【作者】 王淑萍；

【导师】 王义娜；

【作者基本信息】 河北师范大学 ， 英语语言文学， 2006， 硕士

【摘要】 指示语是语言中的普遍现象,人称指示、地点指示、时间指示等都是典型的指示语类型。指示语可表示距离,近指词如this,now,here等表示靠近说话者,而远指词that,then,there则表示远离说话者。这些区分多以物理距离(physical distance)为基础,也以心理距离(psychological distance)为参照。指示词语具有自我中心性,以说话人为出发点和外界事物相联系;说话人还可以通过“指示点转移”来调节自己和听话人之间的心理距离。 在广告语篇中,指示语大量存在。据我所知,对广告语篇中指示语的研究并不多,针对指示语所体现的距离研究则更不多见。 John Lyons(1977a:677)指出,人们在选择指示词语时,有使用近指词的倾向。因为近指词可以表示说话人主观心理上更多的介入,而远指词则相反。 据此,本论文提出假设:近指词在广告语篇中的出现频率应高于远指词,广告语篇应倾向于使用近指指示词,来缩短商家和消费者之间的距离。为了验证假设,本文从《时代》、《新闻周刊》和《中国日报》中随机选取了英文广告249篇作为语料,对四组典型的远近对应指示语在广告语篇中的分布进行了分析阐释。 数据结果显示,时间指示语、地点指示语、篇章指示语中近指词所占比例为70%,基本符合本文提出的假设。但人称指示语中远指词you的使用相当普遍,这一点似乎与倾向使用近指词的假设相反,但结合广告语篇的特点进一步分析发现,这种分布结果与假设并不矛盾。 广告语篇多以消费者为中心,即听话人是话语的出发点。这样,说话人把指示的中心推向听话人,并从听者的角度去看问题,体现了说话人设身处地为听话人着想的态度,间接地表示了说话人想靠近听话人的心理趋向。 因此,本论文中提出的假设成立,广告语篇倾向于使用近指词。选择近指词表示说话人更多的主观介入,关注,友好等正面意义,从而可以拉近双方的距离;而远指词则表现出说话人“远观、厌恶”等负面意义。更多还原

【Abstract】 Deixis is a pervasive phenomenon in languages, person deixis, spatial deixis and temporal deixis are generally considered as basic types of deixis. Different choices of deixis can express distance. Proximity means ’near to the speaker’ while distalness ’away from the speaker’. Such distinction is based on physical distance as well as psychological distance. In most cases, deixis has an egocentric anchoring from the speaker’s point of view, but sometimes the deictic center is shifted from the speaker to the addressee to adjust the distance between the two sides.Deixis is an indispensable part in advertising discourse. To the limitation of my knowledge, studies of deixis in advertising are not many and researches on the proximity of deixis are even fewer.John Lyons (1977a: 677) once mentions that: "It frequently happens that, this is selected rather than that;here rather than there;now rather than then ". Thus proximal terms are more frequently used, because they could reveal more of the subjective involvement of the speaker.Based on the above discussion, a hypothesis is proposed: proximal terms should be applied more frequently in advertisements, as advertisers will generally try every means to shorten the distance and please their customers. In verifying the hypothesis, 249 English advertisements are randomly chosen from Time, Newsweek and China Daily. The distribution of four pairs of typical deictic terms is analyzed.Statistics shows that the proportion of proximal terms in spatial, temporal, and discourse deixis is 70%, which conforms to the hypothesis on the whole. However, in person deixis, the distribution of distal term you outnumbers proximal terms I and we. This is seemingly contrary to the hypothesis. But considering the characteristics of advertising discourse, the distribution result can be explained. Advertising discourse is addressee-centered, which is different from the usual speaker-centered utterance. In advertising discourse, customers are placed to a salient position, thus the deictic center is pushed to the addressee, and Levinson calls this a polite deictic shift.In this way, distance between the two sides is greatly shortened. Then the hypothesis is verified.The thesis is composed of six chapters. Chapter 1 first discusses the definition and classification of deixis along with its frequent use in advertising language;then the significance and structure of this thesis are provided.Chapter 2 views the previous studies on the proximity of deixis and advertising language. Stephen C Levinson, George Yule, John Lyons’ studies on deixis are discussed respectively;and current researches on advertising language are introduced, finally the hypothesis is made.Chapter 3 studies proximity in person deixis, spatial deixis, temporal deixis and discourse deixis respectively and typical proximal and distal deictic terms are chosen and classified.Chapter 4 talks about the principles and methods in data collection. The printed advertisements are from Time, China Daily, and Newsweek. And the distribution results of each typical term are shown in this chapter too.Chapter 5 deals with the data analysis. The reasons for the distribution results in advertising are discussed on the theory of proximity.Chapter 6 draws the conclusions to see whether the hypothesis will be verified on the previous analysis. Limitations of this thesis are pointed out and further studies are suggested.更多还原