韓禮德的系統(tǒng)功能語法理論廣為人知,它也成為眾多學(xué)者進(jìn)行各類研究的理論依據(jù)。很多研究都選擇用這一理論進(jìn)行語篇分析,然而,這些研究主要集中在書面語篇或是諸如政治演說等語篇,但對(duì)于公益廣告語篇的研究卻很少人問津。公益廣告作為廣告的一種形式,卻不以盈利為目的,旨在宣揚(yáng)道德,弘揚(yáng)社會(huì)正氣,幫助公眾樹立正確價(jià)值取向,倡導(dǎo)社會(huì)和諧。正因缺少了“經(jīng)濟(jì)利益”的牽引,公益廣告能否勸說公眾改變態(tài)度或采取行動(dòng)就顯得尤為重要。本文正是選取120篇公益廣告作為分析對(duì)象,論證系統(tǒng)功能語法理論是如何實(shí)現(xiàn)“勸說”的功能的。本研究采取韓禮德的系統(tǒng)功能語法理論作為分類系統(tǒng),應(yīng)用修辭學(xué)三種勸說模式作為分析框架。這三種勸說模式分別為,理性訴求,人品訴求和情感訴求。理性訴求訴諸于公益廣告自身的邏輯和理性,人品訴求訴諸于公益廣告人的人格,情感訴求訴諸于公眾的情感共鳴。 通過詳細(xì)的分析,作者發(fā)現(xiàn)在理性訴求中,物質(zhì)過程、祈使語氣等對(duì)給予公眾客觀、理性的認(rèn)識(shí)起到幫助作用,從而較好地實(shí)現(xiàn)“理性訴求”；從公益廣告“發(fā)布人”的角度來看,借助于他們的人格魅力及良好的公眾形象,再結(jié)合廣告語的心理過程及祈使語氣等,能達(dá)到很好的“說服”目的,從而實(shí)現(xiàn)...

【文章頁數(shù)】：54 頁

【學(xué)位級(jí)別】：碩士

【文章目錄】：
Abstract
摘要
Chapter One Introduction
    1.1 Background
    1.2 Objectives and Significance
    1.3 Layout
Chapter Two Literature Review
    2.1 Definition of Public Service Advertisement
    2.2 The Characteristics of Public Service Advertisement
    2.3 The Differences between PSA and Commercial Advertisement
    2.4 Previous Research on English and Chinese Public Service Advertisement
Chapter Three Theoretical Framework
    3.1 Three Appeals of persuasion
        3.1.1 The Appeal to Reason—logos
        3.1.2 The Appeal to Character—Ethos
        3.1.3 The Appeal to Emotion—Pathos
    3.2 Halliday's Conceptual Framework
        3.2.1 The Ideational Function
        3.2.2 The Interpersonal Function
        3.2.3 The Textual Function
Chapter Four Methodology
    4.1 Data Collection
    4.2 Data Analysis
Chapter Five Functional Analysis of Three Persuasive Appeals
    5.1 Functional Analysis of Logos
        5.1.1 Transitivity analysis
            5.1.1.1 Material Process
            5.1.1.2 Relational Process
        5.1.2 Mood
            5.1.2.1 Imperative
            5.1.2.2 Declaratives
            5.1.2.3 Interrogative
        5.1.3 Personal Pronoun
        5.1.4 Marked Theme
        5.1.5 Cohesive Device and Coherence
    5.2 Functional Analysis of Ethos
        5.2.1 Transitivity
            5.2.1.1 Mental Process
            5.2.1.2 Existential Process
            5.2.1.3 Verbal Process
        5.2.2 Personal Pronouns
        5.2.3 Mood
            5.2.3.1 Imperative
            5.2.3.2 Declarative
        5.2.4 Cohesion
        5.2.5 Theme Progression
    5.3 Functional Analysis of Pathos
        5.3.1 Personal Pronoun
        5.3.2 Mood
            5.3.2.1 Interrogative
            5.3.2.2 Declarative
            5.3.2.3 Imperative
        5.3.3 Modality
            5.3.3.1 Probability
            5.3.3.2 Obligation
        5.3.4 Marked Theme
        5.3.5 Cohesive and Coherence
Chapter Six Conclusion
Bibliography
Acknowledgements



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