女权主义视角中的广告文体
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摘要
广告中的性别歧视是一种普遍的现象，但很少引起社会的重视。本文采用批判语言学的理论从词和篇章两个层面，以女权主义视角分析英语广告文体。
论文开篇先对广告做了简要的介绍，并且在对英文广告进行实际分析之前，从原因、理论、模式三个方面阐述了女权主义视角里的文体分析。第一方面是进行女权分析的原因。女权主义者探索和追求在性、语言和能力之间的一种关系，试图去建立一种“非男权中心”的思维方式，塑造一种共同期望的非二元制的、非对抗的思想。女权主义者Dale Spender认为英语是“男人创造的”语言，在很大程度上整体社会用语造成了对女性的歧视和压迫。传统的文体分析反映了男性立场，文体学家把自己局限在男权主义文体批判中，这是女权理论试图批判和替代的。因此需要从女权主义视角发展一种新的文体分析模式。第二方面，女权主义视角里的文体分析是由Halliday的系统功能语言学所发展起来的批判语言学作为理论依据，把语言和超语篇政治变化过程相联系。批判语言学是一种工具语言学理论，公开地从政治视角研究语篇，后来由批判语言学家Fowler,Hodge和Kress继承研究，他们认为语言是一种社会现象，批判语言学属于社会语言学的交叉领域学科。(最初语言学的核心学科是：音位学、句法学、语义学等。后来语言学和其他学科结合生成语言学的边缘学科：心理语言学、应用语言学、社会语言学。而社会语言学新兴的交叉领域研究包括：语用学、话语分析、会话分析以及批评语言学。)批判语言学的核心是意识形态概念，旨在揭示语言结构背后所隐藏的意识形态和社会权利关系。第三方面，作者通过图解来具体地分析、比较了传统文体分析模式和女权主义视角中的文体分析模式，指出旧模式欠缺对超文本因素(extratextual)的分析，是非性别(gender-blind)分析。女权主义者不仅分析文体，而且通过分析和行为方式来改变社会关系。新模式可以提高性别意识(consciousness-raising)，促使读者重新研究文体中的性别，这样的研究不仅仅是学术性的，也是政治性的。
所有理论的阐明为文体分析铺垫了道路。作者以女权主义视角分析英语广告文体。首先从词的层面分析了广告中的属性代词、属性名词、微小词语和亲
硕士学位论文
入认STER’5 TllLSIS
⑧
昵词语、委婉语和禁忌语、词语空缺等。英语广告中的第三人称单数阳性代词
都用作属性(全称)代词，在语法上涵盖了女性，而在形象中却排斥女性。属
性名词也有此倾向。某些广告中，阴性词汇带有‘一ette’，‘一ess’词缀，含有
‘微小’意义，被称为微小词汇，和加词缀前的阳性词汇相比，微小词汇有平
凡琐屑化和贬低的意思。广告中对女性的亲昵词汇有某种刻意贬抑之意，被当
作是侮辱，再现了男权社会中不平等的权力关系。广告中有关女性特有的私人
经验表达，称作委婉语和禁忌语，但大多数广告文体都采用了消极否定的比喻
结构，错误地表达了女性的私人经验，体现了对女性的不公平对待。词语空缺
是一个很大的语言学问题，指在一个关系类型的某一位置期待出现而没有出现
的语言学单位。比如Mr.可以用于称呼任何男性而不涉及他的婚姻状况，但对
于女性未婚者称呼为Miss，已婚者为Mrs.(随丈夫姓)，却没有一个统称，现
在有了Ms.作为对女性统称的词。可是在很多广告中，仍然以夫姓来称呼女性，
所以女权主义者有了“没有名字的问题”。
在广告篇章层面，尤其是在涵意层面，主要涉及了广告中的暗喻、笑话和
幽默、性别歧视和语义贬低、人物角色、女性身体碎片化、焦点立场化、公式
化表达结构七方面。某些广告误导了女性消费者，在女权主义者眼中，广告中
存在着对女性保守的暗喻，强化了男性思想中对于女性的定式看法。对于广告
中有关女性的讽刺笑话和幽默，女权主义者认为是男权社会嫌忌女性迹象在广
告中的体现。由于受到社会文化偏见、传统意识形态、性别和种族定式的影响，
女性常能感觉到对她们的性别歧视和语义贬低。广告所提供的关于男性和女性
的意识形态知识，特别是有关的典型定式，说明男性和女性人物角色描述是不
同的，这种男性和女性的典型定式尤其限制了女性，把她们限定为不活泼，自
我轻视和否定的社会群体，只具备性的吸引，让女性感受到男权社会背后的意
识形态。在图像和文案合成的广告中多用到涉及女性身体部位的图片，称之为
女性身体碎片化。这种广告手段的应用是对女性的歧视。焦点立场化指的是通
过故事角色或讲述者的思想意思来叙述事件的过程。焦点立场化概念的重点是
它容易歪曲更改文本的情感和意识内容，在某种程度上代表了立场主角的经
验。在女权主义者看来，广告从男性思想出发的焦点立场不可避免地代表了男
性的想法，女性是男性的消遣乐趣，是没有自我思维的男性附庸。许多文本中
罄羔裴羔
依靠相同的结构来塑造不同的男性和女性形象，这种结构称为公式化表达结
构。广告中对于女性有一种常见的公式化表达:女性在某方面遇到问题了，广
告提供了一种可行有效的方法帮助女性解决问题，这是广告的常见策略，因为
太熟悉了，司空见惯了所?
This thesis is a tentative endeavor to conduct a stylistic analysis on English advertising at two levels, that is, lexis and discourse. The theory guiding this thesis is Critical Linguistics.
The thesis gives general introduction of advertising as the beginning part. Before conducting analysis, the author elaborates stylistic analysis at three aspects: (1) the reason, (2) the theory, (3) the model of stylistic analysis from a feminist perspective. Firstly, by exploring and pursuing the relationship among language, sexuality and power the feminists try to develop 'non-phallocentric' ways of thinking, shaping 'what seems a common desire to nonbinary, nonoppositional thought.' Feminist Dale Spender spoke of the English language as being 'man-made' and being an important contributor to women's oppression. Thus the traditional stylistic analysis represents males' position and such stylisticians position themselves very much within the domain of the phallocentric stylistic criticism which feminist theory aims to criticize and displace. Therefore, what is needed is to develop a new way of conducting stylistic analysis from a feminist perspective (new analysis). Secondly, relating the language of texts t
o extra-textual political processes new analysis has a precursor in Critical Linguistics, an instrumental linguistic theory based on Halliday's Systemic-Functional Linguistics. Critical Linguistics is the study of texts from an avowedly political perspective which is developed by Fowler, Hodge and Kress. Language is seen very much as a social phenomenon and some linguists view Critical Linguistics a discipline associated with Sociolinguistics. The original core disciplines of Linguistics are Phonemics, Syntactics and Semantics. Later, some interdisciplines such as Psycholinguistics, Applied Linguistics and Sociolinguistics develop from the combination of Linguistics and other subjects. And new researches on intersecting fields of Sociolinguistics include Pragmatics, Discourse Analysis, Dialogue Analysis and Critical Linguistics. Central
to Critical Linguistic analysis is the notion of ideology and furthermore the prime focus of Critical Linguistics is to unmask those ideologies which seem to be hidden within language-use which poses itself as natural. Thirdly, by illustrating and comparing the traditional stylistic model and new model thoroughly, the author points out that it isn't easily discussing the extratextual processes with old one because it's gender-blind. Feminists are concerned not only to conduct stylistic analysis but also to change social relations through the analysis and through forms of action. The new model can develop into a form of consciousness-raising, force readers to re-examine the text in the light of a consideration of gender. It is not simply an academic exercise and it is primarily political.
The clarification of all these theories paves the way for the practical part of the thesis: stylistic analysis on English advertising from a Feminist perspective. At the level of words, the author analyzes the generic pronouns, generic nouns, diminutives and endearments, euphemism and taboo, lexical gaps in the advertisements. The traditional argument is that the generic pronouns and nouns are used not sex-specifically, but generically; that is, although they refer grammatically to the singular male, they should be taken to refer to both male and female in general. But in linguistic reality, people tend to visualize male participants. Some female words with affixes '-ette', '-ess' are addressed as diminutives which have derogatory and trivializing connotations generally. Some endearments can be classified as insults which sound demeaning, being applied more frequently to women than to men and which in fact reproduce asymmetric patriarchal power relations. Some advertisements deal with women's private experience which generates euphemisms and taboos. Most of them employ negative metaphorical structure which depicts incorrect female's experience and embodies the unfair treatment towards female.
论文开篇先对广告做了简要的介绍，并且在对英文广告进行实际分析之前，从原因、理论、模式三个方面阐述了女权主义视角里的文体分析。第一方面是进行女权分析的原因。女权主义者探索和追求在性、语言和能力之间的一种关系，试图去建立一种“非男权中心”的思维方式，塑造一种共同期望的非二元制的、非对抗的思想。女权主义者Dale Spender认为英语是“男人创造的”语言，在很大程度上整体社会用语造成了对女性的歧视和压迫。传统的文体分析反映了男性立场，文体学家把自己局限在男权主义文体批判中，这是女权理论试图批判和替代的。因此需要从女权主义视角发展一种新的文体分析模式。第二方面，女权主义视角里的文体分析是由Halliday的系统功能语言学所发展起来的批判语言学作为理论依据，把语言和超语篇政治变化过程相联系。批判语言学是一种工具语言学理论，公开地从政治视角研究语篇，后来由批判语言学家Fowler,Hodge和Kress继承研究，他们认为语言是一种社会现象，批判语言学属于社会语言学的交叉领域学科。(最初语言学的核心学科是：音位学、句法学、语义学等。后来语言学和其他学科结合生成语言学的边缘学科：心理语言学、应用语言学、社会语言学。而社会语言学新兴的交叉领域研究包括：语用学、话语分析、会话分析以及批评语言学。)批判语言学的核心是意识形态概念，旨在揭示语言结构背后所隐藏的意识形态和社会权利关系。第三方面，作者通过图解来具体地分析、比较了传统文体分析模式和女权主义视角中的文体分析模式，指出旧模式欠缺对超文本因素(extratextual)的分析，是非性别(gender-blind)分析。女权主义者不仅分析文体，而且通过分析和行为方式来改变社会关系。新模式可以提高性别意识(consciousness-raising)，促使读者重新研究文体中的性别，这样的研究不仅仅是学术性的，也是政治性的。
所有理论的阐明为文体分析铺垫了道路。作者以女权主义视角分析英语广告文体。首先从词的层面分析了广告中的属性代词、属性名词、微小词语和亲
硕士学位论文
入认STER’5 TllLSIS
⑧
昵词语、委婉语和禁忌语、词语空缺等。英语广告中的第三人称单数阳性代词
都用作属性(全称)代词，在语法上涵盖了女性，而在形象中却排斥女性。属
性名词也有此倾向。某些广告中，阴性词汇带有‘一ette’，‘一ess’词缀，含有
‘微小’意义，被称为微小词汇，和加词缀前的阳性词汇相比，微小词汇有平
凡琐屑化和贬低的意思。广告中对女性的亲昵词汇有某种刻意贬抑之意，被当
作是侮辱，再现了男权社会中不平等的权力关系。广告中有关女性特有的私人
经验表达，称作委婉语和禁忌语，但大多数广告文体都采用了消极否定的比喻
结构，错误地表达了女性的私人经验，体现了对女性的不公平对待。词语空缺
是一个很大的语言学问题，指在一个关系类型的某一位置期待出现而没有出现
的语言学单位。比如Mr.可以用于称呼任何男性而不涉及他的婚姻状况，但对
于女性未婚者称呼为Miss，已婚者为Mrs.(随丈夫姓)，却没有一个统称，现
在有了Ms.作为对女性统称的词。可是在很多广告中，仍然以夫姓来称呼女性，
所以女权主义者有了“没有名字的问题”。
在广告篇章层面，尤其是在涵意层面，主要涉及了广告中的暗喻、笑话和
幽默、性别歧视和语义贬低、人物角色、女性身体碎片化、焦点立场化、公式
化表达结构七方面。某些广告误导了女性消费者，在女权主义者眼中，广告中
存在着对女性保守的暗喻，强化了男性思想中对于女性的定式看法。对于广告
中有关女性的讽刺笑话和幽默，女权主义者认为是男权社会嫌忌女性迹象在广
告中的体现。由于受到社会文化偏见、传统意识形态、性别和种族定式的影响，
女性常能感觉到对她们的性别歧视和语义贬低。广告所提供的关于男性和女性
的意识形态知识，特别是有关的典型定式，说明男性和女性人物角色描述是不
同的，这种男性和女性的典型定式尤其限制了女性，把她们限定为不活泼，自
我轻视和否定的社会群体，只具备性的吸引，让女性感受到男权社会背后的意
识形态。在图像和文案合成的广告中多用到涉及女性身体部位的图片，称之为
女性身体碎片化。这种广告手段的应用是对女性的歧视。焦点立场化指的是通
过故事角色或讲述者的思想意思来叙述事件的过程。焦点立场化概念的重点是
它容易歪曲更改文本的情感和意识内容，在某种程度上代表了立场主角的经
验。在女权主义者看来，广告从男性思想出发的焦点立场不可避免地代表了男
性的想法，女性是男性的消遣乐趣，是没有自我思维的男性附庸。许多文本中
罄羔裴羔
依靠相同的结构来塑造不同的男性和女性形象，这种结构称为公式化表达结
构。广告中对于女性有一种常见的公式化表达:女性在某方面遇到问题了，广
告提供了一种可行有效的方法帮助女性解决问题，这是广告的常见策略，因为
太熟悉了，司空见惯了所?
This thesis is a tentative endeavor to conduct a stylistic analysis on English advertising at two levels, that is, lexis and discourse. The theory guiding this thesis is Critical Linguistics.
The thesis gives general introduction of advertising as the beginning part. Before conducting analysis, the author elaborates stylistic analysis at three aspects: (1) the reason, (2) the theory, (3) the model of stylistic analysis from a feminist perspective. Firstly, by exploring and pursuing the relationship among language, sexuality and power the feminists try to develop 'non-phallocentric' ways of thinking, shaping 'what seems a common desire to nonbinary, nonoppositional thought.' Feminist Dale Spender spoke of the English language as being 'man-made' and being an important contributor to women's oppression. Thus the traditional stylistic analysis represents males' position and such stylisticians position themselves very much within the domain of the phallocentric stylistic criticism which feminist theory aims to criticize and displace. Therefore, what is needed is to develop a new way of conducting stylistic analysis from a feminist perspective (new analysis). Secondly, relating the language of texts t
o extra-textual political processes new analysis has a precursor in Critical Linguistics, an instrumental linguistic theory based on Halliday's Systemic-Functional Linguistics. Critical Linguistics is the study of texts from an avowedly political perspective which is developed by Fowler, Hodge and Kress. Language is seen very much as a social phenomenon and some linguists view Critical Linguistics a discipline associated with Sociolinguistics. The original core disciplines of Linguistics are Phonemics, Syntactics and Semantics. Later, some interdisciplines such as Psycholinguistics, Applied Linguistics and Sociolinguistics develop from the combination of Linguistics and other subjects. And new researches on intersecting fields of Sociolinguistics include Pragmatics, Discourse Analysis, Dialogue Analysis and Critical Linguistics. Central
to Critical Linguistic analysis is the notion of ideology and furthermore the prime focus of Critical Linguistics is to unmask those ideologies which seem to be hidden within language-use which poses itself as natural. Thirdly, by illustrating and comparing the traditional stylistic model and new model thoroughly, the author points out that it isn't easily discussing the extratextual processes with old one because it's gender-blind. Feminists are concerned not only to conduct stylistic analysis but also to change social relations through the analysis and through forms of action. The new model can develop into a form of consciousness-raising, force readers to re-examine the text in the light of a consideration of gender. It is not simply an academic exercise and it is primarily political.
The clarification of all these theories paves the way for the practical part of the thesis: stylistic analysis on English advertising from a Feminist perspective. At the level of words, the author analyzes the generic pronouns, generic nouns, diminutives and endearments, euphemism and taboo, lexical gaps in the advertisements. The traditional argument is that the generic pronouns and nouns are used not sex-specifically, but generically; that is, although they refer grammatically to the singular male, they should be taken to refer to both male and female in general. But in linguistic reality, people tend to visualize male participants. Some female words with affixes '-ette', '-ess' are addressed as diminutives which have derogatory and trivializing connotations generally. Some endearments can be classified as insults which sound demeaning, being applied more frequently to women than to men and which in fact reproduce asymmetric patriarchal power relations. Some advertisements deal with women's private experience which generates euphemisms and taboos. Most of them employ negative metaphorical structure which depicts incorrect female's experience and embodies the unfair treatment towards female.
引文
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