本文選題：批評(píng)性語(yǔ)篇分析 + 語(yǔ)篇實(shí)踐方法　； 參考：《天津商業(yè)大學(xué)》2016年碩士論文

【摘要】：當(dāng)今社會(huì),廣告已經(jīng)無(wú)處不在,進(jìn)入到我們的生活和思想中,不斷的影響著人們的行為和態(tài)度。根據(jù)廣告目的不同目的可以把廣告進(jìn)一步分為商業(yè)廣告和公益廣告。由于商業(yè)廣告自身的推銷(xiāo)性,已經(jīng)吸引了大批專(zhuān)家學(xué)者對(duì)其從各個(gè)角度進(jìn)行研究。而公益廣告起步較晚,國(guó)內(nèi)外對(duì)公益廣告的關(guān)注遠(yuǎn)不如商業(yè)廣告。而且,僅有的對(duì)公益廣告的研究也是從美學(xué)、跨文化研究、傳播學(xué)、廣告學(xué)、系統(tǒng)功能語(yǔ)言學(xué)、社會(huì)學(xué)角度出發(fā),針對(duì)公益廣告文字層面的特點(diǎn)或其自身發(fā)展脈絡(luò)進(jìn)行的研究。然而,這些研究?jī)H停留在文字技巧及語(yǔ)言功能方面,未探究公益廣告是如何激發(fā)大眾的意識(shí)并使大眾積極采取行動(dòng)的。因此,本文從批評(píng)性語(yǔ)篇分析--語(yǔ)篇實(shí)踐方法這一新的視角,對(duì)公益廣告語(yǔ)篇進(jìn)行深入剖析,探究公益廣告如何喚起大眾的社會(huì)意識(shí)并使其積極行動(dòng)。公益廣告是不以盈利為目的而為公共利益而服務(wù)的廣告,為了喚起人們對(duì)社會(huì)問(wèn)題的關(guān)注并呼吁人們用實(shí)際行動(dòng)來(lái)改善這些問(wèn)題。本文以費(fèi)爾克勞的三維分析框架為基礎(chǔ),用語(yǔ)篇實(shí)踐研究方法,對(duì)公益廣告語(yǔ)篇的語(yǔ)氣,情態(tài),人稱(chēng)系統(tǒng),及物性,話語(yǔ)秩序進(jìn)行深入分析。采用定性研究方法并以網(wǎng)上關(guān)注率最高的40篇中文公益廣告作品的語(yǔ)篇為語(yǔ)料,分析公益廣告是如何潛移默化的影響大眾的心理并使大眾按照公益廣告倡導(dǎo)的理念去積極采取行動(dòng)。首先,本文從批評(píng)性語(yǔ)篇角度闡釋了費(fèi)爾克勞的三維分析框架和韓禮德的系統(tǒng)功能語(yǔ)法。著重闡述了作為費(fèi)爾克勞分析框架核心的語(yǔ)篇實(shí)踐方法。進(jìn)而對(duì)文本進(jìn)行語(yǔ)氣,人稱(chēng)系統(tǒng),情態(tài),及物性等的互動(dòng)分析,并對(duì)文本進(jìn)行話語(yǔ)秩序的分析,從而探究公益廣告對(duì)大眾的說(shuō)服力是如何實(shí)現(xiàn)的。
[Abstract]:In today's society, advertising has been everywhere, into our lives and thoughts, constantly affect people's behavior and attitude. Advertising can be further divided into commercial advertising and public service advertising according to the purpose of advertising. Because of its promotion, commercial advertising has attracted a large number of experts and scholars to study it from various angles. But the public service advertisement starts late, the domestic and foreign attention to the public service advertisement is far inferior to the commercial advertisement. Moreover, the only research on public service advertising is from the perspective of aesthetics, cross-cultural research, communication, advertising, systemic functional linguistics and sociology, aiming at the characteristics of public service advertising on the character level or its own development context. However, these studies only focus on language skills and language functions, without exploring how public service advertising can arouse public awareness and make the public take positive action. Therefore, from a new perspective of critical discourse analysis-discourse practice, this paper makes a thorough analysis of public service advertising discourse, and explores how public service advertisement can arouse the social consciousness of the public and make it take active action. In order to arouse people's attention to social problems and to call on people to improve these problems with practical actions, public service advertising is an advertisement that serves the public interest not for profit. Based on the three dimensional analytical framework of Falcrow, this paper makes an in-depth analysis of the mood, modality, personal system, transitivity and discourse order of public service advertising discourse. Using qualitative research method and the discourse of 40 Chinese public service advertisement works with the highest online attention rate as the corpus, This paper analyzes how the public service advertisement influences the public's psychology and makes the public take active action according to the idea advocated by the public service advertisement. First of all, from the perspective of critical discourse, this paper explains the three dimensional analytical framework of Falcrow and Halliday's systemic functional grammar. This paper focuses on the discourse practice as the core of the Fairclaw analytical framework. Then we analyze the mood, person system, modality and transitivity of the text, and analyze the discourse order of the text, so as to find out how the public service advertisement is persuasive to the public.
【學(xué)位授予單位】：天津商業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類(lèi)號(hào)】：H315
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本文編號(hào)：1883337