关联理论视角下的中英文公益广告对比研究

发布时间：2018-05-21 08:29

本文选题：中文公益广告 + 英文公益广告　；参考：《山东师范大学》2011年硕士论文

【摘要】：公益广告是近年来发展起来的一种新的应用文样式,它涉及到整个社会以及每个社会成员公共利益的观念及行为,对建设社会主义精神文明、树立良好的道德规范意义重大。因此,对公益广告进行研究具有现实意义和实用价值。目前,我国对公益广告的研究多是从广告语言现象入手,通过大量的个案分析总结广告创作的语言特点。这种总结式的研究对学科建设而言当然是有益的、必不可少的,但对于广告创意这样一个诉诸灵感和智慧,以求新求异为生存要义的行业来说,其指导意义则未免失之薄弱。事实上,如何使公益广告在传达丰富信息的同时,又使这些信息被充分解读,从而实现公众利益和启发教育的目的,是公益广告创作者最为关注的问题。而这两个问题恰恰可以在关联理论那里找到答案。笔者认为,结合中国语言学界的最新研究成果,从认知语用学角度宏观地分析中英文公益广告语言的异同点,以及受哪些因素的影响制约,从而摸索出一些具有指导性的公益广告创作原则,也许更具有现实意义。本论文从关联理论视角对比分析中英文公益广告。导入章节主要阐述本论文所选题的理由及合理性,研究方案怎样设计,怎样详细进一步开展研究。第一章回顾关联理论及公益广告的发展,以及前人在该领域的研究,作者对本研究课题国内外现状及学术动态进行批判性综述,找出不足,为建立自己的研究方案打下基础;第二章在前一章文献综述的基础上,介绍本论文研究中所应用的关联理论的具体内容,建立自己的理论框架,设计出自己的研究方案;第三章运用第二章介绍的理论,具体分析中英文公益广告案例,详细说明研究过程;第四章对获得的研究结果进行详尽的分析,并说明该研究的可信性,有效性和应用价值;结论章节对整个研究过程进行总结,得出结论,说明研究的价值、意义及不足。作者选取中英文公益广告语料各150条,语料来自报刊、网络及电视中的公益广告用语。为保证语料的权威性,选取语料的报刊、电视、网络都具有权威性,比如《中国日报》,中国中央电视台,以及世界公益广告网等等。语料选取标准为广泛性和时代性。内容涉及人们生活的方方面面,例如交通安全、环保、反战等等;同时也注重时代性,如2008年奥运公益广告、关爱艾滋病患者公益广告等等。本论文对所选取的语料作了具体的描述和分析,并在分析的基础上加以综合并得出结论。作为本论文的创新点,本论文首次运用关联理论对比分析中英文公益广告。这项研究会对中国公益广告事业的发展,认知语用学以及关联理论的具体实践应用有所贡献。
[Abstract]:Public service advertisement is a new style of practical writing developed in recent years. It involves the concept and behavior of the public interest of the whole society and each member of society. It is of great significance to the construction of socialist spiritual civilization and the establishment of good moral norms. Therefore, the study of public service advertising has practical significance and practical value. At present, the study of public service advertisement in our country begins with the phenomenon of advertising language, and summarizes the linguistic characteristics of advertisement creation through a large number of case studies. This kind of summative research is beneficial and necessary to the subject construction of course, but the guiding significance of advertising creativity, which appeals to inspiration and wisdom, and seeks for innovation and difference as the key point of survival, is rather weak. In fact, how to make the public service advertisement convey rich information, and at the same time make these information fully read, so as to realize the public interest and enlighten the purpose of education, is the most concerned problem of the public service advertisement creators. These two questions can be found in the relevance theory. The author believes that, in combination with the latest research results in Chinese linguists, the similarities and differences of Chinese and English public service advertising languages are analyzed macroscopically from the perspective of cognitive pragmatics, as well as what factors influence them. To explore some guiding principles of the creation of public service advertising, perhaps more practical significance. This thesis compares Chinese and English public service advertisements from the perspective of relevance theory. The introduction chapter mainly explains the reason and rationality of this thesis, how to design the research scheme and how to carry out the research in detail. The first chapter reviews the development of relevance theory and public service advertising, as well as previous researches in this field. The author makes a critical review of the current situation and academic development of this research topic at home and abroad, finds out the shortcomings, and lays a foundation for the establishment of his own research scheme. The second chapter is based on the literature review of the previous chapter, introduces the specific content of relevance theory applied in this paper, establishes its own theoretical framework, designs its own research plan, the third chapter uses the theory introduced in the second chapter. The fourth chapter makes a detailed analysis of the obtained research results, and explains the credibility, effectiveness and application value of the research. The conclusion chapter summarizes the whole research process, draws a conclusion, explains the value, significance and deficiency of the study. The author selects 150 English and Chinese public service advertising materials, which come from the public service advertising language in newspapers, internet and TV. In order to ensure the authoritativeness of the corpus, the newspapers, television, and network of the selected corpus are authoritative, such as China Daily, China Central Television, and the World Public Service Advertising Network and so on. The standards of corpus selection are extensiveness and epochal. The content involves all aspects of people's life, such as traffic safety, environmental protection, anti-war, and so on; at the same time, it also pays attention to the times, such as the 2008 Olympic public service advertising, care for AIDS patients public service advertising and so on. In this paper, the selected corpus is described and analyzed in detail, and the conclusion is drawn based on the analysis. As the innovation of this thesis, this thesis uses relevance theory to analyze Chinese and English public service advertisements for the first time. This study will contribute to the development of China's public service advertising industry, cognitive pragmatics and the practical application of relevance theory.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H315;H152

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