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ACKNOWLEDGEMENTSChapter One Introduction1.1 Research Aims1.2 The Motivation and Significance of the Study1.3 The Structure of the Thesis1.4 Research Design1.4.1 Research Questions1.4.2 Research Methodology1.4.3 Data Analysis ProceduresChapter Two Theoretical Foundation2.1 Historical Review of Intertextuality2.1.1 Bakhtin2.1.2 Julia Kristeva2.1.3 Roland Barthes2.1.4 Fairclough2.1.5 Jacques Derrida2.1.6 Don Fowler2.2 Intertextual Study by Other Scholars2.3 The Development of the Term "Intertextuality"2.4 The Classification of Intertextuality2.5 Text and IntertextualityChapter Three The Intertextual Property of Advertising Language3.1 A General Study of Advertising3.1.1 Definition of Advertising and Text3.1.2 Aims of Advertising3.1.3 Types of Advertising Language3.1.4 Breaking Fantasy of Producing Advertisements with "Originality"3.1.5 Cultural Background Influencing the Advertising Effect3.2 Types of Intertextual Techniques Employed in Printed Advertisements3.2.1 Quotation3.2.1.1 The Definition of Quotation3.2.1.2 The Application of Quotation in Advertising Language3.2.2 Allusion3.2.2.1 The Definition of Allusion3.2.2.2 The Application of Allusion in Advertising Language3.2.3 Parody3.2.3.1 The Definition of Parody3.2.3.2 The Application of Parody in Advertising Language3.3 Intertextuality Showed in the Image Form of AdvertisementChapter Four Application of Intertextual Techniques in Advertisements4.1 Other Functions of Intertextuality in Advertising Language4.1.1 Employing Intertextual Techniques Effectively4.1.2 Impressing the Customers4.1.3 Improving the Aesthetic Effect of the Advertisement4.1.4 Contributing to the Transmission of Advertising texts4.1.5 Enriching the Varied Expressing Forms of Advertisements4.1.6 Promoting the Integrated Instruction4.2 Double Focus of Intertextuality4.3 The Relativity of IntertextualityChapter Five Conclusion5.1 Summary5.2 Limitation of the Study5.3 Enlightenment Elicited by the Use of Intertextual Techniques in Advertisements5.3.1 The Re-thought of the Combination of Former Elements5.3.2 Paying Close Attention to the Popular Culture5.3.3 Awareness of the Phenomenon of the Misunderstanding of Intertextuality5.4 Suggestions for Further StudyBibliography
相关论文文献
标签:广告文本论文; 互文性论文; 互文技巧论文;