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1、南京财经大学 硕士学位论文 英汉广告文本互文性的顺应性研究 姓名：谢瑞芹 申请学位级别：硕士 专业：英语语言文学 指导教师：陈惠芬 2010-01 III 摘 要 好广告不只在传达讯息，它能以信心和希望，穿透大众心灵。广告文本是广 告信息的重要载体，广告文本的互文性引起了学者的关注，但多是对互文现象和 表现形式的研究，对广告互文性的理论研究却明显不足。本文将根据语言顺应论 探讨广告文本互文性， 综合考虑社会、 文化、 认知三个因素对广告文本进行分析。 本研究的理论基础是语言顺应论。本文将运用 Verschueren的语言顺应论来 研究广告文本互文性的生成和解读机制。 本文根据社会及传播媒介的发
2、展提出广 告文本的媒介互文， 从而广告文本的互文性归纳味四类， 即具体互文， 文化互文， 体裁互文和媒介互文，并从语言顺应的角度对它们进行探讨。提出广告文本互文 性的顺应性模式，指出顺应性支配着广告文本的创作和广告交际意义的生成。只 有达到顺应，广告才能实现其交际目的，并指出广告文本在语境因素、语言结构 上的顺应不是静止不变的，而是动态的。 在研究过程中同时从美国心理学家马斯洛（Meslow）的需要层次论出发， 帮助分析广告文本的顺应性，指出广告文本的成功在于顺应人们的客观需求。广 告的顺应不是自发形成的，而是广告制作者致力寻求的顺应以达到广告的目的。 广告受众也影响着广告文本的创作。 文章主
3、要采用定性研究的方法，分析的语料主要为国内外印刷广告文本，为 了涉及更广的文本，也采用少量互联网文本，使语料研究更加全面、客观、真实。 本研究从理论上丰富了广告文本互文性的研究角度，同时拓展了语言顺应论 的解释力，对广告文本的创作和解读具有一定指导意义。 关键词：广告文本互文性；语言顺应论；需求层次理论；顺应模式；互文功能 I Abstract Good advertising is not only conveying messages, but also penetrating into the mind of the public and giving people confidence
4、 and hope. The ad text is an important carrier of advertising messages. The intertextuality in advertising text has aroused great attention of scholars, but most of the researches are concerned with intertextual phenomena and manifestations, the theoretical research is clearly insufficient. This pap
5、er will explore the intertextuality in ad texts from the perspective of adaptation theory, considering the social, cultural and cognitive factors on the ad texts when analyzing advertising texts comprehensively. The present thesis employs Verschueren s adaptation theory to make research on the mecha
6、nism of the production and interpretation of the intertextuality in advertising texts. It analyzes the intertextuality in advertising texts and put media intertextuality into the categories based on modern development of society and spreading media, so the thesis classifies the intertextuality into
7、four types, they are the specific intertextuality, cultural intertexutality, generic intertextuality and media intertextuality. And it proposes the adapting- interpretation model of intertextuality in advertising texts, pointing out that the requirement of adaption dominates the creation and the mea
8、ning generation of adverting texts. Only adapting to the required factors can the purpose of communication be achieved. The study puts forward that the process of the intertextuality generating in the advertising texts is not stable but dynamic, the advertising should adapt to the contextual and str
9、uctural elements to realize communicative purposes. During the process of research, the present thesis points out that the advertising producers actively adapt to the target audience s needs as mentioned by the U.S. Psychologist Meslow s in his Hierarchy of Needs Theory, and they even create potenti
10、al needs for the people. The ads producers make adaptation consciously for strong and clear purposes, so the salience of adaptation is obvious and strong; at the same time, the target audience also influences the production of the advertising texts. II The present thesis mainly uses qualitative rese
11、arch methods. It is a theoretical research aiming to propose an adapting- interpreting view of intertextuality in advertising text. And the data used for the analysis is mainly about advertising printed domestically and abroad; meanwhile, the thesis also employs a small number of ads from the intern
12、et and TV broadcast in order to involve more sources, so that the studies can be more comprehensive, objective and realistic. This study conducts a new theoretical research on the function of intertextuality in advertising texts; meanwhile the thesis may expand the explanatory power of adaptation th
13、eory, which may contribute to the creation of advertising texts. Key Words: intertextuality in advertising; adaptation theory; Meslow s Hierarchy of Needs Theory; adapting model; functions of intertextuality 学位论文独创性声明 本论文是我个人在导师指导下进行的研究工作及取得的研究成果。 论文中除 了特别加以标注和致谢的地方外， 不包含其他人或其它机构已经发表或撰写过的 研究成果。 其他同志
14、对本研究的启发和所做的贡献均已在论文中作了明确的声明 并表示了谢意。 作者签名： 日期： 学位论文使用授权声明 本人完全了解南京财经大学有关保留、使用学位论文的规定，即：学校有权 保留送交论文的复印件，允许论文被查阅和借阅；学校可以公布论文的全部或部 分内容，可以采用影印、缩印或其它复制手段保存论文。保密的论文在解密后遵 守此规定。 作者签名： 导师签名： 日期： Acknowledgements At the moment of accomplishing the present thesis, I was touched to the heart when recalling the da
15、ys of study and life in the School of Foreign Language. The professors have given me much help and lead me to the door of academic research. It is impossible for me to carry through my academic study without your generous help. And I m always moved and attracted by their broad knowledge and original
16、 insight. I owe much to my supervisor, Pro. Chen Huifen, an outstanding scholar and good friend, who gives me instructive suggestion and valuable comments, and help me during the whole process of the thesis writing. Without her efforts, I can not finish the thesis, thank you, Pro. Chen. I also owe great gratitude to Pro. Wang Keming, Pro. Zhang Gaoyuan and Pro. Li Junru, they provide me with valuable advice and access to the related resources during my s
