The Research On The Texts Of Chinese Medicine Advertisement

This paper has 100 Chinese texts of medicine advertisement from different major video websites as the study subjects,with documentation study,quantitative analysis,qualitative analysis,interdisciplinary research and other methods applied,to explore the classification,characteristic,structure,generation and understanding of medicine advertising textss in Chinese.The paper could be divided into five parts:The first part is the Introduction,briefing on the study status of texts,advertising texts,medicine advertising texts,and pointing out the significance and innovation of the research,specifying the corpus and its resources of the paper.Based on the concept definition of advertising texts and medicine advertising texts,the second part classifies medicine advertising texts in Chinese from the perspectives of its format and content,and probes into the features of such texts from three layers of syntax,rhetoric and pragmatics.On the basis of previous classification,section three starts with analyzing the structure of four types of medicine advertising texts,describing their overall structure.Then it studies the typical mode of medicine advertising texts from both micro and macro levels.Part four conducts some exploration about the generation and interpretation of medicine advertising texts in Chinese from the aspects of pragmatic presupposition and pragmatic adaptation respectively.It analyzes the type and role of pragmatic presupposition of medicine advertising texts in Chinese;according to pragmatic adaptation theory of Jeff Verschueren,it builds the adaptation mode map of pragmatic presupposition of medicine advertising texts in Chinese,and specifically analyzes how to adapt to the physical,social,mental worlds;besides,it adopts quantitative analysis to study the category of speech acts of medicine advertising texts in Chinese and interpretation is thusly elicited.The fifth part is the Conclusion,which summarizes the thesis by clarifying the research results and also the shortcomings existing.Corpus herein may work as reference for the future study of medicine advertising texts in Chinese for further supplement and perfection...