广告语篇体裁的零据素分析  

An Analysis of Zero Evidential Markers in the Genre of Advertising Discourse

作　　者：陈剑虹[1] 

机构地区：[1]上海理工大学外语学院,上海200093

出　　处：《上海理工大学学报（社会科学版）》2012年第3期198-201,205,共5页Journal of University of Shanghai for Science and Technology：Social Sciences Edition

摘　　要：不同语篇体裁的言据性表现是不尽相同的。分析了100篇中英文广告,得出广告语篇使用零据素的结论。广告语篇体裁的零据素使用可以从认知、广告语篇特点和广告的社会目的三个方面加以分析,广告零据素使用的主要功能是表情、表意和构建最小化语篇。Different genres of discourse may have different modes of evidentiality. After an analysis of 100 advertisements collected randomly, this paper concludes that zero evidential markers are used in the genre of advertising discourse. The use of zero evidential markers can be explained from these three aspects： cognition, the characteristic of advertising discourse and social aim. The main functions of the use of zero evidential markers in advertising discourse are expressing emotions, meanings and constructing minimum discourse.

关 键 词：广告语篇体裁 认知 零据素 

分 类 号：H030[语言文字—语言学]