食品广告语篇评价意义的建构

The Appraisal System of Food Advertisement Texts

本文以食品广告语篇为例,基于评价理论探讨其评价模式的建构,并认为食品广告语篇是体现积极意义的评价,语言使用者在表达过程中将介入系统与级差系统结合,在鉴赏系统中从构成、反应和估值等方面进行评价。评价方式表现在运用修辞手法和特殊句式,协调焦点与背景的关系实现互动交际。

This study takes food advertisement texts as an example, and is based on the appraisal system. The main point of this study is that the food advertiseme nt texts shows audiences positive appraisal in comm un icati on, and language users com bine attitude and engagement in expression. The appreciation system focuses on reaction, composition and valuation in appraisal. The appraisal methods are using rhetorical constructi ons and coo rd i natin g focus and backgrou nd to achieve in teractive comm un ication.