商业广告体裁互文性分析

发布时间：2018-04-11 10:13

本文选题：体裁互文性 + 语步分析　；参考：《长春理工大学》2013年硕士论文

【摘要】：商业广告语篇已成为与我们日常生活密切相关的一种公共语篇,必将反映意识形态及商业领域的权力关系。因此作者认为有必要对商业广告语篇进行批评性分析。本文探讨了商业广告语篇中普遍存在的体裁互文现象,并对近年来典型商业广告语篇中存在的体裁互文类别及功能进行了系统分析,描述体裁互文作为商业广告语篇的体裁特征在商业广告语篇中的普遍性及其所发挥的重要作用,揭示了商业广告实践者如何利用体裁互文性实现劝说、欺骗等功能。本文以Swales体裁理论与语步理论、辛斌教授体裁互文性理论为理论框架,对商业广告语篇体裁互文性进行分析。本文从三个层次进行分析：首先,语篇体裁特征的分析,作者运用Swales语步分析法得出商业广告语篇体裁特征—体裁互文；其次,语篇体裁互文性的分析,作者从体裁交融,语域交融,风格交融三个方面分析商业广告语篇体裁互文性；最后,语篇社会语用功能分析—得出功能有隐性话语控制功能、劝说功能、欺骗功能和权力操控功能。本文研究结果发现：第一,商业广告语篇有两个必要语步：Move EP和Move SP;第二,体裁互文为商业广告语篇体裁特征；第三,体裁交融、语场交融、语旨交融、语式交融有其各自特征；第四,本文构建的体裁互文三维分析框架中,体裁交融关注文本,语域交融关注文本实践者,风格交融关注文本与文本实践者之间的关系；第五,商业广告语篇社会语用功能中,劝说功能为基本功能,隐性话语控制功能有着语篇功能。
[Abstract]:Commercial advertising discourse has become a kind of public discourse closely related to our daily life, and it will certainly reflect the power relationship between ideology and business field.Therefore, the author thinks that it is necessary to make a critical analysis of commercial advertising discourse.This paper probes into the general phenomenon of genre intertextuality in commercial advertising discourse, and makes a systematic analysis of the types and functions of genre intertextuality in typical commercial advertising discourses in recent years.This paper describes the universality and the important role of genre intertextuality as a genre of commercial advertising discourse, and reveals how commercial advertising practitioners use genre intertextuality to achieve persuasion, deception and other functions.Based on Swales's genre theory and step theory, and Professor Xin Bin's theory of genre intertextuality, this paper analyzes the genre intertextuality of commercial advertisements.Firstly, the author uses Swales step analysis method to get the commercial advertising text genre characteristics-genre intertextuality, secondly, the analysis of the text genre intertextuality, the author from the genre blending.This paper analyzes the intertextuality of commercial advertising discourse from three aspects: register blending and stylistic blending. Finally, the social pragmatic function of the text is analyzed-it is concluded that the function has implicit discourse control function, persuasive function, deceptive function and power manipulation function.The results of this study are as follows: first, there are two necessary steps in commercial advertising discourse: move EP and Move SP2; second, genre intertextuality is the genre feature of commercial advertising discourse; third, genre blending, language field blending, and tenor blending.In the framework of three-dimensional analysis of genre intertextuality, genre blending focuses on text, register on text practitioner, style on the relationship between text and text practitioner, and on the relationship between text practitioner and text practitioner.In the social pragmatic function of commercial advertising discourse, persuasion function is the basic function, and implicit discourse control function has discourse function.
【学位授予单位】：长春理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H05

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