婴儿用品广告宣传语的批评性话语分析.pdfVIP

第 31 卷第 3 期 2009 年 5 月 Vol. 31 No. 3 Journal of Tangshan Teachers College May 2009 婴儿用品广告宣传语的批评性话语分析 谭 瑾，彭建武 （山东科技大学外国语学院，山东 青岛 266510 ） 摘 要：婴儿用品广告相比于其他广告具有语篇受众和产品受众非同一的特点，婴儿监护人（语篇受众）在 为婴儿（产品受众）决定是否购买某产品时，承担了更多的责任，态度更加谨慎。要打动语篇受众，使其成为该 产品的消费者，广告主在语篇中多数情况下必须处于权势地位。在系统功能语法和批评性话语分析的框架中，分 析广告主如何通过语言建构三者的关系并获取权力，从而达到交际的目的。 关键词：婴儿用品广告宣传语；纯理功能；批评性话语分析；权力 H03 A 1009-9115(2009)03-0027-04 中图分类号： 文献标识码： 文章编号： Critical Discourse Analysis of Advertisements for Babies’ Products TAN Jin, PENG Jian-wu (College of Foreign Languages, Shandong University of Science and Technology, Qingdao Shandong 266510, China) Abstract: Compared with other ads, ads for babies’ products have the characteristics of nonidentity of target audience. The guardian (the target audience for the discourse) assumes more responsibility for the baby (the target audience for the product) when deciding on the purchase of a product, which makes him or her more cautious. For most of the cases, the sponsor of the ads must take the position of power in order to persuade the ads audience to become the consumer of his product. In the framework of SPG and CDA, it intends to analyze how the sponsor of the ads construct the relationship of the three parties and obtain power by language, by means of which his intention of communication has been reached. Key words: discourses of ads for babies’ products; meta-functions; CDA; power 广告在当今社会生活中占据着重要位置，从语言学系统 构三者的关系，从而获取权势地位，打动婴儿的监护人使其 功能语法的角度看，广告宣传语蕴含着丰富的功能意义，目 成为该产品的消费者。 的是运用语言手段对广告受众进行劝说或支配。普通广告所 一、理论框架 宣传的产品和宣传语受众