公益广告的批评性语篇分析—语篇实践方法

发布时间：2018-05-13 13:26

  本文选题：批评性语篇分析 + 语篇实践方法　； 参考：《天津商业大学》2016年硕士论文

【摘要】：当今社会,广告已经无处不在,进入到我们的生活和思想中,不断的影响着人们的行为和态度。根据广告目的不同目的可以把广告进一步分为商业广告和公益广告。由于商业广告自身的推销性,已经吸引了大批专家学者对其从各个角度进行研究。而公益广告起步较晚,国内外对公益广告的关注远不如商业广告。而且,仅有的对公益广告的研究也是从美学、跨文化研究、传播学、广告学、系统功能语言学、社会学角度出发,针对公益广告文字层面的特点或其自身发展脉络进行的研究。然而,这些研究仅停留在文字技巧及语言功能方面,未探究公益广告是如何激发大众的意识并使大众积极采取行动的。因此,本文从批评性语篇分析--语篇实践方法这一新的视角,对公益广告语篇进行深入剖析,探究公益广告如何唤起大众的社会意识并使其积极行动。公益广告是不以盈利为目的而为公共利益而服务的广告,为了唤起人们对社会问题的关注并呼吁人们用实际行动来改善这些问题。本文以费尔克劳的三维分析框架为基础,用语篇实践研究方法,对公益广告语篇的语气,情态,人称系统,及物性,话语秩序进行深入分析。采用定性研究方法并以网上关注率最高的40篇中文公益广告作品的语篇为语料,分析公益广告是如何潜移默化的影响大众的心理并使大众按照公益广告倡导的理念去积极采取行动。首先,本文从批评性语篇角度阐释了费尔克劳的三维分析框架和韩礼德的系统功能语法。着重阐述了作为费尔克劳分析框架核心的语篇实践方法。进而对文本进行语气,人称系统,情态,及物性等的互动分析,并对文本进行话语秩序的分析,从而探究公益广告对大众的说服力是如何实现的。
[Abstract]:In today's society, advertising has been everywhere, into our lives and thoughts, constantly affect people's behavior and attitude. Advertising can be further divided into commercial advertising and public service advertising according to the purpose of advertising. Because of its promotion, commercial advertising has attracted a large number of experts and scholars to study it from various angles. But the public service advertisement starts late, the domestic and foreign attention to the public service advertisement is far inferior to the commercial advertisement. Moreover, the only research on public service advertising is from the perspective of aesthetics, cross-cultural research, communication, advertising, systemic functional linguistics and sociology, aiming at the characteristics of public service advertising on the character level or its own development context. However, these studies only focus on language skills and language functions, without exploring how public service advertising can arouse public awareness and make the public take positive action. Therefore, from a new perspective of critical discourse analysis-discourse practice, this paper makes a thorough analysis of public service advertising discourse, and explores how public service advertisement can arouse the social consciousness of the public and make it take active action. In order to arouse people's attention to social problems and to call on people to improve these problems with practical actions, public service advertising is an advertisement that serves the public interest not for profit. Based on the three dimensional analytical framework of Falcrow, this paper makes an in-depth analysis of the mood, modality, personal system, transitivity and discourse order of public service advertising discourse. Using qualitative research method and the discourse of 40 Chinese public service advertisement works with the highest online attention rate as the corpus, This paper analyzes how the public service advertisement influences the public's psychology and makes the public take active action according to the idea advocated by the public service advertisement. First of all, from the perspective of critical discourse, this paper explains the three dimensional analytical framework of Falcrow and Halliday's systemic functional grammar. This paper focuses on the discourse practice as the core of the Fairclaw analytical framework. Then we analyze the mood, person system, modality and transitivity of the text, and analyze the discourse order of the text, so as to find out how the public service advertisement is persuasive to the public.
【学位授予单位】：天津商业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：H315
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本文编号：1883337