【摘要】：在這個(gè)充滿競爭和壓力的時(shí)代，人們都想找尋機(jī)會(huì)來解脫自己。旅游由此成為人們生活中不可缺少的一部分。通過網(wǎng)絡(luò)，，人們可以快速獲取自己想要的信息，但面對(duì)如此紛繁多樣的旅游信息，人們?cè)撛趺磥碜龀鼍駬?因此，廣告編寫者必須考慮怎樣的旅游廣告可以引起人們的關(guān)注。很多學(xué)者從不同的角度對(duì)廣告語進(jìn)行了研究，但很少學(xué)者從評(píng)價(jià)的視角來研究旅游廣告語篇。評(píng)價(jià)理論，是系統(tǒng)功能語言學(xué)人際意義研究的擴(kuò)展，它是關(guān)于語篇中可以協(xié)調(diào)的各種態(tài)度，所涉及情感的力度和評(píng)價(jià)資源的來源。自從評(píng)價(jià)系統(tǒng)建立以來,很多學(xué)者運(yùn)用它來分析各種語篇。然而，他們卻很少觸及到旅游廣告語篇。所以，這就值得應(yīng)用評(píng)價(jià)理論來分析旅游廣告語篇。 本文的語料選自中國旅游網(wǎng)。在評(píng)價(jià)理論的框架下，通過對(duì)其中20篇中文旅游廣告的定性和定量分析來解決以下三個(gè)問題:①從評(píng)價(jià)理論的視角來看，中文旅游廣告語篇有什么語言特征；②中文旅游廣告語篇中評(píng)價(jià)資源的分布特征是什么;③這些評(píng)價(jià)資源是如何實(shí)現(xiàn)人際意義的。 通過分析發(fā)現(xiàn)，在這些中文旅游廣告語篇中存在大量的評(píng)價(jià)資源。級(jí)差資源最豐富，其次是態(tài)度資源。同時(shí)，介入資源使用的最少。這符合旅游廣告的性質(zhì)，主要是介紹旅游地的情況，它們都有極力宣傳旅游地的目的。在態(tài)度系統(tǒng)里，研究發(fā)現(xiàn)鑒賞資源居第一位，其次是情感資源，判斷資源最少。這表明廣告編寫者在極力顯現(xiàn)旅游地的價(jià)值，以此來吸引潛在游客，使得他們做出旅游的打算。在介入系統(tǒng)里，論文主要分析了多聲資源，來顯現(xiàn)廣告編寫者是如何與讀者進(jìn)行交流互動(dòng)的。結(jié)果發(fā)現(xiàn)壓縮資源比擴(kuò)展資源多，壓縮資源可以壓縮對(duì)話空間，這樣可以在某種程度上顯現(xiàn)自己話語的權(quán)威，以便讓讀者接受自己的立場。擴(kuò)展資源可以很好地實(shí)現(xiàn)與讀者的互動(dòng)交流，這樣可以聯(lián)盟潛在游客。在級(jí)差系統(tǒng)里，研究發(fā)現(xiàn)語勢資源比聚焦資源多。其次，在語勢系統(tǒng)中，強(qiáng)化資源比量化資源多。在聚焦系統(tǒng)中，銳化資源比柔化資源多。 總之，本文以評(píng)價(jià)理論為框架對(duì)中文旅游廣告語篇進(jìn)行研究，以此來揭示此類語篇中評(píng)價(jià)資源的分布，以及評(píng)價(jià)資源是如何實(shí)現(xiàn)人際意義的。這能擴(kuò)大評(píng)價(jià)理論的研究范圍，并且有助于旅游廣告編寫者更好地編寫旅游廣告，提高旅游廣告的質(zhì)量。
[Abstract]:In this era of competition and pressure, people are looking for opportunities to free themselves. Tourism has thus become an indispensable part of people's lives. Through the Internet, people can quickly get the information they want, but in the face of such a variety of travel information, how should people make a choice? Therefore, advertisers must consider what kind of travel advertisements can attract people's attention. Many scholars have studied the advertising language from different angles, but few scholars have studied the tourism advertising discourse from the perspective of evaluation. The theory of evaluation is an extension of the study of interpersonal meaning in systemic functional linguistics. It is an extension of the study of interpersonal meaning in systemic functional linguistics. It is concerned with various kinds of attitudes, the intensity of emotion involved and the source of evaluation resources. Since the establishment of the evaluation system, many scholars have used it to analyze various discourses. However, they rarely touch on tourist advertising discourse. Therefore, it is worth applying evaluation theory to analyze tourism advertising discourse. The corpus of this paper is selected from China Travel net. Under the framework of evaluation theory, the following three questions: 1: 1 are solved by qualitative and quantitative analysis of 20 Chinese tourism advertisements. From the perspective of evaluation theory, what are the linguistic characteristics of Chinese tourism advertising discourse; 2 what are the distribution characteristics of evaluation resources in Chinese tourism advertising discourse? 3 how do these evaluation resources achieve interpersonal meaning? Through the analysis, it is found that there are a lot of evaluation resources in these Chinese tourist advertising texts. Differential resources are the most abundant, followed by attitude resources. At the same time, the minimum use of intervention resources. This is in line with the nature of tourism advertising, mainly to introduce the situation of tourist destinations, they all have the purpose of promoting tourist destinations. In attitude system, it is found that appreciation resource is the first, affective resource is the second, judgment resource is the least. This suggests that advertisers are trying to show the value of tourist destinations in order to attract potential tourists and prepare them for travel. In the intervention system, the thesis mainly analyzes the multi-sound resources to show how the advertisement writer interacts with the reader. The results show that there are more compressed resources than expanded resources, and the compressed resources can compress the dialogue space, which can show the authority of their discourse to some extent, so that readers can accept their own stand. Expanding resources provides a good way to interact with readers, so that potential visitors can be coalitioned. In the differential system, it is found that there are more potential resources than focused resources. Secondly, the reinforcement resources are more than the quantitative resources in the verbal potential system. There are more sharpened resources than softened ones in the focusing system. In a word, this paper studies Chinese tourism advertising discourse based on evaluation theory to reveal the distribution of evaluation resources and how evaluation resources realize interpersonal meaning. This can enlarge the research scope of evaluation theory, and help the editor of tourism advertisement to compile tourism advertisement better and improve the quality of tourism advertisement.
【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】：2013
【分類號(hào)】：H15

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 常晨光;;評(píng)價(jià)意義的韻律性特征[J];北京科技大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2008年03期

2 張德祿;系統(tǒng)功能語言學(xué)的新發(fā)展[J];當(dāng)代語言學(xué);2004年01期

3 李國慶;孫韻雪;;新聞?wù)Z篇的評(píng)價(jià)視角——從評(píng)價(jià)理論的角度看社論的價(jià)值取向[J];廣東外語外貿(mào)大學(xué)學(xué)報(bào);2007年04期

4 王立剛;評(píng)價(jià)意義的類型及其相互關(guān)系[J];解放軍外國語學(xué)院學(xué)報(bào);2004年02期

5 蔡虹;廣告英語中的評(píng)價(jià)性語用指示詞研究——基于評(píng)估理論的分析[J];解放軍外國語學(xué)院學(xué)報(bào);2005年02期

6 王振華;雜文中作者的介入[J];暨南大學(xué)華文學(xué)院學(xué)報(bào);2002年01期

7 劉婷婷,劉豐;廣告英語中人際意義研究[J];中國礦業(yè)大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2005年02期

8 鄧嶸;英語廣告標(biāo)題的修辭特色[J];中國科技翻譯;1998年04期

9 王振華;;從態(tài)度系統(tǒng)考量奧巴馬獲2009年度諾貝爾和平獎(jiǎng)引發(fā)的爭議[J];當(dāng)代外語研究;2010年03期

10 彭宣維;;漢語的介入與級(jí)差現(xiàn)象[J];當(dāng)代外語研究;2010年10期

本文編號(hào)：2240223