央视“关爱老人”系列公益广告的叙事、幻想主题修辞批评

Narrative and Fantasy Theme Rhetorical Criticism on CCTV's Series PSAs of “Caring for the Old”

随着和谐社会的不断推进,公益广告所发挥的作用也不言而喻。本文以修辞叙事批评理论为指导,结合幻想主题修辞批评的方法,对央视"关爱老人"系列两则公益广告进行了修辞叙事批评。研究结果显示,公益广告何以感人至深,引发公益行动,原因在于其故事,即"叙事"具有叙事的理性,既具有叙事的可能性,又符合社会大众的主流价值取向。

With the continuos development of the harmonious society, the important role played by public service ads （PSAs） is self-evident. Guided by the theory of Narrative Rhetorical criticism, combined with Fantasy Theme Rhetorical Criticism, this paper analyzes CCTV＇ s Series PSAs of ＂Caring for the Old＂ from a rhetorical perspec- tive. The results shows that the reason why PSAs can be so moving and trigger public action relies on its rationale of narrative. That means the narrative has both the possibility for narration and is also in line with the mainstream value.