中英文化妆品广告的人际意义的比较研究
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摘要
人际功能是语言的一项重要功能,本文中采用的“人际意义”这个术语出自韩礼德的系统功能语法,是指建立和保持人际关系的功能,比如表达和反映社会地位。
本文主要研究中、英文化妆品广告中的人际意义。作者从因特网上选择了文本形式的中文化妆品广告和英文化妆品广告各三十条,研究对象为这些广告的文本部分,不包括其标题、口号等。在韩礼德系统功能语法理论的指导下,本文分析了中英文化妆品广告分别是如何通过语气、情态和评价来实现人际意义的。
本文从语篇形式、信息给与的言语角色的实现、行为要求的言语角色的实现、情态意义的实现、意态的实现、评价意义的实现和促销策略手段等七个方面讨论了中、英文化妆品广告在人际意义实现上的相同点。此外,本文还从语篇形式、意态的实现和促销策略手段等三个方面讨论了中、英文化妆品广告在人际意义实现上的不同之处。在全球化总体趋势下,我们能很好地理解为什么相同点会多于不同点。同时,我们也能对这些异同点做出相关解释,即广告商促销产品的共同目标和共同使用的软推销手段产生了这些相同之处,而汉、英这两种语言的不同特点和两个民族的不同文化造成了这些不同之处。
本文对中、英文化妆品广告中人际意义实现的对比性研究能够对前人有关广告文本和人际意义的研究有所拓展和深化,并且具有跨文化意义。
Interpersonal metafunction is an important function of language. Interpersonal meaning is a term drawn from Halliday's Systemic Functional Grammar, serving to establish and maintain relations such as the expression of social roles.
This thesis studies the interpersonal meaning in Chinese and English cosmetic advertising texts. The author chooses thirty Chinese cosmetic advertising texts and thirty English cosmetic advertising texts in written form from the Internet. These sample texts refer to the text of discourse, not including titles, slogans and so on. Mainly based on the theories of Halliday's Systemic Functional Grammar, this thesis analyzes how the interpersonal meanings are realized in Chinese and English sample texts by mood, modality and evaluation.
It discusses seven aspects of similarities between Chinese and English in the realization of interpersonal meaning, including the aspect of discourse patterns, the realization of the speech role of information-giving, the realization of the speech role of action-demanding, the realization of modalization, the realization of modulation, the realization of evaluation, and the promoting approaches. Besides, it finds out three aspects of differences, including the aspect of discourse patterns, the realization of modulation, and the promoting approaches In the tendency of globalization, it is easy to understand that there are more similarities than differences in the realization of interpersonal meaning in cross-cultural communication. We can also give explanation that these similarities result from the advertisers' common goal to promote cosmetic products and the same adoption of the soft selling approach and that the differences result from the various features of the languages and cultures of the two peoples
The comparative study of interpersonal meaning in cosmetic advertising texts between Chinese and English is likely to achieve a sort of domain extension from the previous researches both on advertising texts and on interpersonal meaning, and has much cultural significance.
本文主要研究中、英文化妆品广告中的人际意义。作者从因特网上选择了文本形式的中文化妆品广告和英文化妆品广告各三十条,研究对象为这些广告的文本部分,不包括其标题、口号等。在韩礼德系统功能语法理论的指导下,本文分析了中英文化妆品广告分别是如何通过语气、情态和评价来实现人际意义的。
本文从语篇形式、信息给与的言语角色的实现、行为要求的言语角色的实现、情态意义的实现、意态的实现、评价意义的实现和促销策略手段等七个方面讨论了中、英文化妆品广告在人际意义实现上的相同点。此外,本文还从语篇形式、意态的实现和促销策略手段等三个方面讨论了中、英文化妆品广告在人际意义实现上的不同之处。在全球化总体趋势下,我们能很好地理解为什么相同点会多于不同点。同时,我们也能对这些异同点做出相关解释,即广告商促销产品的共同目标和共同使用的软推销手段产生了这些相同之处,而汉、英这两种语言的不同特点和两个民族的不同文化造成了这些不同之处。
本文对中、英文化妆品广告中人际意义实现的对比性研究能够对前人有关广告文本和人际意义的研究有所拓展和深化,并且具有跨文化意义。
Interpersonal metafunction is an important function of language. Interpersonal meaning is a term drawn from Halliday's Systemic Functional Grammar, serving to establish and maintain relations such as the expression of social roles.
This thesis studies the interpersonal meaning in Chinese and English cosmetic advertising texts. The author chooses thirty Chinese cosmetic advertising texts and thirty English cosmetic advertising texts in written form from the Internet. These sample texts refer to the text of discourse, not including titles, slogans and so on. Mainly based on the theories of Halliday's Systemic Functional Grammar, this thesis analyzes how the interpersonal meanings are realized in Chinese and English sample texts by mood, modality and evaluation.
It discusses seven aspects of similarities between Chinese and English in the realization of interpersonal meaning, including the aspect of discourse patterns, the realization of the speech role of information-giving, the realization of the speech role of action-demanding, the realization of modalization, the realization of modulation, the realization of evaluation, and the promoting approaches. Besides, it finds out three aspects of differences, including the aspect of discourse patterns, the realization of modulation, and the promoting approaches In the tendency of globalization, it is easy to understand that there are more similarities than differences in the realization of interpersonal meaning in cross-cultural communication. We can also give explanation that these similarities result from the advertisers' common goal to promote cosmetic products and the same adoption of the soft selling approach and that the differences result from the various features of the languages and cultures of the two peoples
The comparative study of interpersonal meaning in cosmetic advertising texts between Chinese and English is likely to achieve a sort of domain extension from the previous researches both on advertising texts and on interpersonal meaning, and has much cultural significance.
引文
Bakhtin,M.M.(1984).Problems of Dostoevsky's Poetics(C.Emerson,Ed.and Trans.).Minneapolis:University of Minnesota Press.
Bloor,Thomas & Meriel Bloor.(2003).The Functional Analysis of English:A Hallidayan Approach.Beijing:Foreign Language Teaching and Research Press.
Butt,David et al.(2000).Using Functional Grammar:An Explorer's Guide(2nd ed.).Sydney:Macquarie University Press.
Dyer,G.(1982).Advertising as Communicati6n.London:Methuen.
Garot,L.& P.Wignell.(1994).Making Sense of Functional Grammar.Gerd Stabler,Cammeray NSW:Antipodean Educational Enterprises.
Halliday,M.A.K.(1985).An Introduction to Functional Grammar.London:Edward Arnold.
Halliday,M.A.K.(1994).An Introduction to Functional Grammar(2nd ed.).London:Edward Arnold.
Martin,J.R.(1992).English Text:System and Structure.Philadephia:John Benjamins Publishing Company.
Mueller,B.(1996).International Advertising:Communication across Culture.London:Wadsworth.
Palmer,F.R.(1986).Mood and Modality.Cambridge:Cambridge University Press.
Thompson,Geoff.(2000).Introducing Functional Grammar.Beijing:Foreign Language Teaching and Research Press.
Wales,K.(1996).Personal Pronouns in Present-day English.Cambridge:Cambridge University Press.
包春花.(2004).从系统功能语法角度对招聘广告的人际意义研究(Master's thesis,广东外语外贸大学).
陈洁燕.(2005).从系统功能语法角度研究商品广告的人际意义(Master's thesis,广东外语外贸大学).
陈其功&辛春雷.(2005).广告英语语篇的人际意义及其体现的劝说功能.西安外国语学院学报,13(3),7-9.
陈晓红.(2004).从语用失误透析文化差异对广告英译文的制约(Master's thesis,西北工业大学).
戴莹颖.(2004).法庭英语的人际意义研究(Master's thesis,大连海事大学).
杜龙鼎.(2005).广告英语之语篇功能分析及其在英汉广告翻译中的应用(Master's thesis,贵州师范大学).
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.
高雅丽.(2006).论新闻语篇中人际意义的实现(Master's thesis,西北工业大学).
顾云锋.C004).英汉语言和文化差异对广告翻译的影响.宁波大学学报(人文科学版),17(2),23-26.
李美霞.(2006).功能语法教程.北京:外文出版社.
李战子.(2001).话语的人际意义研究.上海:上海外语教育出版社.
刘婷婷.(2004).广告英语中的人际意义(Master's thesis,苏州大学).
刘英.(2004).英国银行宣传手册的人际意义分析.外语学刊(1),56-59.
牟章.(2004).汉英广告语言的异同及商业广告翻译中的语用失误研究(Master's thesis,中央民族大学).
戚云芳.(2003).广告与广告英语.杭州:浙江大学出版社.
陶玮.(2003).广告语言的文化差异和翻译艺术(Master's thesis,河北师范大学).
王冰.(2004).英语广告语篇的宏观结构研究(Master's thesis,吉林大学).
杨洛茜.(2006).对化妆品广告的人际意义研究(Master's thesis,华中师范大学).
张珊珊.(2004).社会科学学术论文人际意义研究(Master's thesis,曲阜师范大学).
Bloor,Thomas & Meriel Bloor.(2003).The Functional Analysis of English:A Hallidayan Approach.Beijing:Foreign Language Teaching and Research Press.
Butt,David et al.(2000).Using Functional Grammar:An Explorer's Guide(2nd ed.).Sydney:Macquarie University Press.
Dyer,G.(1982).Advertising as Communicati6n.London:Methuen.
Garot,L.& P.Wignell.(1994).Making Sense of Functional Grammar.Gerd Stabler,Cammeray NSW:Antipodean Educational Enterprises.
Halliday,M.A.K.(1985).An Introduction to Functional Grammar.London:Edward Arnold.
Halliday,M.A.K.(1994).An Introduction to Functional Grammar(2nd ed.).London:Edward Arnold.
Martin,J.R.(1992).English Text:System and Structure.Philadephia:John Benjamins Publishing Company.
Mueller,B.(1996).International Advertising:Communication across Culture.London:Wadsworth.
Palmer,F.R.(1986).Mood and Modality.Cambridge:Cambridge University Press.
Thompson,Geoff.(2000).Introducing Functional Grammar.Beijing:Foreign Language Teaching and Research Press.
Wales,K.(1996).Personal Pronouns in Present-day English.Cambridge:Cambridge University Press.
包春花.(2004).从系统功能语法角度对招聘广告的人际意义研究(Master's thesis,广东外语外贸大学).
陈洁燕.(2005).从系统功能语法角度研究商品广告的人际意义(Master's thesis,广东外语外贸大学).
陈其功&辛春雷.(2005).广告英语语篇的人际意义及其体现的劝说功能.西安外国语学院学报,13(3),7-9.
陈晓红.(2004).从语用失误透析文化差异对广告英译文的制约(Master's thesis,西北工业大学).
戴莹颖.(2004).法庭英语的人际意义研究(Master's thesis,大连海事大学).
杜龙鼎.(2005).广告英语之语篇功能分析及其在英汉广告翻译中的应用(Master's thesis,贵州师范大学).
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.
高雅丽.(2006).论新闻语篇中人际意义的实现(Master's thesis,西北工业大学).
顾云锋.C004).英汉语言和文化差异对广告翻译的影响.宁波大学学报(人文科学版),17(2),23-26.
李美霞.(2006).功能语法教程.北京:外文出版社.
李战子.(2001).话语的人际意义研究.上海:上海外语教育出版社.
刘婷婷.(2004).广告英语中的人际意义(Master's thesis,苏州大学).
刘英.(2004).英国银行宣传手册的人际意义分析.外语学刊(1),56-59.
牟章.(2004).汉英广告语言的异同及商业广告翻译中的语用失误研究(Master's thesis,中央民族大学).
戚云芳.(2003).广告与广告英语.杭州:浙江大学出版社.
陶玮.(2003).广告语言的文化差异和翻译艺术(Master's thesis,河北师范大学).
王冰.(2004).英语广告语篇的宏观结构研究(Master's thesis,吉林大学).
杨洛茜.(2006).对化妆品广告的人际意义研究(Master's thesis,华中师范大学).
张珊珊.(2004).社会科学学术论文人际意义研究(Master's thesis,曲阜师范大学).