校园公益广告语篇衔接分析

Analysis of the Discourse Convergence in Campus Public Service Ads

校园公益广告在语篇的构建方面,表现出了一定的语篇衔接特征:语音层面,注重语句的平仄安排与格律的对照,并运用押韵和谐音手法使前后语句相互衔接;词汇层面,借助词语的复现和同现关系,通过词汇衔接增强了语篇语义的连贯性。借助这些衔接手段,校园公益广告构建出了衔接有序、连贯紧密的语篇模式,增强了公益广告信息传播的可接受性和广泛影响性,很好地起到了公益宣传的广告目的。

In the construction of the Discourse, Campus Public Service Ads represents some features in the Discourse convergence： First, on the phonetic level, there are many devices of＂ pingze＂ and the rhythm. At the same time, in order to connect with the former and subsequent sentences, there are many devices of rhyme- -scheme and symphonic style. Second, on the lexical level, by virtue of the repro- -duction and co-occurrence of the words, Lexical cohesion can enhance the coherence of the discourse. Based on these devices, Campus Public Service Ads can construct the discourse mode with orderly convergence and close coherence, which can strength -en the acceptance and widespread influence of Public Service Ads information and play an important role in the public advocacy.