广告话语中社会文化信息渗透分析  

An Analysis on the Social and Cultural Messages Implied in Advertisement Discourse

作　　者：韩海燕[1] 

机构地区：[1]徐州工程学院外国语学院

出　　处：《山东外语教学》2009年第6期19-22,共4页Shandong Foreign Language Teaching

基　　金：全国教育科学“十一.五”国家级课题(课题编号:FIB070335-A15-31);江苏省教育科学“十一.五”规划课题(课题编号:D/2009/01/170);江苏省现代教育技术研究“十一.五”规划课题(课题编号:2008-R-7884)的阶段性成果

摘　　要：本文以话语理论为背景,对广告话语进行了解读。本文以一则男士护肤品广告为例,从词汇、人称、语气等方面进行话语分析,试图揭示广告话语和社会文化的关系,透视广告话语的社会建构功能,捕捉广告话语中所蕴涵的社会文化信息,从而说明广告话语能够彰显社会文化等多维度的变化。Based on the theory of discourse, this paper gives an interpretation to advertisement discourse. Taking an advertiscment for a male skin-care product as example, this paper carries out a discourse analysis in terms of vocabulary, person, mood and other relevant aspects. It tries to reveal the relationship between the advertisement discourse and its sociocultural background. It also deals with the function of the social construction of advertisement discourse and social and cultural messages implied in adveRtisement discourse, in an effort to prove the multifaceted social and cultural changes demonstrated in advertisement discourse.

关 键 词：广告话语 话语分析 社会文化信息 

分 类 号：H030[语言文字—语言学]