言语行为视角中的公益广告语研究

发布时间：2018-04-06 04:25

本文选题：言语行为　切入点：公益广告语　出处：《云南师范大学》2017年硕士论文

【摘要】：公益广告语作为语言的一种存在形式,语言生动形象,新颖独特。它的制作和宣传是为了向广大公众提倡有益于人类自身及社会发展的社会公德,及时的提醒和引导受众。因此,公益广告的传播就是与社会大众的对话。受众在看到或听到公益广告劝导式的话语时,会根据自身情况对广告进行揣摩和理解,继而对自己的行为进行反思或调整,公益广告作为一种特殊的言语交际过程,实施着不同的言语行为。本文运用语用学的言语行为理论为基础,通过收集公益广告语料进行分析研究,主要研究了公益广告语言语行为的主要类型,公益广告语言语行为的综合运用以及公益广告语言语行为功能和公益广告语言语行为间接性劝服策略。导论部分主要交待选题缘由和研究方法,并且对公益广告语言语行为做了文献综述。第一章主要讨论了公益广告语的基本情况,从内容类型和表达方式类型对公益广告语进行了分类。重点论述了公益广告语是一种言语行为,并对公益广告语言语行为进行分类以及它的作用与功能。第二章着重讨论了公益广告语指令类言语行为,从指令类型、表现形式和指令功能等方面分析讨论了公益广告指令类言语行为的特点。第三章主要阐述了公益广告语阐述类言语行为,分析了阐述行为是如何采用不同的表现手段来进行劝说。第四章对疑问类、表情类和宣告类言语行为进行分析描写,从宣告类中又归出阐述类,并且分析了它们的语言表现形式和言语行为功能。第五章将这六类言语行为放入到公益广告语篇中,揭示了一个广告语篇中存在着多个言语行为的综合运用。第六章从公益广告语言语行为角色为出发点,将公益广告言语行为角色分为了深层发行者和表层发行者,同时分析了公益广告语言语行为的间接性劝服策略。本文通过言语行为的视角来分析公益广告语,以期揭示公益广告语言语行为特点和丰富言语行为理论研究成果。
[Abstract]:As a form of existence of language, public service advertising language is vivid and unique.The purpose of its production and publicity is to promote social morality beneficial to human and social development to remind and guide the audience in time.Therefore, the spread of public service advertising is the dialogue with the public.When the audience sees or hears the persuasive words of public service advertisement, they will interpret and understand the advertisement according to their own situation, and then reflect on or adjust their own behavior. As a special process of verbal communication, public service advertisement is a special process of verbal communication.Performing different speech acts.Based on the theory of speech act in pragmatics, this paper analyzes and studies the main types of speech act of public service advertisement by collecting the material of public service advertisement.The comprehensive application of public service advertising speech act, the function of public service advertising language speech act and the indirect persuasion strategy of public service advertisement language speech act.The introduction mainly explains the reason and research methods of the topic, and makes a literature review on the speech act of public service advertisement.The first chapter mainly discusses the basic situation of the public service advertisement language, classifies the public service advertisement language from the content type and the expression way type.This paper mainly discusses the public service advertising language as a speech act, and classifies the public service advertising language speech act and its function and function.In the second chapter, we mainly discuss the speech acts of the command type in the public service advertisement, and analyze the characteristics of the speech acts of the command type in the public service advertisement from the aspects of the type of instruction, the form of expression and the function of the instruction.The third chapter mainly expounds the speech act of public service advertisement, and analyzes how to use different means of expression to persuade.In the fourth chapter, we analyze and describe the speech acts of interrogative class, expression class and declarative class, and classify them into exposition classes from the declarative class, and analyze their language expression forms and speech act functions.Chapter five puts the six kinds of speech acts into the discourse of public service advertisement, and reveals the comprehensive application of multiple speech acts in an advertising discourse.The sixth chapter divides the public service advertisement speech act role into deep publisher and surface publisher from the perspective of the public service advertising speech act role and analyzes the indirect persuasion strategy of the public service advertisement speech act.This paper analyzes the public service advertising language from the perspective of speech act in order to reveal the characteristics of public service advertising speech act and enrich the research results of speech act theory.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H136

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