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广告文本中的互文性功能

作　者: 曹琳婧
导　师: 辛斌
学　校: 南京师范大学
专　业: 外国语言学及应用语言学
关键词: 广告文本互文性互文技巧
分类号: H05
类　型: 硕士论文
年　份: 2008年
下　载: 404次
引　用: 2次
阅　读: 论文下载

内容摘要

通过探讨互文技巧在一种特殊的以消费者为中心的话语中的,来研究广告现有文本与背景文本之间的关系,本文揭示了每个文本都不是独立的“岛屿”,而是与其他的文本相互联系的,而且这种联系能否被理解取决于读者对于互文性的理解和诠释的程度。互文性指的是文化叙述性中的互相连接,例如当今的文本总是要溯及到那些早期的文本中的思想和结构。每个时代的语言都建立在那些更早时期的语言的基础之上。在本文中,展示了由广告创作者在阅读广告文本中所使用到的互文性的三种表现形式(引用,暗示,仿拟),这三种表现形式把广告创作者的个人叙述和围绕在他们身边的更大的文化话语联系在一起。本文集中于用互文性来分析广告文本,大部分原因是因为在广告文本相对简洁的语言表达形式下又蕴涵着丰富的内涵,而通过利用互文技巧能够很好的挖掘这种内涵。广告文本简单的形式要求在广告文本中用更多有效的修辞方法和形象才能达到容易被消费者记住的效果,通过互文性来揭示广告文本如何来达到这一目的是本文的分析重点。本文用互文性的三种表现形式来证明恰当的使用互文技巧有助于增强消费者的购买欲以达到广告的目的。在本文中提到的互文性的三种表现形式可以在本文所述的广告文本中找到实例。不同的互文关系对于广告文本的诠释有不同的影响。本文进一步指出在广告文本中使用互文技巧可以促进广告的目的,增强消费者对广告文本的理解,同时也指出广告文本中的互文技巧使用的效果受到诸多因素的影响,比如广告创作者和读者对于互文技巧的应用和理解程度,等等。

全文目录

摘要  7-8
ABSTRACT  8-10
前言  10-12
ACKNOWLEDGEMENTS  12-13
Chapter One Introduction  13-20
  1.1 Research Aims  13-14
  1.2 The Motivation and Significance of the Study  14-15
  1.3 The Structure of the Thesis  15-17
  1.4 Research Design  17-20
    1.4.1 Research Questions  17-18
    1.4.2 Research Methodology  18
    1.4.3 Data Analysis Procedures  18-20
Chapter Two Theoretical Foundation  20-35
  2.1 Historical Review of Intertextuality  20-28
    2.1.1 Bakhtin  22-23
    2.1.2 Julia Kristeva  23-24
    2.1.3 Roland Barthes  24-25
    2.1.4 Fairclough  25-26
    2.1.5 Jacques Derrida  26-27
    2.1.6 Don Fowler  27-28
  2.2 Intertextual Study by Other Scholars  28-29
  2.3 The Development of the Term "Intertextuality"  29-30
  2.4 The Classification of Intertextuality  30-32
  2.5 Text and Intertextuality  32-35
Chapter Three The Intertextual Property of Advertising Language  35-51
  3.1 A General Study of Advertising  35-42
    3.1.1 Definition of Advertising and Text  36-38
    3.1.2 Aims of Advertising  38-39
    3.1.3 Types of Advertising Language  39-40
    3.1.4 Breaking Fantasy of Producing Advertisements with "Originality"  40
    3.1.5 Cultural Background Influencing the Advertising Effect  40-42
  3.2 Types of Intertextual Techniques Employed in Printed Advertisements  42-49
    3.2.1 Quotation  42-44
      3.2.1.1 The Definition of Quotation  42-43
      3.2.1.2 The Application of Quotation in Advertising Language  43-44
    3.2.2 Allusion  44-46
      3.2.2.1 The Definition of Allusion  44-45
      3.2.2.2 The Application of Allusion in Advertising Language  45-46
    3.2.3 Parody  46-49
      3.2.3.1 The Definition of Parody  46-47
      3.2.3.2 The Application of Parody in Advertising Language  47-49
  3.3 Intertextuality Showed in the Image Form of Advertisement  49-51
Chapter Four Application of Intertextual Techniques in Advertisements  51-59
  4.1 Other Functions of Intertextuality in Advertising Language  51-56
    4.1.1 Employing Intertextual Techniques Effectively  51
    4.1.2 Impressing the Customers  51-52
    4.1.3 Improving the Aesthetic Effect of the Advertisement  52-54
    4.1.4 Contributing to the Transmission of Advertising texts  54-55
    4.1.5 Enriching the Varied Expressing Forms of Advertisements  55
    4.1.6 Promoting the Integrated Instruction  55-56
  4.2 Double Focus of Intertextuality  56-57
  4.3 The Relativity of Intertextuality  57-59
Chapter Five Conclusion  59-65
  5.1 Summary  59
  5.2 Limitation of the Study  59-61
  5.3 Enlightenment Elicited by the Use of Intertextual Techniques in Advertisements  61-64
    5.3.1 The Re-thought of the Combination of Former Elements  61-62
    5.3.2 Paying Close Attention to the Popular Culture  62-63
    5.3.3 Awareness of the Phenomenon of the Misunderstanding of Intertextuality  63-64
  5.4 Suggestions for Further Study  64-65
Bibliography  65-68

广告文本中的互文性功能

内容摘要

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