现代社会广告的传播目的与功能

A. Devos
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引用次数: 0

摘要

本文将社会广告作为一种特殊的法语广告语篇进行研究,即对广告语篇固有的交际目的和功能进行界定。特别关注广告信息传播目标分类的发展及其在社会广告中的功能定义。通过对现代社会广告信息的研究,我们将其传播目的分为以下几个方面:1)引起公众对某一问题的注意或改变公众对某一问题的态度;2)呼吁改变社会行为模式;3)提倡某种生活方式;4)鼓励具体行动;5)舆论/社会意识的形成;6)社会的人性化及其对社会进程的参与。值得注意的是,根据广告信息的传播目的类型,法国社会广告履行以下功能:信息性,促销性,解释性(解释性),预防性,经济性(激励纳税),教育性(教育性),说服力。通常,一个广告信息同时执行几种功能,因为社会广告中的信息功能通常与促销或预防功能相结合,教育功能与解释功能相结合,说服功能可以与列出的任何功能相结合。对法国社交广告信息的分析表明,广告信息的传播目的与其功能是密切相关的,换言之,社交广告信息的功能取决于其传播目的。广告广告语要在社会传播过程中发挥最大的效果,就必须将语言形式、语用指示和交际功能精确地结合起来。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
COMMUNICATIVE PURPOSE AND FUNCTIONS OF MODERN SOCIAL ADVERTISING
The article is devoted to the study of social advertising as a special type of French advertising discourse, namely, to the definition of the communicative purpose and functions inherent to advertising discourse. Special attention was paid to the development of the classification of communicative goals of the advertising message and the definition of its functions in social advertising. Having studied the message of modern social advertising, we classified its communicative purpose as follows: 1) attracting attention or changing the attitude of the public to a certain problem; 2) call to change the behavioural model of society; 3) promotion of a certain way of life; 4) encouragement to specific actions; 5) forming of public opinion / social consciousness; 6) humanisation of society and its involvement in social processes. It is worth noting that depending on the type of communicative purpose of the advertising message, French social advertising performs the following functions: informative, promotional, explanatory (interpretive), preventive, economic (incentive to pay taxes), educational (educational), persuasive. Usually, one advertising message performs several functions at the same time, since the informative function in social advertising is often combined with a promotional or preventive function, the educational function with an interpretive function, and the persuasive function can be combined with any of the listed functions. The analysis of French social advertising messages showed that the communicative purpose of an advertising message and its functions are closely related, in other words, the functions of a social advertising message depend on its communicative purpose. To be as effective as possible in the process of social communication, advertising slogans must precisely combine language form, pragmatic instructions and communicative functions.
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