评价视角下广告语篇态度资源的社会意识形态意义探讨

On The Social and Ideological Functions of Attitude in Advertising Text

评价语言在广告语篇中具有非常重要的社会意识形态意义。本文以评价理论的态度系统为切入点,对自建数据库中广告语篇态度资源分布的总体与分类特征进行描述和阐释,探讨正面与负面、显性与隐性态度资源在广告语篇中的社会意识形态意义及其实现手段,并分析态度资源构建的自然与天然、年轻态、个人主义等意识形态体系,探讨评价语言对当今社会的审美标准、审美情感以及消费行为的社会意识形态引导和构建作用。

Drawing upon the attitude system of appraisal theory, this paper describes and explains the general and classified characteristics of the distribution of attitude resources in advertising texts in self-built databases, discusses the social ideological significance and its realization means, and analyzes the ideological systems such as nature and naturalness, youth and individualism constructed by attitude resources.