從文化角度研究圖式差異在中英文廣告語篇中的體現(xiàn)

1、從文化角度研究圖式差異在中英文廣告語篇中的體現(xiàn) 碩士學(xué)位論文 THESIS OF MASTER DEGREE論文題目:從文化角度研究圖式差異在中英文 廣告語篇中的體現(xiàn) (英文):A study on Schemata Reflected in English and Chinese Advertisements from Cultural Perspective作 者: 王丹指導(dǎo)教師: 畢 玉 玲 2006年5月28日論文題目:(中文) 從文化角度研究圖式 差異在中英文廣告語篇中的體現(xiàn)(外文) A Study on Schemata Reflected in English and Chine

2、se Advertisements From Cultural Perspective所在院、系、所 :外國語學(xué)院英語系專專業(yè)、名、稱 : 英語語言文學(xué)指專導(dǎo)專教專師姓專名、職專稱 :畢玉玲副教授論文主題詞: 文化;圖式;廣告;語篇分析學(xué)專習(xí)專期專限 : 2004 年 9 月至 2006 年 7 月論文提交時(shí)間:2006 年 5 月 獨(dú) 創(chuàng) 性 聲 明本人鄭重聲明:所呈交的論文是我個(gè)人在導(dǎo)師指導(dǎo)下進(jìn)行的研究工作及取得的研究成果。盡我所知,除了文中特別加以標(biāo)注和致謝的地方外,論文中不包含其他人已經(jīng)發(fā)表或撰寫的研究成果,也不包含為獲得中國人民大學(xué)或其他教育機(jī)構(gòu)的學(xué)位或證書所使用過的材料。 與我一同

3、工作的同志對(duì)本研究所做的任何貢獻(xiàn)已在論文中作了明確地說明并表示了謝意。簽名:王丹 日期: 2006.5.28 關(guān)于論文使用授權(quán)的說明本人完全了解中國人民大學(xué)有關(guān)保留、使用學(xué)位論文的規(guī)定,即:學(xué)校有權(quán)保留送交論文的復(fù)印件,允許論文被查閱和借閱;學(xué)?？梢怨颊撐牡娜炕虿糠謨?nèi)容,可以采用影印、縮印或其他復(fù)制手段保存論文。簽名:王丹 導(dǎo)師簽名: 畢玉玲 日期:2006.5.28 A STUDY OF SCHEMATA REFLECTED IN ADVERTISINGDISCOURSE FROM CULTURAL PERSPECTIVE_A Masters Thesis Presented to Th

4、e School of Foreign Languages Renmin University of China _In Partial FulfillmentOf the Requirements for the Master of Arts Degree _by Wang DanMay 2006論文摘要近年來,心理語言學(xué)與社會(huì)語言學(xué)的日益發(fā)展成熟,使得圖式理論也越來越多地得到學(xué)者們的關(guān)注。圖式論是認(rèn)知心理學(xué)家們用以解釋理解心理過程的一種理論。它的主要論點(diǎn)是,人們?cè)诶斫庑率挛锏臅r(shí)候,需要將新事物與已知的概念、過去的經(jīng)歷即背景知識(shí)聯(lián)系起來。對(duì)新事物的理解和解釋取決于頭腦中已經(jīng)存在的圖式,輸入的

5、信息必須與這些圖式相吻合。 隨著經(jīng)濟(jì)的全球化,跨文化交際活動(dòng)越來越頻繁。在與不同文化背景的人交往的過程中,人們認(rèn)識(shí)到文化對(duì)交際的影響是微妙而深遠(yuǎn)的。不同文化背景的人在交際中對(duì)于同一種情形或同一段語篇有著不同的心理圖式。引起這一不同的根源是其深層文化結(jié)構(gòu)的巨大差異。本論文將試從文化的角度分析圖式的差異在廣告語篇中的體現(xiàn)。廣告的藝術(shù)性決定了它具有強(qiáng)烈的民族特征。現(xiàn)代營銷的市場定位又使廣告必須適合目標(biāo)市場消費(fèi)者的民族文化口味,在這種形勢(shì)下,廣告的民族特征就更加顯得突出,因此我們有必要對(duì)其進(jìn)行分析研究。 第一章簡要介紹了該論文的主題、文獻(xiàn)綜述及寫作目的。作者在第二章中闡述了文化的基本概念、基本功能以及

6、文化與語言的關(guān)系,引入了圖式這一核心概念,并綜述了語篇分析被應(yīng)用的情況并探討了廣告語篇作為文本分析的可操作性。系統(tǒng)功能語法的創(chuàng)始人韓禮德曾明確指出,他建構(gòu)的功能語法的目的是為語篇分析提供一個(gè)理論框架,這個(gè)框架可以用來分析英語中任何口頭語或書面語篇,因此作者將主要運(yùn)用系統(tǒng)功能語法作為理論指導(dǎo)來分析英文廣告語篇。 第三章具體分析了圖式的差異在廣告語篇中的體現(xiàn)。作者收集了大量的中英文廣告語篇,按照時(shí)間和類別對(duì)其進(jìn)行了詳細(xì)的分類,包括:食品廣告、服裝廣告、日用品廣告、汽車廣告以及公益廣告這一較少被語言分析者注意的語篇形式。文章主要運(yùn)用系統(tǒng)功能語法的分析方法對(duì)這五大類、近 60 例中英文廣告進(jìn)行了細(xì)致的

7、分析和探究。通過研究發(fā)現(xiàn),廣告中所反映出的中西方圖式確實(shí)存在巨大差異。 第四章從文化行為的根源上探討圖式差異的深層結(jié)構(gòu),包括世界觀(宗教)、家庭結(jié)構(gòu)、歷史和社會(huì)結(jié)構(gòu)。這幾種社會(huì)力量共同創(chuàng)造、傳遞、維護(hù)和強(qiáng)化一切文化中的基本要素,是造成圖式差異的根源所在。此外,本文還對(duì)全球化環(huán)境下圖式及文化的發(fā)展變化做出概括性的闡釋。 第五章是對(duì)全文的總結(jié),這里作者重申了圖式差異在中英文廣告語篇中的體現(xiàn)以及文化的深層結(jié)構(gòu)對(duì)圖式差異的影響,并就分析過程中發(fā)掘的新問題做出簡要總結(jié)。 本文嘗試對(duì)語篇分析在圖式理論中的運(yùn)用進(jìn)行分析實(shí)踐,由于語篇分析是一門年輕的學(xué)科,我國對(duì)外語語篇分析的研究起步較晚,其理論與方法有待于進(jìn)

8、一步充實(shí)和探討。希望本文對(duì)中西方圖式差異的分析以及文化深層結(jié)構(gòu)的剖析可以為困惑于跨文化交際中的人們帶來一些啟示,并希望通過本文的分析驗(yàn)證圖式理論與語篇分析相結(jié)合的可行性。 關(guān)鍵詞:文化;圖式;廣告;語篇分析Abstract The theory of schema has drawn the increasing attention of psycholinguistics and sociolinguisticsWhen people encounter new situations, there should be some sort of organization of the info

9、rmation which could help people to recall the relevant information from memory and that is called schemaDifferent cultures have different schemata towards the same event because people from a particular culture hold their unique philosophy in understanding the world and hence influence their way of

10、thinking and expressionThe underlying cause lies in the fact that the cultural and historical backgrounds of people differ dramatically The authors endeavor in this paper is to clarify the definition of the term “schema” and analyze Chinese and English advertisements to characterize the cultural imp

11、act on schemata in advertising discourseAltogether about 60 samples of English and Chinese advertisements have been collected including both commercial ads and public service announcementsThe author tries to make a comparison of the schemata between China and Western countries via application of the

12、 methodology in discourse analysisFurthermore, this paper also makes an attempt to go beneath the surface and explore the deep structure of culture from such perspectives as world view and social structure in order to account for those differences in schemataA closer examination reveals that along w

13、ith the development of society and the trend of cultural globalization, any culture is constantly changing and meanwhile the schemata of a people have been always changingThe study is worth undertaking in terms of practical as well as theoretical importance such as helping people understand cultural

14、 differences between Western countries and China, and hence help them to communicate with people from other cultures effectivelyKey words: culture; schemata; advertisements; discourse analysisAcknowledgementsI would like to express my most sincere gratitude to my supervisor, Prof. Bi Yuling, who has

15、 spent tremendous amount of time and energy on my thesis, for her constant encouragement and unflagging willingness to give me innumerable pieces of advice, and for lending me books, articles and other materialsHer patience and help have impressed me most profoundlyMy special thanks should go to Pro

16、f. Guo QingminIt was in one of his lectures that I knew about schema and discourse analysisHe has kindly raised suggestions which enlightened me a lot and has offered much valuable advice on possible ways of improving this thesisI am also very grateful to all the professors who have never spared the

17、ir efforts to help and encourage me over the past two years of study in Renmin UniversityThey are professors Zhang Yongxian, Diao Keli, Zhang Weiping, Li Shoujing, Sun Hong and Wang WeidongFinally, I would like to thank all my family members for their great support and deep concern for my life and s

18、tudyTable of ContentsPage Acknowledgements.viChapter 1 Introduction 11 1.1 Subject of This Study 11 1.2 Literature Review and the Writing Purpose12Chapter 2 Culture and Schema 15 2.1 Basic Concepts of Culture15 2.1.1 Definitions and Functions of Culture16 2.1.2 The Relationship between Language and

19、Culture. 18 2.2 The Definition of Schema20 2.3 Application of Advertising Discourse Analysis in Schemata 25 2.3.1 Discourse Analysis 25 2.3.2 Advertising Discourse. 26Chapter 3 An Analysis of Schemata Used in Chinese and English Ads 29 3.1 Methodology Applied in this Thesis. 29 3.2 Analysis of the A

20、dverting Discourse?Commercial Advertisements32 3.2.1 Discourse Analysis of Food Ads 32 3.2.2 Discourse Analysis of Clothing Ads. 38 3.2.3 Discourse Analysis of Ads of Daily Articles 44 3.2.4 Discourse Analysis of Cars Ads. 51 3.3 Analysis of Public Service Advertisements 56Chapter 4 Differences in S

21、chemata from Cultural Perspectives 61 4.1 Cultural Impact on Schemata Reflected in Advertising Discourse 61 4.1.1 From the Perspective of World View?Religious Orientation 61 4.1.2 From the Perspective of Family Structure. 65 4.1.3 From the Perspectives of Historical Influence and Social Structure 67

22、 4.2 The Application of the Cultural Schemata in International Advertisements 68Chapter 5 Conclusion72Bibliography 74Chapter 1 Introduction 1.1 Subject of This Study We live in an age when changes in technology, travel, economic and political systems have created a world in which we increasingly int

23、eract with people from different culturesAnd whether we like it or not, those interactions will continue to grow in both frequency and intensityPeople now know that culture affects communication in subtle and profound waysOur cultural backgrounds and experiences help determine how the world looks to

24、 us and how we interact in that worldIn the course of Discourse Analysis, this author came across the term “schema”When people encounter new situations, there should be some sort of organization of the information which could help people to recall the relevant information from memory and that is cal

25、led schemaIt is vital in communication, because if someone tells you a story about eating in a restaurant, he does not have to provide all the details such as being seated at the table, giving their order to the waiter or waitress, paying the bill at the end, as your schema for the restaurant experi

26、ence can fill in these missing detailsHowever, we find that, different cultures have different schemata towards the same event because people from a particular culture hold their unique philosophy in understanding the world and hence influence their way of thinking and expressionFor instance, in a r

27、estaurant, a Chinese customer seldom leaves any tips to the waiter or waitressHowever, this is not the case in USA, because in United States, waiters and waitresses live on customers tips instead of the salary given by managers as in ChinaThe underlying cause lies in the fact that the cultural and h

28、istorical backgrounds of people in America and China differ dramaticallyThis is what this author would like to unfold in this thesisAnalyzing by comparison and contrast, this paper will take Chinese and English advertisements as examples to study the cultural impact on schemata in advertising discou

29、rseThe study is worth undertaking in terms of practical as well as theoretical importance such as helping people understand cultural differences between Western countries and China, and hence help them to communicate with people from other cultures effectivelyDiscourse analysis should be added in th

30、e thesis since mere theoretical demonstration could not perfectly support these viewpointsThereupon this paper will select some dozens of advertisements since whenever we watch TV programs or read magazines, various kinds of advertising discourse could be picked up1.2 Literature Review and the Writi

31、ng PurposeWith the general growth of work on intercultural communication in many academic fields, it is hardly surprising that comparative cultural studies have attracted considerable attention in recent yearsIn A Comparative Study of Western and Chinese Cultures, Zhang Congyi is aiming at enabling

32、readers to gain a general idea of Western and Chinese arts and cultures in their various aspects as well as a better understanding of the history, development, present state, character, style and distinctive features of each cultural stage Qu Yanping in his Intercourse?a Step beyond Interlanguage st

33、ates that his dissertation is dedicated to a proposal for a comprehensive approach to cross-cultural discourse analysisSupported by sociolinguistic, cognitive and applied linguistic theories, he makes an attempt to explore the differences in pragmatic failure in the use of English by native speakers

34、 of ChineseThe written data include the invitation cards, aspects of business correspondence, envelope address and advertisementsM.A.K. Halliday, the initiator of functional grammar, points out clearly in An Introduction to Functional Grammar that he aims to offer a theoretical system for analyzing

35、any form of discourse in EnglishAs proved by the practice, functional grammar is the most suited way in analyzing discourseIn Theory and Practice of Discourse Analysis: a Study in Advertising Discourse, a piece of work wrote by Professor Huang Guowen, functional grammar is applied to analyze discour

36、se in an all-round wayProfessor Huang puts the focus on analyzing the advertising discourse in this research workA good number of advertisements are collected and analyzed in detail in this book, including some excellent commercial ads as well as a lot of public service adsThe application of functio

37、nal grammar in analyzing advertising discourse proposed by this book offered the methodological frame of this thesis Up to now, there has been little comprehensive study in the differences of schemata reflected in advertisements through analyzing advertising discourseTherefore, this paper makes an a

38、ttempt to fill in the gap by characterizing the intercultural differences reflected in schemata by means of analyzing the texts of advertisementsThe objective of the proposed study of the differences between Western and Chinese cultures will be to illustrate the differences of schemata reflected in

39、the advertisementsThis will be achieved by making a detailed analysis of dozens of English and Chinese advertising discourse Chapter 2 Culture and Schema 2.1 Basic Concepts of Culture Some people in Korea and Japan put dogs in their ovens, but people in the United States put them on their couches an

40、d bedsWhyPeople in Tehran sit on the floor and pray five times each day, but people in Las Vegas stand up all night in 1front of slot machinesWhySome people speak Tagalog ; others speak EnglishWhySome people talk to God, but others say there is no GodWhyThe general answer to these questions is the s

41、ame“People learn to think, feel, believe, and act as they do because of the messages that have been communicated to them and those messages all bear the stamp of culture” Samovar & Porter, 2004: 81Based on this omnipresent quality of culture, Hall gives us a conclusion that “there is not one asp

42、ect of human life that is not touched and altered by culture” E. T. Hall, 1959In many ways, Hall is correct: culture is everything and everywhereAnd more important, culture governs and defines the conditions and circumstances under which various messages may or may not be sent, noticed, or interpret

43、edWe do not arrive in this world knowing how to dress, what toys to play with, what to eat, which gods to worship, what to strive for, or how to spend our money and our timeCulture is an ancient yet young termIt is something that originated with the emergence of manThe origin of Western culture?acco

44、rding to textual criticism in philosophy, the English word culture came from the Latin word cultura, whose 1This is a language of people who are native to the Philippines and inhabiting Manila and its adjacent provinces earliest basic meaning was “cultivation, planting and crop”That was how ancient

45、Romans understand cultureCicero, who inherited this spirit of ancient Greek culture, came up with the term “culture mentis” mental cultivation, thus developing the spiritual aspect of the Greeks concept of cultureThe origin of Chinese culture?according to textual criticism in philology, the characte

46、r “文”, in bone-and-tortoise-shell inscriptions and bronze inscriptions, whose basic structure was the interpretation of four linesSo the original meaning of “文” was “crisscross”, implying that longitude, latitude, heaven, earth and nature crossed each otherSo the idea of “文” in ancient China, like t

47、hat of culture in ancient Greece, encompassed the two aspects of the natural world and mans cognition of it Zhang Congyi, 20042.1.1 Definitions and Functions of Culture Culture is difficult to define because it is a large and inclusive conceptCulture can be found in the local street, in our own city

48、 and country, as well as on the other side of the worldSmall children, teenagers, adults and older people all have their own cultures and meanwhile they may also share a culture There are hundreds of definitions of culture in the published worksThese definitions form a culture by themselvesOne of th

49、e authoritative definitions was given by the nineteenth-century anthropologist Taylor 1871: “that complex whole which includes knowledge, belief, art, moral, law, customs, and any other capabilities and habits acquired by man as a member of society”Taylors definition of culture, however, seems to st

50、ress spiritual cultureSo some scholars from Japan, Britain and Russia put forward the view that culture is the sum total of the spiritual and material wealth of human society Baldwin, 2005Similarly, a Chinese scholar says, “Culture is a phenomenon peculiar to human society, a system that contains pe

51、oples modes of action and the material and spiritual products created by mans action.”Hall mentions that “Culture is those deep, common, unstated experiences which members of a given culture share, which they communicate without knowing, and which form the backdrop against which all other events are

52、 judged” Hall, 1966Hence, most of culture is taken for granted and below the conscious levelLearning about culture can therefore be a stimulating awakening as we give meaning to our actions and the actions of others The definition of culture maintains that culture consists of three chief elements Zhang Congyi, 2004: 6: a. Symbols, meanings and values?the means by which to interpret reality and standards by which to judge what is good and bad and what is right and wrong;b. Norms and rules?in