12. THEMEテーマ& RHEMEレーマ
Themeテーマ
分の出発点、送り手の視点からテキストの解釈を導く
“The element which serves as the point of departure of
the clause within its context ” (Halliday and
Matthiessen 2004: 64)
テーマは<は>・<が>に表示される
The Theme of a clause in Japanese, is followed by the
particle は orが (Halliday, 1994:37)
Rheme レーマ
Rheme is everything that is not Theme: it is the part of
the clause where the Theme is developed (Halliday,
1994:37).
14. UNMARKED THEME& MARKED THEME
Unmarked Theme is the Subject usually “chosen as Theme unless
there is a good reason for choosing something else” Halliday
(1994:4).
Marked Theme is a Theme that is something other than the Subject
” Halliday (1994:4).
Marked theme is what speaker would like to emphasize
そして、 肌が 主役になった。
Marked
theme
Unmarked
theme /Subject
Rheme
24. キャッチコピーの中には、平叙文、疑問文、命令文のような述
語を持つ文がある。
Predicator (述語)→ 「MOOD」を現す
Predicator plays a central role in the interpersonal structure of the Mood,
in its position towards the end of the clause of exchange.
参考文献:Teruya. K (2007) A Systemic Functional Grammar of Japanese London and New York: Continuum, 2006
述語
32. Negotiator ~ろ・え行
キャッチコピーでの命令文の作用は
• 商品の有利性を強調
• 消費者に呼び
2)IMPERATIVE 命令文
参考資料:
相原林司(1982)「広告コピイの表現の研究」『国語学論説資料19』論説資料保存会
Chih-Wei Lee (2008) 「Catchphrase in Japan and in Taiwan -Focusing on male and female magazines-」
36. キャッチコピーでの疑問文の作用
• 消費者に商品の必要性を自覚させよう
• 潜在的な購買心を刺激しよう
• 人間心理性を利用し、その商品を持っていない人に焦ら
せて買おう
Negotiator か
参考資料:相原林司(1982)「広告コピイの表現の研究」『国語学論説資料19』論説資料保存会
Chih-Wei Lee (2008) 「Catchphrase in Japan and in Taiwan -Focusing on male and female magazines-」
3)INTERROGATIVE 疑問文
82. 参考文献
• Halliday, M. A. K. (1985/1994). An introduction to functional grammar (2nd edition). London:
Edward Arnold.
• Halliday, M. A. K. & Matthiessen, C. M .I. M. An Introduction to Functional
Grammar(3rdedition). London: Arnold, 2004.
• Kazuhiro Teruya 2007.(pp21-231)A Systemic functional grammar of Japanese chp3 Textual
grammar of Japanese
• Kazuhiro Teruya 2009 .(pp71-73)Grammar as a gateway into discourse: A systemic functional
approach to Subject, Theme, and logic
• Gail Forey May 2002(pp47-89) . Aspects Of Theme and their Role in Workplace Texts
• Low, B. S(. 2006),“Biological Bases of sex differences,”In Ember, C. R. & Ember,
M(Eds),Encyclopedia of Sex and Gender, Springer, pp.27-33.
83. 参考文献
• Kunkel, A. W. and B. R. Burleson(1998),“Social Support and The Emotional Lives of Men and
Women: An Assessment of The Different Cultures Hypothesis,”In Canary, D.J. and Dindia, K(.
Eds.),Sex Differences and Similarities in Communication: Critical Essays and Empirical
Investigations of Sex and Gender in Interaction, Mahwah, NJ: Erlbaum Associates, pp1. 01-
125.
• Meyers-Levy, J(. 1989),“Gender Differences in Information Processing: A Selectivity
Interpretation, ”In Cafferata, P. and Tybaut, A(. Ed. ),Cognitive and Affective Responses to
Advertising, Lexington Books, pp.219-260.
• Canary,D.and K.Dindi (a1998),Sex Differencesand Similarities in Communication :Critical
Essays and Empirical Investigations of Sex and Gender in Interaction, Mahwah, NJ: Erlbaum.
• 神山 進(1999)「性の商品化と商品価値-ジェンダーを焦点にして」
• 市川孝一(1985)「広告キャラクターに関する一考察」生活科学研究」
• 高橋広行・アダム アカー (2009) 「広告調査における男女の回答の違い」についての一考察