从功能文体学角度看公益广告的说服力

发布时间：2019-03-21 11:42

【摘要】：作为说服性文本，公益广告要在最短的时间内引起读者的注意，向社会公众传播有益的社会观念，以促使其态度和行为发生改变。因此，公益广告语言文字的说服力这一特点显得尤为重要。学者们从符号学、社会学、语用学等角度对阐释公益广告的语言特征做了系统的研究，但关于公益广告与语境相关性的论述尚未全面展开。作为现代文体学的分支，功能文体学以系统功能语法为理论基础，注重在文体学分析、解释、评价的程序模式下探讨不同语言层面所突出的文体特征是如何在情景语境中实现语言功能的。基于此，本文运用功能文体学分析公益广告的说服力，旨在探讨这种说服力是如何借助突出的文体效果在相关的情景语境中实现的。本文以功能文体学为理论基础，，借助系统功能语法从语相层、词汇层、句法层、语义层对29篇公益广告的文体特点进行了定性和相关数据分析，总结出公益广告的文体特征，并联系情景语境，从情景语境角度解释所发现的特征是否符合韩礼德提出的“有动因的突出”这一理论以及这些特征如何受语境因素驱动。本文由五个章节构成。第一章为导论，阐述了课题的研究背景、研究目的和意义、研究问题和方法及整篇论文的结构。第二章为本文的文献综述部分，对说服力、功能文体学和公益广告的研究分别作了回顾。针对以上三个领域研究的不足之处，提出了此次研究的必要性和可行性。第三章为本文的理论基础部分，详细阐述了功能文体学的文体观—有动因的突出及其影响因素，同时介绍了有动因的突出理论在文体学分析中的运用,从而提出了本文相应的分析程序。第四章是本文的分析主体，分为两大部分。第一部分主要从不同的语言层面对公益广告突出的文体特征进行分析：语相层面通过排版方式、字体及标点符号的使用来体现其突出的特征；词汇层面频繁使用名词化词语、短语和数词将公益广告主题凸显出来；语法层面则多采用及物性中的物质过程，语气系统中的一般现在时态和陈述句，主位类型中的简述主位（特别是无标记性主位）来向读者叙述客观事实；语义层面的突出特征主要体现在重复、平行和省略修辞手段的使用上。第二部分是解释阶段，主要是联系情景语境阐述语言层面所突出的特征与公益广告说服力之间的相关性。第五章为本文的总结部分，对全文发现做了简要总结，并指出本研究的局限性和今后的研究方向。
[Abstract]:As a persuasive text, the public service advertisement should attract the readers' attention in the shortest time, and spread beneficial social ideas to the public in order to change its attitude and behavior. Therefore, the persuasive character of public service advertising language is particularly important. Scholars have systematically studied the linguistic characteristics of public service advertising from the perspectives of semiotics, sociology and pragmatics, but the discussion on the correlation between public service advertising and context has not yet been carried out in an all-round way. As a branch of modern stylistics, functional stylistics is based on systematic functional grammar, focusing on stylistic analysis and interpretation. Under the procedural model of evaluation, this paper discusses how the stylistic features of different linguistic levels can realize the linguistic function in situational context. Based on this, this paper uses functional stylistics to analyze the persuasion of public service advertising in order to explore how this persuasion can be achieved in the context of relevant situations with the help of outstanding stylistic effects. Based on the theory of functional stylistics, this paper analyzes the stylistic features of 29 public service advertisements from the aspect of language, vocabulary, syntax and semantics, and summarizes the stylistic features of public service advertisements. From the perspective of situational context, the author explains whether the found features conform to Halliday's theory of "motivated prominence" and how these characteristics are driven by contextual factors. This paper consists of five chapters. The first chapter is an introduction, which describes the research background, purpose and significance, research problems and methods, and the structure of the whole paper. The second chapter is the literature review of this paper, which reviews the research of persuasion, functional stylistics and public service advertising. In view of the shortcomings of the above three fields, the necessity and feasibility of this study are put forward. The third chapter is the theoretical foundation of this paper, which elaborates the stylistic view of functional stylistics-the protruding of motivation and its influencing factors, and also introduces the application of the theory of motivated prominence in stylistic analysis. Thus, the corresponding analysis program is put forward in this paper. The fourth chapter is the main body of this paper, divided into two parts. The first part mainly analyzes the prominent stylistic features of the public service advertisement from different language levels: the language level reflects its outstanding features through the use of typography font and punctuation; At the lexical level, nominalization words, phrases and numerals are frequently used to highlight the theme of public service advertisements; At the grammatical level, the material process in transitivity, the general present tense and declarative sentence in mood system, the brief theme in theme type (especially the unmarked theme) are used to describe the objective facts to the reader. The prominent features of semantic level are mainly reflected in the use of repetition, parallelism and ellipsis. The second part is the interpretation stage, which mainly explains the correlation between the linguistic features and the persuasion of the public service advertisement in the context of the situation. The fifth chapter is the summary part of this paper, which makes a brief summary of the findings, and points out the limitations of this study and the future research direction.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H052

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