文档介绍：2012 年第 5 期外语学刊 2012,No. 5
总第 168 期 FOREIGN LANGUAGE RESEARCH Serial No. 168
商业广告语篇中的评价资源研究*
冯彦赵桂英
吉林大学,长春 130012
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提要评价系统是语言使用者表达特定评价立场、与实际或潜在应答者协商这些立场的语言资源包括态度、介入
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和级差 3 个子系统。商业广告蕴涵着大量评价资源具有重要的人际意义。上扬或清晰评价词语的使用可以帮助广告
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商与潜在消费者之间扩大互动空间产生共同的积极情感、判断以及鉴赏态度激发其潜在的购买欲望最终采取购买行
动而成为消费者。
关键词商业广告语篇人际意义评价理论
中图分类号H0 - 06 文献标识码A 文章编号1000 - 0100201205 - 0048 - 4
Appraisal Resources mercial Advertising Discourse
Feng Yan Zhao Gui-ying
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Jilin University Changchun 130012 China
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Appraisal system a functional model of interpersonal meaning is the semantic resources speakers /writers adopt to negotiate
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particular value positions or stances with either actual or potential respondents which consists of three sub-systems namely atti-
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tude engagement and graduation. Commercial advertisements contain substantial appraisal resources of interpersonal function.
Different choices of appraisal resources help advertisers expand the interactive and negotiatory space and establish an intimate and
close relationship with potential consumers. The use of some‘raised’or‘sharpening’words highlights positive attitude so as to
facilitate the motivation of potential customers to buy the promoted products or services.

Key mercial advertising discourse interpersonal meaning appraisal system theory

广告语言是广告传播的主要媒介和表现手段。随着在该系统中是‘手段’”王振华 2001