城市形象宣传片的劝说机制研究:功能语言学视角

Research on the Persuasion Mechanism of City Image Promos: From the Perspective of Functional Linguistics

本文将城市形象宣传片作为一种修辞行为,采用修辞学理性诉诸、情感诉诸和人品诉诸的三大劝说策略,结合Hal l i day系统功能语言学的及物性系统和Kr es s&Leeuwen视觉语法的再现意义系统,利用ELAN5. 3视频分析软件,以一则城市形象宣传片为例,分析宣传片文本和图像的劝说机制。结果显示,该则宣传片图文的修辞策略是互补的,图像主要采用理性诉诸,文本主要为人品诉诸,但制作者会根据宣传片各部分要体现的内容,特别是涉及要表现修辞者过往和现在经历时,文本和图像都会采用人品诉诸策略,共同增强受众对城市形象的接受程度。在文本层面,情感诉诸表现得更加明显。

Takes city image promos as a rhetorical act,adopting the three rhetorical persuasion strategies of rational appeal,emotional appeal and character appeal,and combined with the transitivity system of Halliday's systemic functional linguistics and the representational meaning system of Kress & Leeuwen's visual grammar,this paper uses the video analysis software ELAN5.3 to analyze the persuasion mechanism of the text and images of a piece of city image promo.The results show that the rhetorical strategies of the images and words in the promo are complementary.Rational appeal is used mainly in images,and character appeal is used mainly in the text,but character appeal is used in both images and the text in accordance with the content each part of the promo is designed to reflect,especially when the past and present experience of the rhetorician is expressed,in order to jointly enhance the audience's acceptance of the city image.At the text level,emotional appeal is more apparent.