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从系统功能语法角度研究商品广告的人际意义

作　者: 陈洁燕
导　师: 李明
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: 商品广告人际意义系统功能语法
分类号: H315
类　型: 硕士论文
年　份: 2005年
下　载: 914次
引　用: 13次
阅　读: 论文下载

内容摘要

语言最为重要的功能之一是语言的人际意义功能。人们通过语言相互交往和建立一定的人际关系。本篇论文从系统功能语法的角度研究商品广告的人际意义。本文从《财富》,《新闻周刊》和《时代》杂志中随机抽取了90个广告作为语料,根据汤姆森的理论框架从人称系统,语气系统,情态和评价四个层面对商品广告的人际意义进行分析。本文揭示了语言的人际意义与语言的词汇语法表达之间的紧密关系。研究发现通过不同的人称的使用促进了广告主和潜在顾客之间的平等协商和拉近两者之间的距离;通过典型和非典型的语气系统的选择,广告主实现与潜在顾客之间的互动,从而实现了广告的功能语旨;此外,广告主通过情态表达他的观点与态度,而且体现了广告主的礼貌原则,从而促进了广告主与潜在顾客的交流与协商;最后,广告主通过词汇与语法手段来表达他对商品、潜在顾客或自身的评价,从而实现了表达意见和维持关系的人际意义。

全文目录

Declaration  3-4
Acknowledgements  4-5
Abstract (English)  5-6
Abstract (Chinese)  6-7
List of Figures and Tables  7-14
Chapter Ⅰ Introduction  14-21
  1.1 General Statement  14-15
  1.2 Rationale for the present research  15-18
    1.2.1 The motivation of the present research  15-16
    1.2.2 Reasons for adopting a systemic-functional grammar approach  16-17
    1.2.3 Data and approach to data analysis  17-18
  1.3 Significance of the present research  18-19
  1.4 Research questions  19-20
  1.5 Organization of the present thesis  20-21
Chapter Ⅱ Literature Review  21-32
  2.1 Overview  21
  2.2 Interpersonal meaning  21-22
  2.3 Different approaches to interpersonal meaning  22-25
  2.4 Application of systemic-functional grammar to the study of interpersonal meanings of discourses  25-28
  2.5 Application of systemic-functional grammar to the interpersonal meaning studies in advertising texts  28-31
  2.6 Summary  31-32
Chapter Ⅲ Theoretical Framework  32-40
  3.1 Overview  32
  3.2 Halliday's conceptual framework  32-36
  3.3 A theoretical framework for the present research  36-38
  3.4 Summary  38-40
Chapter Ⅳ Tenor of Commercial consumer advertising texts  40-49
  4.1 Overview  40
  4.2 Context of situation  40-42
  4.3 Tenor---the interpersonal variable of the context of situation  42-45
  4.4 Tenor of commercial consumer advertising texts  45-47
  4.5 Summary  47-49
Chapter Ⅴ The Realization of Interpersonal Meaning of Advertising Discourse  49-132
  5.1 Person system  49-68
    5.1.1 Interpersonal meaning of person system  49-51
    5.1.2 Interpersonal functions of various pronouns used in commercial advertising texts  51-67
      5.1.2.1 Interpersonal functions of the first person pronouns used in ads  51-54
      5.1.2.2 Interpersonal functions of the second person pronouns used in ads  54-58
      5.1.2.3 Interpersonal functions of the third person pronouns  58-60
      5.1.2.4 Proper names  60-61
      5.1.2.5 Interpersonal function of the referential switch  61-62
      5.1.2.6 Interpersonal function created by combining the first and second person pronouns  62-64
      5.1.2.7 Interpersonal function created by combining the first person pronouns 'I' and 'we'  64-66
      5.1.2.8 Interpersonal function created by combining the second and third person pronouns  66-67
    5.1.3 Summary  67-68
  5.2 Interpersonal meaning of mood system  68-86
    5.2.1 Speech roles and speech functions  68-70
    5.2.2 Typical mood structures of four basic speech functions  70-72
    5.2.3 Interpersonal metaphor of mood  72-73
    5.2.4 Interpersonal function of mood used in ads  73-85
      5.2.4.1 Advertiser/writer's speech roles in ads  73-81
        5.2.4.1.1 Information giving  74-79
        5.4.2.1.2 Action demanding  79-81
      5.2.4.2 Soft selling ads and hard selling ads  81-83
      5.2.4.3 A sense of "dialogue" in ads  83-85
    5.2.5 Summary  85-86
  5.3 Modality  86-120
    5.3.1 Halliday's viewpoint on modality  86-87
    5.3.2 Types of modality  87-88
    5.3.3 Functional categorization of modal expressions  88-89
    5.3.4 Subjectivity vs. objectivity orientation of modal expressions  89-91
    5.3.5 Value of modal expressions  91-93
    5.3.6 Interpersonal function of Modality used in ads  93-106
      5.3.6.1 Modalization  93-101
      5.3.6.2 Modulation  101-106
    5.3.7 Responsibility taken by the advertiser/writer in ads  106-112
    5.3.8 Commitment made by the advertiser/writer in ads  112-113
    5.3.9 Modality as politeness strategies  113-119
      5.3.9.1 Modal expressions of probability  115-118
      5.3.9.2 Modal expressions of inclination  118-119
      5.3.9.3 Modal expressions of obligation  119
    5.3.10 Summary  119-120
  5.4 Evaluation  120-132
    5.4.1 Definition of evaluation  120-121
    5.4.2 Parameters of evaluation  121-122
    5.4.3 Functions of evaluation  122-123
    5.4.4 Ways to identify evaluation  123-124
    5.4.5 Evaluations in ads  124-130
      5.4.5.1 Expressing opinion  124-129
      5.4.5.2 Maintaining relations  129-130
    5.4.6 Summary  130-132
Chapter Ⅵ Conclusion  132-138
  6.1 Efforts made in the present research  132-135
  6.2 Implications of the present research  135-136
  6.3 Limitations of the present research and suggestions for future research  136-138
References  138-142

从系统功能语法角度研究商品广告的人际意义

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