【摘要】：廣告作為宣傳和推廣商品銷售的工具，自其出現(xiàn)以來，對人們的生活影響越來越大。公益廣告，也被稱為“公共服務(wù)廣告”，為一種區(qū)別于商業(yè)廣告的非盈利性廣告，是以宣傳社會人文精神，，樹立文明觀念，推廣科學(xué)生活方式為主題的廣告形式。如今，在我國社會主義精神文明建設(shè)中發(fā)揮著及其重要的作用。隨著廣告在社會生活中的作用越來越大，對廣告的研究也越來越豐富，但其中對公益公告的研究并不多見。 本文通過網(wǎng)絡(luò)和電視上收集來的200多條中文公益廣告進行歸納，利用亞里士多德的修辭三訴諸，即道德訴諸（ethos）、情感訴諸（pathos）和邏輯訴諸（logos）進行系統(tǒng)的分析，以揭示中文公益廣告語中的修辭現(xiàn)象，為中國公益廣告的發(fā)展提供一定的幫助。 本文采用定性和定量相結(jié)合的方法對200多條公益廣告語料進行具體的描述和分析。首先，為了證實用修辭三訴諸理論來分析中文公益廣告的可行性，對所搜集到的公益廣告從修辭三訴諸進行定性分析。其次，通過對修辭三訴諸在所有收集的中文公益廣告中的分布情況，所有修辭手法和所有訴諸價值觀在中文公益廣告的分布情況進行統(tǒng)計，進行定量分析，利用所統(tǒng)計的數(shù)據(jù)來顯示定性分析的結(jié)果，并對結(jié)果進行解釋和說明。 本文的研究結(jié)果主要體現(xiàn)在：情感訴諸是修辭三訴諸在中文公益廣告中運用較多的說服方式；中文公益廣告中修辭的三訴諸分別采用了不同的實現(xiàn)方式；亞里士多德的修辭三訴諸也可以運用在英語教學(xué)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.
【學(xué)位授予單位】：西安外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：H15

【參考文獻】

相關(guān)期刊論文 前8條

1 龔文庠;說服學(xué)的源起和發(fā)展趨向──從亞里士多德的“信譽證明（Ethos）”、“情感證明（Pathos）”、“邏輯證明（Logos）”三手段談起[J];北京大學(xué)學(xué)報(哲學(xué)社會科學(xué)版);1994年03期

2 史萍;;電視公益廣告的語言特征[J];電視研究;2004年07期

3 何雨鴻;;亞里士多德修辭學(xué)三要素在廣告英語中的應(yīng)用[J];遼寧經(jīng)濟職業(yè)技術(shù)學(xué)院(遼寧經(jīng)濟管理干部學(xué)院學(xué)報);2008年01期

4 韋漢;會話合作原則與廣告隱涵[J];外語與外語教學(xué);2001年06期

5 徐協(xié);房地產(chǎn)廣告語言的藝術(shù)化情感化趨向[J];修辭學(xué)習(xí);2002年05期

6 譚汝為;樓盤命名的社會語言學(xué)分析[J];修辭學(xué)習(xí);2004年01期

7 于淼;;跨文化廣告?zhèn)鞑ァ暗谌龡l道路”初探[J];中國商界(下半月);2008年09期

8 孫文娟;;廣告訴諸研究[J];鄭州航空工業(yè)管理學(xué)院學(xué)報(社會科學(xué)版);2006年06期

本文編號：2246034