本文選題：中文公益廣告 + 英文公益廣告　； 參考：《山東師范大學(xué)》2011年碩士論文

【摘要】：公益廣告是近年來發(fā)展起來的一種新的應(yīng)用文樣式,它涉及到整個社會以及每個社會成員公共利益的觀念及行為,對建設(shè)社會主義精神文明、樹立良好的道德規(guī)范意義重大。因此,對公益廣告進行研究具有現(xiàn)實意義和實用價值。目前,我國對公益廣告的研究多是從廣告語言現(xiàn)象入手,通過大量的個案分析總結(jié)廣告創(chuàng)作的語言特點。這種總結(jié)式的研究對學(xué)科建設(shè)而言當然是有益的、必不可少的,但對于廣告創(chuàng)意這樣一個訴諸靈感和智慧,以求新求異為生存要義的行業(yè)來說,其指導(dǎo)意義則未免失之薄弱。事實上,如何使公益廣告在傳達豐富信息的同時,又使這些信息被充分解讀,從而實現(xiàn)公眾利益和啟發(fā)教育的目的,是公益廣告創(chuàng)作者最為關(guān)注的問題。而這兩個問題恰恰可以在關(guān)聯(lián)理論那里找到答案。筆者認為,結(jié)合中國語言學(xué)界的最新研究成果,從認知語用學(xué)角度宏觀地分析中英文公益廣告語言的異同點,以及受哪些因素的影響制約,從而摸索出一些具有指導(dǎo)性的公益廣告創(chuàng)作原則,也許更具有現(xiàn)實意義。 本論文從關(guān)聯(lián)理論視角對比分析中英文公益廣告。導(dǎo)入章節(jié)主要闡述本論文所選題的理由及合理性,研究方案怎樣設(shè)計,怎樣詳細進一步開展研究。第一章回顧關(guān)聯(lián)理論及公益廣告的發(fā)展,以及前人在該領(lǐng)域的研究,作者對本研究課題國內(nèi)外現(xiàn)狀及學(xué)術(shù)動態(tài)進行批判性綜述,找出不足,為建立自己的研究方案打下基礎(chǔ);第二章在前一章文獻綜述的基礎(chǔ)上,介紹本論文研究中所應(yīng)用的關(guān)聯(lián)理論的具體內(nèi)容,建立自己的理論框架,設(shè)計出自己的研究方案;第三章運用第二章介紹的理論,具體分析中英文公益廣告案例,詳細說明研究過程;第四章對獲得的研究結(jié)果進行詳盡的分析,并說明該研究的可信性,有效性和應(yīng)用價值;結(jié)論章節(jié)對整個研究過程進行總結(jié),得出結(jié)論,說明研究的價值、意義及不足。 作者選取中英文公益廣告語料各150條,語料來自報刊、網(wǎng)絡(luò)及電視中的公益廣告用語。為保證語料的權(quán)威性,選取語料的報刊、電視、網(wǎng)絡(luò)都具有權(quán)威性,比如《中國日報》,中國中央電視臺,以及世界公益廣告網(wǎng)等等。語料選取標準為廣泛性和時代性。內(nèi)容涉及人們生活的方方面面,例如交通安全、環(huán)保、反戰(zhàn)等等;同時也注重時代性,如2008年奧運公益廣告、關(guān)愛艾滋病患者公益廣告等等。本論文對所選取的語料作了具體的描述和分析,并在分析的基礎(chǔ)上加以綜合并得出結(jié)論。 作為本論文的創(chuàng)新點,本論文首次運用關(guān)聯(lián)理論對比分析中英文公益廣告。這項研究會對中國公益廣告事業(yè)的發(fā)展,認知語用學(xué)以及關(guān)聯(lián)理論的具體實踐應(yīng)用有所貢獻。
[Abstract]:Public service advertisement is a new style of practical writing developed in recent years. It involves the concept and behavior of the public interest of the whole society and each member of society. It is of great significance to the construction of socialist spiritual civilization and the establishment of good moral norms. Therefore, the study of public service advertising has practical significance and practical value. At present, the study of public service advertisement in our country begins with the phenomenon of advertising language, and summarizes the linguistic characteristics of advertisement creation through a large number of case studies. This kind of summative research is beneficial and necessary to the subject construction of course, but the guiding significance of advertising creativity, which appeals to inspiration and wisdom, and seeks for innovation and difference as the key point of survival, is rather weak. In fact, how to make the public service advertisement convey rich information, and at the same time make these information fully read, so as to realize the public interest and enlighten the purpose of education, is the most concerned problem of the public service advertisement creators. These two questions can be found in the relevance theory. The author believes that, in combination with the latest research results in Chinese linguists, the similarities and differences of Chinese and English public service advertising languages are analyzed macroscopically from the perspective of cognitive pragmatics, as well as what factors influence them. To explore some guiding principles of the creation of public service advertising, perhaps more practical significance. This thesis compares Chinese and English public service advertisements from the perspective of relevance theory. The introduction chapter mainly explains the reason and rationality of this thesis, how to design the research scheme and how to carry out the research in detail. The first chapter reviews the development of relevance theory and public service advertising, as well as previous researches in this field. The author makes a critical review of the current situation and academic development of this research topic at home and abroad, finds out the shortcomings, and lays a foundation for the establishment of his own research scheme. The second chapter is based on the literature review of the previous chapter, introduces the specific content of relevance theory applied in this paper, establishes its own theoretical framework, designs its own research plan, the third chapter uses the theory introduced in the second chapter. The fourth chapter makes a detailed analysis of the obtained research results, and explains the credibility, effectiveness and application value of the research. The conclusion chapter summarizes the whole research process, draws a conclusion, explains the value, significance and deficiency of the study. The author selects 150 English and Chinese public service advertising materials, which come from the public service advertising language in newspapers, internet and TV. In order to ensure the authoritativeness of the corpus, the newspapers, television, and network of the selected corpus are authoritative, such as China Daily, China Central Television, and the World Public Service Advertising Network and so on. The standards of corpus selection are extensiveness and epochal. The content involves all aspects of people's life, such as traffic safety, environmental protection, anti-war, and so on; at the same time, it also pays attention to the times, such as the 2008 Olympic public service advertising, care for AIDS patients public service advertising and so on. In this paper, the selected corpus is described and analyzed in detail, and the conclusion is drawn based on the analysis. As the innovation of this thesis, this thesis uses relevance theory to analyze Chinese and English public service advertisements for the first time. This study will contribute to the development of China's public service advertising industry, cognitive pragmatics and the practical application of relevance theory.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：H315;H152

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