| 基于评价理论的广告语的话语分析 |
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| 引用本文： | 王继美.基于评价理论的广告语的话语分析[J].河南广播电视大学学报,2011,24(4):47-49. |
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| 作者姓名： | 王继美 |
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| 作者单位： | 盐城工学院大学外语部,江苏盐城,224003 |
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| 基金项目： | 盐城工学院2010年研究生项目XKR2011088 |
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| 摘 要： | 评价理论是马丁和罗斯(Martin&Rose)在韩礼德的人际系统理论基础上发展起来的,它关注语篇中各种可以协商的态度。在评价理论框架内研究语篇分析已经取得了很大的进展,应用于各种语篇。本文是在评价理论的基础上主要从评价理论的三个子系统——态度、介入和级差来对广告语的话语进行分析。发现在广告语篇中会大量使用一些有关评价的话语,使之与消费者产生共鸣,使消费者认同。
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| 关 键 词： | 评价理论 广告语 话语分析 |
Discourse Analysis on Advertising Texts on the Basis of Appraisal Theory |
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| Wang Jimei.Discourse Analysis on Advertising Texts on the Basis of Appraisal Theory[J].Journal of Henan Radio & TV University,2011,24(4):47-49. |
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| Authors: | Wang Jimei |
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| Institution: | Wang Jimei(College English Department of Yan cheng Institute of Technology,Yancheng,224003,China) |
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| Abstract: | The Appraisal Theory was developed by Martin &Rose on the basis of Hallidy's Interpersonal System Theory and it mainly focus on various kinds of negotiable attitudes in texts.Discourse analysis of different genres of texts under the framework of Appraisal Theory has made great progress.This study mainly carries out the discourse analysis of advertising texts from the perspective of three subsystems of Appraisal System-Attitude,Engagement and Graduation.It can be found that large amount of appraisal words wi... |
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| Keywords: | appraisal theory advertising texts discourse analysis |
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