广告语篇中的意识形态研究

广告语篇中的意识形态研究

图书基本信息
出版时间:2009-10
出版社:上海交通大学出版社
作者:李桔元
页数:226
字数:214000
书名:广告语篇中的意识形态研究
封面图片
广告语篇中的意识形态研究
前言
  广告自从产生以来,受到各个领域专家学者极大的关注,对其研究甚为广泛,其中大多数是从新闻学、传播学、经济学、美学及心理学等角度进行的。广告语言也以其独特的魅力引起了语言学界的兴趣。在国外,过去的50年中,出版了好几部有关广告语言的专著。研究范围包括英语广告的语音、语法和词汇特点,广告的符号学分析,广告语篇理解,广告的语体以及广告的语篇研究。国内也有一些学者对广告语言进行研究,从外语界的情况看,研究广告语言的角度主要有:词汇语法句式和修辞研究,文化研究,语体研究,语用研究,功能语言学研究等。国内外现有研究从不同层面和角度对广告语言进行了深入的探讨,揭示了广告语篇的词汇句法特点、语篇特点以及语用规律。  朱永生(2003)在回顾话语分析时指出,话语分析的任务之一就是揭示话语的语义结构与意识形态之间的关系。本书尝试从批评话语分析角度研究广告语篇中的意识形态。  批评话语分析认为,话语不但能传达信息、表达外在和内在的经验、建立人际关系,而且能用于表达价值观、信仰、态度。广告话语作为一种策略性公共话语,其特征是通过话语中的信仰、态度、支配等策略实现广告对读者的操纵。
内容概要
本书是语言学领域内有关批评话语分析的专著,也是第一本对广告语篇系统进行批评性研究的著作。批评话语分析是近年来国外发展迅速、国内正在兴起的一门关于语篇分析的理论与实践的学科。本书从理论上进一步厘清了批评话语分析的几个核心概念和结构体系,从实践上对作为公共语篇的广告语篇进行了较为系统的批评性分析,这在批评话语分析的具体应用上作出了有益的探索。
作者简介
李桔元,湖南新化人,文学博士,杭州师范大学外国语学院副教授,硕士生导师,中国高校功能语言学研究会会员。主要研究兴趣为功能语言学、语篇分析以及英语教学等。在外语类核心期刊及其它重要期刊上发表学术论文20余篇,参编省级规划本科教材和词典各1部,主持并完成省教育厅
书籍目录
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
章节摘录
  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.
编辑推荐
  《广告语篇中的意识形态:批评话语分析》首先对国内外广告语言研究作了一个回顾并且分析了现有研究的局限性,然后提出《广告语篇中的意识形态:批评话语分析》的研究范围、目标以及理论取向和方法。其次对批评话语分析的理论进行综述,包括历史发展、理论流派,重点探讨了批评话语分析理论中的三个关键概念:话语、权力、意识形态以及三者之间的关系;最后描述了《广告语篇中的意识形态:批评话语分析》用于分析广告文本的理论框架。而后对广告语篇意识形态的多角度分析。最后对全书的讨论作总结,概述了研究发现、研究的不足。
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