《关联理论视角下的中英文公益广告对比研究》由会员分享，可在线阅读，更多相关《关联理论视角下的中英文公益广告对比研究（72页珍藏版）》请在金锄头文库上搜索。
1、 学号学号：2008020588 研究生姓名研究生姓名：周国清 联系电话联系电话：15098835263 Email：nancy.chin 所在学院所在学院：外国语学院 单位代码 10445 学 号 2008020588 分 类 号 H319 研究生类别 全日制硕士 硕 士 学 位 论 文 论文题目： A Contrastive Study on Chinese and English Public A Contrastive Study on Chinese and English Public Service Service AdvertisementsAdvertisements: a
2、: a RelevanceRelevance- -theory theory PerspectivePerspective 关联理论视角下的中英文公益广告对比研究关联理论视角下的中英文公益广告对比研究 学科专业名称 英语语言文学 申请人姓名 周国清 指 导 教 师 王庆新 教授 论文提交时间 2011 年 5 月 10 日 A Contrastive Study on Chinese and English Public A Contrastive Study on Chinese and English Public Service Service AdvertisementsAdverti
3、sements: a : a RelevanceRelevance- -theory theory PerspectivePerspective 关联理论视角下的中英文公益广告对比研究关联理论视角下的中英文公益广告对比研究 By Zhou Guoqing Supervisor: Prof. Wang Qingxin A Thesis Submitted to the English Department of the Foreign Language School in Candidacy for the Masters Degree of Arts Shandong Normal Unive
4、rsity Jinan, Shandong, China January, 2011 独独 创创 声声 明明 本人声明所呈交的学位论文是本人在导师指导下进行的研究工作及取得的 研究成果。据我所知，除了文中特别加以标注和致谢的地方外，论文中不包含其 他人已经发表或撰写过的研究成果，也不包含为获得 （注：如 没有其他需要特别声明的，本栏可空）或其他教育机构的学位或证书使用过的材 料。 与我一同工作的同志对本研究所做的任何贡献均已在论文中作了明确的说明 并表示谢意。 学位论文作者签名： 导师签字： 学位论文版权使用授权书学位论文版权使用授权书 本学位论文作者完全了解 学校学校 有关保留、使用学位论文
5、的规定，有权保留 并向国家有关部门或机构送交论文的复印件和磁盘，允许论文被查阅和借阅。本 人授权 学校学校 可以将学位论文的全部或部分内容编入有关数据库进行检索， 可以 采用影印、缩印或扫描等复制手段保存、汇编学位论文。 （保密的学位论文在解 密后适用本授权书） 学位论文作者签名： 导师签字： 签字日期： 年 月 日 签字日期： 年 月 日 Contents Contents . 5 Abstract 1 摘要 3 Introduction 5 Chapter One Literature Review . 8 1.1 The Development of Relevance Theory .
6、 8 1.1.1 The Appearance and Spread of Relevance Theory . 8 1.1.2 Different Voices about Relevance Theory 11 1.2 Previous Studies on PSAs . 13 1.2.1 The Linguistic and Semiotic Approaches . 13 1.2.2 The Functional Approach 14 1.2.3 The Approach from the Perspective of Value . 15 1.3 Summary . 16 Chap
7、ter Two Relevance Theory Applied in PSAs . 18 2.1 The Principle of Relevance and Communicative Intention 18 2.1.1 The Expected Level of Relevance 18 2.1.2 Non-reciprocal Communication 19 2. 2. Mutual-manifest and Deductive Rules 19 2.2.1 Be Manifest without Being Known 19 2.2.2 The Deductive Process
8、ing of Information 20 2.3 Contexts 21 2.3.1 Contextual Implication 21 2.3.2 Contextual Effect 22 2.3.3 Extensions of the Context . 23 2.4 Relevance to an Individual 23 2.5 Ostensive Stimulus 24 2.6 Summary . 24 Chapter Three Contrastive Analysis of Chinese and English PSAs Based on Relevance Theory
9、27 3.1 Methodology and Data Collection 27 3.2 Concrete Analysis . 28 3.2.1 The Value to Present PSAs 29 3.2.2 The Way to Use Context . 31 3.2.3 The Mode to Utilize Eyes-catching Reminders 37 3.2.4 The Preference to Adopt Ostensive Phenomenon . 40 3.2.5 The Expected Level of Relevance 43 3.2.6 The To
10、nes in Chinese and English PSAs 44 3.2.7 The Ideation in Chinese and English PSAs 47 Chapter Four Results and Discussion 49 4.1 Similarities and Differences 49 4.2 Reasons . 50 4.3 Suggestions . 52 Conclusion . 54 References 56 Appendix 61 ACKNOWLEDGEMENTS . 66 山东师范大学硕士学位论文 Abstract Public service a
11、dvertisements (PSAs for short) are a recent-developed kind of practical writing style in China, which involve the concept of public interest and behavior of the whole society, as well as every social member. Besides, they are also of great significance in building the socialist spiritual civilizatio
12、n and establish the good code of ethics. Accordingly, there are both realistic significance and practical value to study PSAs. Chineses present researches on PSAs mostly start with the phenomenon of advertising language, and then summarize the linguistic features of advertising creation through a la
13、rge number of case-analyses. Such summarizing studies are certainly useful and essential to the subject construction, but of relatively weak guiding significance to advertising creativity, which requests inspiration and wisdom to survive. In fact, what concerns the PSAs creators most is how to make
14、the PSAs fully convey their information while being totally understood by the audience, so as to realize the public interest and achieve the goal of education. These two questions can find their answers from relevance theory. This thesis deals with the contrastive study on Chinese and English PSAs u
15、nder relevance theory. The introduction part presents the motivation and significance of this research, how to collect data and do the research. Chapter one offers a detailed review about the researches on relevance theory and PSAs, and the summary of the author. Chapter two is the introduction of t
16、he concrete relevance theory which will be applied in this study. Chapter three will practically analyze Chinese and English PSA-samples under the theory introduced in chapter two, and find out the reasons behind the contrastive results. Chapter four will discuss the implications and limitations of this study. The conclusion chapter will display the major findings of this thesis. The author will select 150 pieces of English PSAs and 15
