【作者】 刘鑫；

【导师】 郑悦；

【作者基本信息】 河北大学 ， 英语语言文学， 2012， 硕士

【摘要】 作为说服性文本，公益广告要在最短的时间内引起读者的注意，向社会公众传播有益的社会观念，以促使其态度和行为发生改变。因此，公益广告语言文字的说服力这一特点显得尤为重要。学者们从符号学、社会学、语用学等角度对阐释公益广告的语言特征做了系统的研究，但关于公益广告与语境相关性的论述尚未全面展开。作为现代文体学的分支，功能文体学以系统功能语法为理论基础，注重在文体学分析、解释、评价的程序模式下探讨不同语言层面所突出的文体特征是如何在情景语境中实现语言功能的。基于此，本文运用功能文体学分析公益广告的说服力，旨在探讨这种说服力是如何借助突出的文体效果在相关的情景语境中实现的。本文以功能文体学为理论基础，借助系统功能语法从语相层、词汇层、句法层、语义层对29篇公益广告的文体特点进行了定性和相关数据分析，总结出公益广告的文体特征，并联系情景语境，从情景语境角度解释所发现的特征是否符合韩礼德提出的“有动因的突出”这一理论以及这些特征如何受语境因素驱动。本文由五个章节构成。第一章为导论，阐述了课题的研究背景、研究目的和意义、研究问题和方法及整篇论文的结构。第二章为本文的文献综述部分，对说服力、功能文体学和公益广告的研究分别作了回顾。针对以上三个领域研究的不足之处，提出了此次研究的必要性和可行性。第三章为本文的理论基础部分，详细阐述了功能文体学的文体观—有动因的突出及其影响因素，同时介绍了有动因的突出理论在文体学分析中的运用,从而提出了本文相应的分析程序。第四章是本文的分析主体，分为两大部分。第一部分主要从不同的语言层面对公益广告突出的文体特征进行分析：语相层面通过排版方式、字体及标点符号的使用来体现其突出的特征；词汇层面频繁使用名词化词语、短语和数词将公益广告主题凸显出来；语法层面则多采用及物性中的物质过程，语气系统中的一般现在时态和陈述句，主位类型中的简述主位（特别是无标记性主位）来向读者叙述客观事实；语义层面的突出特征主要体现在重复、平行和省略修辞手段的使用上。第二部分是解释阶段，主要是联系情景语境阐述语言层面所突出的特征与公益广告说服力之间的相关性。第五章为本文的总结部分，对全文发现做了简要总结，并指出本研究的局限性和今后的研究方向。更多还原

【Abstract】 As a persuasive discourse, Public Service Advertisement (PSA for short) is supposed tospread valuable social notions, arouse public attention in the shortest time and promotechanges in attitude and behavior of the public. Therefore, it is important to strengthen thepersuasive characteristic of advertisement language. Although many scholars in semiotics,sociology, pragmatics and other fields systematically explore the language features of PSA,the discussion about its relation to situational relevance has not yet been widely developed.As a branch of modern stylistics, Functional Stylistics based on the systemic-functionalgrammar focuses on how prominent stylistic features at different levels realize the languagefunctions in the stylistic procedure that consists of analysis, interpretation and evaluationphases.Based on this, the thesis applies Functional Stylistics to the analysis of how PSAachieves its persuasion in situational context by means of prominent stylistic effects. And thequalitative method and relevant statistics are employed in constructing of the stylistic featuresof29PSAs from different language levels with the help of systemic-functional grammar onthe foundation of Functional Stylistics. According to what is discussed, stylistic features ofPSA are concluded and interpreted from whether or not the discovered ones are in line withHalliday’s “motivated prominence”.This thesis is composed of five chapters. Chapter1is the introduction, which mainlydescribes the background, purpose and significance of research, research questions andmethods and the structure of the thesis. Chapter2reviews the relevant researches onpersuasion, Functional Stylistics and PSA. In Chapter3, Functional Stylistics’ view—styleas motivated prominence, the influential elements of motivated prominence and procedure ofmotivated prominence in discourse analysis are elaborated as the theoretical framework.Chapter4is the main part of the thesis, which is divided into two sections. The first sectiondescribes the prominent style features of PSA at different levels: the graphological contrastsuch as types of print, shape and punctuation are the prominent features at graphological level; nominalized words or phrases and numerals are used at the lexical level; at the syntactic level,the prominent features are reflected in the application of material process, the declaratives andpresent tense, the simple theme, especially the unmarked ones; meanwhile, the rhetoricdevices such as repetition, parallelism and ellipsis are used in the analysis of semantic levels.The interpretation of the stylistics features of PSA from motivated prominence in situationalcontext is in the second section. The last part is the conclusion, in which the findings,implications and limitations are pointed out.更多还原