影视公益广告的“拟人化”传播探析——基于修辞学的理论视角

An Analysis of the “Personification” Communication of Film and TV Public Service Advertisements:Theoretical Perspective Based on Rhetoric

影视公益广告的“拟人化”传播可谓是将影视传播与修辞相互融合后的一个独特的文化呈现。文章以一系列优秀的“拟人化”影视公益广告作为范例,采用文本分析的方法,基于修辞学的理论视角,结合叙事学的部分理论,对影视公益广告“拟人化”传播过程进行具体分析。研究显示:影视公益广告的“拟人化”传播具体表现在三个方面,一是呈现主体上的“拟人化”,表现为形象拟人化和行为拟人化;二是表现形式上的“拟人化”,主要表现在叙述视角和叙述结构上,分别为第一人称视角下的直接拟人化和戏剧式结构下的间接拟人化;三是整体感情基调上的“拟人化”,表现为“移觉”基础上的“拟人化”和“移情”基础上的“拟人化”。

The “personification” communication of film and television public service advertisements can be described as a unique cultural presentation after the integration of film and television communication and rhetoric. Adopting the method of text analysis, based on the theoretical perspective of rhetoric, combined with the theory of narratology, the paper analyzes the process of “personification” of film and television public service advertisement. The research shows that the “personification” is embodied in three aspects. The first is the “personification” of the present subject, which is manifested as image anthropomorphism and behavioral anthropomorphism. The second is the “personification” in the form of expression, mainly in the narrative perspective and narrative structure, which are the direct anthropomorphism from the perspective of the first person and the indirect anthropomorphism under the dramatic structure. The third is the “personification” on the overall emotional tone, which is expressed as the “personification” based on the “synaesthesia”, i.e., the sensory transformation and the “personification” based on “empathy”, i.e., the emotional resonance.