亚洲免费av电影一区二区三区,日韩爱爱视频,51精品视频一区二区三区,91视频爱爱,日韩欧美在线播放视频,中文字幕少妇AV,亚洲电影中文字幕,久久久久亚洲av成人网址,久久综合视频网站,国产在线不卡免费播放

        ?

        A tentative analysis of a public service advertising discourse

        2019-10-14 03:13:13陳玉琴
        西部論叢 2019年20期

        陳玉琴

        Abstract:Advertisements play a significant role in peoples life. Public service advertising, serving as an essential part of ads, mainly spreads ideas or information. This paper intends to do discourse analysis with a piece of public service advertising so as to show the characteristics that make it special to the public. Thanks to these features, companies or organizations who willing to create or promote their public images or spread their ideas are high on public service advertising.

        Key words: public service advertising; context; genre; lexicon prominence

        1. Introduction

        Veatergaard.T. and K. Schroder, in their book The Language of Advertising (1985), divide advertising into commercial advertising and public service advertising. This paper chooses a piece of advertising —IF Live Curious— from National Geographic Channels (hereinafter referred as NGC) (2010), and is going to analyze this piece of discourse from the aspect of functional linguistics.

        2. Context

        Context refers to non-linguistic factors relating to discourse. And there are two types of context: context of culture and context of situation.

        According to Halliday, context of situation involves field, tenor and mode of discourse, and context of situation is realization of context of culture. Live Curious, a public service advertising published by NGC about life philosophy, is calling on the audience to stay curious; if only they are alive, they are supposed to find something, to learn something, to know something.

        3. Register

        According to Halliday, register refers to functional variety of language resulting from the changes of context of situation, the direct situation of language activity. He concluded the situational factors relevant to discourse as three variables: field, tenor and mode. Combining together, the three factors form situational configuration of discourse, which determines the meaning the text expressing (zhang delu, 2005). The register of this ad is opened register, for it has a relatively high degree of freedom to create its language.

        3.1 Field of discourse. The field of discourse refers to the situational factors such as subject matter and setting. The subject matter can be technical or non-technical ones. And the field restricts the choice of words. The subject matter of this ad is non-technique; therefore the words in the ad are usual ones. In return, it is more likely to predict the subject from these words like “ask”, “think”, “search”, and “doubt”.

        3.2Tenor of discourse. Tenor of discourse means social relations of two parts of the communication. Tenor of advertising discourse reflects the relationship between the producer of advertising and the receiver of the advertising. And tenor of this discourse can be described as: NGC and all the audience; the audience dominating and NGC persuading; social distance reaching the maximum.

        In the second person perspective discourse, the organizations or companies seem to be independent to the advertising products when advertise, but in fact they are the producer of advertising (Huang guowen, 2001). In the discourse, “you” is the audience; the other side (the first person opposite perspective) is NGC.

        3.3Mode of discourse. Mode of discourse is the medium or the channel the discourse using, such as oral and written language. Although the advertising is post on TV outputting by voice, the wording is formal and of beauty.

        4. Prominence of lexicon

        4.1Repetition in this discourse. Ding Tingsen asserts that repetition in poetry is the most widely used technique in the creation of English poetry (Ding Tingsen, 2005). He emphasizes the relation between poetic repetition and foregrounding and points out that repetition in English poetry is deviation from the standard language and an important means of foregrounding. And there are phonemic repetition, lexical repetition and structural repetition.

        4.2Ellipsis in the discourse. Generally speaking, ellipsis occurs when omit certain language element supposed to show up again. However, in the very beginning of this discourse, there is ellipsis—“if you are, you breathe.” Without the later phrase “you breathe”, its impossible to know “what” you really are. By doing this, the ad catch audiences eye immediately, and they want to figure out “you are….”

        Another point worthy of noticing is that the beginning and the ending make up an circle through repetition and ellipsis, which symbolizes the process of life —life is a circle, whatever you do, you do it for living, and if you are alive, be curious.

        4.3Climax of the lexicon. The form of ranking the lexica from top to bottom based on their importance, degree of intensity and interests etc. is called climax. See the order of these words, “talk

        Conclusion

        Advertising is in the life of everyone in everywhere, especially the public service advertising. This paper selected Live Curious as the object of discourse analysis because its beauty and value. It breaks up traditional form of advertising by borrowing the generic structure of poetry, which creates a peculiar type of advertising. In the advertising, ellipsis and repetition occurs from the beginning to the end; climax of lexica strengthen the emotion; simple and short sentences create not only visual beauty but beautiful rhythm. However, it can be discussed in depth the genre and the phonetic analysis.

        References

        [1] 丁廷森. 英語詩歌語篇中的重復(fù)[J]. 貴州師范大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版),2005,(5).

        [2] 高莉,李敏.英語廣告語篇的人稱視角表達(dá)[J].外語教學(xué),2017,38(01):38-42.

        [3] 黃國(guó)文.功能語篇分析縱橫談[J].外語與外語教學(xué),2001(12):1-4+19.

        [4] 張德祿.語言的功能與文體[M].高等教育出版社,2005.

        [5] Cook, G. The Discourse of Advertising [M]. London: Rout-ledge, 1992.

        亚洲精品国产一区二区| 亚洲免费无毛av一区二区三区| 日本免费三片在线播放| 在线观看免费日韩精品| 亚洲色欲色欲www在线观看| 亚洲AV无码一区二区三区日日强| 3亚洲日韩在线精品区| 亚洲1区第2区第3区在线播放| 无码人妻h动漫中文字幕| 亚洲xxxx做受欧美| 亚洲欧洲一区二区三区波多野| 国产一区二区三区在线观看黄| 国产精品美女久久久网av| 久久av高潮av无码av喷吹| 日韩精品网| 极品少妇一区二区三区四区视频| 久久精品成人一区二区三区| 亚洲欧美日韩中文在线制服| 亚洲无码夜夜操| 亚洲中文字幕综合网站| 成视频年人黄网站免费视频| 亚洲中文无码永久免| 中文字幕高清无码不卡在线| 草逼视频免费观看网站| aⅴ精品无码无卡在线观看| 国产A√无码专区| 日韩av一区二区三区精品| 国产精品专区第一页天堂2019| 亚洲精品国产av天美传媒| 另类欧美亚洲| 久久亚洲宅男天堂网址 | 97影院在线午夜| 一区二区无码精油按摩| 国产一区二区三区在线视频观看| 玩50岁四川熟女大白屁股直播| 国产夫妻av| 国产成人一区二区三区| 久久精品国产99国产精偷| 十八岁以下禁止观看黄下载链接 | 欧美黑人又大又粗xxxxx| 丁香五月缴情综合网|