公益广告语体探究

发布时间：2018-12-15 19:44

【摘要】：公益广告是指“不以营利为目的,采用艺术性的表现手法,向社会公众传播对其有益的社会观念的广告活动,以促使其态度和行为上的改变。”就目前搜集到的资料来看,对公益广告的研究,多集中在文化、语用、修辞等方面。从语体学角度,系统地、深入地探讨公益广告的研究还不是很多。而且我国的语体学体系虽然己经建立起来了,但是对于某些专门语体的研究还不是很深入。因此,本文从语体学的角度出发,将语体学的相关理论和修辞知识相结合,探讨公益广告的语体归属、语体特征、语体功能以及与商业广告语体的差异。全文共分为五个部分：第一章,对本文选题的缘起、意义、研究现状、研究思路、方法以及创新之处进行简要阐述。第二章,论述有关语体的定义,讨论公益广告语言的分类和语体归属。第三章,对公益广告语体的特征进行研究。从简明性、艺术性、新颖性三个方面论述公益广告的语体特征。其中简明性是指主题明确、语言简单；公益广告语体的艺术性从语音、语法、修辞等几个方面进行探讨；公益广告语体的新颖性主要通过字形变化、添加新元素两种方式体现。第四章,本章从信息功能、审美功能和情感功能三个方面阐述公益广告语体对其功能的影响。公益广告语体的功能对各种语言要素的使用起到制约作用,反过来经整合和选择后的功能变体对公益广告也有一定的作用和影响。其中,情感功能主要是公益广告语体通过诉诸于亲情、爱国之情、恐惧之情、幽默之情来实现。第五章,探讨公益广告与商业广告的语体差异,公益广告语体较之商业语体语言书面色彩更浓,多形成格式规范的标语；大量使用修辞手法,将抽象的思想观念具象化；具有明显的时代变化性,主要表现在公益广告语体的叙述人称和叙述风格变化方面。最后,对全文进行简要归纳并得出全文的最终结论。
[Abstract]:Public service advertising refers to "not for profit, using artistic expression, to spread the social concept to the public, in order to promote the change of attitude and behavior." According to the data collected at present, the study of public service advertisement mainly focuses on culture, pragmatics, rhetoric and so on. From the stylistic point of view, systematic, in-depth study of public service advertising is not a lot. Although the stylistic system of our country has been established, the research on some special stylistics is not very thorough. Therefore, from the perspective of stylistics, this paper combines the relevant theories of stylistics with rhetoric knowledge, and probes into the stylistic attribution, stylistic features, stylistic functions and the differences between the stylistic and commercial advertising styles of public service advertisements. This paper is divided into five parts: the first chapter, the origin of this topic, significance, research status, research ideas, methods and innovations are briefly described. The second chapter discusses the definition of stylistic, the classification and stylistic attribution of public service advertising language. The third chapter studies the characteristics of public service advertising. This paper discusses the stylistic features of public service advertisement from three aspects: conciseness, artistry and novelty. Conciseness means that the subject is clear and the language is simple; the artistry of public service advertisement is discussed from the aspects of pronunciation, grammar, rhetoric and so on; the novelty of public service advertisement is mainly reflected by the change of font shape and the addition of new elements. Chapter four, this chapter expounds the influence of public service advertising body on its function from three aspects: information function, aesthetic function and emotional function. The function of the body of public service advertisement restricts the use of various language elements, and in turn, the functional variation after integration and selection has a certain function and influence on the public service advertisement. The affective function is mainly realized by appealing to kinship, patriotism, fear and humor. The fifth chapter discusses the differences between the style of public service advertisement and commercial advertisement, the writing color of public service advertisement is more intense than the commercial style, and many banners are formed in the form of standard form, and the abstract ideas are embodied by a large number of rhetorical devices. It has obvious change of times, mainly in the aspects of narration person and narrative style of public service advertisement. Finally, a brief summary of the full text and draw the final conclusion of the full text.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H152

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