阐析广告中的叙述立场 ——从叙述视角及情态性的角度分析

论文摘要

本文基于Shlomith Simmon-Kenan对小说中叙述者可见性判断的六个标准,对广告中不同视角的叙述者的可见性进行定值并展开讨论。此外,还根据Paul Simpson的情态三分法的理论,对从不同视角叙述的广告中的情态性进行讨论。通过对40篇语料的分析表明,在广告叙述中,叙述者趋向于将自己与读者的距离调到最近,即叙述者最大限度地干预叙述。在情态性的选择上,广告文体也趋向于采用作者权威性最强的积极情态,使用大量的评论性形容词,副词,概括性语句等。这两种选择都与广告文体要求成本效率的特征相关,即要在有限的时间空间内尽快地展开主题,因此加大叙述者干预力度和使用作者干预性强的积极情态,能有效地诱导读者接受广告者的设计意图并轻易地达到说服和促销的目的。本文最后得出,叙述者最高值可见性与积极情态,低值可见性与中性情态在广告语篇中的出现是相互吻合的。本研究对于外语学习者提高其相关语言特征的敏感性,及广告从业人员对广告中的叙述技巧都有一定的指导意义。

论文目录

• Declaration
• Abstract （Chinese）
• Abstract （English）
• Acknowledgement
• List of tables
• Chapter 1 Introduction
• 1.1 General Introduction
• 1.2 The Definitions of Some Key Terms
• 1.2.1 Narrative point of view
• 1.2.2 Modality
• 1.3 Rationale
• 1.4 Objectives of the Present Study
• 1.5 Research Questions
• 1.6 Data Collection and Research Method
• 1.7 Layout of the Thesis
• Chapter 2 Literature Review
• 2.1 Overview
• 2.2 Angela Goddard's Research
• 2.3 Guy Cook's Research
• 2.4 Paul Simpson's Research
• Chapter 3 Theoretical Framework
• 3.1 Overview
• 3.2 Advertising as Narratives
• 3.3 Participants in theNarrative Communication Situation
• 3.4 Narratorial Perceptibility
• 3.4.1 Description of settings
• 3.4.2 Identification of characters
• 3.4.3 Temporal summary
• 3.4.4 Definition of character
• 3.4.5 Reports of what characters did not think or say
• 3.4.6 Commentary
• 3.5 Taxonomy of Narratives in Terms of Pronouns
• 3.6 Paul Simpson's Approach to Modality
• 3.6.1 Quadripartite of modality
• 3.6.1.1 Deontic system
• 3.6.1.2 Boulomaic system
• 3.6.1.3 Epistemic system
• 3.6.1.4 Perception system
• 3.6.1.5 Categorical assertion
• 3.6.2 Modality in Narratives
• 3.6.2.1 Positive modality
• 3.6.2.2 Negative modality
• 3.6.2.3 Neutral modality
• Chapter 4 Narratorial Perceptibility in Advertising
• 4.1 Overview
• 4.2 Narratorial Perceptibility in /-narratives
• 4.3 Narratorial Perceptibility in We-narratives
• 4.4 Narratorial Perceptibility in You-narratives
• 4.5 Narratorial Perceptibility in He/She-narratives
• 4.6 Narratorial Perceptibility in They-narratives
• 4.7 Other Ways of Narration in Advertising
• 4.8 Summary
• Chapter 5 Authorial Modality in Advertising
• 5.1 Overview
• 5.2 Modality in I-narrative
• 5.3 Modality in We-narratives
• 5.4 Modality in You-Narratives
• 5.5 Modality in He/She-narratives
• 5.6 Modality in They-narratives
• 5.7 Modality in Other ways of Narration
• 5.8 Summary
• Chapter 6 Conclusion
• 6.1 Overview
• 6.2 Major Findings
• 6.3 Implication
• 6.4 Limitations of the Research
• 6.5 Prospects for Future Research
• Works Cited
• Bibliography