论文部分内容阅读
本研究基于吴东英、钟美琼(2004)的研究框架,结合当代传播学和当代语言学的科学分析方法,追踪分析21世纪以来香港中文报刊《星岛日报》广告文本的特点、变化和发展。研究发现:回归10周年至15周年间,香港中文广告进一步体现多语、多文化社会的特征,具体表现在广告主题与20世纪相比,更着重强调具象征意义的价值,强调现代化和西化的价值取向,如“独特”“享乐”“自我实现”等价值;广告语言呈现更多的感染性,使用纯英文,口语、通俗的表达与文雅词藻、句式的糅合现象尤为明显。文章最后详细分析了香港广告文本的变迁与经济、文化全球化发展变化的联系。
Based on the research framework of Wu Dongying and Zhong Meiqiong (2004), this study traces the characteristics, changes and development of advertising texts of Hong Kong Chinese newspaper Sing Tao Daily since the 21st century by combining the scientific analysis methods of contemporary communication science and contemporary linguistics. The study finds that: between the 10th and 15th anniversary of the reunification, Chinese advertisements in Hong Kong further embody the characteristics of a multi-lingual and multicultural society. This is reflected in the fact that, compared with the 20th century, the theme of advertising emphasizes the value of symbolic significance, emphasizing the modernization and westernization Value orientation, such as “unique ” “pleasure ” “self-realization ” and other values; advertising language is more contagious, the use of pure English, colloquial, popular expression and elegant words and phrases, the phenomenon of the mix Especially obvious. The article concludes with a detailed analysis of the links between the changes of advertising texts in Hong Kong and the development and changes of economy and cultural globalization.