【作者】 刘东；

【导师】 郭桂杭；

【作者基本信息】 广东外语外贸大学 ， 商务英语研究， 2021， 硕士

【摘要】 在21世纪,成功离不开教育和沟通技巧。教育受到了前所未有的重视。近几十年来,教育“商业化”进程正在加快,越来越多的教育机构兴起。这使教育成为了一种市场上的“产品”或“服务”。因此,作为一种重要的策略,教育产品广告正发挥着不容小觑的重要作用。通过广告话语来和消费者进行的有效互动可以对教育机构的发展产生重大影响。美国教育产业影响力较大,发展相对成熟,是具有代表性的研究对象。美国教育机构广告语篇包含了交际的策略和思想,这也符合韩礼德系统功能语法的人际意义元功能。然而,几乎没有学者在系统功能语法框架下研究美国营利性教育机构的招生广告语篇。另外,大多数研究人际意义的学者并没有从文化层面,特别是从市场营销学层面来探讨原因。最后,大多数的人际意义研究并没有使用到语料库工具。综上,本研究将运用UAM语料库工具,从语气、情态和态度系统三个方面对语料进行处理分析,以研究美国教育机构是如何实现人际意义的。最后,本研究将从7P市场营销理论和霍夫斯泰德的文化维度理论来探讨其背后的原因。因此,开展本研究具有重要的学术意义。我们从四家具有代表性的美国营利性教育机构的官网中随机抽取了114篇广告语作为语料。通过UAM语料库工具的细致分析后,我们得出了以下结论:(1)在语气系统中,陈述语气在其招生广告文本中占主导地位,而疑问语气的使用最少。广告商使用祈使语气和感叹语气的频率相似。(2)在情态系统中,中值情态资源所占比例最大,达到所有情态资源的一半以上。随后分别是低值情态资源和高值情态资源。(3)在态度系统中,我们发现在美国商业性教育机构官网招生广告文本中最常见的是鉴赏资源,其次分别是判断资源和情感资源。说到其背后的原因,我们发现:(1)美国仍然在相当程度上规避不确定性信息,而陈述语气可以直接提供明确的信息,这使其占比最高。(2)从权利距离的文化维度来看,教育机构和消费者处于不完全平等的地位。因此,教育广告商为了表示最适当的信心程度,则最为频繁地采用了中等情态资源。(3)从7P市场营销理论来看,广告商所投入的态度资源基本上集中于“产品”,“人员”和“渠道”三个要素。营销学上认为产品是核心要素,而在本语料库中绝大多数鉴赏资源评价的也是教育质量(即“产品”)。因此,这也解释了用于评价事物的鉴赏资源占比最大的原因。另外,“人员”这一要素反映了教育行业对教师进行积极评价的独特迫切需求,这也解释了语料库中判断资源相对较多的原因。理论层面上,本文对人际意义和教育广告的研究都做出了一定的贡献。实践层面上,本研究可以为国内外教育机构在使用广告语宣传方面提供启示和指导。更多还原

【Abstract】 In the 21^stcentury,education and communication skills are indispensable for success.Education has received unprecedented attention.These decades have witnessed the commercialization of education with more and more education companies springing up,making education a kind of“product”or“service”in the market.Therefore,advertising of education products,an important strategy,is playing such a necessary and important role that it cannot afford to be underestimated.Effective interaction with consumers through advertising language can exert great influence on their growth.The education industry in U.S.boasts a greater influence and have developed to be relatively mature,making it a representative research object.Advertising texts of U.S.education companies contain strategies and ideas of communication,conforming to the meta-function of interpersonal meaning of Halliday’s Systemic Functional Grammar.However,few have studied advertising texts of profit-making American education companies under the framework of Systemic Functional Grammar.Moreover,most scholars studying interpersonal meaning did not explore reasons from cultural perspective,especially from marketing perspective.Lastly,among the studies on interpersonal meaning,most did not employ corpus tools.Given all these,we will employ UAM Corpus Tool to process and analyze data from aspects of mood,modality and attitude system to study how U.S.education companies realize interpersonal meaning.Exploration for reasons from 7Ps Marketing Theory and Hofstede’s Cultural Dimension Theory will be held.From these aspects,this research has great academic significance.From official websites of four representative American education companies,114advertising texts are collected and analyzed through UAM Corpus Tool.The main findings are as follows:（1）In mood system,declaratives are the dominant mood type while interrogatives are least employed.The frequencies of imperatives and exclamatives are similar.（2）In modality system,medium value resources have the largest proportion,accounting for more than half of all modal operators,being followed by low value and high value operators.（3）In attitude system,appreciation resources appear most frequently in UEA discourse,being followed by judgement and affect resources.As for the reasons,（1）people in U.S.still tend to avoid uncertain information to a certain extent while declaratives can directly provide clear information,leading to the largest proportion.（2）From the cultural dimension of Power Distance,educational companies and consumers are not on a completely equal position.Therefore,to show appropriate confidence,advertisers use medium modality resources most frequently.（3）From 7Ps Marketing Theory,the attitudinal resources basically center on marketing elements of“Product”,“People”and“Place”.the element“Product”is considered as the core in marketing while appreciation resources in the corpus mainly evaluate education quality（which is product）.This explains why the appreciation resources account for the largest proportion.The marketing element“People”indicates the unique and urgent need of positive evaluation for teaching staff in education industry,explaining why there are a relatively large number of judgement resources.Theoretically,this thesis has made some contribution to the research on both interpersonal meaning and education advertising.Practically,this research can provide education companies at home and abroad with enlightenment and guidance on effective publicity through advertising language.更多还原