廣告語篇中的意識形態(tài)研究

前言

　　廣告自從產(chǎn)生以來，受到各個領(lǐng)域?qū)＜覍W(xué)者極大的關(guān)注，對其研究甚為廣泛，其中大多數(shù)是從新聞學(xué)、傳播學(xué)、經(jīng)濟(jì)學(xué)、美學(xué)及心理學(xué)等角度進(jìn)行的。廣告語言也以其獨(dú)特的魅力引起了語言學(xué)界的興趣。在國外，過去的50年中，出版了好幾部有關(guān)廣告語言的專著。研究范圍包括英語廣告的語音、語法和詞匯特點(diǎn)，廣告的符號學(xué)分析，廣告語篇理解，廣告的語體以及廣告的語篇研究。國內(nèi)也有一些學(xué)者對廣告語言進(jìn)行研究，從外語界的情況看，研究廣告語言的角度主要有：詞匯語法句式和修辭研究，文化研究，語體研究，語用研究，功能語言學(xué)研究等。國內(nèi)外現(xiàn)有研究從不同層面和角度對廣告語言進(jìn)行了深入的探討，揭示了廣告語篇的詞匯句法特點(diǎn)、語篇特點(diǎn)以及語用規(guī)律?！　≈煊郎?003）在回顧話語分析時指出，話語分析的任務(wù)之一就是揭示話語的語義結(jié)構(gòu)與意識形態(tài)之間的關(guān)系。本書嘗試從批評話語分析角度研究廣告語篇中的意識形態(tài)?！　∨u話語分析認(rèn)為，話語不但能傳達(dá)信息、表達(dá)外在和內(nèi)在的經(jīng)驗(yàn)、建立人際關(guān)系，而且能用于表達(dá)價(jià)值觀、信仰、態(tài)度。廣告話語作為一種策略性公共話語，其特征是通過話語中的信仰、態(tài)度、支配等策略實(shí)現(xiàn)廣告對讀者的操縱。

內(nèi)容概要

本書是語言學(xué)領(lǐng)域內(nèi)有關(guān)批評話語分析的專著，也是第一本對廣告語篇系統(tǒng)進(jìn)行批評性研究的著作。批評話語分析是近年來國外發(fā)展迅速、國內(nèi)正在興起的一門關(guān)于語篇分析的理論與實(shí)踐的學(xué)科。本書從理論上進(jìn)一步厘清了批評話語分析的幾個核心概念和結(jié)構(gòu)體系，從實(shí)踐上對作為公共語篇的廣告語篇進(jìn)行了較為系統(tǒng)的批評性分析，這在批評話語分析的具體應(yīng)用上作出了有益的探索。

作者簡介

李桔元，湖南新化人，文學(xué)博士，杭州師范大學(xué)外國語學(xué)院副教授，碩士生導(dǎo)師，中國高校功能語言學(xué)研究會會員。主要研究興趣為功能語言學(xué)、語篇分析以及英語教學(xué)等。在外語類核心期刊及其它重要期刊上發(fā)表學(xué)術(shù)論文20余篇，參編省級規(guī)劃本科教材和詞典各1部，主持并完成省教育廳

書籍目錄

AcknowledgementsList of Figures and TablesChapter One  Introduction  1.1  Background of studies of advertising language  1.2  Research questions and significance of this study  1.3  Theoretical and methodological orientations of this study  1.4  Data collection  1.5  Organization of the dissertationChapter Two  Theory Preliminaries  2.1  Introduction  2.2  Critical discourse analysis    2.2.1  From discourse analysis to critical discourse analysis    2.2.2  A survey of critical discourse analysis  2.3  The view of discourse in critical discourse analysis    2.3.1  Discourse vs. Text    2.3.2  Discourse as action    2.3.3  Discourse as ideologies  2.4  Ideology and power in language    2.4.1  Ideology    2.4.2  Power    2.4.3  The relationship among language, ideology and power  2.5  The text-oriented framework for analysing ideologies    2.5.1  Hallidayan paradigm : text functionality in context    2.5.2  Framework for analysing ideology in discourse: Fairclough' s three-dimension model  2.6  SummaryChapter Three  Modality as Explicit Representation of Ideologies in Advertising Discourse  3.1  Introduction  3.2  The ideological nature of modality  3.3  Meaning dimensions and grammatical devices of modality    3.3.1  Meaning dimensions of modality    3.3.2  Grammatieal devices of modality  3.4  Modality and its ideological meanings in advertising discourse    3.4.1  Ideological meanings of modality in advertising disco urse: a case study    3.4.2  Modality distribution in advertising texts: empirical studies  3.5  SummaryChapter Four  Personal system as Representation of  Ideologies in Advertising Discourse  4.1  Introduction  4.2  The functions of personal pronouns:SFL perspective  4.3  The politics of some personal pronouns    4.3.1  "them and us" attitude    4.3.2  "me" and "you" :subjectivity or empathy   4.4  Ideological meanings of personal pronotms in ads    4.4.1  Characteristics of use of personal pronouns in ads    4.4.2  Personal pronouns work ideologically in building relations  4.5  SnmmaryChapter Five  Transitivity as Implicit Representation of Ideologies m Advertising Discourse  5.1  Introduction  5.2  Transitivity as the construal of experience  5.3  Transitivity as representation of ideologies  5.4  Transitivity system and the power relations in advertising discourse  5.5  SummaryChapter Six  Intertextnality as Representation of Ideologies in Advertising Discourse  6.1  Introduction  6.2  What is intertextuality    6.2.1  Bakhtin:dialogism and heteroglossia    6.2.2  Kristeva:intertextuality as dialogue between texts or text and social context    6.2.3  Other interpretations of the term "intertextuality"    6.2.4  Intertextuality and interdiscursivity  6.3  The ideological functions of intertextuality  6.4  Intertextuality as hegemonic struggle in advertising discourse  6.5  SummaryChapter Seven  Conclusion  7.1  Summary of this dissertation  7.2  Major findings  7.3  Limitations of this study  7.4  Suggestions for further researchAppendicesBibliography

章節(jié)摘錄

　　2.2.1 From discourse analysis to critical discourse analysis　　When we talk about critical discourse analysis， we tend to think of discourse analysis and connect them together just because they are， as two approaches to analysing discourse， to some degree similar but in nature quite different. These two approaches are both based on social constructivism， which holds the following premises： our knowledge of the world is not objective truth， but the product of discourse； discourse is a form of social action that plays a part in producing the social world——including knowledge， identities and social relations； knowledge is created through social interaction in which we construct common truths and compete about what is true and false ； different social understandings of the world lead to different social actions， and therefore the social construction of knowledge and truth has social consequences （Jorgensen & Phillips 2002 ： 5-6 ）.　　The emergence of discourse analysis as an approach to language is marked by Harris paper Discourse Analysis published in the periodical Language in 1952. But in the next 20 years， discourse analysis made limited progress. Zhu Yongsheng （2003） divides this period as the fetus stage， at which discourse analysis is brand-new to linguists and few attempts were made to analyze texts for lack of ready-made theories for guidance and lack of methods to abide by. It was not until 1970s that discourse analysis came into its own development stage.

編輯推薦

　　《廣告語篇中的意識形態(tài)：批評話語分析》首先對國內(nèi)外廣告語言研究作了一個回顧并且分析了現(xiàn)有研究的局限性，然后提出《廣告語篇中的意識形態(tài)：批評話語分析》的研究范圍、目標(biāo)以及理論取向和方法。其次對批評話語分析的理論進(jìn)行綜述，包括歷史發(fā)展、理論流派，重點(diǎn)探討了批評話語分析理論中的三個關(guān)鍵概念：話語、權(quán)力、意識形態(tài)以及三者之間的關(guān)系；最后描述了《廣告語篇中的意識形態(tài)：批評話語分析》用于分析廣告文本的理論框架。而后對廣告語篇意識形態(tài)的多角度分析。最后對全書的討論作總結(jié)，概述了研究發(fā)現(xiàn)、研究的不足。

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