公益廣告的批評性語篇分析：語篇實踐方法

1、分類號： 學校代碼：10069密級： 研究生學號：Y201310130公益廣告的批評性語篇分析 公益廣告的批評性語篇分析：語篇實踐方法 語篇實踐方法A Critical Discourse Analysis of Public Service Advertisements:ADiscursive Practice Approach研究生姓名：張偉威專 業(yè) 名 稱 ：外國語言學及應用語言學指導教師姓名： 楊惠媛 教授論文提交日期： 201

2、6 年 3 月學位授予單位： 天津商業(yè)大學IIAbstractIn current society, advertisements have flooded into our mind and life; as a result, theyaffect our attitude and behavior. According to different aims, advertisements can be dividedinto com

3、mercial advertisements and public service advertisements. Commercialadvertisements possess the nature of marketing, because of which, they have attracted theeyes of plenty of scholars to study from different perspectives

4、. The bloom of public serviceadvertisement is far later than commercial ones; the attention paid to the public serviceadvertisements is much less than that to the commercial advertisements. Moreover, theexisting analysis

5、 on the public service advertisement is only from the angle of aesthetics,cross-cultural studies, communication, advertising, systemic- functional grammar, andsociology. Most scholars focus more on the text analysis or i

6、ts features of development, andall of them only study the technique of using words and the function of language, but theydidn’t analyze how public service advertisements inspire the public to take action as itadvocates.

7、Thus, this thesis will apply the discursive practice approach to analyze thediscourse of public service advertisements from a new perspective, the critical discourseanalysis, to illustrate the deep meaning hidden in them

8、.Public service advertisements serve the public benefit without the aim of perusing theprofit. They raise public attention to social problems and appeal to improve the condition.This thesis is based on Fairclough’s Three

9、-Dimensional Framework, applying thediscursive practice approach to analyze the mood, personal system, modality, transitivity,order of discourse of the public service advertisements. The method applied is thequalitative