公益广告中的互文性分析

发布时间：2018-04-21 22:44

本文选题：公益广告 + 互文性　；参考：《吉林大学》2011年硕士论文

【摘要】：公益广告是为公共利益服务的广告,它从保护环境、节约能源、交通安全到抵制疾病等等,涉及社会生活的方方面面。公益广告旨在提高人们承担社会责任的意识,呼吁对社会有益的行为,从而营造和谐的社会氛围,促进社会发展。互文性这一术语是由法国符号学家Julia Kristeva在20世纪60年代末提出的,许多学者对互文性理论做了进一步的阐释。辛斌教授把互文性分为具体互文和体裁互文两大类,其中具体互文包括引用、典故、预设和祈使。本研究主要以辛斌教授对互文性理论的分类为理论框架,辅以乔兴兰的媒体互文,采用了定量分析和定性分析相结合的研究方法,对所收集的20个英文公益广告和20个中文公益广告进行了分析,旨在回答以下3个问题:公益广告中的互文性的形式及功能;公益广告中最常见的互文形式;互文性及公益广告社会功能之间的关系。本研究发现,引用、典故、预设、祈使、体裁互文和媒体互文在公益广告中普遍存在。祈使这一互文手段的使用频率最高,祈使句可以使广告者与受众建立一种联系,使交流顺利进行。引用能够受到大众的认可,因此增加公益广告的说服力;典故能够使公益广告更加发人深省;恰当使用预设避免了冗长的说服,使公益广告简洁。体裁互文和媒体互文采用多种文体或技术使公益广告更生动,更具说服力。恰当使用互文手法能够使公益广告有效实现其社会功能。此项研究将互文性理论用于分析广告语篇,丰富了广告语篇的研究。同时,它为中英文公益广告设计和创作带来了新的启示。
[Abstract]:Public service advertisement is an advertisement that serves the public interest. It covers all aspects of social life, from protecting environment, saving energy, traffic safety to resisting disease and so on. The purpose of public service advertisement is to raise people's consciousness of social responsibility, to appeal for beneficial behavior to the society, thus to create a harmonious social atmosphere and promote social development. The term intertextuality was proposed by French semiotics Julia Kristeva in the late 1960s. Many scholars have further explained the theory of intertextuality. Professor Xin Bin divides intertextuality into two categories: specific intertextuality and genre intertextuality, including quotation, allusions, presupposition and imperative. This research mainly takes Professor Xin Bin's classification of intertextuality theory as the theoretical framework, supplemented by Qiao Xinglan's media intertextuality, and adopts the research method of combining quantitative analysis and qualitative analysis. This paper analyzes 20 English public service advertisements and 20 Chinese public service advertisements in order to answer the following three questions: the form and function of intertextuality in public service advertising, the most common intertextuality in public service advertising, and the most common intertextuality in public service advertising. The relationship between intertextuality and social function of public service advertising. This study finds that quotation, allusions, presupposition, imperative, genre intertextuality and media intertextuality are common in public service advertising. This intertextuality is the most frequently used, and the imperative sentence can establish a connection between the advertiser and the audience and make the communication go smoothly. The quotation can be accepted by the public, so it can increase the persuasion of the public service advertisement; allusion can make the public service advertisement more thought-provoking; the proper use of presupposition avoids the lengthy persuasion and makes the public service advertisement succinct. Genre intertextuals and media intertextuals use a variety of styles or techniques to make public service advertisements more vivid and persuasive. Proper use of intertextuality can make public service advertisement realize its social function effectively. In this study, intertextuality theory is used to analyze advertising discourse, which enriches the study of advertising discourse. At the same time, it brings new enlightenment to the design and creation of Chinese and English public service advertisements.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H052

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