汽车广告语中前景化现象的研究.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 I 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 th e perspective of adaptatio n theory, intercultural communication or rhetorical theories. Althou gh 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 deviatio n theory. This study fulfills the gap. Based on foregrounding theory, the author conducts p rehensive 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 qualitati ve and quantitative approaches are adopted to do the research. Th is thesis aims at answering the following questions: 1) How the qualitative foregrounding f eatures of auto ads’ language are presented by deviation? 2) How the quantitative foregroundi ng 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-linguis tic deviation. The linguistic de viation covers all kinds of language levels, such as phonological, graphologi cal, lexical, semantic, syntactic deviation, re