公益广告用语的社会语言学探析.docVIP

公益广告用语的社会语言学探析 公益 广告 用语 的社 会语 言学 探析 摘要 广告用语作为一种不同于传统语言形式的极具有艺术性的语言, 越来越受到 语言学家的关注,如今广告用语研究已经成 社会为语言学研究的重要课题之一。 公益广告 作为一种区别于商业广告的非盈利性广告, 在我国社会主义精神文明建 设中发挥着及其重要的作用。 它的语言除了具备一般广告语言的共性以外, 更是 由于它的特殊本质也应该具有其 自身的特色。 本文 从社会语言学的角度, 对公益 广告用语的语篇 构成特点、 修辞、 语用等方面 进行 了初步的探索。 我们对收集到 的公益广告的语言进行分析之后发现, 一则公益广告的语篇主要由标题和正文组 成, 有时候标题和正文合而为一; 公益广告的 语言为了追求艺术性, 采用了各种 修辞手段; 公益广告制作者根据其主题的需要, 对合作原则和礼貌原则采取了灵 活运用; 最后我们在分析语料的基 础上, 找出了我国现存公益广告用语中的典型 性弊病, 并对其原因进行了探索。 关键词 :公益广告用语语篇修辞 语用 公益 广告 用语 的社 会语 言学 探析 Abstract As a kind of artistic language which is different from traditional language, the advertising expression has drawn more and more linguists’attention, and now it has already become an important subject in the field of social linguistics. The public interest advertisement, a kind of non-profit advertisement which is different from the commercial advertisement, is playing a vital role in our spiritual civilization construction. Because of its special essense, its expressions should also have its own characteristic besides have the common advertisement expressions’general characterIn this thesis, I make a brief probe into the passage structure characteristic, pragmatic basis and rhetoric of the public interest advertising expressions in the field of social linguistics. By analyzing the public interest advertising expressions we collected, we found that its passage structure is mainly composed by the title and the main text which sometimes combine into one speech.In order to persure the artistry, the public interest advertising expressions has used some rhetorical ploys. According to its subject, the fabricant have adopted the nimble utilization to the cooperation principle and politeness principle. Last, on the base of analizing the language material, we discovered some typical disease in the extant public interest advertising expressions , and then has carried on the exploration to its reasonKey words: public interest advertising expressions passa