基于评价理论的中文旅游广告研究
发布时间：2018-09-12 21:09
【摘要】：在这个充满竞争和压力的时代，人们都想找寻机会来解脱自己。旅游由此成为人们生活中不可缺少的一部分。通过网络，，人们可以快速获取自己想要的信息，但面对如此纷繁多样的旅游信息，人们该怎么来做出抉择?因此，广告编写者必须考虑怎样的旅游广告可以引起人们的关注。很多学者从不同的角度对广告语进行了研究，但很少学者从评价的视角来研究旅游广告语篇。评价理论，是系统功能语言学人际意义研究的扩展，它是关于语篇中可以协调的各种态度，所涉及情感的力度和评价资源的来源。自从评价系统建立以来,很多学者运用它来分析各种语篇。然而，他们却很少触及到旅游广告语篇。所以，这就值得应用评价理论来分析旅游广告语篇。 本文的语料选自中国旅游网。在评价理论的框架下，通过对其中20篇中文旅游广告的定性和定量分析来解决以下三个问题:①从评价理论的视角来看，中文旅游广告语篇有什么语言特征；②中文旅游广告语篇中评价资源的分布特征是什么;③这些评价资源是如何实现人际意义的。 通过分析发现，在这些中文旅游广告语篇中存在大量的评价资源。级差资源最丰富，其次是态度资源。同时，介入资源使用的最少。这符合旅游广告的性质，主要是介绍旅游地的情况，它们都有极力宣传旅游地的目的。在态度系统里，研究发现鉴赏资源居第一位，其次是情感资源，判断资源最少。这表明广告编写者在极力显现旅游地的价值，以此来吸引潜在游客，使得他们做出旅游的打算。在介入系统里，论文主要分析了多声资源，来显现广告编写者是如何与读者进行交流互动的。结果发现压缩资源比扩展资源多，压缩资源可以压缩对话空间，这样可以在某种程度上显现自己话语的权威，以便让读者接受自己的立场。扩展资源可以很好地实现与读者的互动交流，这样可以联盟潜在游客。在级差系统里，研究发现语势资源比聚焦资源多。其次，在语势系统中，强化资源比量化资源多。在聚焦系统中，锐化资源比柔化资源多。 总之，本文以评价理论为框架对中文旅游广告语篇进行研究，以此来揭示此类语篇中评价资源的分布，以及评价资源是如何实现人际意义的。这能扩大评价理论的研究范围，并且有助于旅游广告编写者更好地编写旅游广告，提高旅游广告的质量。
[Abstract]:In this era of competition and pressure, people are looking for opportunities to free themselves. Tourism has thus become an indispensable part of people's lives. Through the Internet, people can quickly get the information they want, but in the face of such a variety of travel information, how should people make a choice? Therefore, advertisers must consider what kind of travel advertisements can attract people's attention. Many scholars have studied the advertising language from different angles, but few scholars have studied the tourism advertising discourse from the perspective of evaluation. The theory of evaluation is an extension of the study of interpersonal meaning in systemic functional linguistics. It is an extension of the study of interpersonal meaning in systemic functional linguistics. It is concerned with various kinds of attitudes, the intensity of emotion involved and the source of evaluation resources. Since the establishment of the evaluation system, many scholars have used it to analyze various discourses. However, they rarely touch on tourist advertising discourse. Therefore, it is worth applying evaluation theory to analyze tourism advertising discourse. The corpus of this paper is selected from China Travel net. Under the framework of evaluation theory, the following three questions: 1: 1 are solved by qualitative and quantitative analysis of 20 Chinese tourism advertisements. From the perspective of evaluation theory, what are the linguistic characteristics of Chinese tourism advertising discourse; 2 what are the distribution characteristics of evaluation resources in Chinese tourism advertising discourse? 3 how do these evaluation resources achieve interpersonal meaning? Through the analysis, it is found that there are a lot of evaluation resources in these Chinese tourist advertising texts. Differential resources are the most abundant, followed by attitude resources. At the same time, the minimum use of intervention resources. This is in line with the nature of tourism advertising, mainly to introduce the situation of tourist destinations, they all have the purpose of promoting tourist destinations. In attitude system, it is found that appreciation resource is the first, affective resource is the second, judgment resource is the least. This suggests that advertisers are trying to show the value of tourist destinations in order to attract potential tourists and prepare them for travel. In the intervention system, the thesis mainly analyzes the multi-sound resources to show how the advertisement writer interacts with the reader. The results show that there are more compressed resources than expanded resources, and the compressed resources can compress the dialogue space, which can show the authority of their discourse to some extent, so that readers can accept their own stand. Expanding resources provides a good way to interact with readers, so that potential visitors can be coalitioned. In the differential system, it is found that there are more potential resources than focused resources. Secondly, the reinforcement resources are more than the quantitative resources in the verbal potential system. There are more sharpened resources than softened ones in the focusing system. In a word, this paper studies Chinese tourism advertising discourse based on evaluation theory to reveal the distribution of evaluation resources and how evaluation resources realize interpersonal meaning. This can enlarge the research scope of evaluation theory, and help the editor of tourism advertisement to compile tourism advertisement better and improve the quality of tourism advertisement.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15
本文编号：2240223
[Abstract]:In this era of competition and pressure, people are looking for opportunities to free themselves. Tourism has thus become an indispensable part of people's lives. Through the Internet, people can quickly get the information they want, but in the face of such a variety of travel information, how should people make a choice? Therefore, advertisers must consider what kind of travel advertisements can attract people's attention. Many scholars have studied the advertising language from different angles, but few scholars have studied the tourism advertising discourse from the perspective of evaluation. The theory of evaluation is an extension of the study of interpersonal meaning in systemic functional linguistics. It is an extension of the study of interpersonal meaning in systemic functional linguistics. It is concerned with various kinds of attitudes, the intensity of emotion involved and the source of evaluation resources. Since the establishment of the evaluation system, many scholars have used it to analyze various discourses. However, they rarely touch on tourist advertising discourse. Therefore, it is worth applying evaluation theory to analyze tourism advertising discourse. The corpus of this paper is selected from China Travel net. Under the framework of evaluation theory, the following three questions: 1: 1 are solved by qualitative and quantitative analysis of 20 Chinese tourism advertisements. From the perspective of evaluation theory, what are the linguistic characteristics of Chinese tourism advertising discourse; 2 what are the distribution characteristics of evaluation resources in Chinese tourism advertising discourse? 3 how do these evaluation resources achieve interpersonal meaning? Through the analysis, it is found that there are a lot of evaluation resources in these Chinese tourist advertising texts. Differential resources are the most abundant, followed by attitude resources. At the same time, the minimum use of intervention resources. This is in line with the nature of tourism advertising, mainly to introduce the situation of tourist destinations, they all have the purpose of promoting tourist destinations. In attitude system, it is found that appreciation resource is the first, affective resource is the second, judgment resource is the least. This suggests that advertisers are trying to show the value of tourist destinations in order to attract potential tourists and prepare them for travel. In the intervention system, the thesis mainly analyzes the multi-sound resources to show how the advertisement writer interacts with the reader. The results show that there are more compressed resources than expanded resources, and the compressed resources can compress the dialogue space, which can show the authority of their discourse to some extent, so that readers can accept their own stand. Expanding resources provides a good way to interact with readers, so that potential visitors can be coalitioned. In the differential system, it is found that there are more potential resources than focused resources. Secondly, the reinforcement resources are more than the quantitative resources in the verbal potential system. There are more sharpened resources than softened ones in the focusing system. In a word, this paper studies Chinese tourism advertising discourse based on evaluation theory to reveal the distribution of evaluation resources and how evaluation resources realize interpersonal meaning. This can enlarge the research scope of evaluation theory, and help the editor of tourism advertisement to compile tourism advertisement better and improve the quality of tourism advertisement.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15
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