|Author:||Lee, Suk Han|
|Title:||Promoting performing arts in Hong Kong – the use of evaluative language in programme leaflet|
|Advisors:||Ho, Victor (ENGL)|
Lam, Phoenix (ENGL)
Performing arts -- China -- Hong Kong
Advertising -- Language
Hong Kong Polytechnic University -- Dissertations
|Department:||Faculty of Humanities|
|Pages:||xii, 236 pages|
|Abstract:||This thesis aims to benefit the performing arts industry through the analysis of evaluative language found in 443 quotations printed in 89 print-advertisements, concerning 190 performing arts programmes shown in Hong Kong during two cultural seasons. These programmes are classified into five main art forms: dance, family entertainment, multi-arts, music and theatre. Those quotations are in particular studied by examining the application of evaluative language in which advertisers will be able to judge main quotations they should include to strengthen the persuasiveness and the promotional effect of the leaflets. There are two main goals in our study: the analyses of the characteristics of evaluative language in the quotations; and the understanding of how the evaluative language functions in promoting performing arts programmes in Hong Kong. Martin and White's (2005) discourse-semantic Appraisal Theory is drawn upon for analysis. This analytical framework is developed from Halliday's Systemic Functional Linguistics which regards language as performing three metafunctions simultaneously, namely ideational, interpersonal and textual. The Appraisal Theory is derived from the interpersonal metafunction and categorizes evaluative language into three regions: ATTITUDE, ENGAGEMENT and GRADUATION. In particular, this thesis presents the results of the frequency of occurrence of the various regions and sub-regions of evaluative language in the quotations and explores the characteristics of evaluative language used in the promotion of various types of performing arts programmes. The results show that HAPPINESS under AFFECT, CAPACITY under JUDGMENT and REACTION under APPRECIATION are used most frequently in the quotations. INSCRIBED evaluative language was used more frequently than its evoked counterpart. All the instances of use of evaluative language had in fact positive polarity. Dialogic contraction instantiated with DENY was the main means to engage with the readers. FORCE under GRADUATION is applied considerably more frequently than FOCUS, especially using INTENSIFICATION to modify QUALITY. All these characterize the application of evaluative language in the quotations. Emotional reactions and competence would be the two important facets for consideration by the advertisers when they adopt the intertextual elements for promotion. ENGAGEMENT with readers is realized by the voices of the external source: expertise and personal influence. Different modes of INTENSIFICATION in modifying QUALITY represent different communicative strategies. Moreover, weights given to different attitude types were different. All these function to promote the performing arts programmes in Hong Kong. This research could also inform the design of the syllabus as well as teaching and learning activities of English writing courses. Teachers should guide students to describe the arts performance they have watched and engage with their readers using evaluative language. By expressing their own points of views, students should improve their creative thinking and literary writing skills.|
|Rights:||All rights reserved|
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