汉英广告中男性身份建构的语用对比研究

发布时间：2018-05-08 11:56

本文选题：汉语广告 + 英语广告　；参考：《哈尔滨工程大学》2013年硕士论文

【摘要】：身份建构研究是一个社会语言学研究中的一个经典话题，近来则被看作是社会语用学研究的一个热点。本文以Simon提出的“身份评估”模型为参照，以实证调查分析方法为指导，，分析并比较了中英广告中男性身份建构情况。结果发现，在汉语广告中男性身份建构主要以生物身份和社会身份为主，而英语广告中的男性身份建构则以生物身份为显性手段，社会身份空缺。并且汉语广告中的男性身份建构往往比较直接、单一；英语广告中的男性身份建构则比较模糊，允准多元化解读。来自调查问卷的身份评估数据表明，广告受众对于英语广告中的男性身份持更加认可的态度。相对而言，中文广告中的男性身份建构效果差一些。概而言之，受众对于广告中男性身份的过分显化处理并不认可提醒我们，身份建构是一种复杂的社会认知过程，认知参照点的显化和隐化处理是影响身份建构的重要因素。本研究的上述发现对于广告中人物身份的解读以及社会化背景下男性身份建构的走向刻画具有一定的参考意义。
[Abstract]:Identity construction is a classic topic in sociolinguistics, which has recently been regarded as a hot topic in socipragmatics. Based on the "identity assessment" model proposed by Simon and the empirical investigation and analysis method, this paper analyzes and compares the construction of male identity in Chinese and English advertising. The results show that the construction of male identity in Chinese advertisements is mainly based on biological identity and social identity while in English advertising male identity construction is based on biological identity as dominant means and social identity is vacant. Moreover, the construction of male identity in Chinese advertisements is more direct and simple, while in English advertisements, the construction of male identity is vague, and the interpretation of permission is diversified. The data from the questionnaire show that the advertising audience is more approbable to the male identity in English advertising. Comparatively speaking, the Chinese advertisement in the male identity construction effect is inferior. Generally speaking, the audience does not agree with the explicit treatment of male identity in advertising to remind us that identity construction is a complex process of social cognition, and the explicit and implicit processing of cognitive reference points is an important factor affecting identity construction. The above findings of this study have some reference significance for the interpretation of the identity of characters in advertising and the trend of male identity construction in the context of socialization.
【学位授予单位】：哈尔滨工程大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15;H315

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