人际功能视角下公益与商业广告语的分析对比  

A Contrastive Study of Interpersonal Meaning in Public Service Advertisements and Commercial Advertisements

作　　者：赵萱译 ZHAO Xuanyi(Basic Department,Shanxi Agriculture University,Jinzhong Shanxi,030600,China)

机构地区：[1]山西农业大学基础部,山西晋中030600

出　　处：《文化创新比较研究》2023年第15期49-53,102,共6页Comparative Study of Cultural Innovation

摘　　要：广告按照内容分为商业广告和公益广告两大类。商业广告旨在激发消费者的购买欲望,而公益广告旨在为公共利益服务。二者目的不同也直接导致了语言表达形式的不同。该文应用人际功能理论,使用AntConc辅助工具,采用定量研究方法将二者对比分析,旨在为广告商如何使用适当的语言手段来设计商业及公益广告提供例证。结果表明:商业广告多使用陈述句与祈使句,情态动词使用频率较低,且倾向于利用产品、品牌名称或非人称形式代替人称代词;公益广告则多使用陈述句,中低值情态动词使用频率高,且多用人称代词进行表述,特别是第一、第二人称的使用频率高。Advertising is divided into two categories:commercial advertising and public service advertising.Commercial advertising aims to stimulate consumers'purchase desire,while public service advertising aims to serve the public interest.The inconsistency of their goals also directly leads to the inconsistency of advertising forms.This paper applies the interpersonal function theory to analyze two types of advertising and the quantitative research method is used to compare them.It aims to provide examples for advertisers to use appropriate language means to design commercial and public service announcement.The results show that:declarative and imperative sentences are used more frequently in commercial advertisements,modal verbs are used less frequently,and products,brand names or impersonal forms tend to replace personal pronouns;public service advertisements often use declarative sentences,modal verbs of low and medium value,and personal pronouns,especially in the first and second personal pronouns.

关 键 词：人际功能 商业广告 公益广告 语气 情态 人称代词 

分 类 号：H15[语言文字—汉语]