【摘要】 广义论证理论拓展并深化了说服传播研究。基于广义论证理论和方法,本文选取《如果排出的二氧化碳可以被看到》,探究视频公益广告的多模态说服传播。研究发现,《如果》是基于相关的社会文化特征和特定文化情境,用语篇开展的号召“减少碳排放”的多模态说服传播实践活动;根据其多模态文本所述,整体由三个语篇行动构成,论证呈现出三个阶段的说服传播过程。该论证的语境理解规则有:天人合一、大国担当和集体主义;功能规则有:宣示目标、警示现状、知行合一、效果展示、游戏邀约;表达规则有:直接告知、转为可视、视觉对比;分块规则是意象交融。从而分步有序地实现各个阶段的功能,达成号召“减少碳排放”的说服传播目标。更多还原

【Abstract】 The generalized argumentation theory expands and deepens the study of persuasion communication. Based on the theory and method of generalized argumentation, this paper chooses “If the Emitted Carbon Dioxide Could Be Seen” to explore the multi-modal persuasion communication of video public service advertisements. It is found that “If” is a multi-modal persuasion communication practice called “reducing carbon emissions” based on relevant social and cultural characteristics and specific cultural situations. According to its multi-modal text, the whole is composed of three textual actions, and the argument presents three stages of persuasion communication. The contextual understanding rules of this argument are: the unity of heaven and man, the responsibility of big countries and collectivism?? Functional rules include: declaring goals, warning the status quo, integrating knowledge with practice, displaying effects, and inviting games??The rules of expression are: direct notification, conversion to visualization and visual contrast?? The block rule is the blending of images. So, the functions of each stage are realized in an orderly manner to achieve the persuasion communication goal purpose of calling for “reducing carbon emissions”.更多还原