广告语篇中人称代词的关系建构功能——英汉对比分析

Personal Pronouns as Means of Relation-Building in Advertising Discourse:An English-Chinese Contrastive Analysis

人称代词作为一个语言学范畴,已经从语法学、语用学、系统功能语言学等多个角度得到研究。从话语分析的视角看,人称代词隐含着人际意义和态度意义。它们在广告语篇中的使用具有关系建构的功能。本文通过对两个广告语篇(中英各一个)中人称代词的考察,发现英汉广告语篇中人称代词多使用第二人称和第一人称,它们具有建构广告主和消费者之间亲密关系的作用,这种关系是通过模拟个人化实现的。同时,英汉广告语篇在人称代词的选择方面存在差异。

Personal pronouns, as a linguistic category, have been studied in various fields, such as grammatics, pragmatics and systemic-functional linguistics. From the perspective of critical discourse analysis, personal pronouns embody interpersonal and attitudinal meanings. Their use in advertising discourse serves to build certain relationships. Through the examination of two sample ads （one English and the other Chinese）, this paper finds that in both English and Chinese advertising the first and second personal pronouns are mostly used and that they help build the close relationships between the advertiser and the readers by means of synthetic personalization. In the selection of personal pronouns, there exists some difference between English and Chinese advertising.