摘要
作为一种特殊的交际形式,同时又是人们获取信息的重要渠道,广告备受关注。学者们从不同角度对广告交际和广告语篇进行探索,深化了人们对广告各层面的理解。本文以商业广告为例,探析英语广告语篇的人称视角表达,分析广告人以第一人称视角、第二人称视角以及第三人称视角组织的广告语篇是如何帮助其实现促成消费者购买行为的目的的,并对不同人称视角体现的广告人主观性进行了探讨,希望为人们解读广告话语提供线索。
As a special form of communication and a very important channel for people to get information, advertising is alwaysthe focus of attention. Scholars have studied it from different aspects, which definitely deepens our understanding of advertisingdiscourses at different levels. This paper uses English commercial advertising discourses as examples to analyze their personperspectives. We have discussed how different person perspectives including first person perspective, second person perspec-tive and third person perspective help achieve advertisers＇ goal of persuading consumers to buy the products and we have alsodiscussed the different degrees of subjectivity that go with different person perspectives. We hope our analysis would providepeople with some clues in interpreting advertising discourses.
出处
《外语教学》
CSSCI
北大核心
2017年第1期38-42,共5页
Foreign Language Education
基金
西北农林科技大学博士科研启动基金项目"广告语篇的主观性与交互主观性研究"(项目编号:2013BSJJ103)
西北农林科技大学外语系2016年科研专项资助项目"广告语篇概念化中的广告人主体性探究"(项目编号:WYX20160002)
2016年陕西省社科基金项目"‘一带一路’格局下我省跨文化外语教学内容体系优化路径研究"(项目编号:2016K009)的部分研究成果
关键词
广告语篇
人称视角
主观性
advertising discourse
person perspective
subjectivity
