英语广告中的生态批评话语分析

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对接文化自信的英语作格动词之生态语言学层面分析

媒介与文化研究MEIJIE YU WENHUA YANJIU- 143 -一、生态批评话语分析Haugen（1972）定义生态语言学为一门研究语言和周边环境或社会影响因素之间关系的学科（王，2007：53-57）。

韩礼德（1990）认为，应用语言学发展所面临的挑战推动着人们去研究生态后果和语言使用之间的联系。

Fill（2001）总结Haugen（1972）and Halliday （1992）的两点：第一，生态语言学是比喻，将生态学看成是天然语言学，关注物种和语言多样性；第二，生态学是生物学，语言和生态学之间具备联系，生态学范畴可理解语言应用。

本文运用生态批评话语分析来审视动词作格应用，从而研究作格性应用的生态影响及其产生原因，展现了“命运共同体”人类语言的实践。

生态批评话语分析（Eco-critical discourse analysis）包含批评话语分析在分析文本的环境及环境保护方面的运用，分析潜在的语言假设和深层次隐含信息，以及分析为取得某些环境目标所做出的评论性话语（Stibbe 2012， Harr é et al. 1999）。

它研究语言与社会或语言与意识形态之间的关系，在揭露潜在破坏性意识形态的同时，还研究了话语呈现。

韩礼德对于语言系统中非生态因素的评论，引起越来越多有关语言生态影响（Halliday，1992；Goatly，1996；Gerbig，1993；Alexander，1996）的讨论和生态批评话语分析（Jung，2001；Gerbig，1993；Mühlhaüsler，1996）的讨论。

生态语言学家从语言和言语不同层面上评论语言并指出非生态的语言使用和人类中心说都是从有利于人类命运共同体的角度去呈现自然世界的。

在传统语法中，主体经常是人类或者有意识类而客体往往是被动的无意识存在。

并且主体、客体以及其周围因素的分类阻碍了我们对于“世界是一体的”这一事实的客观认知。

英美文学作品中的生态批评

英美文学作品中的生态批评
生态批评理论作为一种文学理论的分支，在不断发展的文学领域，从另一个角度变换传统思维研究文学的创作，探讨人类自身的生存方式以及对待生态环境的态度。

与各种各样的生态主义批评思想相比较而言，文学上的生态批评的发展要晚很多。

生态批评理论的建构不断趋于完善，应用面越来越广，逐渐应用到了文学批评理论的实践，为文学批评注入了新的血液。

生态文学代表人物、美国哈佛大学的劳伦斯·布依尔在《生态批评暴动》一文中说，融入了自然环境的文学作品创作成为一场大规模运动的发展时间很短，而在此之前，发达国家对于生态环境的批评性阅读已经持续很久。

对于人与生态环境的关系的研究，文学创作者对其的关注度越来越高，逐步将其应用到作品之中。

有一些生态学者在作品中阐述：生态问题是唯一值得我们奋斗的事情，没有了地球，就没有我们人类的一切。

对环境的不断透支、不断索取，迟早会报复在人类自己身上。

美国后现代理论家大卫·格里芬指出：“现代性的危机持续危及我们星球上的每一个幸存者。

人类对世界观与现代社会中存在的军国主义、核主义和生态灾难的关系认识的加深，极大地推动人们去查看后现代世界观的依据，去想象人与同类、人与自然甚至整个宇宙之间关系的后现代方针。

”。

生态话语分析话题、特征及启示

生态话语分析话题、特征及启示一、本文概述本文旨在探讨生态话语分析这一新兴领域，阐述其重要话题、核心特征以及对我们理解现实世界和构建可持续发展社会的启示。

生态话语分析是一种跨学科的研究方法，融合了语言学、生态学、环境科学等多个学科的理论和实践，旨在揭示语言与生态环境之间的紧密联系，并倡导通过语言的力量推动生态保护和可持续发展的进程。

本文将首先概述生态话语分析的基本概念和发展背景，接着深入探讨其核心话题和特征，最后阐述其对我们认识世界和推动社会变革的重要启示。

二、生态话语分析的主要话题生态话语分析作为一种跨学科的研究方法，旨在探讨人类语言与生态环境之间的相互关系。

在这一领域中，研究者们关注多个重要话题，从多个角度揭示了语言在生态环境中的作用与影响。

生态话语分析关注人类活动对生态环境的影响。

这包括工业生产、城市发展、资源开采等方面。

语言在这些活动中发挥着关键作用，不仅用于描述和解释这些行为，还参与了决策过程，影响了人类对待生态环境的态度和行为。

因此，生态话语分析的重要话题之一是如何通过语言来揭示和反思人类活动对生态环境的负面影响，并提出相应的解决策略。

生态话语分析关注生态环境问题的社会和文化维度。

生态环境问题不仅仅是自然科学的问题，也是社会科学和文化研究的重要议题。

语言作为社会和文化的载体，反映了人们对生态环境的认知、态度和价值观。

因此，生态话语分析关注如何通过语言来揭示和批判社会文化因素在生态环境问题中的作用，推动社会对生态环境问题的关注和反思。

生态话语分析还关注生态环境保护的策略和行动。

语言在推动生态环境保护方面具有重要作用。

通过倡导绿色生活方式、呼吁公众参与、传播生态知识等方式，语言可以激发人们的环保意识和行动。

因此，生态话语分析的重要话题之一是如何通过语言来构建和传播生态环境保护的理念和行动，促进生态环境的改善和可持续发展。

生态话语分析的主要话题涵盖了人类活动对生态环境的影响、生态环境问题的社会和文化维度以及生态环境保护的策略和行动等方面。

生态批评三分法英文

生态批评三分法英文Title: Ecological Criticism: A Trifecta Approach.Ecological criticism, often referred to as ecocriticism, is an interdisciplinary field that explores therelationship between literature and the natural world. It examines how human beings perceive, represent, and interact with the environment in literary works. This approach aimsto promote environmental awareness and sustainability by analyzing the ecological implications of literary texts. In this article, we will delve into the trifecta approach of ecological criticism, which encompasses the three key dimensions of ecocriticism: the ecological perspective, the literary analysis, and the ethical dimension.1. The Ecological Perspective.The ecological perspective is the foundation of ecocriticism. It focuses on understanding the natural world as a complex, interconnected system, rather than acollection of individual entities. This perspective emphasizes the interdependence of all living beings and the need to view the environment as a holistic entity. In literary works, the ecological perspective encourages readers to notice the representation of nature, the ways in which it is described, and the role it plays in the overall narrative.For example, in a novel set in a rainforest, the ecological perspective would encourage readers to consider the rich biodiversity of the rainforest, the intricate webs of life that exist within it, and the impact of human activities on this ecosystem. By doing so, readers become more aware of the fragility and beauty of the natural world and the need to protect it.2. The Literary Analysis.The literary analysis is the core of ecocriticism. It involves a close reading of literary texts to identify themes, symbols, and images related to nature and the environment. This analysis explores how authors uselanguage to represent nature, their attitudes towards it, and the ecological messages they convey through their works.For instance, in a poem about the beauty of a sunset, a literary analysis would delve into the poet's use of imagery, metaphors, and rhythm to evoke the emotional response of the reader towards the natural phenomenon. By analyzing these literary devices, we can gain insights into the poet's perspective on nature and their ecological values.3. The Ethical Dimension.The ethical dimension of ecocriticism extends the scope of analysis beyond the literary text to consider the implications of human actions on the environment. It encourages readers to evaluate their own behaviors and the impact they have on the natural world. This dimension of ecocriticism aims to foster a sense of environmental responsibility and ethical awareness among individuals.For instance, in a novel that explores the consequencesof unchecked industrialization, the ethical dimension would prompt readers to reflect on their own consumption habits, the impact of their actions on the environment, and the need to adopt more sustainable practices. By examining these ethical implications, ecocriticism encourages readers to become active agents of change in promoting environmental sustainability.In conclusion, the trifecta approach of ecological criticism provides a comprehensive framework for analyzing the relationship between literature and the natural world. By integrating the ecological perspective, literary analysis, and the ethical dimension, ecocriticism promotes environmental awareness, sustainability, and ethical responsibility among readers. As we delve deeper into the world of literary texts, we must remember that our actions and choices have consequences that extend beyond the pages of a book to the very fabric of our planet. It is only through a mindful and critical engagement with literature and the environment that we can hope to create a more harmonious and sustainable future for ourselves and our planet.。

英汉环保语篇的生态话语对比分析

英汉环保语篇的生态话语对比分析英汉环保语篇的生态话语对比分析随着环境问题的日益凸显，环保话题在英汉语境中的讨论也越来越频繁。

英汉两种语言在环保话语中存在着一些差异，这不仅涉及语言结构的差异，还涉及到文化背景和价值观念的差异。

本文旨在通过对比分析英汉环保语篇中的生态话语，探讨英汉两种语言对待环保话题的不同方式，并探究其中的文化差异。

首先，英汉环保语篇存在着不同的语言结构和语法特点。

在英语中，强调句式常用于表达环保主题，例如：“Only by reducing carbon emissions can we protect the environment.” 这种句式会使句子更加肯定和强调环保对环境的重要性。

而在汉语中，可能会采用反问句结构来表达环保主题，例如：“难道我们不应该保护我们的家园吗？” 这种句式会通过反问的方式来鼓励人们对环保问题的思考和行动。

其次，英汉环保语篇在表达环保价值观念上存在着显著差异。

英语环保语篇中通常会强调个体责任和行动，强调每个人都有义务保护环境。

例如：“It is our responsibility to recycle and reduce waste.” 这种表达方式强调了个体的责任和行动。

而在汉语环保语篇中，可能更强调社会责任和团体行动。

例如：“保护环境是每个公民的义务。

” 这种表达方式突出了团体和社会的责任，呼吁大家共同行动。

此外，英汉环保语篇的修辞手法也有所不同。

英语环保语篇中常使用修辞手法来增强语言的说服力，例如比喻、夸张和反复强调。

例如：“Our planet is on the brink of disaster. If we don't take immediate action, it willbe too late.” 这种修辞手法通过夸张和比喻来强调环保问题的紧迫性。

而在汉语环保语篇中，可能更常使用静态描述和实事求是的表达方式。

例如：“环境污染问题已经严重影响人们的健康。

英语广告中的生态批评话语分析

Vol.10No.12013年1月第10卷第1期Journal of Hubei University of Economics(Humanities and Social Sciences)湖北经济学院学报（人文社会科学版）Jan.20131.生态语言学生态语言学（ecolinguistics ）是生态学和语言学相结合而形成的交叉学科。

其宗旨是“研究任何特定语言与环境之间的相互作用关系”。

（Haugen ，1972）近几十年以来，人口急剧增长、社会和经济发展、环境污染、不合理的资源开发导致生态环境遭受了前所未有的破坏。

全球生态环境的恶化使人们渴望和谐的生态环境，不同学科的学者们也在积极寻找各种途径以防止生态环境的进一步恶化。

生态语言学正是在这种背景下产生的。

（王晋军，2007）生态语言学的研究范围相当广泛，但总体上说来可归入Halliday 和Haugen 所创的两大研究领域。

第一，用“生态”作为语言在环境系统中的隐喻，此类研究强调会强化或弱化语言功能的环境因素。

第二，从生物学角度理解“生态”的含义并探讨语言对环境的影响。

前者被称为“语言的生态学”，重视诸如语言多样性、濒危语言、语言活力、语言进化一类的问题。

后者被称为“环境语言学”，研究课题涉及对特定语言系统的生态学分析、语言对生态系统的作用、生态语法等。

（范俊军，2005）从生态语言学的角度出发的话语分析吸收了当代批评语言学的理念，即从生态学出发去批评和分析在语言上社会化的生态意识形态和行为。

对话语和语篇的生态学批评主要集中在对“表面生态化”（surface ecologization ）现象的分析。

如今，到处都是“绿色广告”，声称其产品或技术是“绿色”的、“环境友好”的，这种现象可归入语言使用的“表面生态化”。

语篇的生态学分析就是要揭开这种表面生态化的虚伪面纱。

本文通过对英语化妆品和汽车广告进行生态批评话语分析，试图揭示这些广告中表面生态化的现象，并指出其对环境的潜在的危害，提高人们对语篇中的非生态现象的识别能力。

中英文商业广告的批评性话语分析

Ａｂｓｔｒａｃｔ：ＣｒｉｉｔｃａｌＤｉｓｃｏｕｓｅｒＡｎａｌｙｓｉｓｉｓａｎｅｗｄｉｓｃｏｕｓｅｒａｎａｌｙｓｉｓｍｅｔｈｏｄ．ＴａｋｉｎｇｈｅｔＣｈｉｎｅｓｅａｎｄＥｎｇｌｉｓｈｃｏｍｍｅｒｃｉａｌａｄｖｅｒｔｉｓｅｍｅｎｔａｓｔｈｅｃｏｒｐｕｓ，ｔｈｉｓｐａｐｅｒｔｈｉｎｋｓｔｈａｔｈｅｔＣｒｉｔｉｃａｌＤｉｓｃｏｕｓｅｒＡｎａｌｙｓｉｓｃａｎｒｅｖｅａｌｈｅｔｉｍｐｌｉｃｉｔｉｄｅｏｌｏｇｉｃａｌｓｉｇｎｉｉｆｃａｎｃｅｏｆａｄｖｅｒｔｉｓｅｍｅｎｔ，ａｎｄｅｘｐｌａｉｎｓｈｏｗｔｏｉｎｌｆｕｅｎｃｅｃｏｎｓｕｍｅｒｓｏｕｔｌｏｏｋｏｎｌｉｆｅｈｒｔｏｕｇｈｔｈｅｉｍｐｌｉｃｉｔｉｄｅｏｌｏｇｙｏｆａｄｖｅｒｔｉｓｅｍｅｎｔｗｈｅｎｃｏｎｖｅｙｉｎｇｔｈｅｐｒｏｄｕｃｔｉｎｆｏｒｍａｔｉｏｎｔｏｔｈｅｐｅｏｐｌｅｂｙａｄｖｅｒｔｉｓｅｍｅｎｔ，ＳＯａｓｏｔａｅｂｉｅｖｅｈｅｔｐｕｒｐｏｓｅｏｆｇｕｉｄｉｎｇｈｅｔｍａｓｓｃｏｎｓｕｍｅｒｂｅｈａｖｉｏｒ．

批评性话语分析香水广告“Very Irresistible Givenchy”

型的成熟女性形象。其次，广告文本中性感的语境尤为突出，在西方性感被认为是最具代表性的女性特征之一。在广告中
（ｅｔｉｇｄｓｏｒｅ）ｉｎｉｎｉｕｓｓ，思考读者位置（ｉｋｎｂｕｅｄｆｙｃｔｎｉｇａｏｔｈｈｔｒａｉｇｐｓｏ），ｅｄｎｏｉｎ等我们可以获得语言背后的潜在的信息及ｉｔ文化，洞悉语言与文化之间的关系（ａ，０３。本文以纪梵Ｃｒ２０）ｒ希公司推出的“ ｅｒｓｔｌＧｖｎｈ ” 倾城之魅）ＶｒＩｅｉｂｅｉｅｙ（ｙｒｓｅｉ香水广告为例，进行批评性话语分析，来展示文化与语言之间的相互构建关系及教学启示。
“
ｓｎｕｉ ” “ｅｓｔｎ，ｂａｋｄｅｓａｄ８ｌｕ ”等这样描ｅｓａｔ，ｓｎａｏ ” “ｌｃｒｓ” “ｅ￥ａｌｙｉｎ１ｌ写女性性感的词。一语境也因图片中ＬｖＴｌ在床上性感这ｉｙｒｅ
的打扮和姿势得到了进一步强化，而右下角的“ 倾城之魅 ” 香水暗示了ＬｖＴｌｒ为典型代表的女性的魅力和性感与该ｉｙ作ｅ香水密不可分。广告撰写者通过对词汇精心选择和形象别出心裁的设计，为成熟女性树立完美典范或者说设立了标准。在西方文化中，熟女性应该是具有女人味的，成尤其是应该性感迷人。如果一位女子具有如此特征，那她就具有“ 顷城之魅” ，
性，性感和自然。首先，广告中的女性语境是不言而喻的。广告针对３０来岁成功女性，这一点可以从它的代言人，出生于
产生它的自身意义。通过分析探究语言特征这一表面现象，批

系统功能语言视角下的生态话语分析——以英文公益短片Nature_Is_Speaking为例

ENGLISH ON CAMPUS2022年43期总第639期系统功能语言视角下的生态话语分析——以英文公益短片Nature Is Speaking为例摘　要：生态话语分析从生态的角度审视语言的结构和使用。

本文从及物性、作格性、语气等对纪录片Nature Is Speaking的文本进行生态视角的解读，探究话语生产者如何通过语言手段有效地影响受众对生态的认识。

研究发现，该纪录片主要通过过程类型和作格模式的选择、主位结构和信息结构的安排等手段“突显”人类赖以生存的生态系统和生命体以及过度消耗所带来的生态破坏，从而抵制“自然是用之不尽的资源宝库”，提倡人类应尊重、关爱自然并直面各种生态问题。

关键词：生态话语分析；环保纪录片；系统功能语言学作者简介：李曼（1997.03-），女，浙江温州人，浙江师范大学，硕士研究生，研究方向：系统功能语言学、话语分析。

生态话语分析是生态语言学的研究范围之一，旨在发现语言使用中对生态保护具有消极影响的因素。

如Gerbig、Schleppegrell发现采用名物化可以省略或掩盖施事，从而避免谈及行为的责任主体。

还有学者如Stibbe、Slater等采取批评话语分析模式对猪肉行业、动物制品等话语进行分析，发现人类活动造成的环境破坏在主流话语中往往被淡化。

近年来，生态语言学在国内发展较快。

韩军指出国内生态语言学的研究对语言的批评或微观研究偏少。

面对这一情况，中国学者积极开展尝试。

如赵蕊华以银无须鳕为例，从系统功能视角出发分析了生态评估报告中构建非人类动物身份的手段，从而揭示了生态报告中的问题。

杨阳从生态语言学的视角分析了《卫报》新闻报道中的态度资源，揭示了西方主流媒体在气候问题上的意识形态。

一、目的及意义Nature Is Speaking上映于 2015 年，是由国际非营利环保机构——保护国际基金会制作的环保公益短片。

该短片中大自然被赋予生命，呼吁人类感知大自然的所知所见，蕴含了丰富的生态意识。

生态环境宣传标语英语作文

生态环境宣传标语英语作文Introduction:Environmental conservation is a critical issue that affects every aspect of life on Earth. As an English teacher, I encourage my students to not only understand the importance of preserving our environment but also to express their commitment through creative and impactful slogans. In this essay, I will present a collection of English slogans that can be used for environmental campaigns and discuss their significance.Body:1. "Think Green, Live Clean"This slogan emphasizes the connection between our thoughts and actions. It encourages individuals to make eco-friendly choices in their daily lives, leading to a cleaner and healthier environment.2. "Go Green, Save the Scenery"This phrase highlights the beauty of nature and the importance of preserving it. By choosing sustainable practices, we can protect the scenic landscapes for future generations to enjoy.3. "Recycle, Reuse, Rejoice"This catchy slogan promotes the three R's of environmental conservation: reduce, reuse, and recycle. It reminds us thatsimple actions can lead to significant environmental benefits.4. "Earth's Future, Our Choice"This slogan underscores the responsibility we all share in shaping the future of our planet. It calls for collective action and conscious decision-making to ensure a sustainable future.5. "Pollute Less, Live More"This phrase suggests that by reducing pollution, we can improve not only the environment but also our quality of life. It's a call to action to make choices that benefit bothpeople and the planet.6. "The Earth Doesn't Need New Year's Resolutions, It Needs You"This slogan reminds us that the Earth requires ongoing care and attention, not just annual pledges to change. It's a reminder of the持续性 (sustainability) of our efforts.7. "Don't Let Your Carbon Footprint Be Bigger Than Your Shoe Print"This humorous slogan encourages individuals to consider the impact of their actions on the environment, particularly in terms of carbon emissions.8. "Conservation: It's Not Just a Buzzword, It's a Lifestyle" This phrase challenges the notion that environmental conservation is a passing trend. Instead, it's a way of life that requires consistent commitment and effort.Conclusion:Environmental slogans serve as powerful tools to raise awareness and inspire action. They are a means to communicate complex environmental issues in a simple, memorable way. By incorporating these slogans into our daily conversations and campaigns, we can help foster a culture of environmental responsibility and encourage others to join the fight for our planet's survival.。

英语教学生态话语分析报告

英语教学生态话语分析报告# 英语教学生态话语分析报告## 1. 引言本报告旨在分析英语教学中的生态话语，探讨其在学生学习动力、教师角色和学校支持方面的影响。

通过对生态话语的分析，我们能够更好地理解英语教学生态系统，并为教育实践提供有效的指导。

## 2. 生态话语在学习动力中的作用生态话语在学习动力方面起到重要的作用。

学习动力是学生对学习的主动性和积极性，生态话语可以激发学生的学习热情和兴趣。

例如，教师在课堂中使用正向的语言和鼓励的话语，可以提高学生的自信心和学习动力。

同时，积极的生态话语还可以帮助学生建立良好的自我认知和自我激励机制，从而更好地实现学习目标。

然而，生态话语也可能对学习动力产生负面影响。

消极的话语或负向评价可能会削弱学生的学习兴趣和自信心，降低他们的学习动力。

因此，教师在使用生态话语时，应注意使用积极正向的语言，并避免对学生产生消极影响的话语。

## 3. 生态话语对教师角色的影响生态话语对教师角色起到重要的影响。

教师的话语方式和选择会直接影响学生对老师的认知和态度。

积极鼓励的话语可以建立良好的师生关系，增强学生对教师的尊重和信任，使教师更好地发挥教学的作用。

此外，生态话语还可以通过激发学生的积极性和创造性，推动教师在教学中更加灵活和多样化。

教师可以通过与学生之间的交流和互动，更好地了解学生的需求和兴趣，从而调整教学内容和方式，更好地满足学生的学习需求。

## 4. 学校支持在生态话语中的重要性学校对生态话语的支持对教学有着重要的影响。

学校可通过制定相关政策和提供相应资源来促进积极的生态话语。

例如，学校可以建立师生互动平台，促进教师和学生之间的沟通和交流，为教师提供持续的专业发展机会，提高他们的生态话语水平。

此外，学校也应重视教育环境的改善，创造积极的学习氛围，使学生和教师能够在良好的环境中进行教学和学习。

学校支持对于培养积极向上的生态话语至关重要，有助于全面提升教学质量。

## 5. 结论生态话语在英语教学中起着重要的作用，对学生学习动力、教师角色和学校支持都具有重要的影响。

ecological discourse analysis -回复

ecological discourse analysis -回复什么是生态话语分析？生态话语分析是一种研究环境问题和生态关系的学术方法，它关注语言和话语在塑造我们对自然世界的认识和行动中的作用。

生态话语分析着重于分析环境相关的文本和讨论中的权力、意识形态、价值观和社会关系，以揭示背后的权力结构和参与者的利益。

生态话语分析的目标是理解环境问题的复杂性以及我们对其的认知和理解如何通过语言表达。

通过研究环境话语的社会构建过程，我们可以揭示与环境问题相关的权力关系和利益冲突。

生态话语分析的研究方法包括文本分析、语言分析和话语分析等。

在进行生态话语分析时，有几个核心问题需要回答。

首先，我们需要了解哪些权力和利益在特定环境话语中扮演主导角色。

这可以通过分析话语参与者的身份、背景和关系来确定。

例如，政府、企业、非政府组织和公众等不同的参与者在环境讨论中可能拥有不同的权力和利益。

其次，我们需要考虑社会构建环境问题的过程。

环境话语中的语言使用和话语结构可以反映出不同参与者对环境问题的认识、态度和立场。

通过分析这些话语特征，我们可以了解不同利益集团如何通过塑造环境话语来推进自身的议程或保护自身的利益。

第三，我们需要分析环境话语中的价值观和意识形态。

环境问题往往涉及到对资源的分配和权力的竞争，而这些都与价值观和意识形态密切相关。

通过分析环境话语中涉及的价值观和意识形态，我们可以了解不同社会群体对环境问题的理解和评价，以及这些评价如何塑造行动和政策。

最后，我们需要关注环境话语的影响和后果。

环境话语不仅仅是一种表达方式，它也会对环境政策、行动和公众意识产生影响。

通过分析环境话语的影响，我们可以了解某种环境论述如何塑造公众对环境问题的认知和行动，并评估其对环境可持续性的影响。

总之，生态话语分析是一种重要的研究方法，通过分析环境话语的权力、社会构建、价值观和影响，揭示出环境问题背后的关系和动力。

这种分析可以帮助我们更好地理解和解决环境问题，促进可持续发展。

中英文商业广告的批评性话语分析

中英文商业广告的批评性话语分析摘要：批评性话语分析是一种全新的语篇分析方法。

以中英文商业广告为语料，通过批评性话语分析可以揭示广告中隐含的意识形态意义，并说明广告在向人们传达商品信息的同时，如何通过隐藏的意识形态不自觉地影响消费者的生活观念，达到引导大众消费行为的目的。

Abstract: Critical Discourse Analysis is a new discourse analysis method. Taking the Chinese and English commercial advertisementas the corpus, this paper thinks that the Critical Discourse Analysis can reveal the implicit ideological significance of advertisement, andexplains how to influence consumers' outlook on life through the implicit ideology of advertisement when conveying the product informationto the people by advertisement, so as to achieve the purpose of guiding the mass consumer behavior.关键词：批评性话语分析；商业广告；意识形态Key words: Critical Discourse Analysis；commercial advertisement；ideology 中图分类号院H03 文献标识码院A 文章编号院1006-4311（2014）29-0306-02 0 引言广告是大众消费中的一种重要媒介，是公共语篇的主要体裁之一，它借助于现代媒体的传播优势渗透在我们生活的方方面面。

野性的呼唤的生态批评解读

An Ecocritical Interpretation of The Call of the Wild1.0IntroductionJack London is one of the most important writers in America. He was born on January 12, 1876 in California. He had not become the highest-paid, most widely-read, and best-known writer in America until he was 37 years old. As a young man, London always looked forward to travel to the "raw edges" of the world, and many stories in his writing derive from his own experience. During those years, his family was very poor, and London had to leave school to make money. He worked hard in many different jobs, from a pirate in San Francisco Bay, to a tramp across America. Finally, tired of adventure and determined to improve himself, London returned to Oakland, and later, he graduated from high school in 1895. At that time, London even got permission to the University of California at Berkeley, but he did not stay long. As the Klondike Gold Rush in Canada's Yukon Territory had begun, London left his college to find gold in the snowy North in 1897.The experience in the Klondike served as an important turning point in Jack London's career. Instead of being rich, London did gather sufficient material for a series of stories for his writing. He went back and began to write. During these years in the Klondike and the period of the Alaskan Gold Rush, Jack London finished his probably most significant body of work which set in the Far North. These short stories and novels first were published in magazines, and then collected and published in his first book, The Son of the Wolf (1900). This gave him a great encouragement to pursue his literary career. London's best works also include The Call of the Wild (1903), The Seawolf (1904), White Fang (1906), The Iron Heel(1908), and Martin Eden(1909). His short stories are collected in such books as Children of the Frost (1902), When God Laughs (1911) and South Sea Tales (1911).His novel The Call of the Wild,an experimental novel, published in 1903, is considered as one of London's the most-read books and establishes his status in western literature. Since the protagonist is a dog, sometimes it is regarded as an animal fable, suitable for children. However, the dark tone and the numerous scenes of violence andcruelty in the novel show the essence of human nature, thus someone called it "Darwin type epic". The novel criticized anthropocentrism by describing the relationship between man and animal, human's extended lust to gold and their maltreatment of animals. Since published more than one hundred years ago, The Call of the Wild has received great attention both from domestic and foreign literature researchers. The chief topic of the novel is usually the philosophy of the "survival of the fittest". A close reading of the novel reveals the fact it is full of ecological color. In this work, London expressed his disgust of human's maltreatment of animals for their own sake; he also criticized the foolish behavior by disobeying the nature law; besides, he gave a high praise to the harmonious relationship between dog and animal. Since few critics concerning London's ecological consciousness in this famous novel, it is worth reinterpreting and redefining The Call of the Wild from the perspective of ecocriticism.2.0Jack London and EcocriticismAs an important writer of American literature in the early 20th century, Jack London is regarded as a naturalist. Nature is one of the main themes in his works. And his works are full of ecological consciousness by caring about human-nature relationship, human's anthropocentrism and their action of maltreating animals, etc.2.1 A Brief Overview of EcocriticismAs a new kind of literature criticism, many people may not be very familiar with or even know it,it is of great necessity to give a brief overview of ecocriticism.2.1.1 Definition of EcocriticismIn the twentieth century, with the development of the technological revolution, human world changed a lot. On the one hand, it benefited mankind with unparalleled wealth; on the other hand, it also destroyed the ecological balance tremendously and unfortunately. Many environmental disasters arouse the public awareness, making more and more people rethink their relationship between man and nature. Therefore, during the late 1960s, a new era of global ecology movement has emerged. And it is reflected as ecocriticism in literary study.The prefix, "eco-”, in "ecocriticism" comes from the Greek "oikos", and describes the meaning of living place of human being. Criticism means giving the judgment about the good and bad qualities of something or somebody. And combined by these two words, ecocriticism refers to the judgment of human's living place. Here, “ecocriticism”, as a new way of literature study method, means “the analysis and judgment of the merits and faults of a literary work” (Li Zhenbang, 2005: 401).Ecocriticism appears with various kinds of names, commonly as ecological criticism, ecopoetics, environmental literary criticism, ecological literary criticism, green cultural studied, environmental literature etc. But no matter what title it is, the research object and purpose of ecocriticism are consistent, namely, the interpretation of refection of nature in literature works, and the exploration of relationship between natural environment and human culture. According to Cheryll Glotfelty, “ecocriticism refers to the study of relationship between literature and nature”(Cheryll, 1996: 1). This definition seems simple, but in fact it contains rich contents. Firstly, ecocriticism does not follow the “anthropocentric”tradition in the study of literary theory, but advocates “ecocentrism”, extending the definition of the “world”which limited in “the human‟s society”into referring to “the whole ecological system” in the discussion of “the relationship between writer, text and the world”(Li Shujie, 2004: 90). Secondly, from the perspective of ecocriticism, the problem of human society should not be the only issue that literary writing and comment confront.Glotfelty also criticizes that although modern literary criticism developed greatly, it has obviously ignored the main concern of modern human civilization, namely the global environmental crisis. Reading the newspaper, you can get all kinds of information about environmental pollution. In the field of literary criticism, you see most of the race, class, and gender. It seems like only these are the most important issues of the 20th century, but you cannot imagine how serious test the life system of earth is suffering from. Ecocriticism is an effort made by a group of scholars with strong sense and social responsibility in order to change this kind of situation.2.1.2 The Development of EcocriticismAs a new trend of criticism, ecocriticism, firstly, appeared in America, and was spreadover the world rapidly. This concept can be traced back to 1970s. In 1974, Joseph W. Meeker put forward the term of “literary ecology” in his essay The Comedy of Survival: Studies in Literary Ecology. He claimed that criticism should discuss the relationship between human and other species. He also tried to interpret the ancient drama, Dante, Shakespeare and contemporary literature from the perspective of ecological criticism.In 1978, the term “ecocriticim”was produced by William Rucckert in his work Literature and Ecology: An Experiment in Ecocriticism. Rucckert also advocated the combination of ecology and literature in literary criticism. His opinion did not get attention until 1989, the year in which the meeting of Western Literature Association was held.In Britain, ecocriticism began in 1990s, and its founder is Jonathan Bate, a professor of the University of Liverpool. In 1991, Bate put out his Romantic Ecology, in which he interpreted romantic literature from the perspective of ecology. The term of ecocriticism also appeared in this book, but Bate named it as literary ecocriticism. Some scholars believe that the publication of this work marks the beginning of ecocriticism in Britain.In the new century, ecocriticism is achieving great popularity. Ecocriticism spread through the world rapidly, not only in America and Britain, but also in the other western countries. For example, Denmark eco-critic Svend Erik Larsen, Germany scholar Jan Hollm, Fremch professor Alain Suberchicot and Walter Rojas Perez from Latin America. All of them make great contributions to the development of ecocriticism.Besides western countries, China also witnessed the development of eccriticism. In 1994, Jonathan Bate‟s Romantic Ecology appeared on Foreign Literature Review. 2002 is a crucial year for ecocriticism in China. This year, Development and Origin of Ecocriticism, an introductive essay written by Wang Nuo, was published in Literature and Art Studies. In this book, Wang informed Chinese readers of the development and works of eocriticism in the west. In 2006, Professor Hu Zhihong described the basic theory of ecocriticism and its influence in his A Study of Western Ecocriticism. Besides these important works, there are more and more communication between scholars in this field both of western countries and China.After the brief overview of ecocriticism, we know that the goal of ecocriticism is not only the study of the relationship between human and nature, but also spreads ecologicalthoughts through the world. That is to say, the purpose of ecocriticism is on the one hand to explore the ecological ideas in literature and on the other hand to help people realize the ecological problems in the real world and arouse public‟s attention of ecological protection.2.2 Formation of Jack London’s Ecological IdeasJack London is one of the representative writers in America. As a naturalist, nature is the main theme of his works. His experience is the great source of his stories. Many scholars point out both the historical context and his personal life experience contributes to the formation of London‟s ecological ideas.2.2.1 Historical ContextSince nineteenth century, scientific technology and industrialism have developed rapidly and unprecedentedly. Industrialism produced financial giants, but at the same time created other problems, especially ecological crisis. That is to say, natural resources did not get correct and reasonable use during the process of the Industrial Revolution. In order to pursue the fortune, people violate natural rule and destroy natural beauty and ecological balance, bringing devastating disaster to nature and themselves.Jack London(1876-1916), one of the most famous writer in America, was born in 1876, after the end of Civil War, and died in 1916, before the beginning of the First World War. London‟s whole life witnessed the great changes in American society, for example, the rapid development of capitalist economy, Gold Rush and the economic crisis in 1873. During this period, Americans did not depend on the wilderness closely, but had a new contact with urbanized civilization.The great development of industrialization did not make everybody realize their dreams, and the fact is that most of the wealth was under the control of the few. The process of the society is at the cost of the great environmental pollution. People began to question modern society. Jack London was one of them. He wrote many works with the theme of nature, showing his great anxiety of industrial civilization. The Call of the Wild is one of the most representative works to reflect his concern about the relationship between human beings and nature.2.2.2 Life ExperienceJack London, born in San Francisco, California, came from the bottom of the society. When he was a child, his family was very poor, and London had to leave school to make money. He worked hard in many different jobs, from a pirate in San Francisco Bay, to a tramp across America. Finally, tired of adventure and determined to improve himself, London returned to Oakland, and later, he graduated from high school in 1895. At that time, London even got permission to the University of California at Berkeley, but he did not stay long. As the Klondike Gold Rush in Canada's Yukon Territory had begun, London left his college to find gold in the snowy North in 1897.Although suffering from his early unfortunate life experience, London made his way up to the summit of the social hierarchy through hard work and sheer will power. “H e read Marx, Charles Darwin, and Nietzsche, among others, and was self-educated in natural law and determinism. He wrote in quick succession and sold well” (Chang Yaoxin, 2008: 152).The experience in the Klondike served as an important turning point in Jack London's career. Instead of being rich, London did gather sufficient material for a series of stories for his writing. During these years in the Klondike and the period of the Alaskan Gold Rush, Jack London finished his probably most significant body of works which set in the Far North. In his stories, London exposed people‟s life at that time. They desired for free life and gold. They destroyed the mature for hunting wealth. All of these were written on the basis of his experience, which has great ecological values nowadays, especially his masterpiece The Call of the Wild.In a word, the formation of Jack London‟s ecological consciousness is the result of both historical context and life experience. After the above analysis, we can see the development of civilization should keep pace with the improvement of human‟s attitude to nature. Ecoceiticism emerges at the right time to cater this serious situation, waking up people‟s awareness to find a correct way to balance the development of human society and the nature.3.0 The Analysis of Ecological Ideas in The Call of the WildThe Call of the wild, the most representative work of Jack London, can fully reflect his ecological consciousness. It tells a story that a dog, Buck, from the civilization of human society to wolves, and finally returned to the primitive nature. By analyzing the novel, it is obvious to find out that the ecological ideas is mainly reflected in the criticism of anthropocentrism and the strong love for animals. Referring to the criticism of anthropocentrism, it mainly concerns human‟s maltreatment of animals and their extended lust. The following section is gonging to deal with them step by step.3.1 Criticism of AnthropocentrismAnthropocentrism is the view that human is the center of reality. In the light of anthropocentrism, human beings regard themselves as the only existence, and they dominate other things on earth. Everything on earth, both the living and no-living, are created for the dominator—human beings. In Jack London‟s The Call of the Wild, his criticism of anthropocentrism is revealed in two aspects. The first one is human‟s maltreatment of animals. The second one is human‟s extended lust for gold.3.1.1 Human’s Maltreatment of AnimalsEnvironment ethic is a field made up of two movements, i.e. the animal rights and ecological thoughts. The similarities of these two movements are that both of them fight against anthropocentrism and both of them respect nature and life. Animals, as part of nature, should be equal to other species on earth, including human being. However, the serious fact is that they are always treated unfairly and miserably, which arouses ecocentrists‟great concerns. In the novel The Call of the Wild,Jack London criticizes human‟s maltreatment of the dog Buck and the other sled-dogs.In the first period of the novel, Buck was a privileged pet dog, living in “the whole realm”(London, 2004: 3). After sold by several dog dealers and kidnapping, he is subject to cruelty and neglect. When Manuel sells Buck to a man who twists the rope attached to his collar roughly, Buck‟s misery begins.Buck struggled in a fury, his tongue lolling out of his mouth and his great chest pant in. But his strength ebbed, his eyes glazed, and he knew nothing when thetrain was flagged and the two men threw him into the baggage car. (London, 2004:5)In the morning, four men entered and picked up the crate where Buck stays, Buck “stormed and raged at them through the bars. They only laughed and poked sticks at him, which he promptly assailed with his teeth till he realized that that was what they wanted”(London, 2004: 6).As it was with Buck, so was it with his mates:They were perambulating skeletons. […] In their very great misery they hadbecome insensible to the bite of the lash or the bruise of the club. […] They weresimple so many bags of bones in which sparks of life fluttered faintly. When ahalt was made, they dropped down in the traces like dead dogs, and the sparkdimmed and aled and seemed to go out. (London, 2004: 42)The fourth master of Buck is Hal Charles and Mercedes, who are totally inexperienced and foolish. Under the Hal Charles and Mercedes, dogs have to pull the loads which are far beyond their abilities. Most of the dogs die from overwork, starvation, and beatings.Therefore, from the above citations, we can see what the relentless trio offers to the dogs are hunger, weariness and whippings. Under theses cruel and inconsiderable masters, Buck and his mates live in a disastrous life without love and attention. By describing Buck‟s misery, Jack London exposed the dark side of human-animal relationship, and criticizes human‟s maltreatment of animals.3.1.2 Human’s Extended LustIn the novel The Call of the Wild, the criticism of human‟s extended lust and desire is mainly reflected in the naked rapaciousness of nature and the slaughter among human beings in the pursuit of wealth.Instead of writing about the Gold Rush and human‟s desire to gold, Jack London set it as the novel‟s background. It was described at the beginning of the first chapter, “Becausemen, groping in the Arctic darkness, had found a yellow metal, and because steamship and transportation companies were booming the find, thousands of men were rushing into the Northland”(London, 2004: 1). In order to satisfy their lust to wealth, numerous of gold-diggers came to this deserted place to find their gold dream. Because of the limited natural resources, they had fierce competitions, not only destroying the local ecological balance but also killing each other. Thornton, Buck‟s last master, was killed by Indians. “Thornton‟s desperate struggle was fresh-written on the earth”(London, 2004: 64). However, for the rich they get, their extended lust also hurt themselves. They were not pure and kind any longer. As Buck‟s only female master, Mercedes, firstly, was sympathetic to Buck when she saw Buck was whipped by Carl:But Mercedes interfered, crying, …oh, Hal, you mustn‟t, as she caught hold of the whip and wrenched it from him. To poor dears, now you must promise you won‟t be harsh with them for the rest of the trip, or I won‟t go a step.‟. (London, 2004:36)However, in the course of their trip to the Northland, Mercedes changed her attitude to these dogs. “She no longer considered the dogs, and because she was sore and tired, she persisted in riding on the sled” (London, 2004: 41). That is to say, the greedy desire to gold had already changed her value and the material belief had controlled her.From the above analysis, it is clear that to some extent, the experience of the Klondike Gold Rush is not only about gold or human‟s desire to gold, it is also about man‟s exploitation and expansion of nature. Jack London disposed the process of human‟s changes in the way of digging gold.3.2 Strong Love for AnimalsIn The Call of the Wild, Jack London does not regard the relationship between man and animals as a kind of subordination, but describe it from the point of emotional connection and moral principles. London breaks the traditional and opposite pattern of human and animals. His description of the relationship between man and nature containsthe ecological thought that loving animals means loving human themselves.In the novel, Buck also has emotion, and he also can understand the human‟s emotions. Sometimes he cares about the man much more than themselves. If the relationship between Judge Miller and Buck is “a stately and dignified friendship”, “but love that was feverish and burning, that was adoration, that was madness, it had taken John Thornton to arouse” (London, 2004: 60). Thornton saves Buck, and he looks after it as his child. The most important thing is that he does this is out of his conscience.He never forgot a kindly greeting or a cheering word, and to sit down for a longtalk with them, was as much his delight as theirs. He had a way of taking Buck‟s head roughly between his hands, and testing his own head upon Buck‟s of shaking him back and forth. ( London, 2004: 61)Thornton treats the animals equally and make them have the ability of sensing misery and enjoying happiness. He does not only love animals, but also give them respects and rights. In The Call of the Wild, Jack London exposes this special affection for dogs, aiming to reflect the ecological trend of protecting animals and appreciating life.4.0 Ecological Concerns in The Call of the WildWith the development of society, human beings not only enjoy great achievements and improvement, but also are troubled with all kinds of crisis, including ecological catastrophe. The Call of the Wild discloses the issues of threat on nature by human beings. Confronted with these destructive situations, Jack London expressed his ecological concerns in the novel. He suggests that human should keep a harmonious relationship between man and nature by obeying natural law, protecting wildness. At the same time, London calls human‟s return to nature in order to solve the ecological problems.4.1 Harmonious Relationship Between Man and NatureWhat ecological harmony stressed is the integrity of the whole eco-system. In the novel, nature is represented by dogs. The harmonious relationship between man and natureis mainly reflected in the friendship between Buck and John Thornton.John Thornton, the fifth master, is Buck‟s savior. In Buck‟s view, Thornton is the “ideal master” to whom he is loyal and has great love. He saves Buck from the whip of Hal, and cuts him free from his traces which symbolize the freedom of Buck. Thornton treats the dogs as if they were his own children, sitting down for a long talk with them, calling them love names and giving them respects. Meanwhile, Buck also has his own way to express his love for Thornton.Buck had a trick of love expression that was akin to hurt. He could often seizeThornton‟s hand in his mouth and close so fiercely that the flesh bore the impressof his teeth for some time afterward. And was Buck understood the oaths to belove words, so the man understood this feigned bite foe a caress. (London, 2004:62)Besides the above “love expression”, Buck also shows his love for Thornton in other ways. Buck saves Thornton‟s life twice: once when Thornton gets knocked in a barroom brawl and anther one when Thornton falls into a rapid. Besides, Buck also wins great honor for his master: he wins 1600 dollars on a bet for Thornton by pulling “twenty fifty—pound sacks of flour”(London, 2004: 70). Here, Jack London emphasizes a kind of mutual love between men and animals—perhaps because the love he gets from his master makes Buck wants to do anything for Thornton.Living a happy life with Thornton, Buck still feels that there is a strong call drawing him back to nature—a call “mysteriously thrilling and luring”(London, 2004: 62). But the love for John Thornton draws him back and keeps him here. In the novel, London makes it clear that it is the only love for Thornton that keeps Buck from back to nature, not for the mankind in general. It is described as: “Thornton alone held him. The rest of mankind was as nothing” (London, 2004: 62).All these descriptions fully manifest in ideal pattern of human—nature relationship in Jack London‟s mind: harmonious, friendly and full of love. However, Buck‟s love is destroyed by the cruel fact—Thornton was slaughtered. To revenge for his ideal master,Buck kills the Indians. By narrating this section, London gives the man a warning: human beings is part of nature, they should obey the natural law, otherwise, they will pay for their action by nature.4.2 Return to NatureReturning to nature is the central theme in The Call of the Wild. Describing Buck‟s adventure in Klondike, Jack London criticizes the maltreatment of animals and human‟s extended lust. At the same time, the novel also appeals the harmony between man and nature. In London‟s opinion, returning to nature is not to escape from the reality, but to keep away from the dark-side of industrialism and the commercial spirit; to return to nature means to live a simple and healthy state of life.In the novel, Jack London shows this purpose from the very beginning of the novel:Old longings nomadic leap,Chafing at custom‟s chain;Again from its brumal sleepwakens the ferine strain. (London, 2004: 1)This citation is put in the start of the novel. After the whole reading, we can see Jack London indicates Buck‟s final destiny of returning to nature at the very beginning of the story. As the novel progresses, Buck is always attracted by a strong call of going into wildness. But the true love between him and John Thornton keeps Buck here. However, all these are destroyeded by the terrible fact—Thornton is killed.At that time, Buck has no master. That means Buck, for the first time, is the master of his own fate. Now he could live a free and happy life. He likes to run with other animals in the wildness: “Buck was widely glad. He knew he was at last answering the call, running by the side of his wood brother toward the place from where the call, running by the side of his wood brother towered the place from where the call surely came”(London, 2004: 73).At the end of the story, Buck is running freely, showing a balance between nature andhim. “He may be seen running at the head of the pack through the pale moonlight or glimmering borealis, leaping gigantic above his fellow…which is the song of the pack ”(London, 2004: 82). This is a song of Buck, answering the call of the wild. This is also a song of Jack London, written for the nature. This song makes people recall the peace life with nature in the past.Above the analysis, Jack London leads human into a deep thinking; Buck‟s final destiny has two implements: if we see Buck is a part of the nature, the ending indicates that human should respect nature, otherwise, human will lose nature; if Buck is a part of human‟s world, the ending tells that man is a part of nature, returning to nature is the ideal destination, namely, pursing the harmony between man and nature.5.0 ConclusionJack London is seen as a representative and prolific writer in America. He is one of the American naturalists. Nature is the main theme of his works. His works present sufficient materials about passion for nature and the disappointment to modern society from the perspective of ecology. Seeing human‟s destroying of nature, London not only analyses social phenomenon of industrialism but also explores the outlets of them. In his works, London makes animals her protagonists and narrators in order to convey the real feelings and consciousness which shake the greedy thoughts in human‟s world. In The Call of the Wild, Jack London exposes the anthropocentrism of humans—the maltreatment of animals, the extended lust to gold. With Buck‟s change from dog to wolf, London criticizes the dark-side of human-animal relationship. He points out that it is human‟s wrong ecological consciousness that brings Buck lots of sufferings. At the end of the story, Buck‟s return to nature supplies an ideal approach to solve the pro blem. Buck‟s choice is also Jack London‟s choice. London appeals a harmonious relationship the man and nature and return to a simple and sustainable life. The Call of the Wild is a highly ecological consciousness work.。

英语生态环境习语的语用策略分析

英语生态环境习语的语用策略分析王宁【摘要】English idioms are the essence of English language. English ecological environment idioms describe the human living environment and interpret the social development rules. The choices of language form are based on the choice of pragmatic strategies. The study of the pragmatic strategies of English ecological environment idioms shows that English region and climate idioms mainly use the illocutionary act and indirect speech act strategies and English animal and plant idioms mainly employ the politeness strategy. The correct understanding and accurate use of the pragmatic strategies of English ecological environment idioms can help the speakers use English idioms appropriately in speciifc contexts and deal with social occasions skillfully.%英语习语是英语语言的精华，其中的生态环境习语描述了人类的生存环境，阐释了社会发展规律。

关于环保类公示语的翻译报告

关于环保类公示语的翻译报告关于环保类公示语的翻译报告随着全球化的发展，中英两种语言的联系愈加密切。

在中国，英语公示语为在华外国人提供了引导与约束，而令人尴尬的则是英语公示语的误译或是中式译法。

公示语包含社会生活的方方面面，本文主要浅析几种常见环保类公示语存在的问题与原因，并提出几点针对性建议。

环境保护和可持续发展已成为世界关注的主题之一，作为新功能性的公示语，环保公示语在引导人们保护环境，提高环保意识方面起着很大的作用。

环保标语在我们生活中应用广泛，它不仅仅是一种宣传，还是一种升华的道德，一种自动自律的承诺。

环保类公示语从内容上看主要集中在水、大气、野生动物、森林、垃圾处理、汽车尾气等方面。

本人通过查阅期刊，论文与网站资料，收集了的一些环保类公示语的例子，以下简要进行叙述。

一、误译典例及成因根据德国功能翻译学派学者Nord的观点，本文将会从语用翻译错误、文化翻译错误、语言翻译错误这三类进行分析。

（一）语用翻译错误语用失误不是指一般遣词造句中出现的语言运用错误，而是指说话不合时宜或是说话方式不妥，表达不合习惯等导致交际不能取得预期效果的失误。

语用翻译失误不是译语在语法层面或句法层面上的错误，而是由于社会、文化、认知等因素的影响在语用层面上导致译语语言使用不得体或不合适,使译文无法达到预期的效果。

在翻译生态环保公示语过程中，翻译者不恰当地使用译语的表达方式来表达原语意思，违反目标语语言习惯就会导致环保公示语的语用翻译错误。

例如：（1)濒危珍禽译文：Dangerous Birds该公示语出现在某展览馆里，译文表面上看是正确的,但是却出现了语用语言错误。

在英语中“dangerous”表示“危险的”，并无“濒临灭绝”和“稀有”的含义,译文“ Dangerous Birds”表示的是对人或其他生物有伤害的鸟。

如果我们将其再译为中文，“ Dangerous Birds”就变成了“危险的鸟类”，而实际上应该用“Endangered Birds”这种译法。

系统功能语法视阈下广告语篇的生态话语分析r——以一则婴幼儿奶粉广告为例

系统功能语法视阈下广告语篇的生态话语分析r——以一则婴
幼儿奶粉广告为例
王琴
【期刊名称】《韶关学院学报》
【年(卷),期】2018(039)004
【摘要】以网络杂志"Health Magazine"上登载的一则奶粉广告为例,运用系统功能语言学理论对广告文本的语言系统和结构进行多层次、系统的生态话语分析.通过建构有益性话语,将"深生态"哲学植入广告语篇,以传播倡导生态和谐的绿色生态消费观.对广告文本进行生态话语分析有助于解释和揭示广告营销的商业行为,并间接影响大众的消费行为.
【总页数】4页(P61-64)
【作者】王琴
【作者单位】佛山开放大学外语系, 广东佛山 528000
【正文语种】中文
【中图分类】H030
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3.批评性话语视角下的广告语篇分析——以SPA养生馆的广告为例 [J], 张金荣;曾亚平;杨小珍
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