【摘要】：隨著經(jīng)濟和技術(shù)的發(fā)展，世界已經(jīng)進入了一個信息化時代。信息做為人們生活中不可缺少的一部分，通過各種個樣的途徑傳播。例如，廣告，新聞報道，社論，�？�，娛樂等等。廣告作為信息最為簡潔有效又常見的傳播方式已經(jīng)引起越來越多國內(nèi)外學者的關注。無論人們喜歡與否，接受與否，廣告都充斥于我們的日常生活之中。 本文主要基于Halliday（1994）的系統(tǒng)功能語言學，從三大純理功能（概念功能、人際功能和語篇功能）的角度，結(jié)合Swales（1990）和Bhtia（1993）的語步理論，借助于Wordsmith統(tǒng)計軟件的Concordance工具對語料庫中的產(chǎn)品廣告的功能和語體特征進行了定性、定量分析。首先，建立了一個由80篇產(chǎn)品廣告構(gòu)成的語料庫。語料庫中的大部分產(chǎn)品廣告來自于Fortune, Newsweek和Time等雜志。其次，基于Swales（1990）關于語步的理論，借鑒Bhtia（1993）總結(jié)出來的七種語步模式，將語料庫中的產(chǎn)品廣告進行語步的劃分，對各個語步進行功能語體分析，研究表明，產(chǎn)品廣告由四個語步構(gòu)成，語步一的主要作用是用來吸引讀者注意力，激起讀者對該產(chǎn)品的好奇心。語步二用來介紹產(chǎn)品的性能，特點。語步三主要刺激和鼓勵讀者進行消費。再次，基于Halliday（1994）的及物性理論，采用Concordance工具，對產(chǎn)品廣告的及物性特征進行統(tǒng)計和分析。結(jié)果顯示，產(chǎn)品廣告中多采用物質(zhì)過程來強調(diào)產(chǎn)品的客觀真實性，關系過程用于描述產(chǎn)品的突出性能。第五，根據(jù)Halliday（1994）的系統(tǒng)功能語言學中人際功能的相關理論，研究了產(chǎn)品廣告的語氣特征。結(jié)果表明，在廣告中陳述句所占的比例最高，其次是疑問句，，祈使句所占比例最低。這充分體現(xiàn)了廣告以描述產(chǎn)品特征、勸說消費者購買為主的語體特征。第六，根據(jù)HallidayHasan（1984）的銜接理論，對產(chǎn)品廣告的語篇功能進行分析。其中語法銜接中的指稱、省略和詞匯銜接中的重復出現(xiàn)率較高。這體現(xiàn)了廣告語體的簡潔、生動、說服力強的特征。 廣告作為一種語體有其特有的語言特征和交流目的，廣告是一種說服性語體，它的目的是使用吸引及勸說性的語言來促使讀者消費。本文通過基于語料庫的研究結(jié)果體現(xiàn)了該語體的語體特征及語言特點，希望本文的研究，為產(chǎn)品廣告的語體分析研究提供有價值的參考依據(jù)和理論信息，并對文體寫作教學和英語學習有所幫助。
[Abstract]:With the development of economy and technology, the world has entered an information age. As an indispensable part of people's life, information is transmitted through various ways. For example, advertisements, news reports, editorials, monographs, entertainment, etc. Advertising, as the most simple and effective way to spread information, has attracted more and more attention of scholars at home and abroad. Whether people like it or not, accept it or not, advertising is full of our daily life. Based on Halliday's (1994) systemic functional linguistics, this paper combines the theories of Swales (1990) and Bhtia (1993) from the perspectives of three major pure functions (conceptual function, interpersonal function and textual function). The function and stylistic features of product advertisements in the corpus are analyzed qualitatively and quantitatively with the help of the Concordance tool of Wordsmith statistical software. Firstly, a corpus of 80 product advertisements is established. Most of the product advertisements in the corpus come from magazines such as fortune, Newsweek and Time. Secondly, based on Swales (1990)'s theory of Sequential step and using Bhtia (1993) as a reference, the product advertisement in the corpus is divided into two parts, and the functional stylistic analysis of each step is carried out. The product advertisement consists of four steps. The main function of step one is to attract readers' attention and arouse their curiosity about the product. Step 2 is used to introduce the performance and characteristics of the product. Step 3 mainly stimulates and encourages readers to consume. Thirdly, based on the theory of Halliday (1994) and transitivity, this paper uses Concordance tool to analyze the characteristics of product advertising. The results show that the material process is used to emphasize the objective authenticity of the product and the relational process is used to describe the outstanding performance of the product. Fifthly, according to Halliday's theory of interpersonal function in systemic functional linguistics (1994), this paper studies the mood characteristics of product advertising. The results show that the proportion of declarative sentences in advertisements is the highest, followed by interrogative sentences and imperative sentences. This fully embodies the stylistic features of advertising to describe product features and persuade consumers to buy. Sixth, according to HallidayHasan's cohesion theory (1984), the text function of product advertising is analyzed. Among them, reference, ellipsis and repetition in grammatical cohesion are higher. This reflects the simple, vivid and persuasive features of the advertising language. Advertising, as a kind of language style, has its own linguistic characteristics and communication purposes. Advertising is a persuasive style, which aims to use attractive and persuasive language to promote readers' consumption. In this paper, the corpus-based research results reflect the stylistic features and linguistic characteristics of the style. I hope that the research in this paper will provide valuable reference and theoretical information for the stylistic analysis of product advertising. It is helpful for stylistic writing teaching and English learning.
【學位授予單位】：燕山大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：H15

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本文編號：2151216