语域理论视角的俄罗斯公益广告研究

发布时间：2018-02-03 11:47

  本文关键词： 公益广告 语域理论 概念功能 人际功能 语篇功能　出处：《辽宁大学》2014年硕士论文　论文类型：学位论文

【摘要】：当今世界是充满广告的世界，广告在当代社会中起着非常重要的作用，其中公益广告的作用更是举足轻重。公益广告，顾名思义，并非以盈利为目的，而是旨在促成良好的公益生活秩序和基本的公共道德准则，并直接为公众近期利益和长期利益服务的广告形态。 从言语交际的角度看，广告行为本质上是广告言说主体（说者）与受众对象（听者）之间的一种单项言语交际活动，广告的目的就是“说服”，公益广告更是如此。实际上，广告语言是一种特殊的语域，以韩礼德（M.A.K. Halliday）为代表的系统功能语法，正是运用语域理论揭示了语言总是为了一定的交际目的，发生于一定的交际情理中。他认为，语言是一种社会行为，是行为潜势，，是“能够做的事情”，它通过语言表现为“能够表达的意义”。 有鉴于此，从语域理论角度全面考察公益广告，分析研究俄罗斯公益广告的语言特点，无疑具有一定的现实性和实用性。这是本论文选题的初衷。 本论文题目：《语域理论视角的俄罗斯公益广告研究》 本论文主要从功能语言学和社会语言学的角度研究俄罗斯公益广告，探讨公益广告的本质特点，弄清公益广告语在语言体系中的基本特点、表现形式及所体现的语域三要素。为此，本论文提出以下研究任务： 1）明确公益广告的概念 2）将公益广告进行分类 3）归纳总结公益广告的基本特点 4）简要介绍俄罗斯公益广告的发展史 5）分析语域三要素在公益广告语中的体现 本论文拟采用以下三种方法进行相应研究：1.叙述法：明确公益广告的概念；对公益广告进行分类；归纳总结公益广告的特点；简要介绍俄罗斯公益广告的发展史；分析语域三要素在俄罗斯公益广告语中的体现；2.比较分析法：将公益广告与商业广告进行比较；3.分类法：按照不同标准对公益广告进行分类；4.推论法：根据语域理论的相关理论及在公益广告语中的具体实例，归纳总结出本论文的结论。 论文结构如下： 1）引言；2）正文；3）结束语；4）参考文献；5）致谢信。 引言分别介绍论文选题的迫切性，阐明该研究课题的创新之处、理论和实践意义以及研究的目的和任务。 第一章首先概述语域的概念和韩礼德的语域理论，然后阐明公益广告实际上是一种特殊的语域，旨在为本论文的相关探讨提供充分的理论依据。 第二章首先概述公益广告语的基本概念及其本质特征，在明确俄罗斯公益广告概念的基础上对俄罗斯公益广告语按照其内容和形式进行分类，然后比较公益广告语与商业广告语的异同，旨在凸显公益广告的独特之处。 第三章首先简要介绍俄罗斯公益广告的发展史，然后借助韩礼德的语域理论，结合具体案例，从语域三变量以及语言三大元功能角度出发对俄罗斯公益广告文本进行探讨，旨在分析并揭示语域成分在词汇、句法和语篇层面的体现特点，探讨语言的概念功能、人际功能和语篇功能在公益广告文本中的具体体现。 结束语部分在扼要归纳本论文论述内容的基础上，得出以下结论：公益广告与商业广告的本质区别在于，它不以盈利为目的，而是为公众利益服务，旨在提高公众的道德意识和行为规范。公益广告具有社会的效益性、主题的现实性和表现的号召性等三大特点。 本论文的特色及创新点：论文的特色体现在理论与实践的深度融合，借助语域理论探讨俄罗斯的公益广告，将语域三要素和语言三大元功能在俄罗斯公益广告语篇中的体现进行全面分析，可以凸显公益广告的本质特征以及语言特点，进而了解其主要功能。 论文的创新点在于，结合实际案例，运用英国语言学家韩礼德的语域理论着重分析俄罗斯的公益广告语篇，将语域三要素和语言三大元功能在俄罗斯公益广告语篇中的表现从理论上进行了详尽的分析。 本论文的理论意义：本文的理论意义在于以下两点：1.借助语域理论的相关理论，在对比分析俄罗斯公益广告语材料的基础上，归纳总结出语域三要素（语场、语旨和语式）在俄罗斯公益广告语篇中的体现；2.通过对俄罗斯公益广告整体和细微之处的分析，可以初步系统地了解语域理论在俄罗斯公益广告语篇中的应用。以上两点可以为今后此方向的科研工作及公益广告创作提供素材，也为其他喜欢研究类似题目的人提供参考。 简言之，本论文的研究可以在相关语言研究和社会交际两个方面形成一定的理论成果。 本论文的现实意义：本文的现实意义体现在以下两个方面：1.通过研究俄罗斯公益广告，可以使我们更加深入了解俄语的语言特点，进而更好地掌握和应用俄语；2.探讨俄罗斯公益广告语可以为我国的公益广告提供一定的借鉴作用，可以促进我国公益广告事业的繁荣发展。通过对公益广告具有的社会文化价值分析，可以彰显公益广告所具有的交际功能和导向作用，进而影响人们的价值观。
[Abstract]:In today's world is a world full of advertising, advertising plays a very important role in the contemporary society, the advertisement effect is important. Public service ads, as the name implies, not for profit, but to promote good public order of life and basic public morals, and directly to the public short-term interests and long-term interests service advertising form.
From the perspective of verbal communication, advertising advertising is essentially speaking subject (speakers) and the audience (listener) between a single verbal communication activities, the purpose of advertising is to persuade the public, advertising is even more so. In fact, advertising language is a kind of special register, by Hallidy (M.A.K. Halliday) systemic functional grammar as the representative, is the use of register theory reveals that language always for certain communicative purposes in certain communicative sense. He believes that language is a kind of social behavior is behavior potential, is the "can do", it is "through the language to express the meaning of".
In view of this, it is undoubtedly practical and practical to analyze the public service advertisements from the perspective of register theory and analyze the language features of Russian public service advertisements. This is the original intention of this thesis.
The topic of this thesis: the Russian public service research in the perspective of the register theory
This paper studies the Russian public service advertising mainly from the functional linguistics and social linguistics, to explore the essential characteristics of public service ads, understand the basic characteristics of public service advertising language in the language system, form and register in the three elements. Therefore, this paper proposes the research task:
1) clear the concept of public service advertising
2) classification of public service advertisements
3) summing up the basic characteristics of public service advertising
4) a brief introduction to the development history of Russian public service advertising
5) the analysis of the three elements of register in public service advertising
This paper adopts the following three methods for the corresponding study: 1. Narration: a clear concept of public service advertising; classification of advertisement; summarize the features of public service advertising; the brief history of the development of Russian public service advertising; analysis of three elements in the Russian public register reflected in advertising language; 2. comparative analysis: public welfare advertising and commercial advertisements are compared; 3. classification method: to classify advertisements according to different criteria; 4. inference method: according to the related theory of register theory and the specific examples in the public service advertisements, summed up the conclusions of this paper.
The structure of the paper is as follows:
1) introduction; 2) text; 3) concluding remarks; 4) reference; 5) acknowledgement.
The introduction introduces the urgency of the topic selection, clarifies the innovation, the theoretical and practical significance, the purpose and the task of the research.
The first chapter outlines the concept of register and Hallidy's register theory, and then expounds that public service advertising is actually a special register, which aims to provide a theoretical basis for the related discussions in this paper.
The second chapter outlines the basic concept of public welfare advertisement and its essential feature, based on a clear concept of Russian public service advertising on the Russian public service advertisement according to the content and form of classification, and then compare the public service advertisements and commercial advertisements, unique features aimed at highlighting the PSAs.
The third chapter briefly introduces the development history of Russian public service advertising, and with the help of Hallidy's register theory, combined with the specific case, from the register of three variables and three metafunctions of language perspective of Russian public service advertising text, aims to analyze and reveal the register components at lexical, syntactic and discourse levels reflect the characteristics of the concept of function the embodiment of language, interpersonal function and textual function in advertising texts.
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