【摘要】： 廣告在日常生活中起著重要的作用,是傳播信息和交際的重要途徑和手段。語(yǔ)言是廣告的重要載體,廣告語(yǔ)言在長(zhǎng)期的發(fā)展中形成了自己獨(dú)特的風(fēng)格和語(yǔ)體,因此國(guó)內(nèi)外的語(yǔ)言學(xué)家從不同的角度對(duì)廣告語(yǔ)言進(jìn)行了研究。本文以韓禮德和哈桑的系統(tǒng)功能語(yǔ)言學(xué)中的銜接和連貫的理論為框架,主要分析和討論語(yǔ)法銜接和詞匯銜接是如何在廣告語(yǔ)篇中為廣告商所應(yīng)用,達(dá)到語(yǔ)篇銜接和連貫的效果,從而實(shí)現(xiàn)銷(xiāo)售商品和服務(wù)的目的。 本文共分六部分。第一部分是導(dǎo)論。第二部分闡述了廣告的背景知識(shí),并簡(jiǎn)要回顧了以往的語(yǔ)言學(xué)家對(duì)廣告語(yǔ)篇的研究,同時(shí)提出本文的主題—英文書(shū)面廣告語(yǔ)篇銜接手段研究。第三部分介紹了本文的理論基礎(chǔ)即韓禮德和哈桑的銜接理論。第四部分是文章的主體,首先介紹了研究的目的、研究方法等。然后集中分析了語(yǔ)法銜接和詞匯銜接是如何在廣告語(yǔ)篇中應(yīng)用和分布的。第五部分是主要發(fā)現(xiàn)。第六部分是總結(jié)。 通過(guò)對(duì)廣告語(yǔ)篇的分析和研究,得出以下發(fā)現(xiàn):廣告語(yǔ)篇確實(shí)有其自身的銜接特點(diǎn)。即在語(yǔ)法銜接中,較多的使用指代和省略,外部指代出現(xiàn)的數(shù)量遠(yuǎn)遠(yuǎn)要超過(guò)內(nèi)部指代的數(shù)量,其中人稱(chēng)指代中第一和第二人稱(chēng)的使用較多,指示指代出現(xiàn)的頻率也很高。廣告語(yǔ)篇中大量使用省略,其中小句省略較多;在連接關(guān)系中,附加連接的應(yīng)用較廣。在詞匯銜接手段中,重復(fù)的銜接方法使用較多,而簡(jiǎn)單重復(fù)的比重較大。呈現(xiàn)出廣告英語(yǔ)語(yǔ)篇中的銜接特點(diǎn)與其它語(yǔ)篇的不同之處。 研究各種銜接方法在廣告語(yǔ)篇中運(yùn)用的特點(diǎn),既能幫助廣告的讀者更快捷,更清晰地獲取廣告所傳遞的信息,又能指導(dǎo)廣告商在廣告中更好地使用語(yǔ)篇分析的技巧,設(shè)計(jì)廣告,實(shí)現(xiàn)宣傳和推銷(xiāo)產(chǎn)品的目的。
[Abstract]:Advertising plays an important role in daily life and is an important way to spread information and communication. Language is an important carrier of advertising, advertising language has formed its own unique style and style in the long term development, so linguists at home and abroad have studied advertising language from different angles. Based on the theory of cohesion and coherence in Halliday and Hasan's systemic functional linguistics, this paper analyzes and discusses how grammatical cohesion and lexical cohesion are used by advertisers in advertising discourse to achieve the effect of cohesion and coherence. In order to achieve the purpose of selling goods and services. This paper is divided into six parts. The first part is an introduction. In the second part, the background knowledge of advertising is expounded, and the previous researches on advertising discourse by linguists are briefly reviewed. At the same time, the theme of this thesis, the study of cohesive devices in English written advertising texts, is put forward. The third part introduces the theoretical basis of this paper, that is, Halliday and Hasan's cohesion theory. The fourth part is the main body of the article, first introduced the purpose of the research, research methods and so on. Then it focuses on how grammatical cohesion and lexical cohesion are applied and distributed in advertising discourse. The fifth part is the main findings. The sixth part is a summary. Through the analysis and research of advertising discourse, the following conclusions are drawn: advertising discourse does have its own cohesive characteristics. That is, in grammatical cohesion, the number of external anaphora is far more than the number of internal anaphora, in which the first and the second person are used more, and the frequency of demonstrative anaphora is also very high. Ellipsis is widely used in advertising discourse, and clause ellipsis is more common. In lexical cohesion, repetition is used more frequently than simple repetition. The cohesive features of advertising English texts are different from those of other texts. The study of the characteristics of various cohesion methods used in advertising discourse can not only help the readers to obtain the information conveyed by the advertisement more quickly and clearly, but also guide advertisers to use the techniques of discourse analysis to design advertisements. Achieve the purpose of promoting and marketing the product.
【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】：2007
【分類(lèi)號(hào)】：H315

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 周麗;英語(yǔ)商務(wù)信函的語(yǔ)法銜接研究[D];蘭州理工大學(xué);2010年

2 趙小雨;從語(yǔ)篇功能角度分析電影《辛德勒名單》中的部分對(duì)白[D];廣西師范大學(xué);2010年

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本文編號(hào)：2203737