评价理论视域下服装广告语篇对比研究

A Contrastive Study of Clothing Advertising Texts from the Perspective of Appraisal Theory

摘要: 本文基于评价理论的态度子系统，以自建的小型语料库为依托，对中日文各50条服装类广告语进行定量和定性实证研究，进而探究中日服装广告语的语篇特征及其对消费者的影响。本文分别从宏观以及微观的角度解析中日广告语的异同，希望在市场全球化的背景下，为中国企业进入日本市场提供广告策略的借鉴和指引。

Abstract: Based on the attitude theory, the subsystem of appraisal theory, with the self-built small corpus, this paper makes a quantitative and qualitative empirical study on 50 clothing advertising slogans concerning in Chinese and Japanese, and further explores the discourse characteristics of Chinese and Japanese clothing advertising slogans and their impact on consumers. This paper analyzes the differences and similarities between Chinese and Japanese advertising slogans from macro and micro perspectives, hoping to provide a reference and guidance for Chinese enterprises to enter the Japanese market in the context of market globalization.