摘要
以评估理论的介入体系为立足点,以充当句子状语和语用指示词双重身份的副词为研究对象,以自建语料库中的广告语篇为材料,调查了评价性语用指示词作为介入手段在语篇中的使用情况。结果发现评价性语用指示词在句中出现的机率是句首>句中>句末;它扩大了广告商与读者的对话空间,揭示了广告语篇中的潜在互动,把读者从被动的信息接受者变成积极的信息共享者和交换者,从而达到广告的说服目的。
This article explores the use of commentary markers in the framework of Engagement under the Appraisal Theory. A study of some commentary markers in advertising discourse from a small corpus finds that the chance of occurrence of commentary markers in a sentence is initial position > medial position > final position. The use of commentary markers opens up the space for negotiation between the advertiser and readers, and reveals the dialogistic nature of advertising discourse. Readers are turned from passive receivers into active sharers of information. Thus the persuasiveness of advertisements is greatly enhanced.
出处
《解放军外国语学院学报》
北大核心
2005年第2期6-11,共6页
Journal of PLA University of Foreign Languages
关键词
评估理论
评价性语用指示词
广告语篇
Appraisal Theory
commentary pragmatic markers
advertising discourse
