栏目口号的情感、判断、鉴赏策略分析

电视与现代人生活密不可分,其栏目口号更是浓缩了语言精华,言简意赅,说服力强。本文对央视二套10档品牌栏目的12句口号从“态度”评价功能方面进行了分析,发现其语言评价策略与其他语类(比如“硬”新闻)有较大不同。在电视栏目口号中,多种积极评价手段通常联合使用,从而有效凸现出其很强的人际意义特征,具有浓厚的民族文化特色。

Slogans convey ideas in a condensed form.create attention-getting messages and increase exponential response and a televised program is thus dependent upon the effectiveness of its slogan for popularity. This paper aims to study program slogans of CCTV-2, a nationally popular channel in China, in the theoretical framework of the sub-system of attitude. The analysis finds that the hybrid linguistic devices of AFFECT, JUDGMENT, APPRECIATION are much more positively employed in this genre.