CAJ | 학술논문

很多学者对广告标语的研究颇有兴趣，有学者从应用语言学和功能语言学的角度对广告标语中的人称指示语进行了研究，但是几乎找不到从元话语的角度来研究广告标语的文章。因此，该研究尝试应用元话语理论来对广告标语中的人称指示语进行分析，所选取的510条广告标语均来自网站。对第一人称、第二人称和第三人称指示语分别进行统计，然后应用元话语中的自我提及语和涉入语来对其中的第一人称和第二人称指示语进行具体分析。研究结果发现第二人称指示语出现的频率最高，其次是第一人称指示语，而第三人称指示语出现的频率远远低于第一人称和第二人称指示语。同时，在具体语境中，包括听话人的we（inclusive）被划分为涉入语，而自我提及语的I也可能充当涉入语的作用。因此，研究认为元话语的划分离不开其所处的具体语境，这对理解和翻译含人称指示语的广告语有着重要启示。
흔다학자대엄고표어적연구파유흥취，유학자종응용어언학화공능어언학적각도대엄고표어중적인칭지시어진행료연구，단시궤호조불도종원화어적각도래연구엄고표어적문장。인차，해연구상시응용원화어이론래대엄고표어중적인칭지시어진행분석，소선취적510조엄고표어균래자망참。대제일인칭、제이인칭화제삼인칭지시어분별진행통계，연후응용원화어중적자아제급어화섭입어래대기중적제일인칭화제이인칭지시어진행구체분석。연구결과발현제이인칭지시어출현적빈솔최고，기차시제일인칭지시어，이제삼인칭지시어출현적빈솔원원저우제일인칭화제이인칭지시어。동시，재구체어경중，포괄은화인적we（inclusive）피화분위섭입어，이자아제급어적I야가능충당섭입어적작용。인차，연구인위원화어적화분리불개기소처적구체어경，저대리해화번역함인칭지시어적엄고어유착중요계시。
Advertising slogans have gained much interest from scholars. Researches have been carried out to person deixis from pragmatic and functional perspectives, but seldom from the perspective of metadiscourse. Therefore, attempt was made to apply metadiscourse in the analysis of the 510 advertising slogans which have been collected from a website. First, the first person deixis, second person deixis and third person deixis were counted and categorized. Second, the subcategories of metadiscourse—self-mention and engagement marker, were employed to analyze the first person deixis and second person deixis. It is found that sec?ond person deixis are used most frequently among the three categories. Third person deixis are used less frequently than first and second person. In most advertising slogans, I can be interpreted as you or my as your. It suggests that in specific contexts, I can be an involvement marker as well as the inclusive we. Therefore, the idea is put forward that the distinction of metadiscourse should be carried out in specific context,which should be taken great care of in the understanding and translation of advertising slogans containing person deixis.