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An Analysis of the Mode of Communication in Cosmetic Advertising Discourse : A Contrastive Analysis between Japanese and Chinese Advertisements
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| Abstract | This research aims to reveal the features of the modes of the communication in 20 Japanese and chinese cosmetic advertising discourses from the perspective of theme markedness and unmarkedness and the... thematic progression patterns, based on Halliday's Functional Grammar. The result is that, Japanese and Chinese cosmetics advertising discourses have both similar and different characteristics. The similar characteristics show that there are much more unmarked themes used in both Japanese and Chinese advertisements. As for the thematic progression pattern, Japanese advertisements tend to offer information using the continuous thematic progression pattern, in which the focus information comes at the end of the discourse. On the other hand, Chinese advertisements tend to offer information with the simple linear thematic progression pattern, in which the focus information comes at the beginning of the discourse.show more |
| Table of Contents | 1. はじめに 2. 研究の枠組の背景の説明 3. 分析の枠組の概念の説明 3. 1 テクスト形成的意味を支える要素──主題(テーマ)と題述(レーマ) 3. 2 主題の構造 3. 3 主題の展開構造 4. 対照分析 4. 1 データ 4. 2 化粧品広告ディスコースにおける主題の有標／無標 5. 考察 6. 終わりに 参考文献 分析対象雑誌show more |
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| Created Date | 2021.10.07 |
| Modified Date | 2021.12.13 |