摘要
以语篇的介入资源(engagement)为切入点,选取香港政府电视公益宣传广告(public service advertisement)中7个以家庭教育为主题的故事型语篇为素材进行分析讨论。结果表明,公益广告语篇构建之解决模式,选取了多角度介入,极大地增加了语篇的对话效果。同时,语篇通过缩小对话性空间来实现其广告诉求,虽然每个语篇都蕴含着多个角度的介入,从根本上说,语篇的话语指向只有1个。语篇采用否定与赞同的介入资源的搭配,形成了公益广告特有的修辞策略,以实现其劝说的人际功能和传达其社会目的。
From the perspective of the engagement of the discourse, 7 public service advertisements （PSA） centered on family education from the Information Service Department of the Hong Kong SAR government are analyzed in this paper. The results show that the structure of PSA take multi-angles to strengthen the effectiveness of dialog. The discourse realizes the aim of PSA to lessen the dialog. Though every discourse has multi-angles, the discourses have only one direction. The discourses apply the engagement resource of the combination of denial and agreement to form the special rhetoric strategy of PSA so as to realize its communicational function and social goals.
出处
《四川理工学院学报（社会科学版）》
2010年第1期129-133,共5页
Journal of Sichuan University of Science & Engineering(Social Sciences Edition)
关键词
公益广告
介入系统
评价理论
public service advertisement
engagement system
appraisal theory
