摘要
本文以Brown & Levinson的礼貌理论和van Dijk的语篇结构理论为指导，对英汉广告语篇中存在的言语礼貌进行对比研究。旨在从语篇策略角度揭示不同文化在对礼貌的认识及阐释上的共性和差异，并力图从认知和文化的角度对其动因予以一定的解释。
论文以自建英、汉两个广告语料库为研究对象，其中汉语语料库收集来自《南方周末》和《新民周刊》的50篇广告，英语语料库收集了Time和Newsweek 的50篇广告。
论文重点研究广告语篇的宏观和微观结构。前者指语篇的类型特征，包括广告语篇的语步构建和语用构式，后者主要涉及人称、语气和情态等的语用功能。从这些参数出发，论文对两种语言的广告语篇进行定量及定性分析，逐项比较二者的异同，进而分析其内在动因。
研究表明，在对礼貌因子的理解及礼貌策略的选取上，文化差异具有显著影响作用，从而导致广告语篇在宏观结构安排及微观结构选择上均显现出不同。
牡丹亭的作者是
总体而言，汉语广告语篇多采用消极礼貌策略，英语广告语篇则更倾向积极礼貌策略。
关键词：礼貌策略；广告语篇；宏观结构；微观结构；英汉对比
ABSTRACT
The aim of this study is to examine linguistic politeness in Chine and English print advertiments within Brown & Levinson’s politeness modal and van Dijk’discour framework. Focusing on the comparison of discour strategies through which politeness mechanism works, we wish to identify the relevant cognitive and social-cultural motives that result in different prentations of politeness, and to investigate the interrelationship between universality and culture-specificity of politeness in written discour.
The rearch involved in this paper is bad on two lf-built corpora, Chine and English, consisting of 100 authentic advertiments lected from three magazines and one newspaper of general readership. The Chine ads were collected from S outh Weekend and Xinmin Weekly and the English advertiments from Time and Newsweek. We analyze the samples from a perspective that shows how macro-and micro- structural choices interact in contributing to the achievement of the communicative purpos.
At the macro-structure level, the analysis is conducted on text patterning, mainly drawing on the notion of move in mantics and “reason and tickle” constructs in pragmatics. At the micro-structure level, the analysis is concentrated on the pragmatic disposition of reference system, mood and modality. The results show that the Chine and English writers have cultural preferences in the way
in which discour patterns are organized as well as in the u of the discour elements, both of which can be explained by the preference of politeness strategies in different cultures.
The Chine ads tend to be deferent by using more negative politeness strategies while the English ads are engaged more in positive politeness to be intimate. The paper concludes that politeness is an indispensable social standard, but different cultures affect the choice of specific politeness strategies.
杨千嬅的歌Key words: politeness strategies; advertising discour; macro-structure; micro-structure; Chine-English contrastive study
References (73)
LIST OF FIGURES AND TABLES
Fig. 1. Strategies for performing FTAs (13)
化学行业Fig. 2. Pragmatic elements of print advertising communication (20)
未来学Fig. 3. Hierarchy of macro-analysis parameters (23)
Fig. 4. A Chine advertiment from South Weekend (25)
Fig. 5. Detailed analysis of a Chine advertiment (26)
Fig. 6. An English advertiment from Newsweek (28)
Fig. 7. Detailed analysis of an English advertiment (29)
Fig. 8. The schema of moves in advertising (32)
Table 1. Distribution of move structures in the corpora (32)
Fig. 9. Macro-pragmatic schema (42)六个月婴儿拉肚子
Table 2. Distribution of pragmatic constructs ud in the corpora (43)
Fig. 10. Graphic reprentation of distribution of pragmatic constructs in corpora..43 Fig. 11. Double exophora of “you” (47)
Table 3. Categorizing personal reference (48)
Table 4. Distribution of references to the reader in the corpora (51)
Fig. 12. Graphic prentation of distribution of references in corpora (51)
Table 5. Prentation of modal expression in Corpora (55)
什么言什么Fig. 13. The root modal expressions in the Chine corpus (57)
Fig. 14. The root modal expressions in the English corpus (58)
显卡坏了会出现什么情况
Fig. 15. The epistemic modal expressions in the English corpus (59)
Table 6. The distribution of modals in the corpora (59)
Table 7. Distinction of the doer of root modals in the corpora (60)
Fig. 16. Graphic prentation of distinction of the doer of root modals (60)
上海交通大学
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学位论文作者签名：柏桦
日期：2005年12月1日
上海交通大学
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学位论文作者签名：柏桦指导教师签名：胡全生
日期：2005年12月 1日日期：2005年 12月1日
