【摘要】：作為說服性文本，公益廣告要在最短的時(shí)間內(nèi)引起讀者的注意，向社會(huì)公眾傳播有益的社會(huì)觀念，以促使其態(tài)度和行為發(fā)生改變。因此，公益廣告語言文字的說服力這一特點(diǎn)顯得尤為重要。學(xué)者們從符號(hào)學(xué)、社會(huì)學(xué)、語用學(xué)等角度對(duì)闡釋公益廣告的語言特征做了系統(tǒng)的研究，但關(guān)于公益廣告與語境相關(guān)性的論述尚未全面展開。作為現(xiàn)代文體學(xué)的分支，功能文體學(xué)以系統(tǒng)功能語法為理論基礎(chǔ)，注重在文體學(xué)分析、解釋、評(píng)價(jià)的程序模式下探討不同語言層面所突出的文體特征是如何在情景語境中實(shí)現(xiàn)語言功能的。 基于此，本文運(yùn)用功能文體學(xué)分析公益廣告的說服力，旨在探討這種說服力是如何借助突出的文體效果在相關(guān)的情景語境中實(shí)現(xiàn)的。本文以功能文體學(xué)為理論基礎(chǔ)，，借助系統(tǒng)功能語法從語相層、詞匯層、句法層、語義層對(duì)29篇公益廣告的文體特點(diǎn)進(jìn)行了定性和相關(guān)數(shù)據(jù)分析，總結(jié)出公益廣告的文體特征，并聯(lián)系情景語境，從情景語境角度解釋所發(fā)現(xiàn)的特征是否符合韓禮德提出的“有動(dòng)因的突出”這一理論以及這些特征如何受語境因素驅(qū)動(dòng)。 本文由五個(gè)章節(jié)構(gòu)成。第一章為導(dǎo)論，闡述了課題的研究背景、研究目的和意義、研究問題和方法及整篇論文的結(jié)構(gòu)。第二章為本文的文獻(xiàn)綜述部分，對(duì)說服力、功能文體學(xué)和公益廣告的研究分別作了回顧。針對(duì)以上三個(gè)領(lǐng)域研究的不足之處，提出了此次研究的必要性和可行性。第三章為本文的理論基礎(chǔ)部分，詳細(xì)闡述了功能文體學(xué)的文體觀—有動(dòng)因的突出及其影響因素，同時(shí)介紹了有動(dòng)因的突出理論在文體學(xué)分析中的運(yùn)用,從而提出了本文相應(yīng)的分析程序。第四章是本文的分析主體，分為兩大部分。第一部分主要從不同的語言層面對(duì)公益廣告突出的文體特征進(jìn)行分析：語相層面通過排版方式、字體及標(biāo)點(diǎn)符號(hào)的使用來體現(xiàn)其突出的特征；詞匯層面頻繁使用名詞化詞語、短語和數(shù)詞將公益廣告主題凸顯出來；語法層面則多采用及物性中的物質(zhì)過程，語氣系統(tǒng)中的一般現(xiàn)在時(shí)態(tài)和陳述句，主位類型中的簡(jiǎn)述主位（特別是無標(biāo)記性主位）來向讀者敘述客觀事實(shí)；語義層面的突出特征主要體現(xiàn)在重復(fù)、平行和省略修辭手段的使用上。第二部分是解釋階段，主要是聯(lián)系情景語境闡述語言層面所突出的特征與公益廣告說服力之間的相關(guān)性。第五章為本文的總結(jié)部分，對(duì)全文發(fā)現(xiàn)做了簡(jiǎn)要總結(jié)，并指出本研究的局限性和今后的研究方向。
[Abstract]:As a persuasive text, the public service advertisement should attract the readers' attention in the shortest time, and spread beneficial social ideas to the public in order to change its attitude and behavior. Therefore, the persuasive character of public service advertising language is particularly important. Scholars have systematically studied the linguistic characteristics of public service advertising from the perspectives of semiotics, sociology and pragmatics, but the discussion on the correlation between public service advertising and context has not yet been carried out in an all-round way. As a branch of modern stylistics, functional stylistics is based on systematic functional grammar, focusing on stylistic analysis and interpretation. Under the procedural model of evaluation, this paper discusses how the stylistic features of different linguistic levels can realize the linguistic function in situational context. Based on this, this paper uses functional stylistics to analyze the persuasion of public service advertising in order to explore how this persuasion can be achieved in the context of relevant situations with the help of outstanding stylistic effects. Based on the theory of functional stylistics, this paper analyzes the stylistic features of 29 public service advertisements from the aspect of language, vocabulary, syntax and semantics, and summarizes the stylistic features of public service advertisements. From the perspective of situational context, the author explains whether the found features conform to Halliday's theory of "motivated prominence" and how these characteristics are driven by contextual factors. This paper consists of five chapters. The first chapter is an introduction, which describes the research background, purpose and significance, research problems and methods, and the structure of the whole paper. The second chapter is the literature review of this paper, which reviews the research of persuasion, functional stylistics and public service advertising. In view of the shortcomings of the above three fields, the necessity and feasibility of this study are put forward. The third chapter is the theoretical foundation of this paper, which elaborates the stylistic view of functional stylistics-the protruding of motivation and its influencing factors, and also introduces the application of the theory of motivated prominence in stylistic analysis. Thus, the corresponding analysis program is put forward in this paper. The fourth chapter is the main body of this paper, divided into two parts. The first part mainly analyzes the prominent stylistic features of the public service advertisement from different language levels: the language level reflects its outstanding features through the use of typography font and punctuation; At the lexical level, nominalization words, phrases and numerals are frequently used to highlight the theme of public service advertisements; At the grammatical level, the material process in transitivity, the general present tense and declarative sentence in mood system, the brief theme in theme type (especially the unmarked theme) are used to describe the objective facts to the reader. The prominent features of semantic level are mainly reflected in the use of repetition, parallelism and ellipsis. The second part is the interpretation stage, which mainly explains the correlation between the linguistic features and the persuasion of the public service advertisement in the context of the situation. The fifth chapter is the summary part of this paper, which makes a brief summary of the findings, and points out the limitations of this study and the future research direction.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：H052

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本文編號(hào)：2444898