英汉环境保护公益广告话语之生态性对比分析  

A Contrastive Ecological Discourse Analysis of English and Chinese Advertisements for Environmental Protection

作　　者：何伟 耿芳 HE Wei;GENG Fang(National Research Centre for Foreign Language Education,Beijing Foreign Studies University,Beijing 100089,China)

机构地区：[1]北京外国语大学中国外语与教育研究中心,北京市100089

出　　处：《外语电化教学》2018年第4期57-63,共7页Technology Enhanced Foreign Language Education

基　　金：教育部哲学社科研究后期资助重大项目“英汉语功能句法结构数据库建设及研究”(项目编号：17JHQ008);教育部人文社会科学重点研究基地重大项目(项目编号：16JJD740002)子课题“汉外对比及外语学习者语言研究”的阶段性研究成果

摘　　要：文章以和谐生态场所观为指导,以及物性系统理论为基础,对英汉环境保护类公益广告话语进行对比分析,探讨二者对生态意义表征方式上的异同,从而为广告创作提供建议。研究发现,英文广告话语主要通过心理过程凸显生态意义,注重人与自然的情感联结;中文广告话语主要通过动作过程表达生态意义,侧重人对自然的趋向意动。虽然两种方式都有益于环境保护,但鉴于目前我国环境问题比较突出,建议中文环境保护公益广告创作应多诉诸心理过程,并注重参与者的生命属性,以激发人们对自然的积极情感联结,这样才会促使人们自发自觉地采取环保行动。Guided by the Harmonious Ecological Sense of Place and based on the theory of the Transitivity System,this paper makes a contrastive analysis of English and Chinese advertisements for environmental protection. It aims to reveal the similarities and differences between English and Chinese advertisements in terms of their representations of ecological attributes,thus offering suggestions for advertisement making. The results show that English advertisements rely mainly on Mental Processes to represent their ecological attributes,showing an emphasis on establishing the emotional connections between human and nature while Chinese ones adopt basically Action Processes for ecological attributes,suggesting a conation from human to nature. These are two different approaches to arousing the awareness of environmental protection. However,considering the scale of environmental problems in China,the present research suggests that Chinese advertisements should increase the use of Mental Processes and highlight the animacy of Participant Roles as well in the discourse for building up positive emotional connections between human and nature. These would help people to take environment-friendly actions on their own initiative.

关 键 词：英文环境保护公益广告话语 中文环境保护公益广告话语 和谐场所观 及物性系统 对比分析 

分 类 号：H319.3[语言文字—英语]