本文選題：評(píng)價(jià)理論 + 英文公益廣告��； 參考：《江西師范大學(xué)》2015年碩士論文

【摘要】：作為最廣泛的信息傳遞媒介,廣告已經(jīng)成為人們公開而廣泛地向社會(huì)傳達(dá)信息的一種宣傳手段。廣告,以其快速的發(fā)展和廣泛的傳播,已經(jīng)成為我們?nèi)粘Ｉ畹闹匾M成部分。公益廣告是廣告的一個(gè)分支,作為一種非營(yíng)利性的服務(wù)于公眾的廣告,其目的是提倡核心價(jià)值觀,并致力于謀公共福利和利益,推動(dòng)社會(huì)的進(jìn)步和文明。很明顯中外國(guó)家都存在著大量的公益廣告。盡管中英文公益廣告的目的和作用相同,但由于文化價(jià)值的不同他們之間也必然存在著差異。本研究旨在以評(píng)價(jià)理論框架為基礎(chǔ)對(duì)英漢公益廣告進(jìn)行對(duì)比分析,目的在于探索兩種公益廣告在評(píng)價(jià)資源的使用方面的異同點(diǎn)。作為系統(tǒng)功能語言學(xué)的發(fā)展和補(bǔ)充,評(píng)價(jià)理論是對(duì)語篇中的態(tài)度意義的評(píng)價(jià)性分析。本文共收集中英文公益廣告各30篇。中文公益廣告主要來自央視網(wǎng)站和中國(guó)公益廣告網(wǎng)。英文語料收集于一些重要雜志,如《新聞周刊》、《財(cái)富》和《時(shí)代》。為了得到更細(xì)致的理解,收集的語料又將細(xì)分為環(huán)保類和社會(huì)服務(wù)類兩大類型。采用定量和定性相結(jié)合的方法,本文旨在探索以下幾個(gè)問題:1)中英文公益廣告在態(tài)度資源方面存在什么異同?2)中英文公益廣告在介入資源方面存在什么異同?3)中英文公益廣告在級(jí)差資源方面存在什么異同?通過對(duì)比分析,研究發(fā)現(xiàn)英漢公益廣告在評(píng)價(jià)資源使用方面存在諸多異同點(diǎn)。總的來說,漢語公益廣告中評(píng)價(jià)資源較于英語公益廣告偏多。環(huán)保類英漢公益廣告中,評(píng)價(jià)資源的使用相似之處在于:1)態(tài)度系統(tǒng)中,鑒賞資源的使用最為普遍;2)介入系統(tǒng)中,接納資源占絕大比例,并且絕大多數(shù)對(duì)話緊縮通過否認(rèn)資源實(shí)現(xiàn);3)級(jí)差系統(tǒng)中,語勢(shì)資源的使用遠(yuǎn)遠(yuǎn)多于聚焦資源。另一方面,他們之間也存在一定差異:1)態(tài)度系統(tǒng)中,在鑒賞資源之下,英文公益廣告較多采用價(jià)值資源,而中文公益廣告更傾向于反應(yīng)資源;2)介入系統(tǒng)中,英文公益廣告較多采用對(duì)話擴(kuò)展資源,而中文公益廣告則采用較多的對(duì)話緊縮資源;3)級(jí)差系統(tǒng)中,在語勢(shì)資源的使用方面,英文公益廣告使用更多強(qiáng)化資源,而中文公益廣告更傾向于量化資源。社會(huì)服務(wù)類英漢公益廣告中,評(píng)價(jià)資源的使用相似之處在于:1)態(tài)度系統(tǒng)中,鑒賞資源的使用最為普遍;2)介入系統(tǒng)中,對(duì)話緊縮資源都多于對(duì)話擴(kuò)展資源;3)級(jí)差系統(tǒng)中,語勢(shì)資源的使用遠(yuǎn)勝于聚焦資源。其次,他們之間的差異如下:1)態(tài)度系統(tǒng)中,情感資源在英文公益廣告中少之又少,但在中文公益廣告中占有較大比重;2)介入系統(tǒng)中,對(duì)話緊縮資源方面,英文公益廣告采納了否認(rèn)和宣稱,而中文公益廣告只使用了否認(rèn);3)級(jí)差系統(tǒng)中,英文公益廣告采納了語勢(shì)和聚焦資源,而中文廣告中只有語勢(shì)資源。總之,本文試圖運(yùn)用評(píng)價(jià)理論對(duì)英漢公益廣告的評(píng)價(jià)資源進(jìn)行對(duì)比分析,不僅充實(shí)了當(dāng)前對(duì)其的相關(guān)研究,而且有助于更好的理解公益廣告語篇。
[Abstract]:As the most extensive information transmission medium, advertising has become an open and widespread way to communicate information to society. Advertising, with its rapid development and wide spread, has become an important part of our daily life. Public service advertising is a branch of advertising, as a non-profit advertising serving the public, its purpose is to promote the core values, and to strive for public welfare and interests, to promote social progress and civilization. It is clear that there are a large number of public service advertisements in China and foreign countries. Although the purpose and function of Chinese and English public service advertisements are the same, there must be differences between them due to the differences of cultural values. The purpose of this study is to explore the similarities and differences between the two kinds of public service advertisements in the use of evaluation resources based on the framework of evaluation theory. As the development and supplement of systemic functional linguistics, the theory of evaluation is an evaluative analysis of the meaning of attitude in discourse. A total of 30 Chinese and English public service advertisements are collected in this paper. Chinese Public Service Advertising mainly comes from CCTV website and China Public Service Advertising Network. English corpus is collected in some important magazines, such as Newsweek, Fortune and time. In order to get a more detailed understanding, the collected corpus will be subdivided into two categories: environmental protection and social services. Using a combination of quantitative and qualitative methods, The purpose of this paper is to explore the following questions: 1) what are the similarities and differences between Chinese and English public service advertisements in terms of attitude and resources? (2) what are the similarities and differences between Chinese and English public service advertisements in terms of intervening resources? 3) what are the similarities and differences in terms of differential resources in Chinese and English public service advertising? Through comparative analysis, it is found that there are many similarities and differences in evaluating the use of resources in English and Chinese public service advertisements. Generally speaking, there are more evaluation resources in Chinese public service advertisement than in English public service advertisement. In the English-Chinese public service advertisements of environmental protection, the similarity in the use of evaluation resources is that in the "1: 1) attitude system, the most common use of appreciation resources is in the intervention system", in which the acceptance of resources accounts for the vast majority. And most of the dialogs are realized by denying the resources. In the differential system, the use of the potential resources is much more than that of the focused resources. On the other hand, there are some differences between them. In the system of attitude and attitude, under appreciation resources, English public service advertisements tend to use value resources, while Chinese public service advertisements tend to reflect resources. In English public service advertisements, dialogue expansion resources are more used, while in Chinese public service advertisements, more intensive resources are used in the use of language potential resources, while in Chinese public service advertisements, more intensive resources are used in the use of language potential resources. And the Chinese public service advertisement is more inclined to quantify the resources. In social service English and Chinese public service advertisements, the similarities in the use of evaluation resources are in the system of: 1) attitude, the most common use of appreciation resources is in the intervention system, in which the resources of dialogue contraction are more than those of dialogue expansion resources / 3) differential system. The use of potential resources is much better than that of focusing resources. Secondly, the differences between them are as follows: 1) in the attitude system, emotional resources are very few in English public service advertisements, but they occupy a large proportion in Chinese public service advertisements. English public service advertisements adopt denial and proclamation, while Chinese public service advertisements only use denial 3) differential system. English public service advertisements adopt language and focus resources, while Chinese advertisements only use verbal potential resources. In a word, this thesis attempts to make a contrastive analysis of the evaluation resources of public service advertisements in English and Chinese by using the theory of evaluation, which not only enriches the current research on public service advertising, but also contributes to a better understanding of the discourse of public service advertisements.
【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】：2015
【分類號(hào)】：H136;H313

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本文編號(hào)：1991658