本文選題：漢語(yǔ)公益廣告 + 態(tài)度資源�。� 參考：《河南大學(xué)》2012年碩士論文

【摘要】：公益廣告是社會(huì)文明的旗幟，是國(guó)家理想的標(biāo)桿。它引導(dǎo)社會(huì)風(fēng)尚，營(yíng)造文明氛圍，弘揚(yáng)新風(fēng)正氣，激揚(yáng)民族精神，鼓舞人民斗志，弘揚(yáng)社會(huì)主義核心價(jià)值。本文從評(píng)價(jià)理論的角度研究了50篇漢語(yǔ)公益廣告中評(píng)價(jià)資源的分布。 本文運(yùn)用定性和定量相結(jié)合的研究方法，對(duì)主要選自中央電視臺(tái)播出的電視公益廣告，還有部分來(lái)自www.cnpad.net和www.gongyigg.com中的平面公益廣告等語(yǔ)料進(jìn)行分析。通過(guò)對(duì)評(píng)價(jià)理論下轄三個(gè)子系統(tǒng)—態(tài)度、介入和級(jí)差三種資源及其次系統(tǒng)資源在語(yǔ)料中的分布，本文對(duì)漢語(yǔ)公益廣告的運(yùn)行機(jī)制進(jìn)行深度探討。 在態(tài)度系統(tǒng)中，評(píng)價(jià)資源多達(dá)59處，且基本為正面評(píng)價(jià)，共占態(tài)度資源的48%，其次為判斷資源和情感資源。廣告者運(yùn)用評(píng)價(jià)資源對(duì)社會(huì)現(xiàn)象及行為的正面評(píng)價(jià)能引起大眾的共鳴，進(jìn)而支持履行文明行為。 在介入系統(tǒng)中，對(duì)話(huà)擴(kuò)展資源相對(duì)地略多于對(duì)話(huà)緊縮資源。其中，對(duì)話(huà)擴(kuò)展資源共56處，次系統(tǒng)中包容資源最多，它在整個(gè)擴(kuò)展資源中占了92%。對(duì)話(huà)緊縮資源共47處，次系統(tǒng)為否定資源最多，它在整個(gè)緊縮資源中占了76.6%。漢語(yǔ)公益廣告中的介入主要是通過(guò)其中的人物的話(huà)語(yǔ)實(shí)現(xiàn)的。漢語(yǔ)公益廣告語(yǔ)篇主要通過(guò)對(duì)話(huà)擴(kuò)展方式去包容、照顧其他的話(huà)語(yǔ)聲音，給讀者留出一定的話(huà)語(yǔ)空間，而不是對(duì)其壓制或者排斥。通過(guò)這種方式，廣告者試圖通過(guò)預(yù)留一定的話(huà)語(yǔ)空間達(dá)到與大眾之間的認(rèn)同，，從而促使他們采取積極的正面的行動(dòng)。 在級(jí)差系統(tǒng)中，語(yǔ)勢(shì)資源共58處，在級(jí)差系統(tǒng)中占了96.7%，其中次系統(tǒng)加強(qiáng)型占了56處。廣告者試圖通過(guò)加強(qiáng)其中的態(tài)度和介入資源加強(qiáng)了情感表達(dá)，更好地達(dá)到大眾對(duì)漢語(yǔ)公益廣告的認(rèn)同感。 本文的研究意義在于不僅分析了漢語(yǔ)公益廣告中的評(píng)價(jià)性資源分布，而且從評(píng)價(jià)理論角度分析了漢語(yǔ)公益廣告的運(yùn)行機(jī)制，從而為以后的漢語(yǔ)公益廣告的制作提供了可參考的數(shù)據(jù)。
[Abstract]:Public service advertisement is the banner of social civilization and the benchmark of national ideal. It guides the social fashion, builds the civilized atmosphere, carries forward the new style of justice, excites the national spirit, encourages the people to fight, and carries forward the socialist core value. This paper studies the distribution of evaluation resources in 50 Chinese public service advertisements from the perspective of evaluation theory. In this paper, the qualitative and quantitative methods are used to analyze the TV public service advertisements which are mainly selected from China Central Television, as well as some language materials such as plane public service advertisements from www.cnpad.net and www.gongyigg.com. Through the distribution of three sub-systems, attitude, intervention and differential, and the secondary system resources in the corpus, this paper makes a deep discussion on the operational mechanism of Chinese public service advertising. In the attitude system, there are 59 evaluation resources, which are basically positive evaluation, accounting for 48 percent of attitude resources, followed by judgment resources and emotional resources. The positive evaluation of social phenomena and behaviors by advertisers using evaluation resources can resonate with the public and then support the implementation of civilized behavior. In the intervention system, the dialog expansion resources are slightly more than the dialogue contraction resources. Among them, there are 56 dialog expansion resources, the subsystem contains the most resources, it accounts for 92 percent of the total expansion resources. The system has the most negative resources, accounting for 76. 6 percent of the total. The intervention in Chinese public service advertisement is mainly realized by the words of the characters. The discourse of Chinese public service advertisement is mainly contained by the way of dialogue expansion, taking care of other discourse sounds, leaving a certain discourse space for readers, rather than suppressing or rejecting it. In this way, advertisers try to achieve the consensus with the public by reserving a certain discourse space, and thus urge them to take positive actions. In the differential system, there are 58 potential resources, 96. 7 in the differential system, and 56 in the secondary system. Advertisers try to strengthen the emotional expression by strengthening their attitudes and intervening resources, so as to achieve the public's identity to Chinese public service advertising. The significance of this paper is not only to analyze the distribution of evaluative resources in Chinese public service advertising, but also to analyze the operational mechanism of Chinese public service advertising from the perspective of evaluation theory. Thus for the future Chinese public service advertising production to provide reference data.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：H152

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本文編號(hào)：1973177