汉语杂志广告中劝说性的批评性话语分析-外国语言学及应用语言学专业论文.docxVIP

摘要 摘要 IV IV 摘要 在现代社会的信息传播中，广告的地位举足轻重，其特点是注意性，记忆性 和劝说性。广告语言的劝说性成为一个惹人注目的新课题。中外许多学者分别从 符号学、文体学、语用学、以及功能学等多个角度对其进行了研究，并针对词汇、 句法和修辞特点等的描述发表了大量的著作。批评性话语分析又叫批评语言学， 是语言学中的一个重要话题，主要研究意识形态和话语之间的相互作用。事实上， 商业广告中蕴含的意识形态意义是操纵着人们购买行为的关键，显然，批判性分 析是最有效的工具。在该领域中，诸多中外语言学家对语篇的批评性分析树立了 典范。在理解前人整体把握语篇特征的基础上，本文尝试对另一大众语篇——汉 语时尚杂志广告，进行批评性话语研究，旨在挖掘广告语篇的语言创作是如何实 现劝说功能。 本文从 08 年至 09 年 12 本《瑞丽伊人风尚》杂志中选取了 59 篇广告作为语 料。对语料中各语篇的及物系统、人际系统、互文性、主位结构等进行描述性分 析，并对相关项的分布和出现频率做了详细统计。研究发现，广告商向消费者传 递的产品信息，并不是在有限的空间里直白地帮助销售商向消费者提出购买要 求。而是隐含的，不明显的操纵。 关键词： 汉语杂志广告；批评性话语分析；劝说性；系统功能语法 Abs Abstract III III Abstract Advertising is an important social phenomenon in the information age. A successful advertisement mainly gains the key features of attention value, memory value and persuasive power. A persuasive genre, different from other daily conversations, is gaining more and more attention. Various approaches have been applied to the advertising language studies, including sociolinguistics, stylistics, pragmatics, semiotics, functional linguistics and so on. Substantial research works have been published in the descriptions and explanations of vocabulary, syntax and rhetoric features. Critical discourse analysis (CDA) is also called Critical Linguistics which demonstrates the ways in which various aspects of grammars are connected with power and ideology. In advertising, the ideology meaning works as underlying social cognition. This paper holds the opinion that the social cognition hidden behind advertising language is the main factor that manipulates people’s purchasing action. Therefore, critical discourse analysis is an effective tool in advertising studies. In the theoretical application of CDA, scholars at home and abroad have set a good example in the analysis of various discourses. Based on the comprehensive previous studies, this thesis is applies CDA into a popular fashion magazine in Chinese. It is designed to discover the advertising writing features in the realization of the function of persuasion in a