汉语公益广告中的评价性资源分析

发布时间：2018-06-03 14:50

本文选题：汉语公益广告 + 态度资源　；参考：《河南大学》2012年硕士论文

【摘要】：公益广告是社会文明的旗帜，是国家理想的标杆。它引导社会风尚，营造文明氛围，弘扬新风正气，激扬民族精神，鼓舞人民斗志，弘扬社会主义核心价值。本文从评价理论的角度研究了50篇汉语公益广告中评价资源的分布。本文运用定性和定量相结合的研究方法，对主要选自中央电视台播出的电视公益广告，还有部分来自www.cnpad.net和www.gongyigg.com中的平面公益广告等语料进行分析。通过对评价理论下辖三个子系统—态度、介入和级差三种资源及其次系统资源在语料中的分布，本文对汉语公益广告的运行机制进行深度探讨。在态度系统中，评价资源多达59处，且基本为正面评价，共占态度资源的48%，其次为判断资源和情感资源。广告者运用评价资源对社会现象及行为的正面评价能引起大众的共鸣，进而支持履行文明行为。在介入系统中，对话扩展资源相对地略多于对话紧缩资源。其中，对话扩展资源共56处，次系统中包容资源最多，它在整个扩展资源中占了92%。对话紧缩资源共47处，次系统为否定资源最多，它在整个紧缩资源中占了76.6%。汉语公益广告中的介入主要是通过其中的人物的话语实现的。汉语公益广告语篇主要通过对话扩展方式去包容、照顾其他的话语声音，给读者留出一定的话语空间，而不是对其压制或者排斥。通过这种方式，广告者试图通过预留一定的话语空间达到与大众之间的认同，，从而促使他们采取积极的正面的行动。在级差系统中，语势资源共58处，在级差系统中占了96.7%，其中次系统加强型占了56处。广告者试图通过加强其中的态度和介入资源加强了情感表达，更好地达到大众对汉语公益广告的认同感。本文的研究意义在于不仅分析了汉语公益广告中的评价性资源分布，而且从评价理论角度分析了汉语公益广告的运行机制，从而为以后的汉语公益广告的制作提供了可参考的数据。
[Abstract]:Public service advertisement is the banner of social civilization and the benchmark of national ideal. It guides the social fashion, builds the civilized atmosphere, carries forward the new style of justice, excites the national spirit, encourages the people to fight, and carries forward the socialist core value. This paper studies the distribution of evaluation resources in 50 Chinese public service advertisements from the perspective of evaluation theory. In this paper, the qualitative and quantitative methods are used to analyze the TV public service advertisements which are mainly selected from China Central Television, as well as some language materials such as plane public service advertisements from www.cnpad.net and www.gongyigg.com. Through the distribution of three sub-systems, attitude, intervention and differential, and the secondary system resources in the corpus, this paper makes a deep discussion on the operational mechanism of Chinese public service advertising. In the attitude system, there are 59 evaluation resources, which are basically positive evaluation, accounting for 48 percent of attitude resources, followed by judgment resources and emotional resources. The positive evaluation of social phenomena and behaviors by advertisers using evaluation resources can resonate with the public and then support the implementation of civilized behavior. In the intervention system, the dialog expansion resources are slightly more than the dialogue contraction resources. Among them, there are 56 dialog expansion resources, the subsystem contains the most resources, it accounts for 92 percent of the total expansion resources. The system has the most negative resources, accounting for 76. 6 percent of the total. The intervention in Chinese public service advertisement is mainly realized by the words of the characters. The discourse of Chinese public service advertisement is mainly contained by the way of dialogue expansion, taking care of other discourse sounds, leaving a certain discourse space for readers, rather than suppressing or rejecting it. In this way, advertisers try to achieve the consensus with the public by reserving a certain discourse space, and thus urge them to take positive actions. In the differential system, there are 58 potential resources, 96. 7 in the differential system, and 56 in the secondary system. Advertisers try to strengthen the emotional expression by strengthening their attitudes and intervening resources, so as to achieve the public's identity to Chinese public service advertising. The significance of this paper is not only to analyze the distribution of evaluative resources in Chinese public service advertising, but also to analyze the operational mechanism of Chinese public service advertising from the perspective of evaluation theory. Thus for the future Chinese public service advertising production to provide reference data.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H152

【参考文献】