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名词化赋予动作过程、事物性质以实体特征。以往研究主要集中于科技语篇,对广告语篇中名词化特征没有给予足够重视。鉴于此,本文以系统功能语言学名词化理论为框架探讨该类语篇中名词化劝诱功能的形成原因。研究先将100条广告中的名词化区分为9类,并统计出各类名词化的比例。然后分别从概念与人际意义角度,分析名词化与劝诱功能之间的关系。结果发现:概念意义方面,名词化将动作过程、人的感觉隐喻为实体,使商品带给消费者的愉快感受在人类经验中更加具体、凸显;人际意义方面,名词化通过其不可协商性与隐藏评价的主观性来提高商品的可信度;名词化还能促成对商品做出褒义的评价或再评价,增强消费者对商品的好感。
Nominalization gives the action process, the nature of things with physical characteristics. Previous studies mainly focused on science and technology texts, but did not pay enough attention to the nominal features of advertising texts. In view of this, this article uses the theory of nominalization of systematic functional linguistics as a framework to explore the formation of the nominalization of persuasion in such discourse. The study first divides the nominalization of 100 advertisements into 9 categories and calculates the proportion of various nominalizations. Then from the perspective of concept and interpersonal meaning respectively, this paper analyzes the relationship between nominalization and persuasion. The results show that in the conceptual sense, nominalization takes the process of action and the metaphor of human perception as the entity, making the pleasant feelings brought by the commodities to the consumers more specific and prominent in the human experience. In terms of interpersonal meaning, nominalization can be achieved through its non-negotiability and Hiding the subjectivity of the evaluation to improve the credibility of the product; Nominalization can also make a commendatory evaluation of the product or re-evaluation, and enhance consumer sentiment on the product.