基于評價理論的中文旅游廣告研究
發(fā)布時間：2018-09-12 21:09
【摘要】：在這個充滿競爭和壓力的時代，人們都想找尋機會來解脫自己。旅游由此成為人們生活中不可缺少的一部分。通過網(wǎng)絡(luò)，，人們可以快速獲取自己想要的信息，但面對如此紛繁多樣的旅游信息，人們該怎么來做出抉擇?因此，廣告編寫者必須考慮怎樣的旅游廣告可以引起人們的關(guān)注。很多學者從不同的角度對廣告語進行了研究，但很少學者從評價的視角來研究旅游廣告語篇。評價理論，是系統(tǒng)功能語言學人際意義研究的擴展，它是關(guān)于語篇中可以協(xié)調(diào)的各種態(tài)度，所涉及情感的力度和評價資源的來源。自從評價系統(tǒng)建立以來,很多學者運用它來分析各種語篇。然而，他們卻很少觸及到旅游廣告語篇。所以，這就值得應(yīng)用評價理論來分析旅游廣告語篇。 本文的語料選自中國旅游網(wǎng)。在評價理論的框架下，通過對其中20篇中文旅游廣告的定性和定量分析來解決以下三個問題:①從評價理論的視角來看，中文旅游廣告語篇有什么語言特征；②中文旅游廣告語篇中評價資源的分布特征是什么;③這些評價資源是如何實現(xiàn)人際意義的。 通過分析發(fā)現(xiàn)，在這些中文旅游廣告語篇中存在大量的評價資源。級差資源最豐富，其次是態(tài)度資源。同時，介入資源使用的最少。這符合旅游廣告的性質(zhì)，主要是介紹旅游地的情況，它們都有極力宣傳旅游地的目的。在態(tài)度系統(tǒng)里，研究發(fā)現(xiàn)鑒賞資源居第一位，其次是情感資源，判斷資源最少。這表明廣告編寫者在極力顯現(xiàn)旅游地的價值，以此來吸引潛在游客，使得他們做出旅游的打算。在介入系統(tǒng)里，論文主要分析了多聲資源，來顯現(xiàn)廣告編寫者是如何與讀者進行交流互動的。結(jié)果發(fā)現(xiàn)壓縮資源比擴展資源多，壓縮資源可以壓縮對話空間，這樣可以在某種程度上顯現(xiàn)自己話語的權(quán)威，以便讓讀者接受自己的立場。擴展資源可以很好地實現(xiàn)與讀者的互動交流，這樣可以聯(lián)盟潛在游客。在級差系統(tǒng)里，研究發(fā)現(xiàn)語勢資源比聚焦資源多。其次，在語勢系統(tǒng)中，強化資源比量化資源多。在聚焦系統(tǒng)中，銳化資源比柔化資源多。 總之，本文以評價理論為框架對中文旅游廣告語篇進行研究，以此來揭示此類語篇中評價資源的分布，以及評價資源是如何實現(xiàn)人際意義的。這能擴大評價理論的研究范圍，并且有助于旅游廣告編寫者更好地編寫旅游廣告，提高旅游廣告的質(zhì)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.
【學位授予單位】：江西師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：H15
本文編號：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.
【學位授予單位】：江西師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：H15
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