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选取微电影广告为语料,运用系统功能语言学中的评价体系,对微电影广告中的叙事结构、评价资源和双关语运用等现象进行分析,解读广告投放者的意图,探讨该类语篇的人际意义和修辞策略。本研究发现,积极的、肯定的情感拓宽了与受众沟通的空间,级差资源的巧妙运用极大地增加了语篇的对话效果,使受众产生共鸣。具有丰富评价意义的言语行为与非语言符号建构的微电影广告语篇比其他广告语篇更形象、更立体、更为隐含、更具互动性,更容易实现品牌渗透。
This paper chooses the micro-movie advertisement as the corpus and uses the evaluation system in the system functional linguistics to analyze the narrative structure, appraisal resources and the use of puns in the micro-movie advertisement, interprets the intention of the advertisers, and discusses such discourse Interpersonal Meaning and Rhetorical Tactics. This study finds that positive and affirmative emotions broaden the space for communication with audiences. The clever use of level-difference resources greatly increases the discourse effect of discourse and resonates the audience. It is more stereoscopic, more stereoscopic, more implicit, more interactive and easier to achieve brand infiltration than the other advertising texts, which is rich in verbal and nonverbal symbolic constructions.