美国红十字会公共广告主位推进及其分布研究

Thematic Progression and Theme Distribution of American Red Cross Pubilc Ads

公共广告(public advertisements)作为公益广告的一个分支,有别于其姊妹分支——意见广告,更不同于以盈利为目的的商业广告。国内广告语篇的研究大多集中于商业广告语,对公益广告研究较少,针对公共广告语篇的研究则少之又少。对美国红十字会2008年度的30则公共广告语篇的主位推进及其分布特点进行的统计分析发现,公共广告语在主位推进及其分布上存在自身规律。我国公共广告语创作正处在成长时期,对国外公共广告语的分析研究无疑具有一定的借鉴和指导意义。

Public ads （PA）, as one type of public service ads （PSA）, are not the same as the other type, opinion ads, and are totally different from commercial ads. This paper explores the characteristics of the themes and those of the theme progression of PA on the basis of Halliday＇ s Systemic-Functional Grammar. Thirty American Red Cross Public Ads for 2008 are chosen as its corpora and principles and rules governing the thematic progression and theme distribution are revealed, with a hope to provide possible guidance for the study and compilation of public ads.