中国影视公益广告用语研究
近两年，随着各类媒体和公众对公益事业的关注，电视公益广告正以迅猛的速度发展，并占据了电视广告的大片江山。这类社会现象的出现，使得学界开始将研究方向放在公益广告上，其中语言学界就已经产生了许多优秀的成果。然而在这类研究中，都以公益广告的内容为研究客体，而未对公益广告的醒示语进行过多的研究，另外在研究中很少存有数据类的研究，大部分学者都是就发现的某一微观现象后进行举例论证，无法揭示其在社会中表现出的本质现象。本文将电视公益广告中的醒示语作为研究客体，选取近两年展播的电视公益广告，按照5个大类进行抽样选取，每类选取20条，然后进行转写，形成电子文稿。再根据现代汉语的语法规范确定研究角度，从字词和句子两个角度展开研究，通过分类统计，形成数据，呈现近两年来国内公益广告的醒示语在语言使用上的主要特点。
关键词：影视 公益广告 醒示语 用语 中国
Abstract：In nearly two years, with all kinds of media and public attention to the public-interest advertising, the TV public-interest advertising is developing at a furious pace. It has gradually taken a large part of television advertising. As this kind of social phenomenon began to exist, academic circle started to put the research direction on the public service ads, including linguistics circle, which has already made many outstanding achievements. In such studies, however, very few make the data research.
As to the method of research, many scholars always use the theory to analyze the text, or only use the data to analyze the feature. The former one is purely subjective, because the writer only uses the text to prove the theory, they won’t find out the general feature of public-interest Advertising. The latter one is purely objective, because the writer only uses the data to describe the feature, he won’t find out what elements give rise to this feature. These two methods, actually, can be put to use together. In this study, the author will adopt the method of combining subjective and objective. Above all, through data find out the Advertising feature, then use the theory to explain the phenomenon.
The 100 samples which are classified by 5 types will be transformed into the context on computer. The Author will analysis the alert-demonstration words from the perspective of accidence and syntax. For example, what kinds of words are usually used in this type, how many “love” are used in this type, all of this will be presented by data. According to the high frequent phenomenon, the author, based on some theories, will make a simple analysis to explain the reason. This study will reveal the original feature of recent TV public-interest advertising, it would be necessary for further study in this field.
Key words: Television; public-interest advertising; alert-demonstration words; Language use; China.
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