【摘要】：公益廣告是指“不以營利為目的,采用藝術(shù)性的表現(xiàn)手法,向社會公眾傳播對其有益的社會觀念的廣告活動,以促使其態(tài)度和行為上的改變�！本湍壳八鸭降馁Y料來看,對公益廣告的研究,多集中在文化、語用、修辭等方面。從語體學(xué)角度,系統(tǒng)地、深入地探討公益廣告的研究還不是很多。而且我國的語體學(xué)體系雖然己經(jīng)建立起來了,但是對于某些專門語體的研究還不是很深入。 因此,本文從語體學(xué)的角度出發(fā),將語體學(xué)的相關(guān)理論和修辭知識相結(jié)合,探討公益廣告的語體歸屬、語體特征、語體功能以及與商業(yè)廣告語體的差異。全文共分為五個部分： 第一章,對本文選題的緣起、意義、研究現(xiàn)狀、研究思路、方法以及創(chuàng)新之處進(jìn)行簡要闡述。 第二章,論述有關(guān)語體的定義,討論公益廣告語言的分類和語體歸屬。 第三章,對公益廣告語體的特征進(jìn)行研究。從簡明性、藝術(shù)性、新穎性三個方面論述公益廣告的語體特征。其中簡明性是指主題明確、語言簡單；公益廣告語體的藝術(shù)性從語音、語法、修辭等幾個方面進(jìn)行探討；公益廣告語體的新穎性主要通過字形變化、添加新元素兩種方式體現(xiàn)。 第四章,本章從信息功能、審美功能和情感功能三個方面闡述公益廣告語體對其功能的影響。公益廣告語體的功能對各種語言要素的使用起到制約作用,反過來經(jīng)整合和選擇后的功能變體對公益廣告也有一定的作用和影響。其中,情感功能主要是公益廣告語體通過訴諸于親情、愛國之情、恐懼之情、幽默之情來實現(xiàn)。 第五章,探討公益廣告與商業(yè)廣告的語體差異,公益廣告語體較之商業(yè)語體語言書面色彩更濃,多形成格式規(guī)范的標(biāo)語；大量使用修辭手法,將抽象的思想觀念具象化；具有明顯的時代變化性,主要表現(xiàn)在公益廣告語體的敘述人稱和敘述風(fēng)格變化方面。 最后,對全文進(jìn)行簡要?dú)w納并得出全文的最終結(jié)論。
[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.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：H152

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