本文選題：評(píng)價(jià)理論 + 態(tài)度　； 參考：《江西師范大學(xué)》2012年碩士論文

【摘要】：征婚廣告作為一種特殊的廣告類別有著不同于其它廣告文本的特點(diǎn)，本文所采用的評(píng)價(jià)系統(tǒng)是在系統(tǒng)功能語(yǔ)言學(xué)基礎(chǔ)上發(fā)展起來(lái)的研究人際意義的理論，本文首次將評(píng)價(jià)理論應(yīng)用于征婚廣告來(lái)分析當(dāng)代漢語(yǔ)征婚廣告評(píng)價(jià)資源的分布情況，分別從評(píng)價(jià)理論的三個(gè)系統(tǒng)（態(tài)度，介入，級(jí)差）層面上做了大量的探討。通過(guò)對(duì)選自于2010年1月至9月國(guó)內(nèi)知名雜志刊登的100篇征婚廣告進(jìn)行定性和定量分析，作者初步探索了征婚廣告的評(píng)價(jià)語(yǔ)言特點(diǎn)。本文首先介紹了評(píng)價(jià)理論下三個(gè)系統(tǒng)的框架，接著詳細(xì)分析了征婚廣告語(yǔ)料庫(kù)中評(píng)價(jià)資源的分布規(guī)律，通過(guò)分析，我們發(fā)現(xiàn)其評(píng)價(jià)意義體現(xiàn)的方式有以下三個(gè)方面： 第一，漢語(yǔ)征婚廣告語(yǔ)篇中態(tài)度資源的使用遠(yuǎn)遠(yuǎn)超過(guò)了介入資源和級(jí)差資源。在態(tài)度系統(tǒng)中，鑒賞和介入詞語(yǔ)出現(xiàn)的頻率最高，這可能是由征婚廣告語(yǔ)篇內(nèi)在的信息功能導(dǎo)致的。盡管情感資源在征婚廣告語(yǔ)篇中所占比重不是很大，但它是征婚者與潛在讀者形成聯(lián)盟過(guò)程中不可缺少的資源。 第二，在介入系統(tǒng)方面，單聲資源的使用明顯高于多聲資源，，這與中文征婚廣告言簡(jiǎn)意賅的語(yǔ)言特征有關(guān)。還發(fā)現(xiàn)，在多聲系統(tǒng)內(nèi)，收縮資源的分布比擴(kuò)展資源多的多。 第三，級(jí)差資源的分布是不平衡的，具體體現(xiàn)是語(yǔ)勢(shì)使用的頻率超過(guò)了聚焦。另外，語(yǔ)勢(shì)的兩個(gè)子范疇的分布也是不均勻的，語(yǔ)勢(shì)提高詞的使用明顯高于語(yǔ)勢(shì)降低，是為了加強(qiáng)評(píng)價(jià)資源的力度和強(qiáng)度。然而，在聚焦的兩個(gè)子范疇內(nèi)發(fā)現(xiàn)了不同的分布情況，聚焦模糊詞的使用要多于聚焦清晰詞。 通過(guò)對(duì)評(píng)價(jià)資源的詳細(xì)分析，作者發(fā)現(xiàn)了隱藏在征婚廣告背后的意識(shí)形態(tài)。一方面，評(píng)價(jià)語(yǔ)言反映了現(xiàn)代社會(huì)高度強(qiáng)調(diào)完美和主體人強(qiáng)調(diào)自我在社會(huì)上的重要性。另外一方面，評(píng)價(jià)語(yǔ)言對(duì)當(dāng)今社會(huì)的價(jià)值觀、婚戀觀和擇偶標(biāo)準(zhǔn)也有著重大的影響。 最后本文希望對(duì)漢語(yǔ)征婚廣告語(yǔ)篇的解讀以及讀者找出征婚廣告中隱含的、深層的信息能有所啟示。
[Abstract]:As a special advertising category, the ad for marriage is different from other advertising texts. The evaluation system adopted in this paper is a theory of studying interpersonal meaning developed on the basis of systemic functional linguistics. For the first time, this paper applies the evaluation theory to the marriage advertisement to analyze the distribution of the evaluation resources of the contemporary Chinese marriage advertisement, and makes a great deal of discussion from the three systems (attitude, intervention, differential) of the evaluation theory. Through the qualitative and quantitative analysis of 100 advertisements published in famous domestic magazines from January to September 2010, the author preliminarily explored the characteristics of the evaluation language of the advertisements. This paper first introduces the framework of three systems under the theory of evaluation, and then analyzes the distribution of evaluation resources in the corpus of advertisement for marriage in detail. We find that there are three ways to evaluate the meaning: first, the use of attitude resources in Chinese marriage advertisement discourse is far more than intervention resources and differential resources. In attitude system, appreciation and interposition words appear most frequently, which may be caused by the inherent information function of marriage advertisement discourse. Although the proportion of emotional resources in the advertising discourse is not very large, it is an indispensable resource in the process of forming an alliance between the applicant and the potential readers. Second, in the aspect of intervention system, the use of monophonic resources is obviously higher than that of multi-tone resources, which is related to the concise language features of Chinese marriage advertisements. It is also found that the distribution of shrinking resources is more than that of expanded resources in multi-sound systems. Third, the distribution of differential resources is unbalanced, which reflects that the frequency of potential use exceeds focus. In addition, the distribution of the two subcategories of the potential is also uneven, and the use of the potential enhancement words is obviously higher than that of the potential reduction, in order to strengthen the strength and intensity of the evaluation resources. However, different distributions were found in the two subcategories of focusing, and the use of focused fuzzy words was more than that of focused clear words. Through the detailed analysis of the evaluation resources, the author finds the ideology hidden behind the advertisement for marriage. On the one hand, the evaluation language reflects the high emphasis on perfection and the importance of self in modern society. On the other hand, evaluation language has great influence on values, marriage and mate selection standards. Finally, this paper hopes that the interpretation of Chinese marriage advertisement text and the readers to find out the hidden, deep information can enlighten.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：H15

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