中英文汽車廣告的人際意義比較研究
發(fā)布時間：2018-11-03 14:34
【摘要】：隨著我國汽車工業(yè)的發(fā)展，作為讓消費者認識汽車品牌、了解新車型、推銷新產品的汽車廣告，近年來一直呈上升的態(tài)勢，己經成為廣告中的一個重要組成部分。汽車廣告中的語言使用實際上是在廣告主和消費者之間的一種交際表現，對汽車廣告人際意義的研究可以很好的幫助我們弄清楚廣告主是怎樣通過廣告有效地與消費者溝通并說服他們采取購買行動。 作為系統功能語法的三大元功能之一的人際功能，它不僅指人們用語言來建立和保持人際關系，還包括用語言來影響別人的行為。本文以韓禮德的系統功能語言學理論為基礎，結合湯普森的人際意義框架以及李戰(zhàn)子拓展的人際意義研究框架，圍繞語氣、情態(tài)、時態(tài)、人稱和評價5個方面對60篇從報紙和汽車雜志上搜集到的中文和英語汽車廣告進行人際意義分析，并從人際意義的視角對中英文汽車廣告進行對比分析并探討影響中英文汽車廣告人際意義表達差異的因素，以期找到汽車廣告人際意義的各類語言手段和規(guī)律，，并能為汽車廣告的撰寫提供更有效的思路。 文章采用比較研究的方法對中英文汽車廣告進行了研究。通過對語氣系統分析發(fā)現，在中英文汽車廣告中，陳述語氣作為信息提供的手段使用頻率最高。在中文廣告中，感嘆句可用于實現信息提供功能，而在所選的英文廣告中，感嘆語氣表達的是講話者的情感。文章從情態(tài)系統角度對中英文廣告進行了對比。從分析可以看出，情態(tài)在英文汽車廣告中的使用頻率大于中文汽車廣告。而意態(tài)在中文汽車廣告中的使用頻率大于英文汽車廣告。相同的是在情態(tài)方面，可能性和通常性在中英文廣告中都是使用最頻繁的；在意態(tài)方面，責任性和傾向性在中英文汽車廣告中的使用頻率都很低。文章從時態(tài)方面對中英文汽車廣告進行了比較分析。大多數的句子運用現在時態(tài)和將來時態(tài)。其他時態(tài)很少被使用。廣告主采用簡單現在時的句子為消費者提供詳細的信息。使用將來時告訴顧客廣告中車輛的益處,以便招攬顧客購買。文章從人稱系統進行對比，第一、二、三人稱在中英文汽車廣告中的使用形式多變，從不同角度、不同程度反映出兩種語言的特點和不同文化傾向。在評價系統的分析中，作者發(fā)現了很多中英文汽車廣告的共同點。廣告主通過使用具有積極意義的形容詞，副詞及名詞，建立了與讀者良好的關系，以期實現說服讀者購買的目標。
[Abstract]:With the development of automobile industry in our country, as a kind of automobile advertisement, which let consumers know the automobile brand, know the new model and promote the new product, it has been increasing in recent years, and has become an important part of the advertisement. The use of language in automobile advertising is actually a form of communication between advertisers and consumers. The research on the interpersonal meaning of automobile advertising can help us to find out how advertisers communicate effectively with consumers and persuade them to take purchasing actions. As one of the three metafunctions of systemic functional grammar, interpersonal function not only refers to the use of language to establish and maintain interpersonal relationships, but also includes the use of language to influence the behavior of others. This paper is based on Halliday's theory of systemic functional linguistics, combined with Thompson's frame of interpersonal meaning and Li Zangzi's extended framework of interpersonal meaning, focusing on mood, modality and tenses. The interpersonal meanings of 60 Chinese and English auto advertisements collected from newspapers and automobile magazines were analyzed in 5 aspects of person and evaluation. From the perspective of interpersonal meaning, this paper makes a contrastive analysis of automobile advertisements in Chinese and English, and probes into the factors that affect the differences in interpersonal meanings between Chinese and English automobile advertisements, in order to find out the various linguistic means and rules of interpersonal meanings in automobile advertisements. And can provide more effective thinking for automobile advertisement writing. This paper makes a comparative study of Chinese and English automobile advertisements. Through the systematic analysis of mood, it is found that declarative mood is the most frequently used means of providing information in Chinese and English automobile advertisements. In Chinese advertisements, exclamatory sentences can be used to provide information, while in the selected English advertisements, the mood of the speaker is expressed in the interjection. This paper compares Chinese and English advertisements from the point of view of modality system. It can be seen from the analysis that modality is used more frequently in English automobile advertisement than in Chinese automobile advertisement. But the use frequency of Italian state in Chinese automobile advertisement is higher than that in English automobile advertisement. In the aspect of modality, possibility and commonality are the most frequently used in Chinese and English advertisements; in the aspect of meaning, responsibility and inclination are used very low in both Chinese and English automobile advertisements. This paper makes a comparative analysis of Chinese and English automobile advertisements from the aspect of tense. Most sentences use the present and future tenses. Other tenses are rarely used. Advertisers use simple present tense sentences to provide consumers with detailed information. Use the future to tell customers the benefits of advertising vehicles in order to attract customers to buy. The first, second, and third person are used in automobile advertisements in Chinese and English, which reflect the characteristics of the two languages and different cultural tendencies from different angles and different degrees. In the analysis of the evaluation system, the author finds many common points of Chinese and English automobile advertisements. By using positive adjectives, adverbs and nouns, advertisers establish a good relationship with readers in order to achieve the goal of persuading readers to buy.
【學位授予單位】：山東師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：H152;H315
[Abstract]:With the development of automobile industry in our country, as a kind of automobile advertisement, which let consumers know the automobile brand, know the new model and promote the new product, it has been increasing in recent years, and has become an important part of the advertisement. The use of language in automobile advertising is actually a form of communication between advertisers and consumers. The research on the interpersonal meaning of automobile advertising can help us to find out how advertisers communicate effectively with consumers and persuade them to take purchasing actions. As one of the three metafunctions of systemic functional grammar, interpersonal function not only refers to the use of language to establish and maintain interpersonal relationships, but also includes the use of language to influence the behavior of others. This paper is based on Halliday's theory of systemic functional linguistics, combined with Thompson's frame of interpersonal meaning and Li Zangzi's extended framework of interpersonal meaning, focusing on mood, modality and tenses. The interpersonal meanings of 60 Chinese and English auto advertisements collected from newspapers and automobile magazines were analyzed in 5 aspects of person and evaluation. From the perspective of interpersonal meaning, this paper makes a contrastive analysis of automobile advertisements in Chinese and English, and probes into the factors that affect the differences in interpersonal meanings between Chinese and English automobile advertisements, in order to find out the various linguistic means and rules of interpersonal meanings in automobile advertisements. And can provide more effective thinking for automobile advertisement writing. This paper makes a comparative study of Chinese and English automobile advertisements. Through the systematic analysis of mood, it is found that declarative mood is the most frequently used means of providing information in Chinese and English automobile advertisements. In Chinese advertisements, exclamatory sentences can be used to provide information, while in the selected English advertisements, the mood of the speaker is expressed in the interjection. This paper compares Chinese and English advertisements from the point of view of modality system. It can be seen from the analysis that modality is used more frequently in English automobile advertisement than in Chinese automobile advertisement. But the use frequency of Italian state in Chinese automobile advertisement is higher than that in English automobile advertisement. In the aspect of modality, possibility and commonality are the most frequently used in Chinese and English advertisements; in the aspect of meaning, responsibility and inclination are used very low in both Chinese and English automobile advertisements. This paper makes a comparative analysis of Chinese and English automobile advertisements from the aspect of tense. Most sentences use the present and future tenses. Other tenses are rarely used. Advertisers use simple present tense sentences to provide consumers with detailed information. Use the future to tell customers the benefits of advertising vehicles in order to attract customers to buy. The first, second, and third person are used in automobile advertisements in Chinese and English, which reflect the characteristics of the two languages and different cultural tendencies from different angles and different degrees. In the analysis of the evaluation system, the author finds many common points of Chinese and English automobile advertisements. By using positive adjectives, adverbs and nouns, advertisers establish a good relationship with readers in order to achieve the goal of persuading readers to buy.
【學位授予單位】：山東師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：H152;H315
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