新聞性廣告利用新聞/社論語(yǔ)類(lèi)資源和廣告語(yǔ)類(lèi)資源,在新聞/社論交際目的掩護(hù)下,實(shí)現(xiàn)推銷(xiāo)商品、服務(wù)或企業(yè)形象的目的,是典型的混合語(yǔ)類(lèi)。前人研究表明新聞性廣告具有一定欺騙性,讀者較難辨認(rèn)。研究數(shù)據(jù)表明新聞性廣告在當(dāng)代社會(huì)日益普及。鑒于新聞性廣告的普及性和欺騙性,本文認(rèn)為對(duì)其進(jìn)行語(yǔ)言學(xué)研究具有重要意義。新聞性廣告希望通過(guò)所刊登信息影響讀者對(duì)企業(yè)的看法或鼓勵(lì)讀者購(gòu)買(mǎi)商品/服務(wù),因而評(píng)價(jià)資源的使用成為達(dá)到目的的重要手段,也是新聞性廣告的重要特征,對(duì)其進(jìn)行評(píng)價(jià)分析對(duì)了解這一語(yǔ)類(lèi)具有重要意義。新聞性廣告的相關(guān)研究多從新聞傳播學(xué)出發(fā),語(yǔ)言學(xué)視角的研究較少,至今尚沒(méi)有研究對(duì)其進(jìn)行全面的評(píng)價(jià)資源分析。基于此,本文擬對(duì)新聞性廣告這種混合語(yǔ)類(lèi)進(jìn)行全面的評(píng)價(jià)分析。由于新聞性廣告是混合語(yǔ)類(lèi),評(píng)價(jià)資源的使用具有復(fù)雜性,本文認(rèn)為應(yīng)結(jié)合語(yǔ)類(lèi)結(jié)構(gòu)分析,有助于更好地進(jìn)行評(píng)價(jià)分析。本文從《廈門(mén)日?qǐng)?bào)》選取80篇新聞性廣告,字?jǐn)?shù)略多于26700字,利用質(zhì)性和量化相結(jié)合的研究方法,對(duì)語(yǔ)料進(jìn)行語(yǔ)類(lèi)結(jié)構(gòu)分析和評(píng)價(jià)分析。語(yǔ)類(lèi)結(jié)構(gòu)分析表明,新聞性廣告中共含有19種語(yǔ)步。其中12種語(yǔ)步主要為標(biāo)題事件提供相關(guān)信息,比如背景、語(yǔ)境和結(jié)果等,是較為...

【文章頁(yè)數(shù)】：105 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
Abstract
摘要
List of Abbreviations
Chapter One Introduction
    1.1 Research Background
    1.2 Research Questions
    1.3 Research Significance
    1.4 Data
    1.5 Organization of Present Thesis
Chapter Two Literature Review
    2.1 Previous Studies on Advertorials
        2.1.1 Advertorials as a Type of Hybrid Genre
        2.1.2 The Generic Complexity of Advertorials
    2.2 Previous Analyses of Appraisal Resources in Hybrid Genre Texts
    2.3 Summary
Chapter Three Theoretical Foundation
    3.1 Generic Structure Analysis
    3.2 Appraisal Framework
        3.2.1 Attitude
            3.2.1.1 Affect
            3.2.1.2 Judgement
            3.2.1.3 Appreciation
        3.2.2 Engagement
        3.2.3 Graduation
    3.3 Summary
Chapter Four Results and Discussion
    4.1 Generic Structure Analysis of Advertorials
        4.1.1 Advertorials with Orbital Generic Structure
        4.1.2 Advertorials with Deviated Generic Structure
        4.1.3 Summary
    4.2 Appraisal Analysis of Advertorials
        4.2.1 Attitude
            4.2.1.1 General Employment of Attitude in Advertorials
            4.2.1.2 Attitude in Advertorials with Orbital Generic Structure andAdvertorials with Deviated Generic Structure
        4.2.2 Engagement
            4.2.2.1 General Employment of Engagement in Advertorials
            4.2.2.2 Engagement in Advertorials with Orbital Generic Structure andAdvertorials with Deviated Generic Structure
        4.2.3 Graduation
            4.2.3.1 General Employment of Graduation in Advertorials
            4.2.3.2 Graduation in Advertorials with Orbital Generic Structure andAdvertorials with Deviated Generic Structure
    4.3 Summary
Chapter Five Conclusion
    5.1 Findings of Present Research
    5.2 Contributions of Present Research
    5.3 Limitations of Present Research
References
Acknowledgements



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