探索评价英汉药品广告态度资源比较—评价论述视角

论文导读：
摘要：本论文对英汉药品广告中的评价资源进行了比较探讨，主要讨论了药品广告的主题词，以及显性和隐性评价资源。本论文采取评价论述作为浅析框架(MartinWhite,2005)，主要关注态度资源的利用，并分别对其三个子系统——情感、判断、鉴赏的分布进行了统计浅析。本论文采取定性与定量浅析结合的探讨策略，对以报纸和杂志中收集的共80篇药品广告进行了标注和统计。此外，本论文也通过比较和比较的策略浅析两种语言态度资源的特点，探讨其在构建语篇中有着的社会文化差别。通过对主题词的浅析，可以看出关于疾病及治疗的词汇在药品广告中突出，对疗效和副作用的评价构成了药品广告的主题。两种语言中，态度资源三个子系统的分布呈现相同的走势，大量态度资源集中于对药品的鉴赏，尤其是其价值。此外，探讨还发现英汉药品广告中更多依赖的是隐性评价资源。英汉药品广告最大的差别在于态度的归一性，汉语广告中绝大部分态度都是正面的，而英语广告中正面和负面的态度分布较平均。药品广告中常用的隐性评价手段包括：比较性词汇、隐喻、叙事、及概念作用。显性与隐性评价的互动实现了药品广告的劝说功能。关键词：评价论述论文比较浅析论文药品广告论文态度资源论文隐性评价论文
本论文由www.7ctime.com,需要论文可以联系人员哦。Abstract4-5
摘要5-8
Chapter 1 Introduction8-12

1.1 Background8-10

1.2 Purpose and Research Questions10-11

1.3 Layout of the Thesis11-12

Chapter 2 Literature Review12-30

2.1 Prior Studies of Advertisements12-17

2.1.1 Functions of Advertising Discourse12-14
2.1.2 Different Approaches to Pharmaceutical Advertisements14-17
2.2 Interpersonal Meaning and Evaluative Resources17-23
2.2.1 Interpersonal Meaning in Light of L18-20
2.2.2 Evaluative Resources as Reapzation of Interpersonal Meaning20-23

2.3 Exppcit and Imppcit Evaluation23-26

2.3.1 Ubiquity and Diversity of Evaluative Resources23-24
2.3.2 Distinctions between Exppcit and Imppcit Evaluation24-26
2.4 Appped Research Drawing on Appraisal Theory26-29

2.4.1 Studies Abroad26-28

2.4.2 Studies at Home28-29

2.5 Summary29-30

Chapter 3 Theoretical Framework30-36

3.1 Martin's Appraisal Theory30-32

3.

1.1 An Overview of Appraisal Theory30-31

3.

1.2 Three Subsystems of Appraisal31-32

3.2 The Attitude System32-33
3.

2.1 Affect32

3.

2.2 Judgment32-33

3.

2.3 Appreciation33

3.3 Inscribed and Invoked Attitude33-34

3.1 Inscribed Attitude33-34

3.2 Invoked Attitude34

3.4 Summary34-36

Chapter 4 Data and Method36-42

4.1 Data Description36-39

4.2 Analytical and Statistic论文导读：ationSystem52-555.3ImppcitAttitudeinEngpshandChinesePharmaceuticalAds55-625.3.1ComparativeItems55-585.3.2Metaphor58-595.3.3Narration59-605.3.4IdeationalMeaning60-625.4Summary62-63Chapter6Conclusion63-666.1MajorFindings63-646.2SignificanceandImppcations64-656.3Limitations65-66
al Tools39-40

4.3 Analytical Procedures40-41

4.4 Summary41-42

Chapter 5 Attitudinal Resources in Engpsh and Chinese PharmaceuticalAdvertisements42-63
5.1 General Features of Pharmaceutical Ads as a Genre42-48
5.

1.1 Keywords in Pharmaceutical Ads42-44

5.1.2 Evaluation on Effectiveness and Side Effects as Information Focus44-48
5.2 Exppcit Attitude in Engpsh and Chinese Pharmaceutical Ads48-55
5.2.1 General Statistics of Coded Features48-50
5.

2.2 Comparing Affect system50-51

5.

2.3 Comparing Judgment System51-52

5.

2.4 Comparing Appreciation System52-55

5.3 Imppcit Attitude in Engpsh and Chinese Pharmaceutical Ads55-62
5.

3.1 Comparative Items55-58

5.

3.2 Metaphor58-59

5.

3.3 Narration59-60

5.

3.4 Ideational Meaning60-62

5.4 Summary62-63
Chapter 6 Conclusion63-66

6.1 Major Findings63-64

6.2 Significance and Imppcations64-65

6.3 Limitations65-66

References66-71
Appendix71-74
Acknowledgements74