从亚里士多德的修辞三诉诸来分析中文公益广告
发布时间：2018-09-17 13:17
【摘要】：广告作为宣传和推广商品销售的工具，自其出现以来，对人们的生活影响越来越大。公益广告，也被称为“公共服务广告”，为一种区别于商业广告的非盈利性广告，是以宣传社会人文精神，，树立文明观念，推广科学生活方式为主题的广告形式。如今，在我国社会主义精神文明建设中发挥着及其重要的作用。随着广告在社会生活中的作用越来越大，对广告的研究也越来越丰富，但其中对公益公告的研究并不多见。 本文通过网络和电视上收集来的200多条中文公益广告进行归纳，利用亚里士多德的修辞三诉诸，即道德诉诸（ethos）、情感诉诸（pathos）和逻辑诉诸（logos）进行系统的分析，以揭示中文公益广告语中的修辞现象，为中国公益广告的发展提供一定的帮助。 本文采用定性和定量相结合的方法对200多条公益广告语料进行具体的描述和分析。首先，为了证实用修辞三诉诸理论来分析中文公益广告的可行性，对所搜集到的公益广告从修辞三诉诸进行定性分析。其次，通过对修辞三诉诸在所有收集的中文公益广告中的分布情况，所有修辞手法和所有诉诸价值观在中文公益广告的分布情况进行统计，进行定量分析，利用所统计的数据来显示定性分析的结果，并对结果进行解释和说明。 本文的研究结果主要体现在：情感诉诸是修辞三诉诸在中文公益广告中运用较多的说服方式；中文公益广告中修辞的三诉诸分别采用了不同的实现方式；亚里士多德的修辞三诉诸也可以运用在英语教学中。
[Abstract]:Advertising as a tool to promote and promote the sale of goods, since its emergence, the impact on people's lives is growing. Public service advertisement, also known as "public service advertisement", is a kind of non-profit advertisement which is different from commercial advertisement. It is a form of advertisement with the theme of propagating the social humanistic spirit, setting up the concept of civilization and popularizing the scientific way of life. Nowadays, it plays an important role in the construction of socialist spiritual civilization in our country. With the increasing role of advertising in social life, the study of advertising is becoming more and more abundant, but the research on public announcement is rare. This paper sums up more than 200 Chinese public service advertisements collected on network and TV, and makes a systematic analysis by using Aristotle's rhetoric three appeals, that is, moral appeal to (ethos), emotion to (pathos) and logic to (logos). In order to reveal the rhetorical phenomenon in Chinese public service advertisement, it provides some help for the development of Chinese public service advertisement. This paper uses qualitative and quantitative methods to describe and analyze more than 200 public service advertising materials. First of all, in order to prove the feasibility of using the theory of rhetorical appeal to analyze the Chinese public service advertising, the collected public service advertisements are qualitatively analyzed from the rhetoric appeal. Secondly, through the statistics of the distribution of rhetoric appeal in all collected Chinese public service advertisements, the distribution of all rhetorical devices and all appeal values in Chinese public service advertising, the quantitative analysis is carried out. The statistical data are used to show the results of qualitative analysis, and the results are explained and explained. The main results of this paper are as follows: emotional appeal is the three ways of persuasion in Chinese public service advertisement, and the third appeal of rhetoric in Chinese public service advertisement uses different ways to realize it. Aristotle's rhetorical appeal can also be used in English teaching.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H15
本文编号：2246034
[Abstract]:Advertising as a tool to promote and promote the sale of goods, since its emergence, the impact on people's lives is growing. Public service advertisement, also known as "public service advertisement", is a kind of non-profit advertisement which is different from commercial advertisement. It is a form of advertisement with the theme of propagating the social humanistic spirit, setting up the concept of civilization and popularizing the scientific way of life. Nowadays, it plays an important role in the construction of socialist spiritual civilization in our country. With the increasing role of advertising in social life, the study of advertising is becoming more and more abundant, but the research on public announcement is rare. This paper sums up more than 200 Chinese public service advertisements collected on network and TV, and makes a systematic analysis by using Aristotle's rhetoric three appeals, that is, moral appeal to (ethos), emotion to (pathos) and logic to (logos). In order to reveal the rhetorical phenomenon in Chinese public service advertisement, it provides some help for the development of Chinese public service advertisement. This paper uses qualitative and quantitative methods to describe and analyze more than 200 public service advertising materials. First of all, in order to prove the feasibility of using the theory of rhetorical appeal to analyze the Chinese public service advertising, the collected public service advertisements are qualitatively analyzed from the rhetoric appeal. Secondly, through the statistics of the distribution of rhetoric appeal in all collected Chinese public service advertisements, the distribution of all rhetorical devices and all appeal values in Chinese public service advertising, the quantitative analysis is carried out. The statistical data are used to show the results of qualitative analysis, and the results are explained and explained. The main results of this paper are as follows: emotional appeal is the three ways of persuasion in Chinese public service advertisement, and the third appeal of rhetoric in Chinese public service advertisement uses different ways to realize it. Aristotle's rhetorical appeal can also be used in English teaching.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H15
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本文编号：2246034
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