了得網管理_英語廣告的人際意義研究

內容簡介

餘樟亞編著的《英語廣告的人際意義研究》共五章，主要以韓禮德的繫統功能語言學為理論框架，結合話語分析的相關理論，對廣告語篇在情態繫統中體現的人際意義進行繫統分析，分別從語氣、情態、現在時、祈使句結構、人稱代詞等五個語法層面及語言特征入手，探討了它們如何在英語商業廣告中實現其人際意義，論證了實現人際意義的渠道的多樣性、豐富性與復雜性。本研究緊密結合英語教學實際，有助於提高學生的英語閱讀與寫作能力。

本書適合高等院校英語專業教師、研究生及從事商務英語、廣告設計等相關專業的人士閱讀參考。

Chapter 1 Introduction
1.1 A brief introduction to systemic-functional linguistics
1.2 The method and data
1.3 Brief structure and arrangement of the book
Chapter 2 English Advertising
2. 1 Definition of advertising and advertising language
2.2 Elements of an advertisement
2.3 Classification and functions of advertising
2.4 Previous studies in advertising language
2.4. 1 The stylistic approach
2.4.2 The sociolinguistic approach
2.4.3 The pragmatic approach
2.4.4 The semiotic approach
2. 4.5 The communicative approachChapter 1 Introduction

1.1 A brief introduction to systemic-functional linguistics

1.2 The method and data

1.3 Brief structure and arrangement of the book

Chapter 2 English Advertising

2. 1 Definition of advertising and advertising language

2.2 Elements of an advertisement

2.3 Classification and functions of advertising

2.4 Previous studies in advertising language

    2.4. 1 The stylistic approach

    2.4.2 The sociolinguistic approach

    2.4.3 The pragmatic approach

    2.4.4 The semiotic approach

   2. 4.5 The communicative approach

   2.4. 6 The systemic functional approach

2.5 The significance of studying interpersonal (IP)2 meaning in ads

Chapter 3 Literature Review and Theoretical Foundation

3.1 A brief introduction on the study of IP meaning

3.2 Main aspects in IP meaning

    3.2.1 The four basic speech roles (roles of addressers and the addressees)

    3.2.2 The Mood

    3.2.3 Modality

3.3 Multiple means to realize IP meaning

3.4 IP meaning at the discourse level

3.5 The context theory

    3.5.1 The beginning of the study of context

    3.5.2 Context of culture and context of situation

    3.5.3 Halliday's viewpoints of context

3.6 Halliday's theory of register

    3.6.1 The development of register theory

    3.6.2 Features of register theory

3.7 The relationship between meanings and contextual variables

3.8 Tenor in advertisements

Chapter 4 The Realization of IP Meaning in Advertising Discourse

4. 1 Interpersonal meaning of mood adjuncts .

    4.1.1 Interpersonal functions of mood adjuncts usually used in ads

    4. 1.2 Summary

4.2 Interpersonal meaning of modal auxiliaries

    4.2.1 IP functions of modal auxiliaries usually used in ads

    4.2.2 Summary

4.3 Interpersonal meaning of English tense

    4.3.1 Tense and linguistic modality

    4.3.2 Tense as interpersonal relationship marker

    4.3.3 Summary

4.4 IP meaning of imperative structures in ads

    4.4.1 Imperative meaning expressed through imperative sentences

    4.4.2 Imperative meaning expressed through modals

    4.4.3 Imperative meaning conveyed through the structure "Let me/us/you... "

    4.4.4 Imperative meaning realized through "if" structure

    4.4.5 Imperative meaning through interrogative sentences

    4.4.6 Elliptical sentences in advertisements

    4.4.7 Summary

4.5 Interpersonal meaning of personal pronouns

    4.5.1 Interpersonal functions of various pronouns used in ads

    4.5.2 Summary

Chapter 5 Conclusion and Suggestion for Further Research

5.1 Conclusion

5.2 Implications

5.3 Suggestions for further research

Appendix Corpus of Advertisements

Bibliographies

在線試讀

Though this book mainly studies the interpersonal meaning in English advertising discourse, interpersonal meaning is often perceived within a given tenor, the study of interpersonal meaning cannot be separated with the context theory.

3.5 The context theory

3.5.1 The beginning of the study of context

The study of context rooted from the study of language meaning.What is "meaning"? This is the question scholars have been trying to answer for a long time.However, it's difficult to give an exact definition of "meaning".British scholars C.K.Ogclen and I.A.Richards claim there are as many as 22 meanings of the word "meaning" （Malinowski, 1923） , Therefore meaning has become the common research topic of linguistics and other sciences such as philosophy, neurology and semiotics.Each of these sciences studies meaning from its own perspective and gives it different explanations, in which there are overlaps.In the course oftheir study, scholars realized that the explanation of meaning could not be successfully accomplished without fully knowing the functions of the context concerned.Early in ancient Greek and Rome scholars began realizing the strong relationship between a piece of language used in a particular situation and certain features of the situation.

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