基于评价理论的旅游广告级差研究——以江西庐山四则旅游广告为例  

On Graduation in Travel Ads from the Appraisal Perspective——A Case Study of Four Travel Ads of Mt.Lu in Jiangxi Province

作　　者：邱晴[1] 胡勇[1] 

机构地区：[1]江西师范大学,江西南昌330022

出　　处：《江西教育学院学报》2011年第6期161-163,共3页Journal of Jiangxi Institute of Education

摘　　要：评价理论(Appraisal Theory)兴起于20世纪90年代,作为新词汇—语法框架受到人们的广泛关注,并被应用于分析多种类型的文本。本文以评价理论的子系统级差(graduation)为切入点,研究我国著名风景区庐山的广告语言,旨在探讨旅游广告中商家和潜在顾客的结盟方式,以期发现用级差理论分析旅游广告的优势并对旅游广告的撰写提供一定的借鉴。Appraisal Theory was put forward in the 1990s and has been highly concerned as a new lexico-grammatical framework.It has been applied to analyzing a variety of texts.This thesis attempts to investigate the travel ads of four famous scenery spots in Mt.Lu located in Jiangxi Province.The use of Graduation not only deepens the connotation of the ads but also enhances the quality of them.Thus the investigation in travel advertisements via Graduation analysis will be beneficial to the advertisements composers as well as the potential customers.

关 键 词：旅游广告 评价系统 级差系统 

分 类 号：H315.9[语言文字—英语]