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中美药品广告的人际意义对比研究

论文编号:lw201612141311253630 所属栏目:商务英语论文 发布日期:2018年02月13日 论文作者:无忧论文网

CHAPTER ONE INTRODUCTION


1.1 Research Topic

This paper is to probe into the interpersonal meaning (hereinafter referred to as “IM”) in view  of  Systemic  Functional Linguistics  (hereinafter  referred  to  as  “SFL”)  of pharmaceutical  advertisements,  with  the  intention  of  grasping  how the  drug  advertisers (producers)  establish  and  maintain  relations  with  the  readers,  influence  the  readers’ feelings, attitude, thought, opinions and behavior via the advertisements, for the purpose of arousing their resonance and persuading them to initiate the purchase. The study is a contrastive one. By comparing the pharmaceutical advertisements in China and the USA, some common linguistic features concerning pharmaceutical advertising in the realization of  IM  as  well  as distinctive  features  thereof  in  a  cross-cultural  background  will  be hopefully demonstrated.  

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1.2 Definition of Pharmaceutical Advertisements

The root of the word “advertise” is “advertere”, a Latin word meaning to warn, or to call attention to. Advertising is “the non-personal communication of information, usually paid for  and  usually  persuasive  in  nature,  about  products (goods and  services)  or  ideas  by identified sponsors through various media” (Bovee & Arens, 1992:6). Advertising can be categorized into the commercial type and the noncommercial one. As for the commercial advertising, it “promotes goods, services, or ideas for a business with the expectation of making a profit” (1992:15).

Pharmaceutical  advertisements  fall  into  the  commercial  category.  They  are  the non-personal communication of information about drugs, which is persuasive in nature, paid for by relevant drug production and management enterprises with the expectation of making  a  profit,  and  publicized  through  various  media.  The  terms pharmaceutical advertisements  and  drug  advertisements  referred  to  herein  cover  the  advertisements  for prescription  drugs,  nonprescription  drugs,  and  health  supplements,  and  are  used interchangeably. 

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CHAPTER TWO  LITERATURE REVIEW


2.1 Previous Studies on Interpersonal Meaning

2.1.1 Definitions of Interpersonal Meaning

Bakhtin (1929) is a pioneering figure who first pays attention to the interpersonal respect of language in novels, though he does not propose the notion of “interpersonal meaning”. Bakhtin’s approach to communication features the entanglement of participants and their words. “Meaning does not reside in the word or in the soul of the speaker or in the soul of the listener.  Meaning  is  the  effect  of  interaction  between  speaker  and  listener  produced via  the  material  of  a particular  sound  complex”  (Bakhtin,  1988,  cited  in  Cook,  1992: 181-182).  He  compares  the  production  of meaning  to  that  of  an  electric  spark,  which occurs only when two different terminals are hooked together. Therefore, meaning comes into  being  on  the  basis  of  the  interaction  between  participants  through  language.  In his opinion, the study of a text should involve words and participants simultaneously, other than regarding language as impersonal. 

Halliday (1985; 1994; 2004) is a leading figure in Systemic Functional Linguistics (SFL  for