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浅析获奖英文广告中的互文性

作　者: 陈克勤
导　师: 戴桂玉
学　校: 广东外语外贸大学
专　业: 外国语言学及应用语言学
关键词: advertising intertextuality text intertextual relationship image strategy
分类号: H315
类　型: 硕士论文
年　份: 2004年
下　载: 549次
引　用: 3次
阅　读: 论文下载

内容摘要

The present study investigates ten types of intertextual relationships in awarded English advertising to prove that appropriate usage of intertextuality can attribute to the success of advertising, that is, to arouse consumers’ interest and to prompt their purchasing action. According to the theory of intertextuality, texts exist in a network of already established meanings. Authors would assemble already available meanings rather than produce new ones. From the aspect of readers, their understandings about the texts rely much on their knowledge of preexisted ones. Although advertising emphasizes on novelty and originality, no advertising designer can create an advertisement without recourse to the various existed ones. Thus intertextuality becomes an important technique in creating appealing and impressive advertisements.Based on the models proposed by Hatim and Lemke, we adopt a combined theoretical model and extend it to the analysis of the awarded advertisements. We show that all the relationships mentioned in the model can be traced in advertising. Different intertextual relationships have diverse impacts on the interpretation and effect of advertisements. Finally, we strongly suggest that Chinese advertisers assimilate this strategy into their own designs.

全文目录

DECLARATION  4-5
ABSTRACT  5-6
ACKNOWLEDGEMENTS  6-12
CHAPTER ONE: INTRODUCTION  12-20
  1．1 Overview  12-14
  1．2 Term Issue  14-15
  1．3 Rationale and Significance of the Study  15-17
  1．4 Data Collection and Research Method  17-18
    1．4．1 Research Methodology  17
    1．4．2 Research Population  17-18
    1．4．3 Investigation Method  18
  1．5 Research Questions  18
  1．6 Structure of the Thesis  18-20
CHAFFER TWO: LITERATURE REVIEW  20-34
  2．1 Historical Overview of Intertextuality  20-28
    2．1．1 The Social Word and Dialogism of Bakhtin  20-22
    2．1．2 Julia Kristeva: Dialogism to Intertextuality  22-23
    2．1．3 Roland Barthes  23-24
    2．1．4 Other Research on Intertextuality  24-28
  2．2 The Theory and Research Literature Specific to the Topic  28-34
    2．2．1 Roland Barthes: Three Kinds of Message  28-29
    2．2．2 Leeson's and Dunn's Study of Intertextuality  29-30
    2．2．3 Langan's Study on ”Cut Silk” Cigarette  30-31
    2．2．4 The Study Conducted by Goddard  31-32
    2．2．5 Holms's Study on Irish Beer Advertisement  32
    2．2．6 Intertextual Study on Advertisements by Chinese Scholars  32-34
CHAPTER THREE: THEORETICAL FRAMEWORK  34-42
  3．1 Intertextuality Applied in CDA  34-37
  3．2 Manifest Intertextuality  37-39
    3．2．1 Reference  37
    3．2．2 Cliché  37-38
    3．2．3 Literary Allusion  38
    3．2．4 Self-quotation  38
    3．2．5 Conventionalism  38
    3．2．6 Proverb  38-39
    3．2．7 Meditation  39
  3．3 Constitutive Intertextuality  39-42
    3．3．1 Generic  40
    3．3．2 Thematic or Topical  40
    3．3．3 Structural  40-41
    3．3．4 Functional  41-42
CHAPTER FOUR: ANALYSIS  42-61
  4．1 The Intertextual Nature of Advertising  42-43
  4．2 Manifest Intertextuality of English Advertising  43-52
    4．2．1 Reference  43-45
    4．2．2 Cliché  45-46
    4．2．3 Literary Allusion  46-48
    4．2．4 Self-quotation  48-49
    4．2．5 Conventionalism  49-50
    4．2．6 Proverb  50-51
    4．2．7 Meditation  51-52
  4．3 Constitutive Intertextuality of Awarded English Advertising  52-58
    4．3．1 Generic Intertextuality  52-54
    4．3．2 Thematic / Topical Intertextuality  54-55
    4．3．3 Structural Intertextuality  55-57
    4．3．4 Functional Intertextuality  57-58
  4．4 Findings  58-59
  4．5 Summary  59-61
CHAPTER FIVE: CONCLUSION  61-66
  5．1 Summarization  61-62
  5．2 Implications  62-64
  5．3 Delimitations and Limitations of the Study  64-65
  5．4 Suggestions for Further Study  65-66
APPENDIX  66-71
REFERENCES  71-73
BIBLIOGRAPHY  73-75

浅析获奖英文广告中的互文性

内容摘要

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