摘要
同样的信息通过不同的语言形式产生不同的信息重量 ,从而达到不同的劝导效果。文章重新界定了信息理论中一些容易混淆的概念 ,如信息焦点、信息重量、新信息等 ,指出理清这些概念对于广告语言分析的意义 ,并对 15 0则英美报刊广告和 15 0则中国报刊的英语广告做了定量分析 ,发现两者在重量导向以及焦点结构的选择上所存在的差异。最后预见随着社会主义市场经济的发展 。
One information can be realized by different linguistic structures with different information orientations, and thus have different persuasive effects. This paper redefines “focus”, “weight” and “new information”, the concepts which easily get confused in information theories, and points out the significance of the redefinition in the ad analysis. The paper makes a quantitative study of 150 English print advertisements and 150 English ads in the Chinese press, and finds the difference between these two groups in the choice of information weight and focus structure. At the end it predicts that there will be more and more consumer oriented ads in the Chinese press with the development of our socialist market economy.
出处
《清华大学学报（哲学社会科学版）》
CSSCI
北大核心
2002年第S1期39-45,共7页
Journal of Tsinghua University(Philosophy and Social Sciences)
关键词
广告分析
信息导向
焦点结构
ad analysis
message orientation
focus structure
