好廣告不只在傳達訊息,它能以信心和希望,穿透大眾心靈。廣告文本是廣告信息的重要載體,廣告文本的互文性引起了學者的關注,但多是對互文現(xiàn)象和表現(xiàn)形式的研究,對廣告互文性的理論研究卻明顯不足。本文將根據(jù)語言順應論探討廣告文本互文性,綜合考慮社會、文化、認知三個因素對廣告文本進行分析。本研究的理論基礎是語言順應論。本文將運用Verschueren的語言順應論來研究廣告文本互文性的生成和解讀機制。本文根據(jù)社會及傳播媒介的發(fā)展提出廣告文本的媒介互文,從而廣告文本的互文性歸納味四類,即具體互文,文化互文,體裁互文和媒介互文,并從語言順應的角度對它們進行探討。提出廣告文本互文性的順應性模式,指出順應性支配著廣告文本的創(chuàng)作和廣告交際意義的生成。只有達到順應,廣告才能實現(xiàn)其交際目的,并指出廣告文本在語境因素、語言結(jié)構(gòu)上的順應不是靜止不變的,而是動態(tài)的。在研究過程中同時從美國心理學家馬斯洛（Meslow）的需要層次論出發(fā),幫助分析廣告文本的順應性,指出廣告文本的成功在于順應人們的客觀需求。廣告的順應不是自發(fā)形成的,而是廣告制作者致力尋求的順應以達到廣告的目的。廣告受眾也影響著廣告文本的創(chuàng)作。文章主要采用定性... 

【文章來源】：南京財經(jīng)大學江蘇省

【文章頁數(shù)】：70 頁

【學位級別】：碩士

【文章目錄】：
Acknowledgements
Abstract
摘要
Chapter One Introduction
    1.1 Background of the Study
    1.2 Objectives and Research Questions of This Study
    1.3 Theoretical and Methodological Orientations of the Present Thesis
    1.4. Data collection and Organization of the Present Thesis
Chapter Two Literature Review
    2.1 The Nature of Advertising
    2.2 Characters of Advertising Language
    2.3 Previous Studies on the Intertextuality in Ads
Chapter Three Theoretical Foundation
    3.1 Verschreren’s Adaptation Theory
        3.1.1 A Brief Introduction of Adaptability
        3.1.2 Three Fundamental Concepts of Adaptability
        3.1.3 The Four Angles of Investigation
    3.2 Maslow’s Hierarchy of Needs
    3.3 Implications for the Present Studies
Chapter Four Adaption Approach to the Intertextuality of Advertising Text
    4.1 Adaptation Model for the Intertextuality in Ads
    4.2 A Data-based Analysis of the Intertextuality in Ads
        4.2.1 The Adaptation-based Understanding of Intertectuality in Ads
            4.2.1.1 Specific Intertextuality
            4.2.1.2 Generic Intertextuality
            4.2.1.3 Cultural Intertextuality
            4.2.1.4 Media Intertextuality
        4.2.2 The Relative Nature of Intertextuality
    4.3 Adaptation Analysis to the Operating Mechanism of Intertextuality in Ads
        4.3.1 Intertextuality Formation under the Framework of Adaptation Theory
            4.3.1.1 Adaptation to the Contextual Elements
            4.3.1.2 Adaptation to the Structural Elements
            4.3.1.3 Dynamics of Adaptation
            4.3.1.4 Salience of Adaptation Processes
        4.3.2 The Interactions of the Factors Influencing the Generation and Interpretation of Intertextuality in Ads
        4.3.3 The Interpreting Process of Ads Intertextuality
    4.4 Pragmatic Effects of Ads Intertextuality under Adaptation Theory
        4.4.1 Capturing the Consumer's Eyes More Quickly
        4.4.2 Providing Added Value for Products
        4.4.3 Enhancing the Potential Persuasive Power of Advertising Texts
        4.4.4 Shouldering Social Responsibility
Chapter Five Conclusion
    5.1 Main Findings of the Thesis
    5.2 The Limitations of the Research
    5.3 Further research
Bibliography
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