英汉公益广告中的语气对比分析_英语论文

Contrastive Analysis of Mood in English and Chinese Public Service Advertisements

摘要

公益广告是一种不以盈利为目的的广告，它旨在维护公众利益，呼吁公众积极参与和解决社会问题。本文以人际功能理论中的语气系统为基础，从提供信息和要求行动两个方面来对比分析英汉公益广告的异同之处。研究表明，四种语气在英汉公益广告中的应用有不同之处，其中，陈述语气、疑问语气和感叹语气的使用可以向观众提供信息，而祈使语气的使用则是明确向观众要求行动。但英国公益广告中很少使用到感叹语气，而陈述语气的使用相对中国要多。语气的使用可以拉近听众与广告者的距离，增强说服力，是听众自觉加入到社会生活当中去。笔者希望本文的研究可以使人们更好的理解公益广告中的语气，促进国内公共事业的发展，与此同时，也希望引起学者更多的关注中英公益广告中语气对比的研究。

关键词: 中英公益广告；语气；对比研究

Abstract

The public service advertisement is a nonprofit advertisement. It aims to protect the public interests and calls on the public to take part in and solve the social problems. This thesis is on the basis of the mood system under interpersonal function to analyze the differences between Chinese and English public service advertisements from the aspects of giving information and demanding actions. This study shows that there exist differences in the application of mood in Chinese and English public service advertisements. indicative, interrogative, exclamative mood can be used to give information to the audience, and imperative is used to demand actions clearly. However, English public service advertisement seldom uses exclamative, but it uses indicative more than Chinese does. The application of mood can shorten the distance between the advertiser and audience and enhance the persuasiveness of the public service advertisements which make the audience to participate in the social life actively. The author hopes that this study can let the public understand the mood in public service advertisements and promote the development of the public affairs. Meanwhile, the author also hopes scholars can pay more attention to the contrastive study of mood in Chinese and English public service advertisements. 

Keywords:  English and Chinese public service advertisements  mood  contrastive analysis