摘要
文章以伯克的同一理论为理论基础,对随机选择的不同明星代言的100个广告和100个公益广告进行群体言语行为定量和定性分析,得出广告商为达到不同的言语行为取效效果采用不同的认同类别。同时,在定量分析中显示出广告商偏爱的认同类型。
Based on Burke’s Identification Theory,this paper makes a quantitative and qualitative analysis of 100 advertisements and 100 public service advertisements endorsed by different stars,and concludes that advertisers adopt different types of identity to achieve different effects of speech acts.At the same time,the quantitative analysis shows the type of identity that is preferred.
作者
梅婷婷
MEI Ting-ting(Central China Normal University,Wuhan 430079,China)
出处
《哈尔滨学院学报》
2020年第8期108-110,共3页
Journal of Harbin University
关键词
同一理论
群体言语行为
明星代言人广告
公益广告
the Identification Theory
group speech acts
advertisements with Star Spokesperson
public service advertisement
