广告文本中的互文性功能

论文摘要

通过探讨互文技巧在一种特殊的以消费者为中心的话语中的,来研究广告现有文本与背景文本之间的关系,本文揭示了每个文本都不是独立的“岛屿”,而是与其他的文本相互联系的,而且这种联系能否被理解取决于读者对于互文性的理解和诠释的程度。互文性指的是文化叙述性中的互相连接,例如当今的文本总是要溯及到那些早期的文本中的思想和结构。每个时代的语言都建立在那些更早时期的语言的基础之上。在本文中,展示了由广告创作者在阅读广告文本中所使用到的互文性的三种表现形式(引用,暗示,仿拟),这三种表现形式把广告创作者的个人叙述和围绕在他们身边的更大的文化话语联系在一起。本文集中于用互文性来分析广告文本,大部分原因是因为在广告文本相对简洁的语言表达形式下又蕴涵着丰富的内涵,而通过利用互文技巧能够很好的挖掘这种内涵。广告文本简单的形式要求在广告文本中用更多有效的修辞方法和形象才能达到容易被消费者记住的效果,通过互文性来揭示广告文本如何来达到这一目的是本文的分析重点。本文用互文性的三种表现形式来证明恰当的使用互文技巧有助于增强消费者的购买欲以达到广告的目的。在本文中提到的互文性的三种表现形式可以在本文所述的广告文本中找到实例。不同的互文关系对于广告文本的诠释有不同的影响。本文进一步指出在广告文本中使用互文技巧可以促进广告的目的,增强消费者对广告文本的理解,同时也指出广告文本中的互文技巧使用的效果受到诸多因素的影响,比如广告创作者和读者对于互文技巧的应用和理解程度,等等。

论文目录

• 摘要
• ABSTRACT
• 前言
• ACKNOWLEDGEMENTS
• Chapter One Introduction
• 1.1 Research Aims
• 1.2 The Motivation and Significance of the Study
• 1.3 The Structure of the Thesis
• 1.4 Research Design
• 1.4.1 Research Questions
• 1.4.2 Research Methodology
• 1.4.3 Data Analysis Procedures
• Chapter Two Theoretical Foundation
• 2.1 Historical Review of Intertextuality
• 2.1.1 Bakhtin
• 2.1.2 Julia Kristeva
• 2.1.3 Roland Barthes
• 2.1.4 Fairclough
• 2.1.5 Jacques Derrida
• 2.1.6 Don Fowler
• 2.2 Intertextual Study by Other Scholars
• 2.3 The Development of the Term "Intertextuality"
• 2.4 The Classification of Intertextuality
• 2.5 Text and Intertextuality
• Chapter Three The Intertextual Property of Advertising Language
• 3.1 A General Study of Advertising
• 3.1.1 Definition of Advertising and Text
• 3.1.2 Aims of Advertising
• 3.1.3 Types of Advertising Language
• 3.1.4 Breaking Fantasy of Producing Advertisements with "Originality"
• 3.1.5 Cultural Background Influencing the Advertising Effect
• 3.2 Types of Intertextual Techniques Employed in Printed Advertisements
• 3.2.1 Quotation
• 3.2.1.1 The Definition of Quotation
• 3.2.1.2 The Application of Quotation in Advertising Language
• 3.2.2 Allusion
• 3.2.2.1 The Definition of Allusion
• 3.2.2.2 The Application of Allusion in Advertising Language
• 3.2.3 Parody
• 3.2.3.1 The Definition of Parody
• 3.2.3.2 The Application of Parody in Advertising Language
• 3.3 Intertextuality Showed in the Image Form of Advertisement
• Chapter Four Application of Intertextual Techniques in Advertisements
• 4.1 Other Functions of Intertextuality in Advertising Language
• 4.1.1 Employing Intertextual Techniques Effectively
• 4.1.2 Impressing the Customers
• 4.1.3 Improving the Aesthetic Effect of the Advertisement
• 4.1.4 Contributing to the Transmission of Advertising texts
• 4.1.5 Enriching the Varied Expressing Forms of Advertisements
• 4.1.6 Promoting the Integrated Instruction
• 4.2 Double Focus of Intertextuality
• 4.3 The Relativity of Intertextuality
• Chapter Five Conclusion
• 5.1 Summary
• 5.2 Limitation of the Study
• 5.3 Enlightenment Elicited by the Use of Intertextual Techniques in Advertisements
• 5.3.1 The Re-thought of the Combination of Former Elements
• 5.3.2 Paying Close Attention to the Popular Culture
• 5.3.3 Awareness of the Phenomenon of the Misunderstanding of Intertextuality
• 5.4 Suggestions for Further Study
• Bibliography