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英、汉语约会广告的评价资源对比探析 [5]

论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2012-11-05编辑:hynh1021点击率:8467

论文字数:23500论文编号:org201210232032209782语种:中文 Chinese地区:中国价格:$ 33

关键词:Appraisal Theorydating advertisementscontrastive analysis

摘要:Appraisal Theory proposed by J. R. Martin and P. R. White provides a criterion for us tointerpret and negotiate the interpersonal meanings in text analysis. As mentioned above, theAppraisal Theory is a particular approach to describing, exploring and explaining the way inwhich language is used to evaluate, to adopt, to construct and manage interpersonal positioningand relationships. DA is a typical and special discourse in our daily life. The potential readers ofDAs take it more seriously than any other advertisements, for the special purpose of DAs isfinding life partners rather than the products or services.This thesis is a tentative contrastive analysis of EDAs and CDAs from the perspective ofAppraisal Theory. Through the study, it is proved that Appraisal Theory is applicable in this kindof discourse. And in this chapter the findings, limitations of the study and some suggestions forfurther study will be provided.

dable resources while Focus is concerned with nongradeable resources. The distinctivefeature of our attitudes is that they are gradable, though the Attitude resources in CDAsoutnumber EDAs, the varieties and types of Attitude resources in CDAs are simple and lack ofchanging. Therefore Force resources in EDAs are more than that in CDAs. Focus is aboutresources for making something that is inherently non-gradable (Martin and Rose, 2003).Compared with EDAs, the language in CDAs is more descriptive and the expression of Chineseis indirect, for which there are many vague resources in CDAs, therefore the Focus resources aremuch preferred by CDAs advertisers.Within Grading Up and Grading Down, EDAs advertisers have a high preference ofGrading Up while CDAs advertisers have a high preference of Grading Down. This maydetermined the simple realizations of the Attitudes which are related to gradable resources (Force)in CDAs and the indirect expression habits of Chinese by using the vague words(related toFocus).

 

5.2 Limitations of the Study and Suggestions for Further Study
Besides the findings and significance, this tentative study of DAs from the perspective ofAppraisal still can not avoid some limitations.First, the corpus, which includes 50 EDAs and 50 CDAs, is not large enough. More samplesare expected to be included in order to make the research more reliable and convincing.Second, the mode of DAs in this thesis focuses on written ones. Yet, DAs are also presentedvia many other media, for example TV and radio which provide the tone, image, figures andpictures in advertisements. These aspects also play an essential role in attracting the readers’attention and invoking their interest. This could be an option for further study

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