新闻性广告的评价分析
发布时间：2023-03-30 00:43
新闻性广告利用新闻/社论语类资源和广告语类资源,在新闻/社论交际目的掩护下,实现推销商品、服务或企业形象的目的,是典型的混合语类。前人研究表明新闻性广告具有一定欺骗性,读者较难辨认。研究数据表明新闻性广告在当代社会日益普及。鉴于新闻性广告的普及性和欺骗性,本文认为对其进行语言学研究具有重要意义。新闻性广告希望通过所刊登信息影响读者对企业的看法或鼓励读者购买商品/服务,因而评价资源的使用成为达到目的的重要手段,也是新闻性广告的重要特征,对其进行评价分析对了解这一语类具有重要意义。新闻性广告的相关研究多从新闻传播学出发,语言学视角的研究较少,至今尚没有研究对其进行全面的评价资源分析。基于此,本文拟对新闻性广告这种混合语类进行全面的评价分析。由于新闻性广告是混合语类,评价资源的使用具有复杂性,本文认为应结合语类结构分析,有助于更好地进行评价分析。本文从《厦门日报》选取80篇新闻性广告,字数略多于26700字,利用质性和量化相结合的研究方法,对语料进行语类结构分析和评价分析。语类结构分析表明,新闻性广告中共含有19种语步。其中12种语步主要为标题事件提供相关信息,比如背景、语境和结果等,是较为...
【文章页数】：105 页
【学位级别】：硕士
【文章目录】：
Abstract
摘要
List of Abbreviations
Chapter One Introduction
1.1 Research Background
1.2 Research Questions
1.3 Research Significance
1.4 Data
1.5 Organization of Present Thesis
Chapter Two Literature Review
2.1 Previous Studies on Advertorials
2.1.1 Advertorials as a Type of Hybrid Genre
2.1.2 The Generic Complexity of Advertorials
2.2 Previous Analyses of Appraisal Resources in Hybrid Genre Texts
2.3 Summary
Chapter Three Theoretical Foundation
3.1 Generic Structure Analysis
3.2 Appraisal Framework
3.2.1 Attitude
3.2.1.1 Affect
3.2.1.2 Judgement
3.2.1.3 Appreciation
3.2.2 Engagement
3.2.3 Graduation
3.3 Summary
Chapter Four Results and Discussion
4.1 Generic Structure Analysis of Advertorials
4.1.1 Advertorials with Orbital Generic Structure
4.1.2 Advertorials with Deviated Generic Structure
4.1.3 Summary
4.2 Appraisal Analysis of Advertorials
4.2.1 Attitude
4.2.1.1 General Employment of Attitude in Advertorials
4.2.1.2 Attitude in Advertorials with Orbital Generic Structure andAdvertorials with Deviated Generic Structure
4.2.2 Engagement
4.2.2.1 General Employment of Engagement in Advertorials
4.2.2.2 Engagement in Advertorials with Orbital Generic Structure andAdvertorials with Deviated Generic Structure
4.2.3 Graduation
4.2.3.1 General Employment of Graduation in Advertorials
4.2.3.2 Graduation in Advertorials with Orbital Generic Structure andAdvertorials with Deviated Generic Structure
4.3 Summary
Chapter Five Conclusion
5.1 Findings of Present Research
5.2 Contributions of Present Research
5.3 Limitations of Present Research
References
Acknowledgements
本文编号：3774833
【文章页数】：105 页
【学位级别】：硕士
【文章目录】：
Abstract
摘要
List of Abbreviations
Chapter One Introduction
1.1 Research Background
1.2 Research Questions
1.3 Research Significance
1.4 Data
1.5 Organization of Present Thesis
Chapter Two Literature Review
2.1 Previous Studies on Advertorials
2.1.1 Advertorials as a Type of Hybrid Genre
2.1.2 The Generic Complexity of Advertorials
2.2 Previous Analyses of Appraisal Resources in Hybrid Genre Texts
2.3 Summary
Chapter Three Theoretical Foundation
3.1 Generic Structure Analysis
3.2 Appraisal Framework
3.2.1 Attitude
3.2.1.1 Affect
3.2.1.2 Judgement
3.2.1.3 Appreciation
3.2.2 Engagement
3.2.3 Graduation
3.3 Summary
Chapter Four Results and Discussion
4.1 Generic Structure Analysis of Advertorials
4.1.1 Advertorials with Orbital Generic Structure
4.1.2 Advertorials with Deviated Generic Structure
4.1.3 Summary
4.2 Appraisal Analysis of Advertorials
4.2.1 Attitude
4.2.1.1 General Employment of Attitude in Advertorials
4.2.1.2 Attitude in Advertorials with Orbital Generic Structure andAdvertorials with Deviated Generic Structure
4.2.2 Engagement
4.2.2.1 General Employment of Engagement in Advertorials
4.2.2.2 Engagement in Advertorials with Orbital Generic Structure andAdvertorials with Deviated Generic Structure
4.2.3 Graduation
4.2.3.1 General Employment of Graduation in Advertorials
4.2.3.2 Graduation in Advertorials with Orbital Generic Structure andAdvertorials with Deviated Generic Structure
4.3 Summary
Chapter Five Conclusion
5.1 Findings of Present Research
5.2 Contributions of Present Research
5.3 Limitations of Present Research
References
Acknowledgements
本文编号：3774833
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