英語(yǔ)廣告語(yǔ)篇中的實(shí)據(jù)性研究
發(fā)布時(shí)間：2019-06-19 10:46
【摘要】： 實(shí)據(jù)性研究最早可以追溯到1911年,當(dāng)時(shí)美國(guó)語(yǔ)言學(xué)家Franz Boas發(fā)現(xiàn)印第安夸基猶托語(yǔ)中有一種語(yǔ)法形式表示信息的來(lái)源和肯定程度,并在1947年的《夸基猶托語(yǔ)法》一書(shū)中首次明確提出了“據(jù)素”的概念,自此實(shí)據(jù)性的研究有了確定的專(zhuān)用術(shù)語(yǔ),并被正式引入了語(yǔ)言學(xué)研究領(lǐng)域。經(jīng)過(guò)半個(gè)多世紀(jì),實(shí)據(jù)性的研究取得了巨大的進(jìn)展。國(guó)外學(xué)者如Willett, Aikhenvald, Chafe等人都對(duì)實(shí)據(jù)性的定義和分類(lèi)等方面做出了巨大的貢獻(xiàn),而國(guó)內(nèi)學(xué)者如胡壯麟、張伯江、牛保義、房紅梅等人也為實(shí)據(jù)性在中國(guó)的導(dǎo)入和研究開(kāi)創(chuàng)了先河,尤其是胡壯麟將實(shí)據(jù)性的理論應(yīng)用于新聞?wù)Z篇和論辯語(yǔ)篇的分析當(dāng)中,說(shuō)明了實(shí)據(jù)性分析是語(yǔ)篇分析的一個(gè)有效手段,可展示不同語(yǔ)篇的某些特征,從而證明了實(shí)據(jù)性分析具有實(shí)用價(jià)值。 自上世紀(jì)八十年代采用功能主義方法之后,實(shí)據(jù)性一直是語(yǔ)言學(xué)研究領(lǐng)域的一個(gè)熱點(diǎn),應(yīng)用于世界各種語(yǔ)言的研究之中。實(shí)據(jù)性主要是指說(shuō)話(huà)人對(duì)知識(shí)的來(lái)源以及態(tài)度或介入程度的說(shuō)明,而其在語(yǔ)法層次上的體現(xiàn)則被稱(chēng)為“據(jù)素”,表現(xiàn)為形態(tài)據(jù)素和詞匯據(jù)素。前者主要指某些語(yǔ)言中動(dòng)詞前綴和后綴,而后者則主要是指動(dòng)詞、情態(tài)助動(dòng)詞、副詞、形容詞、副詞短語(yǔ)等等。顯然英語(yǔ)屬于后者,其據(jù)素是以詞匯而非前后綴等曲折形式來(lái)體現(xiàn)的。 英語(yǔ)廣告一直是語(yǔ)言學(xué)家研究的一個(gè)經(jīng)典對(duì)象,無(wú)論是其語(yǔ)言還是句式,抑或是功能等角度,都有了大量且完善的研究,但從實(shí)據(jù)性的角度研究英語(yǔ)廣告語(yǔ)篇尚未多見(jiàn)。再者,人際功能是廣告的一個(gè)重要功能,而實(shí)據(jù)性和人際功能,尤其是人際功能中的情態(tài),有著緊密的關(guān)系,因此英語(yǔ)廣告中的實(shí)據(jù)性對(duì)廣告人際功能的實(shí)現(xiàn)應(yīng)該有著一定的影響。 本文第一章是引入部分,概述了實(shí)據(jù)性研究的發(fā)展和現(xiàn)狀,說(shuō)明了本研究的目的以及本篇論文的結(jié)構(gòu)。第二章是文獻(xiàn)綜述部分,從廣義和狹義兩方面介紹了實(shí)據(jù)性的定義,分析比較了各派學(xué)者對(duì)其的不同分類(lèi),并介紹了人際功能的意義,尤其是其情態(tài)方面。第三章是本文的研究設(shè)計(jì),本研究從《英語(yǔ)廣告實(shí)用手冊(cè)》和《新編簡(jiǎn)明英語(yǔ)廣告寫(xiě)作手冊(cè)》兩本書(shū)中隨意選取了125篇廣告實(shí)例作為語(yǔ)料,根據(jù)據(jù)素的定義和特點(diǎn),對(duì)其中的據(jù)素進(jìn)行總結(jié)和歸類(lèi),旨在解決三個(gè)問(wèn)題：(1)英語(yǔ)廣告中實(shí)據(jù)性的特點(diǎn)；(2)通過(guò)實(shí)據(jù)性英語(yǔ)廣告顯示出了什么樣的語(yǔ)篇特點(diǎn)；(3)實(shí)據(jù)性對(duì)于廣告的人際功能有著什么樣的影響。第四章是整個(gè)論文的中心部分,具體分析所得數(shù)據(jù),并據(jù)此回答提出的三個(gè)研究問(wèn)題。本文的第五章是結(jié)論部分,回顧了本研究的主要發(fā)現(xiàn),提出了本研究的一些不足和局限,最后對(duì)實(shí)據(jù)性的研究做了一些展望和建議。 通過(guò)數(shù)據(jù)分析得出以下結(jié)論： (1)實(shí)據(jù)性在廣告英語(yǔ)中的出現(xiàn)頻率并不高,平均每句0.606個(gè),這說(shuō)明有很多零據(jù)素現(xiàn)象出現(xiàn)。就其不同類(lèi)別的據(jù)素的分布情況可見(jiàn),假設(shè)／演繹、預(yù)期以及感官／歸納所占比例較大,分別是29.3%,28.8%和21.1%,而言語(yǔ)資源、言語(yǔ)／傳聞以及文化／信念則相對(duì)較小,依次是12.8%,4.8%和3.2%。每一種據(jù)素在廣告語(yǔ)篇中都體現(xiàn)了不同的信度,而從它們所占的比例則可看出廣告語(yǔ)篇的特點(diǎn)。 (2)根據(jù)廣告語(yǔ)篇中的實(shí)據(jù)性特征,尤其是其出現(xiàn)的總體頻率,以及各個(gè)類(lèi)別的據(jù)素所占的不同的比例,本研究試驗(yàn)性地將通過(guò)實(shí)據(jù)性所體現(xiàn)出來(lái)的廣告語(yǔ)篇的特點(diǎn)總結(jié)為客觀性、誘導(dǎo)性和含蓄性。 (3)據(jù)素和廣告從本質(zhì)上來(lái)說(shuō)都是具有人際功能的,而通過(guò)具體例子的說(shuō)明,實(shí)據(jù)性對(duì)廣告的人際功能是有影響的,主要表現(xiàn)為協(xié)調(diào)人際關(guān)系,建立信度以及轉(zhuǎn)移責(zé)任。 實(shí)據(jù)性尚是語(yǔ)言學(xué)領(lǐng)域的一個(gè)新的課題,而其應(yīng)用于實(shí)際文體的研究更是處于起步階段。本論文通過(guò)研究英語(yǔ)廣告語(yǔ)篇中的實(shí)據(jù)性成分,不僅為實(shí)據(jù)性的研究提供了一個(gè)新的領(lǐng)域,為英語(yǔ)廣告的研究提供了一個(gè)新的角度,而且也證實(shí)了實(shí)據(jù)性分析是文本分析的一個(gè)重要且有效的手段。因此,本文對(duì)實(shí)據(jù)性研究的發(fā)展以及廣告語(yǔ)篇的研究都有一定的促進(jìn)作用,并同時(shí)對(duì)廣告語(yǔ)篇的寫(xiě)作有一定的啟示意義。
[Abstract]:In 1911, the American linguist Franz Boas found that there was a grammatical form of the source and the extent of the information in the Indian quartet, and the concept of the "According to the principle" was first set out in the book of "Jutatoin in 1947" in 1947. From this point of view, the research on the sexual function has been established and introduced into the field of linguistic research. After more than half a century, the study of reality has made great progress. Foreign scholars, such as Willett, Aikhanvald, and Chafe, have made great contributions to the definition and classification of the reality, while domestic scholars such as Hu, Zhang Bojiang, Niu Baoyi and Fang Hongmei have opened the first river for the import and research of China. In particular, Hu's theory is applied to the analysis of the news and the discourse of the discourse, and it is proved that the analysis of the reality is an effective means of the discourse analysis, which can show some features of different texts, thus proving the practical value of the real-to-sex analysis. Since the introduction of the functionalist approach in the 1980s, the reality has been a hot spot in the field of linguistic research and applied to the research of various languages in the world A description of the source and attitude or degree of intervention of the speaker, and the expression in the grammatical level is called the "According to the principle" and the expression is the morpheme and the word. The former mainly refers to the verb's prefix and the suffix in some languages, and the latter mainly refers to the verb, the modal auxiliary verb, the adverb, the adjective, and the adverb. English and so on. It is clear that English belongs to the latter, which is in the form of a word rather than a pre-suffix. The English advertisement has been a classical object in the study of linguists, and it is a great and perfect study in terms of its language or sentence structure, or function, but it is widely used in the study of English. In addition, the interpersonal function is an important function of the advertisement, and the interpersonal function is an important function of the advertisement, and the real and interpersonal function, especially in the interpersonal function, has a close relationship, so the real-to-person function in the English advertisement should be realized by the realization of the interpersonal function of the advertisement. The first chapter of this paper is the introduction of the part, summarizes the development and the present situation of the research of the reality, and explains the present study. The purpose of this paper is to introduce the structure of this paper. The second chapter is the part of the literature review, and the definition of the reality is introduced from the two aspects of the broad and the narrow sense. The different classification of the different scholars is compared and the interpersonal function is also introduced. The third chapter is the research and design of this paper. In this study,125 advertisement cases are selected as a material from the Practical Manual of English Advertising and the New English Advertising Writing Manual. A summary and a classification of the elements in English, which aims to solve three problems: (1) the characteristics of the reality in English advertisements; (2) what text characteristics are displayed through a real-sex English advertisement; and (3) the person who is actually a person with an advertisement. The fourth chapter is the central part of the whole paper, and the data is analyzed in detail. The fifth chapter of this paper is the conclusion part, and the main findings of this study are reviewed, some of the shortcomings and limitations of this study are put forward, and the last part is the reality. The research has made some prospects and suggestions. The following conclusions are drawn from the data analysis: (1) The occurrence frequency of the real-to-sex in the advertising English is not high, and the average of each sentence is 0 .606, which means that there are a lot of zero-based phenomena. It can be seen that the distribution of the elements in different categories can be seen, it is assumed that/ deductive, expected and sensory/ inductive ratio is larger, which are 29.3%, 28.8% and 21.1%, respectively, while the speech resources, speech/ hearsay, and culture/ belief are relatively small. In turn, 12.8%, 4.8%, and 3.2%, each of which shows different reliability in the advertising discourse. The characteristics of the advertising discourse can be seen from the proportion of the advertising. (2) According to the actual characteristics of the advertising discourse, in particular the overall frequency of its occurrence, and the different proportions of the elements of the respective classes, the study will be reflected in the present study on an experimental basis. The characteristics of the advertising discourse are summarized as objective, inductive and implicit. (3) According to the essence, it is interpersonal function, and the interpersonal function of the advertisement is based on the description of the specific example. The main performance is to coordinate the interpersonal relationship, establish the reliability, and transfer the responsibility. The reality is still the language This paper is a new subject in the field of study, and its application in the study of the actual style is still in the initial stage. This paper provides a new field for the research of English advertising, and provides a new field for the study of English advertising. The angle of the text analysis is also proved to be an important and effective means of text analysis.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：H315
本文編號(hào)：2502287
[Abstract]:In 1911, the American linguist Franz Boas found that there was a grammatical form of the source and the extent of the information in the Indian quartet, and the concept of the "According to the principle" was first set out in the book of "Jutatoin in 1947" in 1947. From this point of view, the research on the sexual function has been established and introduced into the field of linguistic research. After more than half a century, the study of reality has made great progress. Foreign scholars, such as Willett, Aikhanvald, and Chafe, have made great contributions to the definition and classification of the reality, while domestic scholars such as Hu, Zhang Bojiang, Niu Baoyi and Fang Hongmei have opened the first river for the import and research of China. In particular, Hu's theory is applied to the analysis of the news and the discourse of the discourse, and it is proved that the analysis of the reality is an effective means of the discourse analysis, which can show some features of different texts, thus proving the practical value of the real-to-sex analysis. Since the introduction of the functionalist approach in the 1980s, the reality has been a hot spot in the field of linguistic research and applied to the research of various languages in the world A description of the source and attitude or degree of intervention of the speaker, and the expression in the grammatical level is called the "According to the principle" and the expression is the morpheme and the word. The former mainly refers to the verb's prefix and the suffix in some languages, and the latter mainly refers to the verb, the modal auxiliary verb, the adverb, the adjective, and the adverb. English and so on. It is clear that English belongs to the latter, which is in the form of a word rather than a pre-suffix. The English advertisement has been a classical object in the study of linguists, and it is a great and perfect study in terms of its language or sentence structure, or function, but it is widely used in the study of English. In addition, the interpersonal function is an important function of the advertisement, and the interpersonal function is an important function of the advertisement, and the real and interpersonal function, especially in the interpersonal function, has a close relationship, so the real-to-person function in the English advertisement should be realized by the realization of the interpersonal function of the advertisement. The first chapter of this paper is the introduction of the part, summarizes the development and the present situation of the research of the reality, and explains the present study. The purpose of this paper is to introduce the structure of this paper. The second chapter is the part of the literature review, and the definition of the reality is introduced from the two aspects of the broad and the narrow sense. The different classification of the different scholars is compared and the interpersonal function is also introduced. The third chapter is the research and design of this paper. In this study,125 advertisement cases are selected as a material from the Practical Manual of English Advertising and the New English Advertising Writing Manual. A summary and a classification of the elements in English, which aims to solve three problems: (1) the characteristics of the reality in English advertisements; (2) what text characteristics are displayed through a real-sex English advertisement; and (3) the person who is actually a person with an advertisement. The fourth chapter is the central part of the whole paper, and the data is analyzed in detail. The fifth chapter of this paper is the conclusion part, and the main findings of this study are reviewed, some of the shortcomings and limitations of this study are put forward, and the last part is the reality. The research has made some prospects and suggestions. The following conclusions are drawn from the data analysis: (1) The occurrence frequency of the real-to-sex in the advertising English is not high, and the average of each sentence is 0 .606, which means that there are a lot of zero-based phenomena. It can be seen that the distribution of the elements in different categories can be seen, it is assumed that/ deductive, expected and sensory/ inductive ratio is larger, which are 29.3%, 28.8% and 21.1%, respectively, while the speech resources, speech/ hearsay, and culture/ belief are relatively small. In turn, 12.8%, 4.8%, and 3.2%, each of which shows different reliability in the advertising discourse. The characteristics of the advertising discourse can be seen from the proportion of the advertising. (2) According to the actual characteristics of the advertising discourse, in particular the overall frequency of its occurrence, and the different proportions of the elements of the respective classes, the study will be reflected in the present study on an experimental basis. The characteristics of the advertising discourse are summarized as objective, inductive and implicit. (3) According to the essence, it is interpersonal function, and the interpersonal function of the advertisement is based on the description of the specific example. The main performance is to coordinate the interpersonal relationship, establish the reliability, and transfer the responsibility. The reality is still the language This paper is a new subject in the field of study, and its application in the study of the actual style is still in the initial stage. This paper provides a new field for the research of English advertising, and provides a new field for the study of English advertising. The angle of the text analysis is also proved to be an important and effective means of text analysis.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：H315
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