英文书面广告的篇章组织模式
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摘要
广告作为现代化的一个重要标志，已经引起了一些撰稿人和研究者的重视。他们试图通过研究广告来解释现代生活的运转方式和人们的种种经历。其重要性和冲击力吸引着人们进行理性的和学术的研究。一些撰稿人还就此发表了各种见解。广告学研究与其他领域的研究总是密不可分的，这些领域包括政治、经济、社会机制、文化和价值观、语言与符号研究、应用科学和人文科学以及行为方式和道德观。
广告对社会影响重大，因而与人类的语言有密切的联系。简言之，语言是广告研究的一个重要方面。然而对广告的语言学研究较之其他领域为数不多。过去的几年中，国内许多对广告感兴趣的学者仍持传统的观点。他们对广告语的研究多集中在句子层面的特点和修辞手段上。而宏观结构方面的研究如话语和篇章则稍显不足。
本文从学术的视角出发，主要研究广告语篇的宏观结构即英文广告的篇章组织模式。通过分析英文书面广告探索Michael Hoey篇章模式理论的可应用性(问题—解决型、目标—达到型、机会—获得型和欲望—实现型)。在此基础上，笔者通过进一步的语料观察提出了其他几个模式(提问—回答型、经验—号召型、经验—评价型、声明—陈述型、模拟对话型和直陈清单型)。文章对广告语不同层面的特点进行了更加细致的分析，并着重分析了一些语用特点如语用隐含、双关语的使用和语法隐喻。结尾从语用修辞的角度，基于利奇认为语用学是问题—解决过程的观点探讨了不同篇章模式产生的原因。
本文采用定性分析和阐释的方法，利用大量语料支持论点。全文分为五部分：第一章对广告语和篇章模式研究作简单交代，并介绍了研究目的和语料来源；第二章应用Michael Hoey的篇章模式理论分析广告语篇；第三章通过细致观察又提出六个模式即提问—回答型、经验—号召型、经验—评价型、声明—陈述型、模拟对话型和直陈清单
型模式；第四章以利奇的语用修辞理论为基础阐释了各种模式产生的
深层原因；最后一章为结论，指出这几种可能的篇章组织模式出现的
频率并不相同，应在实际运用中而不是教条地加以区分。
Advertising can be considered as one of the key signatures of modernity. As such it has attracted a great deal of attention from writers and researchers attempting to understand and explain some of the workings and experiences of modern living. A general fascination with the significance and the impact of advertising has been given intellectual expression as academics and other writers have conducted studies or made pronouncements on advertising. The study of advertising has always been intermeshed with larger questions about culture and value, language and signification, technology and humanity, motivation and morality, identity, economy, politics and social organization.
Advertising has a crucial influence on society, so it is in close relation to human language. To put it simply, language is an important aspect of advertising study. However, few studies have been undertaken in linguistics. During the past few years, most of the researchers interested in advertising language in our country have rigidly adhered to the traditional linguistic points of view. They have mainly focused on the features and rhetorical devices on sentence level of advertisements while studies on the macro-structure such as discourse and text have not been sufficient.
This paper is within the domain of the academic discipline and mainly focuses on the macro-structure, that is, the patterns of text organization of English advertisements. It aims to explore the applicability of Michael Hoey's view on textual patterns (the Problem-Solution pattern, the Goal-Achievement pattern, the Opportunity-Taking pattern, and the Desire Arousal-Fulfillment pattern) through analyzing some written advertisements in English. In the meanwhile, several other patterns (the Question-Answer pattern, the Experience-Call to Action pattern, the Experience-
Evaluation pattern, the Announcement-Statement pattern, the Simulated Dialogue pattern, and Straight-Line Copy List) are also contributed through the author's further observation. The paper offers a more detailed analysis of the characteristics on different levels of advertising language. Some pragmatic features are also explored such as implication, the use of pun and grammatical metaphor. Toward the end of this paper, the underlying reasons for the existence of different patterns have been explored by adopting Leech's rhetorical approach to pragmatics and his view on pragmatics as problem-solving.
This thesis adopts a qualitative and interpretative approach which uses existing examples of advertising as a source of data to support the author's idea. It consists of five parts. Chapter I gives a clear view of the researches on discourse analysis and advertising language. In the meantime, the general purpose and methodology of this study as well as data collection are stated. Chapter II mainly adopts Michael Hoey's view on pragmatic patterns of text organization in analyzing English print advertisements. It shows clearly how different patterns may work in the interpretation of advertising text. In this, it deals with four patterns, i.e. the Problem-Solution pattern, the Goal-Achievement pattern, the Opportunity-Taking pattern and the Desire Arousal-Fulfillment pattern, and discusses how these patterns are signaled. Chapter III presents through further observation several other textual patterns which function in advertisements, i.e. the Question-Answer pattern, the Experience-Call to Action pattern, the Experience-Evaluation pattern, the Announcement-Statement pattern, the Simulated Dialogue pattern and Straight-Line Copy List. Chapter IV, as an important one, explains the deep reasons behind different patterns by adopting Leech's view on pragmatics as problem-solving and his rhetorical approach to pragmatics. The last chapter is the conclusion in which it is pointed out that among the patterns which may occur in advertisements, some will be very rare while others will recur frequently. The dividing line
may not be absolutely clear. Therefore, different types of patterns will be determined by utility
广告对社会影响重大，因而与人类的语言有密切的联系。简言之，语言是广告研究的一个重要方面。然而对广告的语言学研究较之其他领域为数不多。过去的几年中，国内许多对广告感兴趣的学者仍持传统的观点。他们对广告语的研究多集中在句子层面的特点和修辞手段上。而宏观结构方面的研究如话语和篇章则稍显不足。
本文从学术的视角出发，主要研究广告语篇的宏观结构即英文广告的篇章组织模式。通过分析英文书面广告探索Michael Hoey篇章模式理论的可应用性(问题—解决型、目标—达到型、机会—获得型和欲望—实现型)。在此基础上，笔者通过进一步的语料观察提出了其他几个模式(提问—回答型、经验—号召型、经验—评价型、声明—陈述型、模拟对话型和直陈清单型)。文章对广告语不同层面的特点进行了更加细致的分析，并着重分析了一些语用特点如语用隐含、双关语的使用和语法隐喻。结尾从语用修辞的角度，基于利奇认为语用学是问题—解决过程的观点探讨了不同篇章模式产生的原因。
本文采用定性分析和阐释的方法，利用大量语料支持论点。全文分为五部分：第一章对广告语和篇章模式研究作简单交代，并介绍了研究目的和语料来源；第二章应用Michael Hoey的篇章模式理论分析广告语篇；第三章通过细致观察又提出六个模式即提问—回答型、经验—号召型、经验—评价型、声明—陈述型、模拟对话型和直陈清单
型模式；第四章以利奇的语用修辞理论为基础阐释了各种模式产生的
深层原因；最后一章为结论，指出这几种可能的篇章组织模式出现的
频率并不相同，应在实际运用中而不是教条地加以区分。
Advertising can be considered as one of the key signatures of modernity. As such it has attracted a great deal of attention from writers and researchers attempting to understand and explain some of the workings and experiences of modern living. A general fascination with the significance and the impact of advertising has been given intellectual expression as academics and other writers have conducted studies or made pronouncements on advertising. The study of advertising has always been intermeshed with larger questions about culture and value, language and signification, technology and humanity, motivation and morality, identity, economy, politics and social organization.
Advertising has a crucial influence on society, so it is in close relation to human language. To put it simply, language is an important aspect of advertising study. However, few studies have been undertaken in linguistics. During the past few years, most of the researchers interested in advertising language in our country have rigidly adhered to the traditional linguistic points of view. They have mainly focused on the features and rhetorical devices on sentence level of advertisements while studies on the macro-structure such as discourse and text have not been sufficient.
This paper is within the domain of the academic discipline and mainly focuses on the macro-structure, that is, the patterns of text organization of English advertisements. It aims to explore the applicability of Michael Hoey's view on textual patterns (the Problem-Solution pattern, the Goal-Achievement pattern, the Opportunity-Taking pattern, and the Desire Arousal-Fulfillment pattern) through analyzing some written advertisements in English. In the meanwhile, several other patterns (the Question-Answer pattern, the Experience-Call to Action pattern, the Experience-
Evaluation pattern, the Announcement-Statement pattern, the Simulated Dialogue pattern, and Straight-Line Copy List) are also contributed through the author's further observation. The paper offers a more detailed analysis of the characteristics on different levels of advertising language. Some pragmatic features are also explored such as implication, the use of pun and grammatical metaphor. Toward the end of this paper, the underlying reasons for the existence of different patterns have been explored by adopting Leech's rhetorical approach to pragmatics and his view on pragmatics as problem-solving.
This thesis adopts a qualitative and interpretative approach which uses existing examples of advertising as a source of data to support the author's idea. It consists of five parts. Chapter I gives a clear view of the researches on discourse analysis and advertising language. In the meantime, the general purpose and methodology of this study as well as data collection are stated. Chapter II mainly adopts Michael Hoey's view on pragmatic patterns of text organization in analyzing English print advertisements. It shows clearly how different patterns may work in the interpretation of advertising text. In this, it deals with four patterns, i.e. the Problem-Solution pattern, the Goal-Achievement pattern, the Opportunity-Taking pattern and the Desire Arousal-Fulfillment pattern, and discusses how these patterns are signaled. Chapter III presents through further observation several other textual patterns which function in advertisements, i.e. the Question-Answer pattern, the Experience-Call to Action pattern, the Experience-Evaluation pattern, the Announcement-Statement pattern, the Simulated Dialogue pattern and Straight-Line Copy List. Chapter IV, as an important one, explains the deep reasons behind different patterns by adopting Leech's view on pragmatics as problem-solving and his rhetorical approach to pragmatics. The last chapter is the conclusion in which it is pointed out that among the patterns which may occur in advertisements, some will be very rare while others will recur frequently. The dividing line
may not be absolutely clear. Therefore, different types of patterns will be determined by utility
引文
1. This notion has been used by Fan Yagang in his Advertising Language and Messages: advertising/discourse analysis. 2000. It is a word created by Leech (1966), specifically referring to advertising languge for he thinks that lingustic features of advertising should be within a unique category.
2. This form of numbering should be distinguished from the others for it refers to the number of sentences in a specific text. Later we will still use it to number the sentences when we are analyzing some of the sample advertisements.
3. See Hoey (2001), Textual Interaction: an Introduction to Written Discourse Analysis.
Austin, J. L. 1962. How to Do Things with Words. Oxford: Oxford University Press.
Baran, D & Reid, K. 1990. Advertising: Its Role in Modern Marketing. Chicago: The Dryden Press.
Batia, V. K. 1993. Analysing Genre: Language Use in Professional Settings. London: Longman.
Brown, G. & Yule, G. 1983. Discourse Analysis. Cambridge: Cambridge University Press.
Brown, P. & Levinson, S. 1978. "Universals in Language Usage: Politeness Phenomena". In Goody, E. (ed.), Questions and Politeness: Strategies in Social Interaction. Cambridge: Cambridge University Press. pp. 56-289.
Cook, G. 1989. Discourse. Oxford: Oxford University Press.
Cook, G. 1992. The Discourse of Advertising. London: Routledge.
Coulthard, M. (ed.) 1994. Advances in Written Text Analysis. London: Routledge.
Dyer, G. 1982. Advertising as Communication. London: Methuen.
Gee, J. P. 1999. An Introduction to Discourse Analysis: Theory and Method. London: Routledge.
Grice, H. P. 1975. "Logic and Conversation" Syntax and Semantics. In P. Cole & J. Morgan (eds.). New York: Academic Press.
Halliday, M. A. K. & R. Hasan. 1976. Cohesion in English. London: Longman.
Halliday, M. A. K. 1978. Language as Social Semiotic: The Social Interpretation of Language and Meaning. London: Edward Arnold.
Hoey, M. P. 1983. On the Surface of Discourse. London: Allen and Unwin.
Hoey, M. P. 2001. Textual Interaction: An Introduction to Written Discourse Analysis. London: Routledge.
Jordan, M. P. 1984. Rhetoric of Everyday English Texts. London: George Allen & Unwin.
Labov, W. 1972. Language in the Inner City: Studies in the Black Enghlish Vernacular. Philadelphia: University of Philadelphia Press.
Leech, G. N. 1966. English in Advertising. London: Longman.
Leech, G. N. 1983. Principles of Pragmatics. London: Longman.
Levinson, S. C. 1983. Pragmatics. Cambridge: Cambridge University Press.
Mey, J. 1993. Pragmatics: An Introduction. Oxford: Blackwell Publishers.
Schiffrin, D. 1994. Approaches to Discourse. Blackwell: Oxford UK & Cambridge USA.
Searl, J. 1969. Speech Acts. Cambridge: Cambridge University Press.
Searl, J. 1975. "Indirect Speech Acts". In Cole, P. & Morgan, J. (eds.), Syntax and Semantics. New York: Academic Press.
Van Dijk, T. A. 1977. Text and Context. London: Longman.
Vestergaard, T. & K. Schrφder. 1985. The Language of Advertising. Oxford: Blackwell.
Wells, W. & Burnett, J. & Moriarty, S. 1998. Advertising: Principles & Practice. London: Prentice-Hall International (UK) Limited.
Winter, E. 1971. "Connection in Science Material: A Proposition about the Semantics of Clause Relations" in CILT Reports and Papers No. 7: Technology in a Second Language. London: Centre for Information on Language Teaching and Research. pp. 41-52.
Winter, E. 1977. "A Clause-Relational Approach to English Texts". Instructional Science (special edn.), pp. 1-92.
范亚刚，2000，《广告语言与讯息》，北京：军事谊文出版社。
何自然，1988，《语用学概论》，长沙：湖南教育出版社。
胡壮麟，1994，《语篇的衔接与连贯》，上海：上海外语教育出版社。
黄国文，2001，《语篇分析的理论与实践—广告语篇研究》，上海：上海外语教育出版社。
李东进，2000，《现代广告—原理与探索》，北京：企业管理出版社。
李悦娥，范宏雅，2002，《话语分析》，上海：上海外语教育出版社。
刘秀玉编著，2002，《新编简明英语广告手册》，北京：知识出版社。
秦秀白，1986，《文体学概论》，长沙：湖南教育出版社。
秦秀白，2002，《英语语体和文体要略》，上海：上海外语教育出版社。
阮恒辉，1997，《广告运作实务》，上海：东方出版中心。
汪滔编著，2001，《广告英语》，合肥：安徽科学技术出版社。
王佐良，丁往道，1987，《英语文体学引论》，北京：外语教学与研究出版社。
谢文怡，刘云腾编著，1997，《国际商务英语系列：广告英语》，上海：上海交通大学出版社。
许顺利，2001，《广告不打水漂—如何做有效广告》，上海：上海人民出版社。
张绍杰，杨忠主编，1998，《语用·认知·交际》，长春：东北师范大学出版社。
2. This form of numbering should be distinguished from the others for it refers to the number of sentences in a specific text. Later we will still use it to number the sentences when we are analyzing some of the sample advertisements.
3. See Hoey (2001), Textual Interaction: an Introduction to Written Discourse Analysis.
Austin, J. L. 1962. How to Do Things with Words. Oxford: Oxford University Press.
Baran, D & Reid, K. 1990. Advertising: Its Role in Modern Marketing. Chicago: The Dryden Press.
Batia, V. K. 1993. Analysing Genre: Language Use in Professional Settings. London: Longman.
Brown, G. & Yule, G. 1983. Discourse Analysis. Cambridge: Cambridge University Press.
Brown, P. & Levinson, S. 1978. "Universals in Language Usage: Politeness Phenomena". In Goody, E. (ed.), Questions and Politeness: Strategies in Social Interaction. Cambridge: Cambridge University Press. pp. 56-289.
Cook, G. 1989. Discourse. Oxford: Oxford University Press.
Cook, G. 1992. The Discourse of Advertising. London: Routledge.
Coulthard, M. (ed.) 1994. Advances in Written Text Analysis. London: Routledge.
Dyer, G. 1982. Advertising as Communication. London: Methuen.
Gee, J. P. 1999. An Introduction to Discourse Analysis: Theory and Method. London: Routledge.
Grice, H. P. 1975. "Logic and Conversation" Syntax and Semantics. In P. Cole & J. Morgan (eds.). New York: Academic Press.
Halliday, M. A. K. & R. Hasan. 1976. Cohesion in English. London: Longman.
Halliday, M. A. K. 1978. Language as Social Semiotic: The Social Interpretation of Language and Meaning. London: Edward Arnold.
Hoey, M. P. 1983. On the Surface of Discourse. London: Allen and Unwin.
Hoey, M. P. 2001. Textual Interaction: An Introduction to Written Discourse Analysis. London: Routledge.
Jordan, M. P. 1984. Rhetoric of Everyday English Texts. London: George Allen & Unwin.
Labov, W. 1972. Language in the Inner City: Studies in the Black Enghlish Vernacular. Philadelphia: University of Philadelphia Press.
Leech, G. N. 1966. English in Advertising. London: Longman.
Leech, G. N. 1983. Principles of Pragmatics. London: Longman.
Levinson, S. C. 1983. Pragmatics. Cambridge: Cambridge University Press.
Mey, J. 1993. Pragmatics: An Introduction. Oxford: Blackwell Publishers.
Schiffrin, D. 1994. Approaches to Discourse. Blackwell: Oxford UK & Cambridge USA.
Searl, J. 1969. Speech Acts. Cambridge: Cambridge University Press.
Searl, J. 1975. "Indirect Speech Acts". In Cole, P. & Morgan, J. (eds.), Syntax and Semantics. New York: Academic Press.
Van Dijk, T. A. 1977. Text and Context. London: Longman.
Vestergaard, T. & K. Schrφder. 1985. The Language of Advertising. Oxford: Blackwell.
Wells, W. & Burnett, J. & Moriarty, S. 1998. Advertising: Principles & Practice. London: Prentice-Hall International (UK) Limited.
Winter, E. 1971. "Connection in Science Material: A Proposition about the Semantics of Clause Relations" in CILT Reports and Papers No. 7: Technology in a Second Language. London: Centre for Information on Language Teaching and Research. pp. 41-52.
Winter, E. 1977. "A Clause-Relational Approach to English Texts". Instructional Science (special edn.), pp. 1-92.
范亚刚，2000，《广告语言与讯息》，北京：军事谊文出版社。
何自然，1988，《语用学概论》，长沙：湖南教育出版社。
胡壮麟，1994，《语篇的衔接与连贯》，上海：上海外语教育出版社。
黄国文，2001，《语篇分析的理论与实践—广告语篇研究》，上海：上海外语教育出版社。
李东进，2000，《现代广告—原理与探索》，北京：企业管理出版社。
李悦娥，范宏雅，2002，《话语分析》，上海：上海外语教育出版社。
刘秀玉编著，2002，《新编简明英语广告手册》，北京：知识出版社。
秦秀白，1986，《文体学概论》，长沙：湖南教育出版社。
秦秀白，2002，《英语语体和文体要略》，上海：上海外语教育出版社。
阮恒辉，1997，《广告运作实务》，上海：东方出版中心。
汪滔编著，2001，《广告英语》，合肥：安徽科学技术出版社。
王佐良，丁往道，1987，《英语文体学引论》，北京：外语教学与研究出版社。
谢文怡，刘云腾编著，1997，《国际商务英语系列：广告英语》，上海：上海交通大学出版社。
许顺利，2001，《广告不打水漂—如何做有效广告》，上海：上海人民出版社。
张绍杰，杨忠主编，1998，《语用·认知·交际》，长春：东北师范大学出版社。
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