英文食品广告词中互文性所蕴含的意境分析

论文摘要

本文旨在分析英文食品广告词中互文性所蕴含的意境。运用互文分析理论，对平面广告中的互文现象进行分析，着重互文性在平面广告中的表现形式和语篇功能。由于互文性理论在应用语篇分析中不可忽视的作用，本文尝试对一种应用语篇——广告，尤指食品广告进行互文性研究。本研究建立在一个综合的理论框架之上——以辛斌的互文分析模式为基础，辅以乔兴兰的媒体互文使互文理论在分析广告文本中更加完善。同时，进一步利用了以姚斯、伊瑟而为代表的接受美学理论以分析读者的认知与接受程度。分析结果显示出一贯被认为隶属文学分析领域的互文性研究在应用范畴也有着广泛的用武之地。英文食品广告的范例表明话语的互文性具有一定的普遍性。互文性的应用成为精彩广告的重要因素，但同时也存在着互文失败，而图片作为当今广告不可分割的一部分本身也具有强大的互文性特征。通过分析具有互文性的语言手段在英文食品广告语篇中所起的作用，作者希望对人们树立科学的消费观念有所帮助。同时，本文最后更提出了互文性对广告文本创意与翻译等方面的重要启示。更为重要的是，广告中互文性的研究为中国广告在创意与设计理念的创新上指出了新的方向。中国广告业发展日新月异但仍处于咿呀学语的起步阶段，应多借鉴外国广告的优势达到创新的目的。中国的广告人应该意识到互文性对广告整体创意的重要影响，并能充分运用这一手段为广告增色以期达到交际目的更能在国际舞台上与国外广告业一较高下。

论文目录

• ABSTRACT
• 摘要
• ACKNOWLEDGEMENTS
• CHAPTER 1. INTRODUCTION
• 1.1 RESEARCH BACKGROUND
• 1.2 RESEARCH SIGNIFICANCE
• 1.3 TERM ISSUE
• 1.3.1 Definition of advertising
• 1.3.2 Basic terms of intertextuality in advertising
• 1.3.2.1 Source text
• 1.3.2.2 Intertextual link
• 1.3.2.3 Intertextual competence
• 1.3.3 Contextual Meaning
• 1.4 RATIONALE FOR THE RESEARCH
• 1.4.1 Why contextual meaning
• 1.4.2 Why intertextuality
• 1.4.3 Why food advertising
• 1.5 RESEARCH QUESTIONS
• 1.6 RESEARCH METHODOLOGY AND DATA COLLECTION
• 1.6.1 Analyzing method
• 1.6.2 Research population
• 1.7 ORGANIZATION OF THE THESIS
• CHAPTER 2. LITERATURE REVIEW
• 2.1 HISTORICAL OVERVIEW OF THEORIES ON INTERTEXTUALITY
• 2.1.1 Mikhail Bakhtin's Dialogism
• 2.1.2 Julia Kristeva's Intertextuality
• 2.1.3 Roland Barthes' Death of the Author
• 2.1.4 Fowler's "Kind" and "Mode"
• 2.1.5 Fairclough's model
• 2.1.6 Some supplements by Chinese scholars
• 2.2 PREVIOUS RESEARCHES ON INTERTEXTUALITY IN ADVERTISING
• 2.2.1 Barthes's three messages
• 2.2.2 Tanaka's application of Relevance Theory
• 2.2.3 Judith Williamson's reader connection
• 2.2.4 Pateman's goal-defined activity
• 2.2.5 Angela Goddard's The Language of Advertising
• 2.2.6 Intertextual Study of Advertising in China
• CHAPTER 3. THEORETICAL FRAMEWORK
• 3.1 INTERTEXTUAL APPROACH BY XINBIN
• 3.1.1 Specific intertextuality
• 3.1.1.1 Quotation
• 3.1.1.2 Allusion
• 3.1.1.3 Presupposition
• 3.1.1.4 Imperative
• 3.1.2 Generic intertextuality
• 3.1.3 Media intertextuality
• 3.2 RECEPTION-AESTHETICS
• CHAPTER 4. A DETAILED ANALYSIS
• 4.1 SPECIFIC INTERTEXTUALITY IN ADVERTISING
• 4.1.1 Quotation
• 4.1.2 Allusion
• 4.1.3 Presupposition
• 4.1.4 Imperative
• 4.2 GENERIC INTERTEXTUALITY IN ADVERTISING
• 4.3 MEDIA INTERTEXTUALITY IN ADVERTISING
• 4.3.1 Printed images
• 4.3.2 Audio texts
• 4.4 FAILURES IN INTERTEXTUAL APPLICATION
• 4.4.1 Failure in readers' interpretation
• 4.4.2 Failure in cultural divergence
• CHAPTER 5. CONCLUSIONS
• 5.1 SUMMARIZATION OF THE RESEARCH
• 5.2 FINDINGS OF THE RESEARCH
• 5.3 LIMITATIONS OF THE RESEARCH
• 5.4 IMPLICATIONS FOR CHINESE ADVERTING
• 5.5 SUGGESTIONS FOR FURTHER RESEARCHES
• BIBLIOGRAPHY