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公益广告是一种区别于商业广告的非营利性广告类型,旨在宣扬社会人文精神,传播正能量,在我国构建和谐社会的进程中发挥着日益重要的作用。本文主要立足修辞劝说的视角,以一则保护野生动物的公益广告“姚明的护鲨行动”为例,对其进行多模态话语分析,分析其在文本、声音、图像等不同模态下是如何分别实现人品诉求、情感诉求和理性诉求的,并研究不同模态的共同作用和各修辞诉诸手段的互补性,试图揭示公益广告中的修辞现象,以期对相关研究有所助益,并为公益广告的设计与推广提供一定的参考。
Public service advertisement is a kind of non-profit advertising type different from commercial advertisement. It aims to promote social humane spirit and spread positive energy, playing an increasingly important role in the process of building a harmonious society in our country. Based on the perspective of rhetorical persuasion, this article takes a public service advertisement for wildlife protection as an example, and conducts multi-modal discourse analysis on the advertisements for the protection of wildlife, and analyzes its different modalities such as text, sound and image How to realize the character appeal, the emotional appeal and the rational appeal respectively, and study the mutual effect of different modalities and the complementarities of each rhetorical resorting method, trying to reveal the rhetorical phenomena in the public service advertisement so as to be helpful to the related research Benefit, and provide a reference for the design and promotion of public service ads.