英语广告语篇中人称外指对连贯的作用

Contribution of Personal Exophora to the Coherence of Advertising Texts

指称是所指与被指之间的关系。它分为篇章性和情景性指称两种,也就是说,指称对象存在于语篇内或语篇外。从而,指称被分为内指和外指。内指所指对象的确定是对语篇内指称的语义理解,而外指所指对象的确定是对语篇预期意义的语用推导。Halliday和Hasan认为内指可将语篇连接在一起,衔接是作为一个语言学概念来说明这种语义关系。全文通过分析广告语篇中的人称外指阐述了衔接是语句中语言成分间的语义关系,连贯则依靠读者对语篇中语句间语用关系的假设或理解。就外指而言,连贯是通过情境中对外指的理解和其他假设的语境效果的加强来实现的。

Reference is the relation between the referring items and the referred ones. It is textual or situational, that is, a referent may exist within or beyond the text. Accordingly, reference is classified as endophoric and exophoric reference. The identification of the referent of endophoric reference is a semantic interpretation of reference in the text while that of exophoric reference is a pragmatic process of inferring the intended meaning of the text. Halliday and Hasan believe that endophoric reference contributes to combining the text. By the analysis of personal exophora in advertising texts, this paper indicates that cohesion is the semantic relation between the linguistic items in the sentences of a text and coherence depends on the reader＇s assumptions or interpretation of the pragmatic relation of the sentences in a text. As far as exophoric reference is concerned, coherence is achieved through strengthening the contextual effect of the interpretation of exophoric reference and other assumptions in the context of situation.