商业广告语篇中的评价资源研究  

Appraisal Resources in Commercial Advertising Discourse

作　　者：冯彦[1] 赵桂英[1] 

机构地区：[1]吉林大学,长春130012

出　　处：《外语学刊》2012年第5期48-51,共4页Foreign Language Research

基　　金：吉林省社科基金项目"商业广告中的人际资源研究"(2011B020)阶段性成果

摘　　要：评价系统是语言使用者表达特定评价立场、与实际或潜在应答者协商这些立场的语言资源,包括态度、介入和级差3个子系统。商业广告蕴涵着大量评价资源,具有重要的人际意义。上扬或清晰评价词语的使用可以帮助广告商与潜在消费者之间扩大互动空间,产生共同的积极情感、判断以及鉴赏态度,激发其潜在的购买欲望,最终采取购买行动而成为消费者。Appraisal system, a functional model of interpersonal meaning, is the semantic resources speakers/writers adopt to negotiate particular value positions or stances with either actual or potential respondents, which consists of three sub-systems, namely, atti- tude, engagement and graduation. Commercial advertisements contain substantial appraisal resources of interpersonal function. Different choices of appraisal resources help advertisers expand the interactive and negotiatory space and establish an intimate and close relationship with potential consumers. The use of some ＇ raised＇ or ＇ sharpening＇ words highlights positive attitude so as to facilitate the motivation of potential customers to buy the promoted products or services.

关 键 词：商业广告语篇 人际意义 评价理论 

分 类 号：H0-06[语言文字—语言学]