【摘要】：近幾年來(lái),房地產(chǎn)行業(yè)體現(xiàn)出蓬勃生機(jī),房地產(chǎn)業(yè)己越來(lái)越成為推動(dòng)中國(guó)經(jīng)濟(jì)發(fā)展的主要力量。而與之相對(duì)應(yīng)的房地產(chǎn)廣告在各種廣告媒體中占據(jù)著越來(lái)越重要的位置。房地產(chǎn)廣告,主要是指樓盤(pán)開(kāi)發(fā)商,以及各房屋中介機(jī)構(gòu)發(fā)布的出售,出租房屋的相關(guān)信息。這些廣告一般介紹了樓盤(pán)的具體信息、,使讀者對(duì)該樓盤(pán)有一定的了解。從一定程度上來(lái)說(shuō),房地產(chǎn)廣告的質(zhì)量好壞,直接影響樓盤(pán)的銷(xiāo)售情況。因此,房地產(chǎn)商為了增加房產(chǎn)銷(xiāo)售量,除了不斷提高樓盤(pán)本身的質(zhì)量外,更多會(huì)在樓盤(pán)廣告方面做研究,盡可能創(chuàng)作出有較強(qiáng)吸引力的樓盤(pán)廣告,基于此,對(duì)于如何創(chuàng)作出更有吸引力的房地產(chǎn)廣告研究是勢(shì)在必行。 目前對(duì)于房地產(chǎn)廣告的研究主要分為兩類(lèi),一類(lèi)是從房地產(chǎn)領(lǐng)域做研究如何增加房產(chǎn)銷(xiāo)售量,而另一類(lèi)則是從房地產(chǎn)廣告的語(yǔ)言出發(fā),增加廣告語(yǔ)言的吸引力。而對(duì)于如何從語(yǔ)言角度出發(fā),創(chuàng)作更好的房地產(chǎn)廣告,一直是語(yǔ)言學(xué)家們不斷探索研究的主題。但一直以來(lái),學(xué)者們對(duì)于房地產(chǎn)廣告的研究基本都是從修辭學(xué),語(yǔ)用學(xué),文體學(xué)角度出發(fā),但研究在房地產(chǎn)廣告中如何通過(guò)一些語(yǔ)法成分的選用和組合來(lái)促進(jìn)房地產(chǎn)廣告中人際功能的實(shí)現(xiàn)的并不多,而韓禮德系統(tǒng)功能語(yǔ)法中的人際意義理論則在此方面給了我們很好的借鑒。 韓禮德系統(tǒng)功能語(yǔ)法中的三大元功能為概念功能、人際功能、語(yǔ)篇功能。而其中的人際功能認(rèn)為交際雙方中的一方可以通過(guò)語(yǔ)言來(lái)表達(dá)自己的觀點(diǎn),態(tài)度,從而間接影響聽(tīng)話方的觀點(diǎn),態(tài)度和行為。該理論拓寬了實(shí)用文本的研究視角,尤其適用于廣告本文的研究。 本文以韓禮德的語(yǔ)篇人際意義為理論,并以30篇來(lái)自全國(guó)六大大房地產(chǎn)業(yè)發(fā)達(dá)城市,北京、上海、武漢、廣州、深圳、重慶的房地產(chǎn)廣告作為中文例子,以30篇來(lái)美國(guó)著名房產(chǎn)公司Ryland Homes的美國(guó)房地產(chǎn)廣告作為英語(yǔ)例子,運(yùn)用定性和定量方法,從語(yǔ)氣、情態(tài)、人稱(chēng)等三個(gè)方面做出具體分析,揭示出房地產(chǎn)廣告商是如何通過(guò)不同的語(yǔ)言手段實(shí)現(xiàn)人際意義,并得出美國(guó)房地產(chǎn)廣告和中國(guó)房地產(chǎn)廣告在實(shí)現(xiàn)語(yǔ)篇人際意義中的相似性和差異性。 中美房地產(chǎn)廣告實(shí)現(xiàn)人際意義的相似性：(1)在語(yǔ)氣方面,中國(guó)房地產(chǎn)廣告和美國(guó)房地產(chǎn)廣告都較多的運(yùn)用了陳述句語(yǔ)氣向讀者傳達(dá)信息,并較多用祈使句實(shí)現(xiàn)行為要求；(2)從情態(tài)方面來(lái)看,中美房地產(chǎn)廣告都采用較多可能性情態(tài),并運(yùn)用義務(wù)性表達(dá)對(duì)顧客提出微弱購(gòu)買(mǎi)要求；(3)在人稱(chēng)方面,第二人稱(chēng)在中美房地產(chǎn)廣告中使用頻率最高,而第一人稱(chēng)則都傾向于用復(fù)數(shù)形式,同時(shí)第一人稱(chēng)和第二人稱(chēng)的互動(dòng)對(duì)兩國(guó)房地產(chǎn)廣告人際意義的實(shí)現(xiàn)起著重要作用。 中美房地產(chǎn)廣告實(shí)現(xiàn)人際意義的差異性：(1)從語(yǔ)氣來(lái)看,中國(guó)房地產(chǎn)廣告較多的運(yùn)用了感嘆句,而美國(guó)房地產(chǎn)廣告較多的運(yùn)用了祈使句；(2)從情態(tài)方面來(lái)看,中國(guó)房地產(chǎn)采用的可能性情態(tài)較美國(guó)方面低,并且采用較多表示經(jīng)常性的表達(dá),而美國(guó)房地產(chǎn)廣告中基本沒(méi)有經(jīng)常性的表達(dá),同時(shí),中國(guó)房地產(chǎn)廣告中的義務(wù)性表達(dá)明顯高于美國(guó)房地產(chǎn)廣告中的義務(wù)性表達(dá)(3)從人稱(chēng)方面來(lái)看,中國(guó)房地產(chǎn)廣告較多的使用第二人稱(chēng)的“您”,而美國(guó)房地產(chǎn)沒(méi)有此用法,同時(shí),美國(guó)房地產(chǎn)中的第一人稱(chēng)復(fù)數(shù)“we”一般指代地產(chǎn)商,而中國(guó)房地產(chǎn)廣告中的第一人稱(chēng)可以指地產(chǎn)商,第三方消費(fèi)者,以及同時(shí)指消費(fèi)者和地產(chǎn)商。 韓禮德系統(tǒng)功能語(yǔ)法認(rèn)為,社會(huì)文化因素對(duì)語(yǔ)言的使用有著較大影響,因此在本文的最后,作者也從文化和語(yǔ)言因素對(duì)這些差異做出簡(jiǎn)要分析。
[Abstract]:In recent years, the real estate industry has shown vigorous vitality, the real estate industry has become more and more important to promote the development of China's economy. And the corresponding real estate advertising occupies a more and more important position in all kinds of advertising media. Real estate advertising, mainly refers to real estate developers, and the release of various housing agencies. In general, the quality of the real estate advertising, to a certain extent, has a direct impact on the sale of real estate. Therefore, in order to increase the sales of real estate, the real estate business can not only improve the quality of real estate, but also improve the quality of real estate itself. In addition, more will be done in the field of advertising research, as far as possible to create a strong attractive real estate advertising, based on this, how to create more attractive real estate advertising research is imperative.
At present, there are two main types of research on real estate advertising. One is to study how to increase the sales of real estate from the real estate field, while the other is from the language of real estate advertising to increase the appeal of the advertising language. However, the research on real estate advertising has been basically from the perspective of rhetoric, pragmatics and stylistics, but the research on how to promote the realization of interhuman function in real estate advertising through the selection and combination of some grammatical components in real estate advertising is not much, but Hallidy system work The theory of interpersonal meaning in grammar gives us a good lesson in this respect.
The three major functions of Hallidy's system functional grammar are conceptual, interpersonal and textual functions. The interpersonal function of the system holds that one of the parties can express their views and attitudes through language, thereby indirectly affecting the listener's views, attitudes and actions. This theory broadens the perspective of practical text, especially the perspective of practical text. It is suitable for the study of advertising.
Based on the theory of Hallidy's interpersonal meaning, and 30 examples of real estate advertisements from six big real estate cities, Beijing, Shanghai, Wuhan, Guangzhou, Shenzhen and Chongqing, 30 American real estate ads from Ryland Homes, a famous American real estate company, are used as examples in English, and the qualitative and quantitative methods are used. The author makes a specific analysis of three aspects, such as mood, modality and person, and reveals how real estate advertisers realize interpersonal meaning through different language means, and draws the similarity and difference between American real estate advertising and Chinese real estate advertising in the realization of interpersonal meaning in the discourse.
The similarities between Chinese and American real estate advertising realize interpersonal meaning: (1) in terms of mood, both Chinese real estate advertising and American real estate advertising have used more declarative sentences to convey information to readers, and more use imperative sentences to achieve behavioral requirements; (2) from the aspect of modality, China and the United States use more possibility modality in real estate advertising. (3) in person, the second person used the highest frequency in the Chinese and American real estate advertising, while the first person tends to use the plural, while the first person and the second person interaction plays an important role in the realization of the interpersonal meaning of the two countries.
The difference of interpersonal meaning between Chinese and American real estate advertisements: (1) in terms of mood, Chinese real estate advertisements have used exclamatory sentences more, while American real estate advertisements have used imperative sentences more; (2) from the aspect of modality, the possibility of real estate in China is lower than that of the United States, and more frequent tables are used. There is no regular expression in American real estate advertising, and the compulsory expression in Chinese real estate advertisements is obviously higher than that of American real estate advertisements (3). From the personal point of view, Chinese real estate ads use more than second person "you" in Chinese real estate advertising, while American real estate does not use this usage, meanwhile, America The first person plural "we" in real estate generally refers to a real estate agent, while the first person in China's real estate advertisement can refer to a real estate agent, a third party consumer, and a consumer and a real estate agent.
The Hallidy system functional grammar holds that social and cultural factors have a great influence on the use of language, so at the end of this article, the author also makes a brief analysis of these differences from cultural and linguistic factors.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：H15;H315

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