汽车广告语中的前景化现象研究.pdf

Classidied Index: CODE: 10075
U. D. C: NO: 20100673



A Dissertation for the Degree of M. Arts



A Study of Foregrounding in Auto
Advertising Language






Candidate: Kang Man
Supervisor: Prof. Zheng Yue
Academic Degree Applied for: Master of Arts
Specialty: English Language and Literature
University: Hebei University
Date of Oral Examination: May, 2013
Abstract
Abstract
The term ‘advertising’ comes originally from the Medieval Latin verb ‘advertere’ to
direct one’s attention. As the main part of advertisements, advertising language has caught
linguists’ eyeballs. It has been studied from the perspective of adaptation theory, intercultural
communication or rhetorical theories. Although there are foregrounding studies of auto
advertising language, one can hardly find a study bines Halliday’s and Leech’s
foregrounding theory with Wang Xijie’s deviation theory. This study fulfills the gap. Based on
foregrounding theory, the author conducts prehensive research about the foregrounding
features in auto ads’ language.
To be objective and reliable, random sampling method is employed to select 50 ads to be
used in this paper. Based on foregrounding theory, both qualitative and quantitative
approaches are adopted to do the research. This thesis aims at answering the following
questions: 1) How the qualitative foregrounding features of auto ads’ language are presented
by deviation? 2) How the quantitative foregrounding features of auto ads’ language are
presented by overregularity? 3) What are the effects of foregrounding in advertising
language?
The author finds that qualitative foregrounding is presented by two types of deviation:
linguistic deviation and non-linguistic deviation. The linguistic deviation covers all kinds of
language levels, such as phonological, graphological, lexical, semantic, syntactic deviation,
register deviation and deviation from pragmatic principle.