导　　师： 戴凡

学科专业： E0201

授予学位： 硕士

作　　者： ;

机构地区： 中山大学

摘　　要： 本文以韩礼德系统功能语法理论中的人际功能为理论框架,以20篇中英文旅游广告作为语料,从情态、语气、人称和评价理论等四个方面进行了具体的对比分析,从而揭示了旅游广告如何介绍景点,帮助广告商与潜在游客形成良好的人际关系和进一步有效地推动游客出游。　　 通过对比分析发现,中英文旅游广告中有许多相同之处。首先,在两类广告中,绝大多数的句子使用了陈述语气来达到传递信息的目的;其次,就情态而言,本文所分析的中英文旅游广告中都没有发现高值的情态词,人们都倾向于使用中低值的情态词来体现广告商对读者的磋商性及尊敬;再次,两种旅游广告都使用了第二人称来缩短与读者的距离并且建立与读者的互动;而在评价系统,中英文旅游广告都通过使用大量正面的态度评价词来帮助读者对景点建立良好印象,最终达到唤起读者兴趣的作用。　　 两者的不同之处在于:第一,与中文旅游广告相比,英文旅游广告中使用了更多的疑问语气和祈使语气来达到与读者的互动。多种语气结构的运用使得广告更具有亲和力和更显多样化,从而吸引更多的游客;第二,在人称方面,中文广告中没有使用第一人称,但使用了中文特有的“您”这个尊称来表达突出读者的尊贵地位;第三,在对景点进行态度评价时,英文广告商会直接表达自己主观的态度观点,而中文广告则更多借用他人的观点。这也反映了中西方的文化差异。 This dissertation is a contrastive study of the interpersonal meanings in 20 tourist advertisements under the framework of Systemic Functional Grammar. It aims to examine the mood, modality, person and appraisal system in Chinese and English tourist advertisements and to explain how the tourist advertisements achieve the purpose of giving information and persuading potential customers. It also finds out the similarities and differences between Chinese and English tourist advertisements. Through the analysis, some similarities between Chinese and English tourist advertisement are revealed. Firstly, the majority of the clauses are declarative ones in order to fulfill the informative function; Secondly, modal operators of low and median value are employed to show advertiser’s politeness and confidence while no high value modal operators are found for the same reason; Thirdly, second person pronouns serve to shorten the distance with readers and establish interaction between readers and advertisements; Finally, most of the appraisals expressed are positive to leave good impression upon readers and hence to arouse readers’desire to take a trip. The differences between Chinese and English tourist advertisement include the following aspects. First, more interrogatives are used in English tourist advertisements to arouse readers’interest and imperatives are employed to prompt action. In this way, English advertisements interact with potential consumers. In addition, using various moods meets readers’need for novelty and encourages sustained reading of the advertisements, which may attract more potential visitors. Second, Chinese tourist advertisements use more modal adjuncts to emphasize the significance of scenic spots. Third, in terms of personal pronouns, no first person is found in Chinese tourist advertisements. But the polite form of second person“您”is used to show respect to readers, which is absent in English tourist advertisements. Fourth, in the appraisal system, English tourist advert

关 键 词： 对比研究 旅游广告 系统功能语法 人际意义

领　　域： [经济管理—广告] [经济管理—产业经济]