广告中性别语言的批评性分析
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摘要
语言存在于社会中，不可避免的受到各种社会因素的影响，其中之一即为人们的性别。本文选择了在一个具体的语篇—广告中对性别语言进行分析。运用批评性语篇分析方法从词汇层次，篇章层次等进行分析，并在部分章节运用了韩礼德的系统功能语法从广告所采用的句式和及物性系统的角度分析了广告中出现的性别语言现象。从而揭示广告是如何通过性别语言来塑造男女形象，进而如何造成性别定式。最终揭示语篇所体现的权利关系，提高读者对操纵的敏感度，使读者实现批评性阅读，增强对大众语篇的反控制意识。
Language is cultivated in a certain society, so it is inevitably influenced by different social factors, namely one of them "gender". In this thesis, a specific discourse—advertisement is chosen in which critical analysis will be used to analyze discourse. In some chapters, Halliday's Systemic Functional Grammar is applied to analyze advertisement in the types of sentences it adopted and transitivity system. This analysis is aimed to explain gender language in advertisement, the way gender language advertisement shape models of different sexes and a gender stereotype. Readers are expected to enhance their critical analysis awareness and refuse the control from certain sets of discourse.
Language is cultivated in a certain society, so it is inevitably influenced by different social factors, namely one of them "gender". In this thesis, a specific discourse—advertisement is chosen in which critical analysis will be used to analyze discourse. In some chapters, Halliday's Systemic Functional Grammar is applied to analyze advertisement in the types of sentences it adopted and transitivity system. This analysis is aimed to explain gender language in advertisement, the way gender language advertisement shape models of different sexes and a gender stereotype. Readers are expected to enhance their critical analysis awareness and refuse the control from certain sets of discourse.
引文
[1] 丁树声．《现代汉语词典》．北京商务印书馆．1978．174．
[2] 郑新蓉，杜芳琴．《社会性别与妇女发展》[M]．西安：陕西人民教育出版社．1999．12．
[3] 马秋枫．《传播中女性话语的文化阐释》．《现代传播》[J]2000．3．
[4] 白解红．《性别语言文化与语用研究》[M]．长沙湖南教育出版社．2000．9．
[5] 胡壮麟．《系统功能语法概论》[M]．湖南：湖南教育出版．1989．57-58．
[6] 彭宣维．《英汉语篇综合对比》[M]．上海：上海外语教育出版社．2000．97．
[7] 朱永生．《系统功能语言学多维思考》[M]．上海：上海外语教育出版社．2001．89．
[8] Key, M.R., Male/Female Language[M]. 2nd edition. Lanham, Maryland. The Scarecrow Press Inc.. 1992. 101.
[9] 陈忠华．批评性话语分析论述．《外语学刊》[J]．2002．1．
[10] 朱永生．《系统功能语言学多维思考》[M]．上海：上海外语教育出版社．2001．102．
[11] 朱永生，严世清．《功能语言学导论》．上海：上海外语教育出版社．2004．75．
[12] 胡壮麟．《系统功能语法概论》[M]湖南：湖南教育出版社．1989．157．
[13] Cameron, Deborah. Feminism and Linguistic Theory [M].2nd edition.London:The Macmillan Press Ltd. 1992:53
[14] 赵静．《广告英语》．北京：外语教学与研究出版社．1992．69．
[15] Wood, J.T. Gendered Lives: Communication, Gender, and Culture[M]. Belmont, CA: Wadsworth. 1994. 132.
[16] 王烈琴．论性别语言研究的现状及发展前景[J]．西安外国语学院学报．2003：4
[17] 王德春．《多角度研究语言》[M]北京：清华大学出版社．2002．39．
[18] Lakoff, R. Language and Women's Place[M]. New York:Harper & Row. 1975.85.
[19] Spender, Dale. Man and Language[M]. 2nd edition. London:Pandora Press. 1992. 147.
[20] Bourdieu, Pierre.The Field of Cultural Production[M]. 2nd edition. London:Polity Press. 1993.57.
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[22] 孙汝建．《语言与性别》[M]．上海：上海三联书店．1994．81．
[23] 西蒙德波娃．《第二性》[M]陶铁柱译．北京：中国书籍出版社．2004．16．
[24] 贺岳，宇鸿．《广告创造耐克神话》，《现代广告》．2000．12．
[25] 《沸腾女儿心》，《国际广告》[J]．1998：12．15—18．
[26] 荒林．《女性生存笔函》[M]．山西人民出版社．2002．35．
[27] Halliday M. Language as social Semiotics. London: University Park Press.1978. 179.
[28]. Halliday, MA.K. An Introduction to Functional Grammar. London: Edward Arnold. 1994.
[29]. Halliday, MA.K. & C. Matthiessen. Constructing Experience Through Meaning: A Language-based Approach to Cognigition. London. Cassell. 1999.
[30]. Mills, S. Feminist Stylistic. London: Routledge. 1995.
[31]. Brown, G. & G. Yule. Discourse Analysis. Cambridge: Cambridge University Press. 1987.
[32]. Cook, G. Discourse. Oxford: Oxford University Press. 1990.
[33] Wardhaugh, R. An Introduction to Sociolinguistics.北京：外语教学与研究出版社．2000.
[34] Weatherall, A. Gender, Language and Discourse. New York: Routledge. 2002.
[35] Williamson, J. Decoding Advertisements: ldelology and Meaning in Advertising (2ed edition). London: Marison Boyars. 1988.
[36] Coulmas, F. The Handbook of Sociolinguistics. 北京：外语教学与研究出版社．2001．
[37] Deborah Cameron. Feminism and Linguistic Theory. London: The Macmillan Press Ltd. 1992.
[38] James R. Andrews & Michael C. Left & Robert Terrill. Reading Rhetorical Texts: An Introduction to Criticism. Boston: Houghton Mifflin Company. 1998.
[39] Crawford, Mary. Talking Difference: On Gender and Language. London: Thousand Oaks, Calif
[40] 胡壮麟．功能主义纵横谈．北京：外语教学与研究出版社．2000．
[41] 黄国文．语篇分析概要．长沙：湖南教育出版社．1988．
[42] 胡文仲．跨文化交际与英语学习．上海：上海译文出版社．1988．
[43] 尚晓明，张春隆．语用文体文化．黑龙江：黑龙江人民出版社．2002．
[44] 黄乃圣．英汉广告的文化语境与翻译．江西社会科学．2002：6
[45] 曾立．试析广告英语行文准确的文体风格．四川外语学院学报．2001：5
[46] 白智勇．广告艺术中的策略．北京：北京工艺美术出版社．1991．
[2] 郑新蓉，杜芳琴．《社会性别与妇女发展》[M]．西安：陕西人民教育出版社．1999．12．
[3] 马秋枫．《传播中女性话语的文化阐释》．《现代传播》[J]2000．3．
[4] 白解红．《性别语言文化与语用研究》[M]．长沙湖南教育出版社．2000．9．
[5] 胡壮麟．《系统功能语法概论》[M]．湖南：湖南教育出版．1989．57-58．
[6] 彭宣维．《英汉语篇综合对比》[M]．上海：上海外语教育出版社．2000．97．
[7] 朱永生．《系统功能语言学多维思考》[M]．上海：上海外语教育出版社．2001．89．
[8] Key, M.R., Male/Female Language[M]. 2nd edition. Lanham, Maryland. The Scarecrow Press Inc.. 1992. 101.
[9] 陈忠华．批评性话语分析论述．《外语学刊》[J]．2002．1．
[10] 朱永生．《系统功能语言学多维思考》[M]．上海：上海外语教育出版社．2001．102．
[11] 朱永生，严世清．《功能语言学导论》．上海：上海外语教育出版社．2004．75．
[12] 胡壮麟．《系统功能语法概论》[M]湖南：湖南教育出版社．1989．157．
[13] Cameron, Deborah. Feminism and Linguistic Theory [M].2nd edition.London:The Macmillan Press Ltd. 1992:53
[14] 赵静．《广告英语》．北京：外语教学与研究出版社．1992．69．
[15] Wood, J.T. Gendered Lives: Communication, Gender, and Culture[M]. Belmont, CA: Wadsworth. 1994. 132.
[16] 王烈琴．论性别语言研究的现状及发展前景[J]．西安外国语学院学报．2003：4
[17] 王德春．《多角度研究语言》[M]北京：清华大学出版社．2002．39．
[18] Lakoff, R. Language and Women's Place[M]. New York:Harper & Row. 1975.85.
[19] Spender, Dale. Man and Language[M]. 2nd edition. London:Pandora Press. 1992. 147.
[20] Bourdieu, Pierre.The Field of Cultural Production[M]. 2nd edition. London:Polity Press. 1993.57.
[21] Spender, Dale. Man-made Language[M]. 2nd edition. NY. Pandora Press. 1990. 25.
[22] 孙汝建．《语言与性别》[M]．上海：上海三联书店．1994．81．
[23] 西蒙德波娃．《第二性》[M]陶铁柱译．北京：中国书籍出版社．2004．16．
[24] 贺岳，宇鸿．《广告创造耐克神话》，《现代广告》．2000．12．
[25] 《沸腾女儿心》，《国际广告》[J]．1998：12．15—18．
[26] 荒林．《女性生存笔函》[M]．山西人民出版社．2002．35．
[27] Halliday M. Language as social Semiotics. London: University Park Press.1978. 179.
[28]. Halliday, MA.K. An Introduction to Functional Grammar. London: Edward Arnold. 1994.
[29]. Halliday, MA.K. & C. Matthiessen. Constructing Experience Through Meaning: A Language-based Approach to Cognigition. London. Cassell. 1999.
[30]. Mills, S. Feminist Stylistic. London: Routledge. 1995.
[31]. Brown, G. & G. Yule. Discourse Analysis. Cambridge: Cambridge University Press. 1987.
[32]. Cook, G. Discourse. Oxford: Oxford University Press. 1990.
[33] Wardhaugh, R. An Introduction to Sociolinguistics.北京：外语教学与研究出版社．2000.
[34] Weatherall, A. Gender, Language and Discourse. New York: Routledge. 2002.
[35] Williamson, J. Decoding Advertisements: ldelology and Meaning in Advertising (2ed edition). London: Marison Boyars. 1988.
[36] Coulmas, F. The Handbook of Sociolinguistics. 北京：外语教学与研究出版社．2001．
[37] Deborah Cameron. Feminism and Linguistic Theory. London: The Macmillan Press Ltd. 1992.
[38] James R. Andrews & Michael C. Left & Robert Terrill. Reading Rhetorical Texts: An Introduction to Criticism. Boston: Houghton Mifflin Company. 1998.
[39] Crawford, Mary. Talking Difference: On Gender and Language. London: Thousand Oaks, Calif
[40] 胡壮麟．功能主义纵横谈．北京：外语教学与研究出版社．2000．
[41] 黄国文．语篇分析概要．长沙：湖南教育出版社．1988．
[42] 胡文仲．跨文化交际与英语学习．上海：上海译文出版社．1988．
[43] 尚晓明，张春隆．语用文体文化．黑龙江：黑龙江人民出版社．2002．
[44] 黄乃圣．英汉广告的文化语境与翻译．江西社会科学．2002：6
[45] 曾立．试析广告英语行文准确的文体风格．四川外语学院学报．2001：5
[46] 白智勇．广告艺术中的策略．北京：北京工艺美术出版社．1991．
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