基于虚拟交际理论的英语公益广告研究

发布时间：2018-04-16 07:36

本文选题：公益广告 + 虚拟交际理论　；参考：《吉林大学》2017年硕士论文

【摘要】：随着现在科技技术的迅猛发展,广告已经无处不在。它作为一种媒介手段可以向大众传播各种信息。而广告主要分为商业广告和公益广告。一直以来学者都是致力于商业广告的研究,近几年来,研究者才开始重视公益广告的研究。公益广告不同于商业广告,它不以营销为主要目的,而是通过宣传帮助政府解决大众关注的问题。公益广告起源于19世纪40年代的美国,而中国公益广告的兴起是在20世纪80年代中后期。研究者大多是从语用学、心理学、社会学、修辞学角度进行研究。同时也有从认知角度的研究,但是大多都是基于Fauconnier的心智空间理论。黄蓓(2012)认为对意义的描述必须参照我们的心智能力及概念结构。认知与语言不可或缺的是我们的想象能力,虚拟性(fictivity)即是其一。认知语言学的基本命题之一是将意义等同于概念化,即意义涉及我们理解世界的认知活动(Langacker,1987,2000;Talmy,2000)。由于心智作为不可或缺的一环,语义不仅反映其所描述的外在情景,而且必然蕴含了“说话人为表达目的而构造其概念内容”的方式(文旭,1999:36)及为特定的表达目的而识解该情景的方式。Langacker(2007)认为,未来认知语法的两大走向是阐释概念的动态性与虚拟性。Pascual在2014年出版了Fictive Interaction,书中主要阐述了语言,交际,思想三者之间如何构建的交际框架。这个想法主要起源于认知语言学的一个基础原则,即语言和情景的基础结构反映了整个交际过程。“虚拟交际”一词引起了研究者的关注。但是对于虚拟交际的研究并不多,属于研究的新阶段。而本文将利用Pascual理论对公益广告进行分析。主要研究句与句之间、句子层面以及句子本身(词汇,小句)上虚拟交际是如何体现的。本文主要选取了2000-2015年的英语公益广告,主要来源于百度搜索引擎,CNKI上的英语公益广告方面的期刊及学术论文。利用内省法和实证法结合对广告进行研究分类。之后通过利用虚拟交际理论对公益广告进行较为细致的分析。本文共分为六章:引言、文献综述、理论框架、分析过程、公益广告研究及结论.。第一章包括论文的研究背景、研究问题、研究意义、论文的组织结构等,使读者对本论文有一个简单的了解和掌握。第二章文献综述主要介绍虚拟交际和公益广告。虚构交际介绍包括国内和国外的研究。此外,公益广告的引入将包括公益广告的定义和价值,国内外对公益广告的研究也将有所体现。第三章将介绍虚拟交际理论和整合整合理论。主要围绕虚拟交际理论研究。第四章分析过程的简单介绍。第五章分析公益广告的句子结构,包括句子和句子间的水平。这是本文的重点章节,具体从概念意义和语法角度分析。第六章为结论,包括本研究的主要发现、本研究的创新和本研究的局限性。对公益广告进行研究具有现实意义和实用价值。另一方面在认知语言学观照下,意义的过程维度得到了前所未有的重视,表现之一就是虚拟性。黄蓓(2012)认为虚拟性体现了认知主体对于意义的介入,是人类主观性在意义表征行为中的体现。对虚拟性的发掘有望在意义研究中占有一席之地。因此在虚拟交际理论下能够深刻理解公益广告。
[Abstract]:With the rapid development of science and technology now, advertising is everywhere. It is used as a means of media can be all kinds of communication to the public of information. While advertising is divided into commercial advertisements and public service advertisements. Since scholars are devoted to the study of commercial advertising, in recent years, researchers began to pay attention to the study of public public advertising. Advertising is different from commercial advertising, it does not take the marketing as the main purpose, but through publicity and help the government to solve public concern. Public service ads in 1840s originated in the United States, and the rise of Chinese advertisement is late in 1980s. Most of the researchers from pragmatics, psychology, sociology, and rhetoric perspective. There are studies from the perspective of cognition, but most of them are mental space theory based on Fauconnier. (2012) think of Huang Bei meaning description must be according to our The mental ability and conceptual structure. An indispensable cognitive and language is our imagination, virtual reality (fictivity) is one of them. One of the basic proposition of cognitive linguistics is the meaning of the same concept, namely meaning relates to our understanding of cognitive activities of the world (Langacker, 19872000; Talmy, 2000). Because of the mind as an integral part of the semantic, not only reflect the situation, but also inevitably implies "to express and construct the concept of content" approach (Wen Xu, 1999:36) and the expression of specific and general solutions of the.Langacker scene mode (2007), two is the future of cognitive grammar dynamic and virtual.Pascual interpretation of the concept of published Fictive Interaction in 2014, the book mainly expounds the language, communication, how to build the framework of communication between the three. The main idea of thought A basic principle originated in cognitive linguistics, namely basic linguistic structure and context reflects the whole process of communication. The "virtual communication" has aroused the concern of researchers. But research on the virtual communication is not much, the new stage belongs to the research. This paper will use the theory of Pascual is analyzed. The main public service ads the research between sentences, sentence and sentence itself (vocabulary, sentence) on virtual communication is how to reflect. The paper selects 2000-2015 years of English advertisements from the Baidu search engine, CNKI on the aspects of English public service advertising journals and academic papers. The introspection method and empirical method combined with study on the classification of advertising. Through the use of virtual public advertising communication theory more detailed analysis. This paper is divided into six chapters: introduction theoretical framework, literature review, analysis, process, Research on public service advertising and the conclusion. The first chapter includes the research background, research questions, research significance, the organization structure, make the reader have a simple understanding and mastery of this thesis. The second chapter is the literature review mainly introduces the virtual communication and advertisement. Fiction introduces the research both domestic and foreign communication. In addition, the introduction of public service ads will include the definition and value of public service ads, the domestic and foreign research on public service advertising will also be reflected. The third chapter will introduce the virtual communication theory and integration theory. Mainly focus on virtual communication research. The fourth chapter introduces the process of analysis. The fifth chapter is the analysis of sentence structure and sentence advertisement, including sentence level. This is the focus of this chapter, from the concept of specific meaning and grammatical analysis. The sixth chapter is the conclusion, including major findings of this study, this study set The new and the limitations of this research. Research on public service advertising has practical significance and practical value. On the other hand, from the perspective of cognitive linguistics, the process dimension of meaning has been hitherto unknown attention, it is one of the performance of virtual. Huang Bei (2012) believe that virtual reflect cognitive subject intervention for meaning, is the embodiment of human subjectivity in meaning representation behavior. To explore the virtual nature of the occupy a space for one person in the study is expected to significance. So in the virtual communication theory can be a profound understanding of public service advertising.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H313

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