" and has a strong "Persuasion". It can affect people's values, the way people live and have a very clear material goal. The purpose is to induce people's imagination, to inspire people's feelings, to advise or encourage customers to act immediately and to buy some kind of goods. It is also beneficial to promote the further development of the society. Advertising is a persuasive act. It is necessary to guide consumers to buy goods, which is the purpose of advertising, so it is necessary to correctly grasp the consumer's psychological needs, know what the consumer is thinking, what kind of product and service it needs, what kind of interest it is concerned with, etc. In the process of advertising information, the key to play a role is not the quality or characteristics of the product itself, but mainly depends on whether the product is in line with the current concept or opinion of the consumer. That is, the advertisement must convey such a sales information that the information can be in line with the current psychological state of the consumer in order to enhance the expectations of the consumer and thus obtain the various expectations of the consumer. Consumers are the object of advertising. If you want to succeed in advertising, you must conform to the psychological and behavioral characteristics of consumers.
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"Stare at.Ji. More and more rjI get into ffJ," J Tian Wang, Xiaowen = Bu Ying H's Zu Yunchuan functional linguistics 13', J~f!
On the frame of mowing, "I" Chuan ting; "Jin Ding" system analysis. Xiao Ling Wen, j: foot J: Han Erde's Systemic Functional Grammar Theory
The combination of the meaning of J, the meaning of the modality and its servant's "J", the sweet m training, is applied to the analysis.
"Chuan Chuan Chuan", "the power of juice", "Liu I", "entering the marrow and dividing the marrow, studying the type of Chuan Chuan", "RL I"
Meaning h, for example, the squeak of the system, compare its f "J", "J's little lJIj", on the basis of this cluster. "A threat to a threat"
It should be called "fII", "Li", "JIJt", "_j", "-5IIJl", "J", "J", "kill" / "fI_" / "J", and increase the strength of training before elimination.
The practice of f=Jj in the heart of Sichuan Province. The small paper has been studied in the t}j h by R.
The sweet along the article carries on the J question lJfJi to the question question, then carries on... J's Jtj plan. The final 1 of the research on the reduced literature.
The foot is passed through the elbow J, a c}1, interpersonal meaning such as "fII", the system is sweet to realize the research and exploration of I, ", to the system function.
Along with the law, a H1fllf is further J; the more JtlJJ is: the theory of LQ and the F of the LQ style.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2003
【分類號】：H05

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 于海闊;從系統(tǒng)功能語言學(xué)看英漢影視翻譯[D];上海海事大學(xué);2007年

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