泰國及越南大學網站學校宣傳的語文使用及技巧之比較

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研究生：	李宗文 Theerapong - Binali
論文名稱：	泰國及越南大學網站學校宣傳的語文使用及技巧之比較 Comparisons of Language Texts and Techniques Used in Websites for University Promotions in Thailand and Vietnam
指導教授：	陳淑嬌 Su-chiao Chen
口試委員:	慧君鄧 Huei-chun Teng 斐文鄭 Fei-wen Cheng
學位類別：	碩士 Master
系所名稱：	人文社會學院 - 應用外語系 Department of Applied Foreign Languages
論文出版年：	2016
畢業學年度：	104
語文別：	英文
論文頁數：	104
外文關鍵詞：	University’s promotional texts, marketized education, persuasive techniques
相關次數：	點閱：313 下載：1
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Since business perspectives have dominated the world-wide educational marketplace in recent years, most institutions have thus been marketized and driven to widely advertise themselves. In the region of Southeast Asia, there has been a high level of competition among the universities of its member countries. Thus, university texts were used as a salient device for those higher institutions to promote themselves. For this reason, this study attempts to analyze the promotional texts produced by higher institutions in this region, specifically in Thailand and Vietnam, in terms of generic structure, frequently used key words and persuasive techniques. The texts were taken from the vision and mission statements of 10 Thai universities and 10 Vietnamese universities’ websites in English version. Only prestigious universities of each country were selected in this study. Results have shown that the selected universities tend to promote their prestige, excellence in academic training and research as well as the social values of their settings. Besides, discourses used to present these issues were embellished by the following persuasive techniques: loaded words, praise, association, alliteration and assonance, connotation and metaphor. As the language use for university’s promotional text is considered a kind of language in advertising, promoting the institution’s academic potential can be the best way to persuade the public and those who plan to further study. However, in the context of the universities in Thailand and Vietnam, expressing support for cultures, identities or traditions of the country or of each regional setting is another important concept of their discourse community.

TABLE OF CONTENTS
ABSTRACT.....................................................................................................................................i ACKNOWLEDGEMENTS..........................................................................................................ii                                         TABLE OF CONTENTS ............................................................................................................iv LIST OF TABLES.......................................................................................................................vii LIST OF FIGURES .....................................................................................................................x LIST OF APPENDICES .............................................................................................................xi
CHAPTER ONE: INTRODUCTION
1 Research Background ...............................................................................................................1
2 Purpose of the Study and Research Questions ..........................................................................5
3 Significance of the Study...........................................................................................................5

CHAPTER TWO: LITERATURE REVIEW

1 Move Analysis...........................................................................................................................7
1.1 Studies of Move Analysis in University’s Texts........................................................9
2 Higher Education and Globalization........................................................................................16
2.1 Marketization of Educational Discourse…................................................................16
2.2 Significant Concepts for University’s Promotional Discourse.................................18
2.3 Impacts of Marketized Education on University’s Promotional Text.......................20
2.4 Higher Education and Institutional Websites...........................................................23
3 Persuasive Language and Higher Education Discourse...........................................................23
3.1 Persuasive Techniques..............................................................................................25
4 Concluding Remark of the Literature Review.........................................................................27

CHAPTER THREE: METHODOLOGY
1 The Selection of Prestigious Universities ...............................................................................28
1.1 University Profile......................................................................................................33
2 Data Collection........................................................................................................................30
3 Data Analysis and Analytical Tools........................................................................................32

CHAPTER FOUR: RESULTS AND DISCUSSION
1 Sociocultural Background of Higher Institutions in Thailand and Vietnam...........................36
2 Move Analysis of the Universities Texts.................................................................................39
2.1 Generic Structure of Vision Statement.....................................................................39
2.2 Generic Structure of Mission Statement...................................................................43
2.3 Summary of Move Analysis.....................................................................................49
3 Words Frequency and University Texts..................................................................................49
3.1 Key words Indicating Marketized Discourse in Education......................................50
3.1.1 University’s Competence in Academic Training and Research................51
3.1.2 University’s Prestige..................................................................................53
3.1.3 University’s Role in Producing Human Resources...................................55
3.2 Key words Indicating Social Structure.....................................................................56
3.2.2 Role of Sociocultural Perspectives on a
University’s Mission Statements………………………………………………...56
3.2.2 Role of Sociocultural Perspectives on a
University’s Mission Statements………………………………………………...57
3.3 Summary of Words Frequency and University Texts...............................................60
4 Persuasive Techniques and University’s Texts........................................................................61
4.1 Extensive Use of Loaded Words...............................................................................62
4.2 Praise as a Persuasive Pattern...................................................................................63
4.3 Existence of Association...........................................................................................64
4.4 Presence of Alliteration and Assonance...................................................................65
4.5 Employment of Connotation.....................................................................................66
4.6 Use of Metaphor.......................................................................................................67
4.7 Summary of Persuasive Techniques and University texts........................................68

CHAPTER FIVE: CONCLUSION
1 Summary of the Findings and Implications.............................................................................69
2 Limitations and Suggestions for Future Research...................................................................72

REFERENCES.............................................................................................................................74
APPENDICES..............................................................................................................................83

                                

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全文公開日期 2019/02/05 (校內網路)
全文公開日期 2036/02/05 (校外網路)
全文公開日期 2031/02/05 (國家圖書館：臺灣博碩士論文系統)

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