从语法隐喻角度解读国际知名化妆品广告的语言效果-外国语言学及应用语言学专业论文.docx

Acknowledgements First, I would like to express my deepest gratitude to my supervisor, Associate Professor Xian Jiankui, a respected, responsible scholar, who has offered me great help in each stage of my thesis writing. Without his enlightening instruction and impressive patience, I could not have accomplished my thesis. His insightful academic observation guides me not only in my thesis but also in my future study. Second, I would like to thank all the professors and teachers who have given assistance to me during my study. Their vigorous academic attitude influences me greatly. My sincere gratitude also goes to my dear classmates and friends for their kindness to help me when I come across difficulties in my study. Last, I also want to thank my parents for their relentless encouragement and unconditional support. Without them, I could not have completed this study smoothly. 摘 要 广告是我们日常生活中一种常见的文体，它是一种目的性很强的劝说文本。为了招 徕顾客并最终劝说其完成购买行为，广告商通常会运用多种多样的语言手段来润色广告 语。国际知名化妆品作为成功的典型，抢占了大份额的中国化妆品市场。其大量的广告 以及出色的广告语更让人耳目一新，为其畅销扮演了重要角色，也引起了研究者们的浓 厚兴趣。近年来，对英语化妆品广告语篇的研究可说是数不胜数，研究的视角也各有不 同，例如语篇功能，修辞，语用学等角度，但唯独没有从语法隐喻角度对其进行研究。 “语法隐喻”是由系统功能语言学家韩礼德于 1985 年在他的《功能语法导论》一书 中提出的，他指出：语法隐喻是通过词汇语法形式对于一个意义的隐喻性表达，与其相 对应的非语法隐喻形式则是表达直接意义的最为原始的词汇语法形式。随着语法隐喻理 论的日趋成熟，国内外众多学者开始将语法隐喻应用于分析各类文本，例如科技语篇， 新闻语篇，法律语篇，广告语篇等，但没有对广告中的一个小分支，即化妆品广告的具 体研究。 因此,结合上述研究现状，本人在国内外学者研究的基础上，尝试以语法隐喻理论 为理论框架，对国际知名化妆品广告进行研究讨论。本文尝试通过分析化妆品广告中的 语法隐喻现象，进而揭示语法隐喻在这类广告中的实现手段，探索语法隐喻被应用于这 类语篇会促成何种语言效果。 本文作者对从各个渠道搜集整理的大量国际知名英语化妆品广告进行实例分析，结 果发现，语法隐喻在英语广告中广泛存在，通过使用名词化，形容词化，动词化，语气 隐喻，情态隐喻这些手段，可以分别起到增加词汇密度，增强可信度，提高情感可接受 度，激发兴趣以及增强客观性等效果。本文旨在为英语化妆品广告语篇的分析提供一个 新的视角，为英语化妆品广告语篇的设计提供参考，因此在理论和实践方面都具有一定 的意义。 关键词：语法隐喻；国际知名化妆品广告；语言效果 Abstract Nowadays, advertisement bears close relationship with our daily lives and is also a highly persuasive text with a definite purpose. In order to attract customers and persuade them to take purchase action eventually, the advertisers usually use various linguistic devices to polish their advertisemen