英汉广告语篇的主位推进模式对比研究

发布时间：2018-08-30 19:59

【摘要】：主位推进模式及主位述位分析是语篇分析的重要手段。语篇中的主位推进模式直接影响着语篇结构和信息的逻辑发展顺序。一则语篇是否连贯流畅，其中的主位推进模式也发挥着举足轻重的作用。根据系统功能语法的理论，在任何一种语言的框架下，每一个句子都可以被划分为主位、述位或主位部分、述位部分。如果说每一条信息都是主位与述位的总和，那么语篇就是若干信息的总和联结。为了实现语篇的连贯，相邻句间或前后句中的主位和述位都以某种符合逻辑语义的方式相联系和重复，这种方式就叫做主位推进模式。在系统功能语法的指导下，国内外学者对主位推进模式的分析已经做了大量深入的研究，涉及写作教学、听力教学、新闻语篇、学术论文、公益广告等方面，但主位推进模式在英汉广告中的对比分析尚不多见。随着全球商业化和信息化的迅速发展，广告作为一种销售和信息交流的手段，在商业活动中起着越来越重要的作用，大量深入的研究也围绕着广告语篇展开。因此，本文通过实证性分析对英汉广告语篇的主位推进模式进行对比研究，力图解决以下两个问题：（1）从英汉广告语篇中主位推进模式出现的不同频率上可以归纳出哪些异同点？（2）商品的种类是否会影响广告语篇中主位推进模式的选择？本研究试图帮助广告撰稿人在脑海中建立起广告语篇结构的基本模型；主位推进模式的选择对于广告功能的发挥有直接的影响，通过这项研究，广告撰稿人能够以一种恰当的模式组织传递信息，以确保广告功能的进一步发挥。本研究还能够使读者准确地理解广告语篇中的信息流程。基于本研究的结论，，英汉广告译者将了解中英文广告的不同特点，应用于日后的翻译过程中。另外，通过本文对广告语篇主位推进的分析，广告学习者能够更多地理解广告语篇的不同结构。虽然本研究是以广告语篇为例，但是它的结果和影响已远远超出了广告的范畴。它也能够抛砖引玉，成为其它体裁语言学研究的指导和参考。
[Abstract]:Thematic progression pattern and thematic and rheme analysis are important means of discourse analysis. Thematic progression in discourse directly affects the logical development order of discourse structure and information. Whether a text is coherent or not, the thematic progression plays an important role. According to the theory of systemic functional grammar, under the framework of any language, each sentence can be divided into theme, rheme or thematic part, rheme part. If every piece of information is the sum of theme and rheme, then discourse is the sum of some information. In order to achieve textual coherence, the theme and rheme in the adjacent sentences and in the preceding and the preceding sentences are connected and repeated in a manner consistent with logical semantics, which is called the thematic progression pattern. Under the guidance of systemic functional grammar, scholars at home and abroad have done a lot of in-depth research on thematic progression model, including writing teaching, listening teaching, news discourse, academic papers, public service advertising and so on. However, the contrastive analysis of thematic progression in English and Chinese advertising is still rare. With the rapid development of global commercialization and information, advertising, as a means of marketing and information exchange, plays a more and more important role in commercial activities. Therefore, this thesis makes a contrastive study of thematic progression patterns in English and Chinese advertising texts through empirical analysis. This paper tries to solve the following two problems: (1) what similarities and differences can be concluded from the different frequencies of thematic progression patterns in English and Chinese advertising texts? (2) will the types of commodities affect the choice of thematic progression patterns in advertising discourse? This study attempts to help ad writers to establish a basic model of advertising discourse structure in their minds. The choice of thematic progression model has a direct impact on the display of advertising function. Advertisement writers can organize and transmit information in an appropriate mode to ensure the further development of advertising functions. This study can also help readers to understand the information flow in advertising discourse accurately. Based on the conclusion of the present study, English and Chinese advertising translators will understand the different features of Chinese and English advertisements and apply them to the future translation process. In addition, through the analysis of the theme progression of advertising discourse, advertising learners can understand the different structure of advertising discourse more. Although the present study takes advertising discourse as an example, its results and effects are far beyond the scope of advertising. It can also serve as a guide and reference for other genre linguistics studies.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H315;H15

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