中英文化妆品广告文本中指称关系的对比研究
衔接理论在篇章语言学和话语分析中占据着非常重要的地位。英语和汉语都有其各自成文的衔接方式。英语和汉语衔接方式使用的差异主要来源于两大方面。第一是不同的语法结构，第二是不同的文化导致的不同的思维模式，从而产生语言连接上的差异。衔接方式反映思维方式的差异以及各自的语言特点是本文讨论的重点。因此，基于前人对广告的研究以及引用韩礼德和哈桑的衔接与连贯理论，本文通过对比研究中英文化妆品广告文本来讨论衔接手段的指称关系，着重于通过例子研究指称关系的概念及特点，发现英汉化妆品广告各有其特点以及衔接方式，从而总结出其反映不同的思维方式的特点。总之，英汉衔接的语法手段的不同根源于思维上的深层差异，还有最主要的一条就在于形合与意合的差异。
关键词：广告文本，衔接，指称，形合，意合，思维方式
A Comparative Study on Reference of Chinese and English Cosmetic Advertising Texts
Abstract
The theory of cohesion is of great importance in text linguistics and text analysis. English and Chinese have their own ways of building up a cohesive text. Differences in cohesion distribution between English and Chinese mainly originate from two aspects. The first is the different grammar systems; the other is the different thinking patterns under the different culture. And this gives birth to the differences on conjoining language by using of cohesive devices. Our focus here is the arrangement in cohesion reflecting different thinking patterns and different language features. Therefore, based on previous studies of advertising, this paper is employing Halliday and Hasan’s cohesion and coherence theory as the framework. It attempts to discuss the reference of cohesion devices through the contrastive study on several stuff of English and Chinese cosmetic advertising, in doing so, the paper concerns about concepts and features of reference in the English and Chinese cosmetic advertising, and finds that printed English and Chinese advertising texts have their own features and preferred cohesive devices, with the purpose of analyzing the characteristics of different thinking patterns. In summary, differences between English and Chinese reference of cohesion derive chiefly from their deep discrepancies in thinking patterns. And another important factor is the division in hypotaxis versus parataxis.
Key Words：advertising texts, cohesion, reference, hypotaxis, parataxis, thinking pattern
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