英语广告语篇中人际意义的研究
|
摘要
广告是一门浓缩的、综合的和商业性的艺术。作为一种应用语言，英语广告已形成一种独立的语体，与普通英语有着很大的区别。长期以来，许多语言学家对英语广告的语言特色及社会功能进行了卓有成效的研究，但专门探讨英文广告的人际意义的至今为数甚少。本文以韩礼德的系统功能语言学理论为框架，融合话语分析理论，分别探讨了语气、情态、现在时、祈使结构、代词特别是第二人称代词“你”等五个语法项目和语言特征是如何在英语商业广告中实现人际意义的，证实了实现人际意义的多种渠道及广告语篇中人际意义的丰富性与复杂性。
研究发现，广告中广告主(厂商)和读者(消费者)的关系基本呈现为：厂商享有隐含的权威，同时须回应来自读者的潜在的质疑，由于这两股趋势形成的张力，厂商须在展示广告的记忆价值，说服力和使读者接受广告的真实性之间寻得平衡，在这后而是驱使厂商的一种动力—对其产品和服务作评价。具体表现为：广告商通过语气状语、情态助动词、各种认识论性的情态表达造成不同程度的确定与不确定，从而使其广告即有揭示性又保持可信度；使用现在时不时地在广告中直接对读者说话，同时作隐性的评价；使用祈使结构等来实现祈使和礼貌意义；广告主在广告中称呼读者为“你”对读者造成向里的拉力，使读者得以进入广告中的情境。
本文的研究价值取向紧密结合教学意义，它以相对离散的语法项目或语言特征为出发点，通过分析它们在广告语言中如何帮助实现人际功能，有助于高级英语阅读与写作教学，使学生把握语法和话语意义特别是人际意义的关系。
Advertising is a kind of concentrated, integrated and commercial language. As a kind of applied language, advertisement forms its special stylistic features. Many linguists have been studying English advertising from its language features and social functions effectively, however, the research of interpersonal meaning in advertising discourse is comparatively rare. Mainly based on Halliday's systemic-functional grammar and the theories of discourse analysis, this thesis explores interpersonal meaning of written English advertisements through five language elements: mood, modality, tense, imperative structures and pronouns, especially the use of the second-person "you". And it proves the multiple means to realize interpersonal meaning and the richness and the complexity of interpersonal meaning in advertising discourse. Through the study, the author finds that the advertisers use different kinds of mood adjuncts, modal auxiliaries to claim different degrees of certainty and uncertainty so as to make the advertisements convincing as well as revealing; the advertisers use the present tense to turn to the readers intermittently and to make implicit evaluations of their products/services along the way; use multiple means to realize the imperativeness in advertisements and they address the readers as "you" in advertising textual world to create the pull for the readers to get into the real situation. The findings of this thesis will facilitate teaching of advanced English reading and writing by acquainting students with insights into the relationship between grammar and discourse meaning (especially interpersonal meaning) and enable them to perceive the potentially complex relationship between the writers and the readers.
研究发现，广告中广告主(厂商)和读者(消费者)的关系基本呈现为：厂商享有隐含的权威，同时须回应来自读者的潜在的质疑，由于这两股趋势形成的张力，厂商须在展示广告的记忆价值，说服力和使读者接受广告的真实性之间寻得平衡，在这后而是驱使厂商的一种动力—对其产品和服务作评价。具体表现为：广告商通过语气状语、情态助动词、各种认识论性的情态表达造成不同程度的确定与不确定，从而使其广告即有揭示性又保持可信度；使用现在时不时地在广告中直接对读者说话，同时作隐性的评价；使用祈使结构等来实现祈使和礼貌意义；广告主在广告中称呼读者为“你”对读者造成向里的拉力，使读者得以进入广告中的情境。
本文的研究价值取向紧密结合教学意义，它以相对离散的语法项目或语言特征为出发点，通过分析它们在广告语言中如何帮助实现人际功能，有助于高级英语阅读与写作教学，使学生把握语法和话语意义特别是人际意义的关系。
Advertising is a kind of concentrated, integrated and commercial language. As a kind of applied language, advertisement forms its special stylistic features. Many linguists have been studying English advertising from its language features and social functions effectively, however, the research of interpersonal meaning in advertising discourse is comparatively rare. Mainly based on Halliday's systemic-functional grammar and the theories of discourse analysis, this thesis explores interpersonal meaning of written English advertisements through five language elements: mood, modality, tense, imperative structures and pronouns, especially the use of the second-person "you". And it proves the multiple means to realize interpersonal meaning and the richness and the complexity of interpersonal meaning in advertising discourse. Through the study, the author finds that the advertisers use different kinds of mood adjuncts, modal auxiliaries to claim different degrees of certainty and uncertainty so as to make the advertisements convincing as well as revealing; the advertisers use the present tense to turn to the readers intermittently and to make implicit evaluations of their products/services along the way; use multiple means to realize the imperativeness in advertisements and they address the readers as "you" in advertising textual world to create the pull for the readers to get into the real situation. The findings of this thesis will facilitate teaching of advanced English reading and writing by acquainting students with insights into the relationship between grammar and discourse meaning (especially interpersonal meaning) and enable them to perceive the potentially complex relationship between the writers and the readers.
引文
1. Bovee, C.L. & Arens, W. F. 1986. Contemporary Advertising. Irwin, Illinois.
2. Bex, T. 1996. Varieties in Written English—Text in Society: Societies in Texts. Routledge: London & New York.
3. Cheepen, C. 1988. The Predictability of Imformal Conversation. London: Pinter Publisers.
4. Cohn, D. 1978. Transparent Minds—Narrative Modes for Presenting Consciousness in Fiction. Princeton University Press.
5. Crystal, D. & Davy, D. 1969. Investigating English Style. Longman.
6. Eggins, S. 1994. An Introduction to Systemic Functional Linguistics. Beijing: Foreign Language Teaching and Research Press.
7. Geis, M. L. 1982. The Language of Television Advertising. New York: Academic Press.
8. Gregory, M. & Carroll, S. 1978. Language and Situation: Language Varieties and Their Social Contexts. London: Routledge and Kegan Paul.
9. Gudykunst, W.B. 1986. Intergroup Communication. Adwardarnold.
10. Halliday, M.A.K. 1978. Language as Social Semiotic: The Social Interpretation of Language and Meaning. London: Edward Arnold.
11. Halliday, M.A.K. 1994. An Introduction to Functional Grammar. 2nd ed. London: Edward Arnold.
12. Halliday, M.A.K. 2000. Introducing Functional Grammar. Beijing: Foreign Language Teaching and Research Press.
13. Halliday, M.A.K. & Hasan, R. 1985. Language, Context and Text: Aspects of Language in a Social-semiotic Perspective. Victoria: Deakin University Press.
14. Iwasaki, S. 1993. Subjectivity in Grammar and Discourse. John Benjamins Publishing Company.
15. Kress. G. (ed). 1976. Halliday: System and Function in Language. Oxford University.
16. Kress & Hodge. 1979. Language as Ideology. USA.
17. Leech, G. N. 1966. English in Advertising. London: Longman.
18. Leech, G. N. 1987. Meaning and English Verb. London: Longman.
19. Li Zhangzi. 2000. Coming to Grips with Interpersonal Meaning in Autobiographies. PhD thesis
20. Lyons, J. 1997. Introduction to Theoretical Linguistics. Cambridge University Press.
21. MarCarthy, M. & Carter, R.A. 1994. Language As Discourse—Perspectives for Language Teaching. London: Longman.
22. Martin, J. R. 1992. English Text: System and Structure. Amsterdam: John Benjamins.
23. Myhill, J. & Smith, L.A, 1995. The Discourse and Interactive Function of Obligation Expressions. In J. Bybee & Suanne F. (ed.). Modality in Grammar and Discouuse. Amsterdam: J. Benjamins Publishing Company.
24. Nilsen, T. R. 1974. Ethics of Speech Communication. Bobbs-Merrill Company INC.
25. Palmer, F.R. 1986. Mood and Modality. Cambridge: Cambridge University Press.
26. Partridge, J.G. 1982. Semantic, Pragmatic and Syntactic Correlate: An Analysis of Performative Verbs Based on English Data. Cunter Narr Verlag Tubingen.
27. Quirk, R. (et al). 1984. A Grammar of Contemporary Englsih. London: Longman.
28. Schiffrin, D. 1995. Approached to Discourse. Oxford UK & Cambridge USA: Blackwell.
29. Schibsbye, K. 1979. A Modern English Grammar. 2nd edition. Oxford: University Press.
30. Stephan, G. & Patzold, K. 1992. A Survey of Modern English. Routledge: New York.
31. Sultan, Al-shaief. 1996. Interaction in Written Discourse. Web.
32. Tannen, D. 1993. Framing in Discourse. New York: Oxford University Press.
33. Teun, A. Van, D. & Walter, K. 1982. Strategies of Discourse Comprehension. Newsweek, INC.
34. Thompson, G. 1996. Introducing Functional Grammar. London: Arnold.
35. Vestergaard, T. & Schroder, K. 1989. The Language of Advertising. Basil Blackwell.
36. Wales, K. 1996. Pernonal Pronouns in Present-day English. Cambridge University Press.
37．傅惠芬著，1993，《西方广告世界》，北京：人民出版社。
38．郭鸿，1998，《英语文体分析》，北京：军事谊文出版社。
39．顾绍熹、李基安，1987，“英语情态助动词的非推测性用法”，《外国语》第2期。
40．侯维瑞，1988，《英语语体》，上海：上海外语教育出版社。
41．胡壮麟主编，1990，《语言系统和功能》，北京：北京大学出版社。
42．胡壮麟，1984，“韩礼德的语言观”，《外语教学与研究》第1期。
43．胡壮麟，1991，“功能主义纵横谈”，《外国语》第3期。
44．胡壮麟、朱永生、张德禄，1989，《系统功能语法概论》，长沙：湖南教育出版社。
45．胡壮麟等，1996，pp377，《功能语言学在中国的进展》，北京：清华大学出版社。
46．黄国文，1988，《语篇分析概要》，长沙：湖南教育出版社。
47．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。
48．李淑静、胡壮麟，1990，p88-107，“语气与汉语的疑问语气系统”，载于胡壮麟编《语气系统与功能》，北京：北京大学出版社。
49．李中行，1986，《广告英语》，长沙：湖南教育出版社。
50．李战子，2001《话语的人际意义分析》上海：上海外语教育出版社。
51．秦秀白，1986，《英语文体学入门》，长沙：湖南教育出版社。
52．秦秀白，1987，《文体学概论》，长沙：湖南教育出版社。
53．全永百，1986，“英语情态动词的不确定性”，《现代外语》第2期。
54．中丹，1997，“有关功能文体学的几点思考”，《外国语》第5期。
55．夏政主编，2003，《英文广告实用手册》，四川：西南财经大学出版社。
56．张传真、张德禄，1992，“情景—语篇—情景”，《外国语》第2期。
57．张德禄，1987，“语域理论简介”，《现代外语》第4期。
58．张德禄，1990，“语域变异理论与外语教学”，《山东外语教学》第1期。
59．张德禄，1998，《功能文体学》，济南：山东教育出版社。
60．张德禄，1999，“韩礼德功能文体学理论评述”，《外语教学与研究》第1期。
61．张月祥，1986，“英语情态助词的推测性用法”，《外国语》第5期。
62．赵静，1992，《广告英语》，北京：外语教学与研究出版社。
63．朱永生主编，1992，《语言、语篇、语境》，北京：清华大学出版社。
64．朱永生，2001，《系统功能语言学多维思考》，上海：上海外语教育出版社。
65．左岩，1996，“广告语域的语旨三要素及其在广告语篇中的实现”，《外国语》第2期。
66．周晓，周怡编著，1998，《现代英语广告》，上海：上海外语教育出版社。
67．赵雪爱，1999，《现代英语理论语法》，西安：西安地图出版社。
68. http://www.media-cn.com
69. http://www.adsky.com
70. http://ana.net.
2. Bex, T. 1996. Varieties in Written English—Text in Society: Societies in Texts. Routledge: London & New York.
3. Cheepen, C. 1988. The Predictability of Imformal Conversation. London: Pinter Publisers.
4. Cohn, D. 1978. Transparent Minds—Narrative Modes for Presenting Consciousness in Fiction. Princeton University Press.
5. Crystal, D. & Davy, D. 1969. Investigating English Style. Longman.
6. Eggins, S. 1994. An Introduction to Systemic Functional Linguistics. Beijing: Foreign Language Teaching and Research Press.
7. Geis, M. L. 1982. The Language of Television Advertising. New York: Academic Press.
8. Gregory, M. & Carroll, S. 1978. Language and Situation: Language Varieties and Their Social Contexts. London: Routledge and Kegan Paul.
9. Gudykunst, W.B. 1986. Intergroup Communication. Adwardarnold.
10. Halliday, M.A.K. 1978. Language as Social Semiotic: The Social Interpretation of Language and Meaning. London: Edward Arnold.
11. Halliday, M.A.K. 1994. An Introduction to Functional Grammar. 2nd ed. London: Edward Arnold.
12. Halliday, M.A.K. 2000. Introducing Functional Grammar. Beijing: Foreign Language Teaching and Research Press.
13. Halliday, M.A.K. & Hasan, R. 1985. Language, Context and Text: Aspects of Language in a Social-semiotic Perspective. Victoria: Deakin University Press.
14. Iwasaki, S. 1993. Subjectivity in Grammar and Discourse. John Benjamins Publishing Company.
15. Kress. G. (ed). 1976. Halliday: System and Function in Language. Oxford University.
16. Kress & Hodge. 1979. Language as Ideology. USA.
17. Leech, G. N. 1966. English in Advertising. London: Longman.
18. Leech, G. N. 1987. Meaning and English Verb. London: Longman.
19. Li Zhangzi. 2000. Coming to Grips with Interpersonal Meaning in Autobiographies. PhD thesis
20. Lyons, J. 1997. Introduction to Theoretical Linguistics. Cambridge University Press.
21. MarCarthy, M. & Carter, R.A. 1994. Language As Discourse—Perspectives for Language Teaching. London: Longman.
22. Martin, J. R. 1992. English Text: System and Structure. Amsterdam: John Benjamins.
23. Myhill, J. & Smith, L.A, 1995. The Discourse and Interactive Function of Obligation Expressions. In J. Bybee & Suanne F. (ed.). Modality in Grammar and Discouuse. Amsterdam: J. Benjamins Publishing Company.
24. Nilsen, T. R. 1974. Ethics of Speech Communication. Bobbs-Merrill Company INC.
25. Palmer, F.R. 1986. Mood and Modality. Cambridge: Cambridge University Press.
26. Partridge, J.G. 1982. Semantic, Pragmatic and Syntactic Correlate: An Analysis of Performative Verbs Based on English Data. Cunter Narr Verlag Tubingen.
27. Quirk, R. (et al). 1984. A Grammar of Contemporary Englsih. London: Longman.
28. Schiffrin, D. 1995. Approached to Discourse. Oxford UK & Cambridge USA: Blackwell.
29. Schibsbye, K. 1979. A Modern English Grammar. 2nd edition. Oxford: University Press.
30. Stephan, G. & Patzold, K. 1992. A Survey of Modern English. Routledge: New York.
31. Sultan, Al-shaief. 1996. Interaction in Written Discourse. Web.
32. Tannen, D. 1993. Framing in Discourse. New York: Oxford University Press.
33. Teun, A. Van, D. & Walter, K. 1982. Strategies of Discourse Comprehension. Newsweek, INC.
34. Thompson, G. 1996. Introducing Functional Grammar. London: Arnold.
35. Vestergaard, T. & Schroder, K. 1989. The Language of Advertising. Basil Blackwell.
36. Wales, K. 1996. Pernonal Pronouns in Present-day English. Cambridge University Press.
37．傅惠芬著，1993，《西方广告世界》，北京：人民出版社。
38．郭鸿，1998，《英语文体分析》，北京：军事谊文出版社。
39．顾绍熹、李基安，1987，“英语情态助动词的非推测性用法”，《外国语》第2期。
40．侯维瑞，1988，《英语语体》，上海：上海外语教育出版社。
41．胡壮麟主编，1990，《语言系统和功能》，北京：北京大学出版社。
42．胡壮麟，1984，“韩礼德的语言观”，《外语教学与研究》第1期。
43．胡壮麟，1991，“功能主义纵横谈”，《外国语》第3期。
44．胡壮麟、朱永生、张德禄，1989，《系统功能语法概论》，长沙：湖南教育出版社。
45．胡壮麟等，1996，pp377，《功能语言学在中国的进展》，北京：清华大学出版社。
46．黄国文，1988，《语篇分析概要》，长沙：湖南教育出版社。
47．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。
48．李淑静、胡壮麟，1990，p88-107，“语气与汉语的疑问语气系统”，载于胡壮麟编《语气系统与功能》，北京：北京大学出版社。
49．李中行，1986，《广告英语》，长沙：湖南教育出版社。
50．李战子，2001《话语的人际意义分析》上海：上海外语教育出版社。
51．秦秀白，1986，《英语文体学入门》，长沙：湖南教育出版社。
52．秦秀白，1987，《文体学概论》，长沙：湖南教育出版社。
53．全永百，1986，“英语情态动词的不确定性”，《现代外语》第2期。
54．中丹，1997，“有关功能文体学的几点思考”，《外国语》第5期。
55．夏政主编，2003，《英文广告实用手册》，四川：西南财经大学出版社。
56．张传真、张德禄，1992，“情景—语篇—情景”，《外国语》第2期。
57．张德禄，1987，“语域理论简介”，《现代外语》第4期。
58．张德禄，1990，“语域变异理论与外语教学”，《山东外语教学》第1期。
59．张德禄，1998，《功能文体学》，济南：山东教育出版社。
60．张德禄，1999，“韩礼德功能文体学理论评述”，《外语教学与研究》第1期。
61．张月祥，1986，“英语情态助词的推测性用法”，《外国语》第5期。
62．赵静，1992，《广告英语》，北京：外语教学与研究出版社。
63．朱永生主编，1992，《语言、语篇、语境》，北京：清华大学出版社。
64．朱永生，2001，《系统功能语言学多维思考》，上海：上海外语教育出版社。
65．左岩，1996，“广告语域的语旨三要素及其在广告语篇中的实现”，《外国语》第2期。
66．周晓，周怡编著，1998，《现代英语广告》，上海：上海外语教育出版社。
67．赵雪爱，1999，《现代英语理论语法》，西安：西安地图出版社。
68. http://www.media-cn.com
69. http://www.adsky.com
70. http://ana.net.
© 2004-2018 中国地质图书馆版权所有 京ICP备05064691号 京公网安备11010802017129号 地址：北京市海淀区学院路29号 邮编：100083 电话：办公室：(+86 10)66554848；文献借阅、咨询服务、科技查新：66554700 |