评价理论视阈下中日广告语对比研究  

A Comparative Study on Advertising Slogan Between Chinese and Japanese Language from the Appraisal Theory Perspective

作　　者：张颖 Zhang Ying

机构地区：[1]同济大学外国语学院日语系

出　　处：《广告大观（理论版）》2020年第4期74-82,共9页Journal of Advertising Study

摘　　要：本文从评价理论出发,对中日文各100条饮食类广告语进行定量和定性实证研究。研究发现,同为广告语篇,均有词汇少信息量大、评价性词汇占比基本相同的语篇特点;都倾向于使用明确性评价,采用"动之以情"策略;级差集中在语势和聚焦两范畴。二者亦有明显不同:在判断和鉴赏资源方面,中文运用"晓之以理",日语期待"感同身受";中文倾向于"全辐射"增强介入,以"从众心理"影响受众。日语多用聚焦,通过凸显某个特征来吸引受众。本文从宏观和微观解析了中日广告语的异同,期待在市场全球化的今天,为中国企业开辟日本市场,提供广告策略领域的借鉴和指引。This paper applies the appraisal theory to make a quantitative and qualitative empirical study on 200 advertising slogans concerning food and beverages.The slogans were collected from 2 countries:100 in Chinese and 100 in Japanese.This research finds that advertising discloses in both languages share similarities such as delivery of massive information with limited words,comparable percentage of evaluation words,inclination to use explicit appraisals and emotional appeals as well as dominant use of force and focus in terms of gradation.On the other hand,advertising slogans in the two languages are apparently different.In judgment and appreciation,Chinese advertisements advocate making the audience understand with reason while Japanese advertisements are expected to bring about"empathy"part of the audience.Chinese advertisements tend to exert all-encompassing enhanced intervention to influence the audience by generating conformity behaviors.In contrast,Japanese advertisements tend to attract the audience by highlighting certain features.Analyzing the differences and similarities between Chinese advertisements and Japanese advertisements both holistically and atomistically,this research is expected to provide support and guidelines in the area of advertising strategy for Chinese firms which export products to the Japanese market.

关 键 词：评价理论 广告语 中日对比 饮食类 

分 类 号：H15[语言文字—汉语] H36