广告语篇的介入策略人际功能分析  

On the Interpersonal Functions of Engagement in Advertising Text

作　　者：黄冬梅[1] HUANG Dongmei(Guangdong Agriculture Industry Business Polytechnic,Guangzhou 510507,China)

机构地区：[1]广东农工商职业技术学院外语学院,广东广州510507

出　　处：《广东农工商职业技术学院学报》2021年第3期69-74,共6页Journal of Guangdong Agriculture Industry Business Polytechnic

摘　　要：以评价理论的介入系统为切入点,对41篇美容整形广告语篇的介入策略进行描述和阐释,探讨介入资源在广告语篇中的人际功能,得出以下结论:在广告语篇中,自言和杂言介入手段协同作用,使广告表面上呈现多声共存、对话协商的评价风格;对话压缩和对话扩展两类杂言方式交替使用,交互构建“权力”和“团结一致”两个人际关系维度,但更多依赖对话压缩资源,体现广告商本质上排除对话、拒绝协商的评价立场。广告商通过巧妙地利用介入资源,操纵语篇评价立场的对话协商空间,进而控制潜在消费者的态度立场,达到劝导购买产品的目的。Based on Martin’s appraisal framework and a corpus analysis on 41 cosmetic surgery advertising texts,the present study explores the evaluative resources of ENGAGEMENT and their interpersonal functions in advertising discourse.It is found that monogloss and heterogloss are both deployed to construct the evaluative style of multivoice and negotiation;dialogic contraction is used more than dialogic expansion to construct the two interpersonal relationship dimensions of power and solidarity,in order to control potential consumers’attitudes and achieve the goal of persuasion and manipulation.

关 键 词：评价理论 介入系统 人际功能 广告语篇 

分 类 号：H313[语言文字—英语]