对互动广告中的性别身份建构的统计分析

A Statistic Analysis of the Construction of Gender Identity in Interactive Advertisements

系统功能语法认为语篇具有三大元功能,即概念功能、人际功能和语篇功能。我们从人际功能和概念功能出发,以男女两组英语互动式性别广告为语料进行讨论,得出以下结论:男性广告在"祈使语气"、"消费者充当的主语—限定成分"、"消费者充当的动作者—物质过程"的构形分布上均明显高于女性广告;而女性广告在"消费者充当的感觉者—心理过程"的构形分布上明显高于男性广告。这些构形分布的显著性差异说明,这类语篇建构的不同性别的身份是不同的,即建构不同的性别身份。

The systemic-functional grammar says that a discourse has three meta-functions： ideational function, interpersonal function and textual function. We start from the interpersonal and ideational functions, select as data two groups of interactive advertisements--men advertisements and women advertisements, and come to the conclusion that men advertisements are significantly higher than women ads in the distribution of such configurations as ＂imperative mood＂ ,＂ subject as consumers-finite element＂ and ＂actor as consumersmaterial process＂, and significantly lower in the distribution of the configuration of ＂senser as consumers-mental process＂. The obvious disparity in distribution of configurations shows the difference in the construction of gender identity by such discourses, viz. constructing different gender identities.