本文關(guān)鍵詞：中英文食品廣告語篇中的評(píng)價(jià)資源對(duì)比研究　出處：《遼寧師范大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 中英文飲食廣告 評(píng)價(jià)理論 評(píng)價(jià)資源 對(duì)比分析

【摘要】：隨著人們生活水平的提高和健康意識(shí)的增強(qiáng)，人們開始越來越多的將注意力放在飲食方面。出現(xiàn)在各種雜志和報(bào)紙中的飲食廣告也進(jìn)入到我們的視野中。廣告商通過廣告向潛在的消費(fèi)者介紹產(chǎn)品與服務(wù)的最新消息，使其購買廣告中所宣傳的產(chǎn)品或服務(wù)。語言學(xué)家們從不同角度對(duì)各種商業(yè)廣告進(jìn)行大量而系統(tǒng)的研究。 本文所采用的評(píng)價(jià)理論是澳大利亞語言學(xué)家馬丁基于韓李德的人際語言功能提出的，用于描述和解釋作者如何使用表示評(píng)價(jià)的語言資源表達(dá)說話人的情感，對(duì)事情的判斷與對(duì)事物的鑒賞，以及與聽話人進(jìn)行互動(dòng)與情感遷移的理論體系。近年來，評(píng)價(jià)理論框架較多的用在英語語篇的分析，而對(duì)漢語語篇分析比較少。以往對(duì)廣告的研究中，很少有人對(duì)其從評(píng)價(jià)理論角度對(duì)飲食廣告進(jìn)行分析，而對(duì)中英文飲食廣告語篇的對(duì)比分析則少之又少。本文以評(píng)價(jià)理論為指導(dǎo)，從詞匯層面對(duì)比分析中英文飲食廣告中的評(píng)價(jià)資源的分布特征，特別是態(tài)度資源的的用詞特征及其分布規(guī)律，旨在對(duì)中英文飲食廣告的翻譯及創(chuàng)作有啟示意義。 本文收集了中英文飲食廣告各20篇，英文文本主要選自美國雜志BusinessWeekly和Reader Digest，，中文文本主要選自《中國雜志》。作者基于這40篇飲食廣告建立一個(gè)小型的語料庫，并對(duì)其進(jìn)行細(xì)致的定量與定性分析。首先對(duì)這40篇廣告語篇中的評(píng)價(jià)資源進(jìn)行標(biāo)注，然后對(duì)語篇中的評(píng)價(jià)資源進(jìn)行對(duì)比分析。研究發(fā)現(xiàn)： 第一，中英文飲食廣告語篇中均含有豐富的評(píng)價(jià)資源。第二，中英文飲食廣告語篇中的評(píng)價(jià)資源的分布均不平衡。其中，態(tài)度資源在評(píng)價(jià)資源中占有很大的比例,而介入資源和級(jí)差資源所占比例很小。第三,中英文飲食廣告語篇都偏愛使用積極評(píng)價(jià)資源來評(píng)價(jià)商品與服務(wù)，使得消費(fèi)者更容易被這種商品或服務(wù)所吸引。不同點(diǎn)：第一,在態(tài)度系統(tǒng)中，中文飲食廣告語篇更多的使用情感資源和介入資源而英文廣告語篇更偏愛使用鑒賞資源。第二，在判斷系統(tǒng)中，中文飲食廣告語篇比英文飲食廣告語篇更偏愛使用社會(huì)評(píng)判資源。
[Abstract]:With the improvement of people's living standard and health awareness. People begin to pay more and more attention to food and drink. Food advertisements appear in magazines and newspapers. Advertisers introduce products and services to potential consumers through advertisements. New news. Make them purchase the products or services advertised in advertisements. Linguists do a lot of systematic research on various commercial advertisements from different angles. The evaluation theory used in this paper is proposed by Australian linguist Martin based on Han Li De's interpersonal language function. It is used to describe and explain how the author uses the language resources to express the feelings of the speaker. In recent years, the framework of evaluation theory has been widely used in the analysis of English discourses, including the judgment of things and the appreciation of things, as well as the theoretical system of interaction and emotional transfer with hearers. However, the analysis of Chinese discourse is relatively few. In the previous studies on advertising, few people have analyzed it from the perspective of evaluation theory. The comparative analysis of Chinese and English food advertising text is rare. This paper, guided by evaluation theory, analyzes the distribution characteristics of evaluation resources in Chinese and English diet advertisements from the lexical level. In particular, the lexical characteristics and distribution of attitude resources are intended to enlighten the translation and creation of Chinese and English food advertisements. This paper collected 20 advertisements in English and Chinese, mainly from the American magazines BusinessWeekly and Reader Digest. The Chinese text is mainly selected from the Chinese Journal. The author builds a small corpus based on the 40 dietary advertisements. Firstly, the evaluation resources in the 40 advertising texts are annotated, then the evaluation resources in the discourse are compared and analyzed. Firstly, there are abundant evaluation resources in Chinese and English food advertising texts. Second, the distribution of evaluation resources in Chinese and English food advertising texts is not balanced. Attitude resources account for a large proportion of evaluation resources, while the proportion of intervention resources and graded resources is very small. Third, both Chinese and English food advertising discourse prefer to use positive evaluation resources to evaluate goods and services. Make it easier for consumers to be attracted to such goods or services. Differences: first, in attitude systems. Chinese food advertising discourse uses more emotional resources and intervention resources, while English advertising discourse prefers to use appreciation resources. Second, in the judgment system. Chinese diet advertising discourse is more inclined to use social judgment resources than English diet advertising discourse.
【學(xué)位授予單位】：遼寧師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：H15;H315

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