突发公共卫生事件官方宣传话语分析——以新冠肺炎防控宣传标语为例

Discourse analysis on official publicity discourse of public health emergencies——Take publicity banners of COVID-19 as examples

在概念隐喻和架构理论指导下对新冠肺炎防控宣传标语背后所隐含的意识形态与公众潜在的价值观进行分析。防控标语所使用的隐喻和架构在与人的心理认知和潜在价值观相契合时,在受众面达到全覆盖以及表现形式多样化等情况下能够起到良好的劝说功能,达到交际目的。

The paper analyses the underlying ideology of the publicity banners of COVID-19 and the pub⁃lic’s values with the guidance of theory of conceptual metaphor and frame.The publicity banners of COVID-19 would have good effects on the public under the condition that the conceptual metaphor and frame of it is com⁃patible to the public’s psychological cognition and values.Meanwhile,all-aged audiences and diversified styles of the publicity banners would also have good effects on the persuation of the public and thus achive the better result of communication.