校园公益广告语篇衔接分析

校园公益广告在语篇的构建方面,表现出了一定的语篇衔接特征:语音层面,注重语句的平仄安排与格律的对照,并运用押韵和谐音手法使前后语句相互衔接;词汇层面,借助词语的复现和同现关系,通过词汇衔接增强了语篇语义的连贯性。借助这些衔接手段,校园公益广告构建出了衔接有序、连贯紧密的语篇模式,增强了公益广告信息传播的可接受性和广泛影响性,很好地起到了公益宣传的广告目的。

Analysis of the Discourse Convergence in Campus Public Service Ads

In the construction of the Discourse,Campus Public Service Ads represents some features in the Discourse convergence:First,on the phonetic level,there are many devices ofpingzeand the rhythm.At the same time,in order to connect with the former and subsequent sentences,there are many devices of rhyme--scheme and symphonic style.Second,on the lexical level,by virtue of the repro--duction and co-occurrence of the words,Lexical cohesion can enhance the coherence of the discourse.Based on these devices,Campus Pu...