英汉公益广告劝说性分析
发布时间：2024-06-29 02:16
韩礼德的系统功能语法理论广为人知,它也成为众多学者进行各类研究的理论依据。很多研究都选择用这一理论进行语篇分析,然而,这些研究主要集中在书面语篇或是诸如政治演说等语篇,但对于公益广告语篇的研究却很少人问津。公益广告作为广告的一种形式,却不以盈利为目的,旨在宣扬道德,弘扬社会正气,帮助公众树立正确价值取向,倡导社会和谐。正因缺少了“经济利益”的牵引,公益广告能否劝说公众改变态度或采取行动就显得尤为重要。本文正是选取120篇公益广告作为分析对象,论证系统功能语法理论是如何实现“劝说”的功能的。本研究采取韩礼德的系统功能语法理论作为分类系统,应用修辞学三种劝说模式作为分析框架。这三种劝说模式分别为,理性诉求,人品诉求和情感诉求。理性诉求诉诸于公益广告自身的逻辑和理性,人品诉求诉诸于公益广告人的人格,情感诉求诉诸于公众的情感共鸣。 通过详细的分析,作者发现在理性诉求中,物质过程、祈使语气等对给予公众客观、理性的认识起到帮助作用,从而较好地实现“理性诉求”；从公益广告“发布人”的角度来看,借助于他们的人格魅力及良好的公众形象,再结合广告语的心理过程及祈使语气等,能达到很好的“说服”目的,从而实现...
【文章页数】：54 页
【学位级别】：硕士
【文章目录】：
Abstract
摘要
Chapter One Introduction
1.1 Background
1.2 Objectives and Significance
1.3 Layout
Chapter Two Literature Review
2.1 Definition of Public Service Advertisement
2.2 The Characteristics of Public Service Advertisement
2.3 The Differences between PSA and Commercial Advertisement
2.4 Previous Research on English and Chinese Public Service Advertisement
Chapter Three Theoretical Framework
3.1 Three Appeals of persuasion
3.1.1 The Appeal to Reason—logos
3.1.2 The Appeal to Character—Ethos
3.1.3 The Appeal to Emotion—Pathos
3.2 Halliday's Conceptual Framework
3.2.1 The Ideational Function
3.2.2 The Interpersonal Function
3.2.3 The Textual Function
Chapter Four Methodology
4.1 Data Collection
4.2 Data Analysis
Chapter Five Functional Analysis of Three Persuasive Appeals
5.1 Functional Analysis of Logos
5.1.1 Transitivity analysis
5.1.1.1 Material Process
5.1.1.2 Relational Process
5.1.2 Mood
5.1.2.1 Imperative
5.1.2.2 Declaratives
5.1.2.3 Interrogative
5.1.3 Personal Pronoun
5.1.4 Marked Theme
5.1.5 Cohesive Device and Coherence
5.2 Functional Analysis of Ethos
5.2.1 Transitivity
5.2.1.1 Mental Process
5.2.1.2 Existential Process
5.2.1.3 Verbal Process
5.2.2 Personal Pronouns
5.2.3 Mood
5.2.3.1 Imperative
5.2.3.2 Declarative
5.2.4 Cohesion
5.2.5 Theme Progression
5.3 Functional Analysis of Pathos
5.3.1 Personal Pronoun
5.3.2 Mood
5.3.2.1 Interrogative
5.3.2.2 Declarative
5.3.2.3 Imperative
5.3.3 Modality
5.3.3.1 Probability
5.3.3.2 Obligation
5.3.4 Marked Theme
5.3.5 Cohesive and Coherence
Chapter Six Conclusion
Bibliography
Acknowledgements
本文编号：3997009
【文章页数】：54 页
【学位级别】：硕士
【文章目录】：
Abstract
摘要
Chapter One Introduction
1.1 Background
1.2 Objectives and Significance
1.3 Layout
Chapter Two Literature Review
2.1 Definition of Public Service Advertisement
2.2 The Characteristics of Public Service Advertisement
2.3 The Differences between PSA and Commercial Advertisement
2.4 Previous Research on English and Chinese Public Service Advertisement
Chapter Three Theoretical Framework
3.1 Three Appeals of persuasion
3.1.1 The Appeal to Reason—logos
3.1.2 The Appeal to Character—Ethos
3.1.3 The Appeal to Emotion—Pathos
3.2 Halliday's Conceptual Framework
3.2.1 The Ideational Function
3.2.2 The Interpersonal Function
3.2.3 The Textual Function
Chapter Four Methodology
4.1 Data Collection
4.2 Data Analysis
Chapter Five Functional Analysis of Three Persuasive Appeals
5.1 Functional Analysis of Logos
5.1.1 Transitivity analysis
5.1.1.1 Material Process
5.1.1.2 Relational Process
5.1.2 Mood
5.1.2.1 Imperative
5.1.2.2 Declaratives
5.1.2.3 Interrogative
5.1.3 Personal Pronoun
5.1.4 Marked Theme
5.1.5 Cohesive Device and Coherence
5.2 Functional Analysis of Ethos
5.2.1 Transitivity
5.2.1.1 Mental Process
5.2.1.2 Existential Process
5.2.1.3 Verbal Process
5.2.2 Personal Pronouns
5.2.3 Mood
5.2.3.1 Imperative
5.2.3.2 Declarative
5.2.4 Cohesion
5.2.5 Theme Progression
5.3 Functional Analysis of Pathos
5.3.1 Personal Pronoun
5.3.2 Mood
5.3.2.1 Interrogative
5.3.2.2 Declarative
5.3.2.3 Imperative
5.3.3 Modality
5.3.3.1 Probability
5.3.3.2 Obligation
5.3.4 Marked Theme
5.3.5 Cohesive and Coherence
Chapter Six Conclusion
Bibliography
Acknowledgements
本文编号：3997009
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