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文章以商业广告和公益广告词为语料,以态度系统为理论基础,对比分析两类广告中评价意义的实现,研究数据表明商业广告侧重鉴赏手段以达到其营销目的,而公益广告着重以情感手段打动受众传递正能量。
The article takes commercial advertisements and public service advertisements as the corpus and attitude system as the theoretical basis to compare and analyze the realization of the appraisal meaning in the two types of advertisements. The research data show that the commercial advertisements focus on the means of appreciation in order to achieve their marketing purposes, while the public service advertisements focus on the emotional means Impress the audience to deliver positive energy.