【摘要】：本研究以馬丁的評價理論為基礎(chǔ)，采用定量和定性相結(jié)合的方法，對中英文商業(yè)廣告進行對比分析。本文主要從《三聯(lián)生活周刊》和”Reader’s Digest”等著名的雜志中隨機選取了30篇中文商業(yè)廣告和30篇英文商業(yè)廣告。然后，按照評價理論的框架，作者對60篇廣告語料中蘊含的評價資源進行鑒別和標注。本文從評價理論的三個子系統(tǒng)(態(tài)度，介入和級差)對語料中的評價資源進行詳細的對比分析。 研究發(fā)現(xiàn)：中英文商業(yè)廣告都含有豐富的評價資源。中文商業(yè)廣告中共有評價資326處(中文廣告中態(tài)度資源242處，介入資源23處，級差資源61處)，英文商業(yè)廣告中的評價資源為364處(態(tài)度資源220處，介入(借言)資源64處，級差資源80處)。通過對比分析，我們發(fā)現(xiàn)評價資源在中英文商業(yè)廣告中的分布都不相同，與介入(借言)和級差相比，態(tài)度資源以絕對的大比例得以突出。 在態(tài)度系統(tǒng)中，英文商業(yè)廣告融合了正面負面的情感資源而中文商業(yè)廣告只采用正面情感資源。造成這種差異的主要原因有兩個：中國的傳統(tǒng)和諧價值觀以及中國人避諱消極語言的傳統(tǒng)風俗。在收集的中英商業(yè)廣告里，評價資源很少。這主要是因為中英商業(yè)廣告都是以說服潛在消費者采取購買行動，因此，廣告人都更重視描述廣告商品或是服務而不是人。 介入(借言)方面，英文商業(yè)廣告采用較多的對話擴展資源而中文商業(yè)廣告采用較多的對話緊縮資源。在兩種商業(yè)廣告語篇當中，最常用的是引發(fā)，然后是否定，最后是反駁，由于商業(yè)廣告的目的以及商業(yè)廣告的語言特點在收集的兩種廣告文本中都沒有摘引資源。英文商業(yè)廣告比中文商業(yè)廣告采用了更多的引發(fā)資源，這是因為中文商業(yè)廣告很少會采用那些表達可能性，不確定性的情態(tài)動詞和情態(tài)副詞。其實，，這也是中英文商業(yè)廣告在介入方面之所以會有不同的原因所在。級差方面，中英文商業(yè)廣告的相同點是兩者都采用更多的語勢資源多于聚焦資源，并且強勢語均多于弱勢語。這是因為二者都試圖借助書面語言這個唯一的工具給讀者留下深刻的印象。 本文證明了評價理論不僅在分析英文廣告中是有效的，在中文商業(yè)廣告中也同樣適用。對兩種廣告文本中評價資源的對比分析可以對之前的相關(guān)研究起到一定的補充作用。在實踐中，本研究對于廣告創(chuàng)作者和讀者都有一定的幫助。一方面，本文有助于創(chuàng)作者創(chuàng)作出更好的商業(yè)廣告。另一方面，本文有助于讀者，尤其是消費者更好地理解商業(yè)廣告語言。此外，本研究對于中英文廣告語篇的教學及跨文化交際教學都有一定的作用。同時，也希望本文在中英文商業(yè)廣告翻譯上也能有啟示作用。
[Abstract]:Based on Martin's theory of evaluation, this study uses quantitative and qualitative methods to compare Chinese and English commercial advertisements. In this paper, 30 Chinese commercial advertisements and 30 English commercial advertisements are randomly selected from the famous magazines such as Sanlian Life Weekly and Reader's Digest. Then, according to the framework of evaluation theory, the author identifies and annotates the evaluation resources contained in 60 advertising materials. This paper makes a detailed comparative analysis of the evaluation resources in the corpus from the three subsystems of evaluation theory (attitude, intervention and differential). It is found that both Chinese and English commercial advertisements contain abundant evaluation resources. In Chinese commercial advertisements, there were 326 evaluation resources (242 attitude resources in Chinese advertisements, 23 intervention resources, 61 graded resources) and 364 evaluation resources (220 attitude resources and 64 intervention resources) in English commercial advertisements. Differential resources 80) Through comparative analysis, we find that the distribution of evaluation resources in Chinese and English commercial advertisements is different. In the attitude system, English commercial advertisements combine positive and negative emotional resources while Chinese commercial advertisements only use positive emotional resources. There are two main reasons for this difference: Chinese traditional harmonious values and Chinese traditional customs of avoiding negative language. In the collection of Chinese and British commercial advertising, evaluation resources are scarce. This is mainly because Chinese and British advertising is designed to persuade potential consumers to take action, so advertisers are more interested in describing advertising goods or services than people. In the aspect of intervention, English commercial advertisement adopts more dialogue expansion resources and Chinese commercial advertisement uses more dialogue contraction resources. Among the two kinds of commercial advertising texts, the most commonly used ones are initiation, then negation, and finally refutation. Because of the purpose of commercial advertising and the linguistic characteristics of commercial advertisements, there are no cited resources in the two kinds of advertising texts collected. English commercials use more triggering resources than Chinese ones because Chinese commercials rarely use modal verbs and modal adverbs that express possibility uncertainty. In fact, this is also the Chinese and English commercial advertising in the intervention will have different reasons. The similarities of Chinese and English commercial advertisements are that they both use more potential resources than focus resources, and strong words are more than weak ones. This is because both try to impress the reader with written language, the only tool. This paper proves that the evaluation theory is not only effective in analyzing English advertisements, but also applicable in Chinese commercial advertisements. The comparative analysis of the evaluation resources in the two kinds of advertising texts can supplement the previous research. In practice, this study is helpful to both advertising creators and readers. On the one hand, this article helps the creators to create better commercial advertisements. On the other hand, this paper helps readers, especially consumers, to better understand the language of commercial advertising. In addition, this study plays an important role in both English and Chinese advertising discourse teaching and intercultural communication teaching. At the same time, I also hope that the translation of commercial advertisements in both Chinese and English can be enlightening.
【學位授予單位】：南京財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：H15;H315

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