生态语言学视阈下药品广告话语分析

The Discourse Analysis of Medicine Advertisements from the Perspective of Eco-Linguistics

摘要: 生态语言学强调语言与环境的相互作用，认为语言构建受到语言使用环境的影响，同时语言通过影响人类言行影响着自然环境和社会环境。广告作为一种日常生活中随处可见的宣传手段，也在影响着人类思考方式和行为方式，广告深层含义更反应了人类的生态观和生态理念。从生态语言学的视角以话语生态伦理为基础对药品广告话语进行了研究，研究主要包括能体现语言生态伦理的语义要素适宜性的四方面，即语境要素、传媒要素，方式和功能类型。通过对语体要素适宜性的话语分析，报告了现今国内药品广告虽大致处于话语生态伦理的可接受范围内，但存在一定的生态位缺位、错位等现象，从该角度看广告话语的语体适应性程度并不高，体现出广告话语里的生态意识仍有改进的需要的现状。

Abstract: Since the increasing developments of technology and economic globalizations, there are many new changes in societies. However, the progress of economic and social situations does not in accordance with the condition of ecology or nature; the situations of ecology become worse continually on contrary. Eco-linguistics emphasizes the interactions between language and environment, as a discipline emerged in the field of linguistics with the importance of ecological environment attached by international society. On the other side, advertisement, which is regarded as a common publicity means, has effect on thinking and doing of people in its daily life. This paper tries to figure out the ecological niche of Chinese medicine advertisements discourses through analyzing their appropriateness of language styles from the perspective of eco-linguistics.