浅论广告语篇中衔接与连贯的特征-毕业论文.docVIP

摘  要  在市场经济体制下，广告能帮助树立商品的良好形象，从而起到促销作用.本文运 用系统功能语法理论对广告语言的衔接与连贯的特征进行研究，以求对广告语言的设计 提供方法论上的指导，从而使广告设计者能设计出更优质的广告语，发挥广告更大的功 效。 根据本文的研究,广告语篇的衔接如下特点:1.广告语常用谐音、押韵的衔接手段使 广告琅琅上口，好读易记； 2. 广告语多采用词汇复现和词汇搭配的衔接手段来衔接语 篇 3. 广告语言具有简洁高效的特点,因此采用大量的省略、替代、照应等语法衔接手段 来精简篇幅；4.广告语言多采用比喻、拟人、排比等修辞手法,体现出广告语篇生动形 象的特点。广告语篇的连贯有如下特点：1.多通过线性连贯和整体连贯构成篇内连贯； 2.常通过语境和语用的方式构成篇外连贯。本文的特点在于从系统功能语法的角度出 发，基于话语分析的理论，对广告语篇的衔接与连贯的特征进行深入的分析，力求从更 全面的视角探索广告语篇成功的原因之所在。 关键词：广告语篇；衔接；连贯；话语分析 I Abstract In the market economy system, the advertisements can help commodity products building good images and do the sales promotion. The thesis use the systemic-functional grammar to study the characters of the cohesion and coherence in advertising language, in an attempt to afford the methodological guidance for the advertisements designing, and to make the advertiser to design more better advertisements, and exerting the efficacy of the advertisements. According the inquiry in this thesis, characters of the cohesion in advertising texts are to be enumerated: 1. Advertisements use cohesive devices such as partial tone and rhyming to make the advertisements become catchy sound at every turn. 2.Advertisements often use the cohesive devices like lexical reiteration and lexical collocation to cohere.3. The advertising language is very compact and efficient , so it use many grammatical devices like ellipsis ﹑ substitution and reference to abridge the length.4.The advertising language often use rhetorical devices such as analogy、personification、parallelism to incarnate the lifelikeness of the advertising texts. The characters of the coherence in advertising texts are listed bellow: 1. There are linear coherence and unitary coherence in the texts.2.There are contextual devices pragmatics devices outward the texts. Based on the discourse analysis theories, this thesis is intended to carry out analyses on the characters of the cohesion and coherence in advertising texts, attempting to seek where the successful linguistic facto