Tobacco Control Intervention:A Comparative Multimodal Discourse Analysis of Video Advertisements in China and Australia

作     者：ZHAO Meng-dan LYU Zi-qing CHENG Qiu-xian HUANG Ri-liu 

作者机构：The University of SydneyNSWAustralia Jiangsu University of Science and TechnologyJiangsuP.R.China 

出 版 物：《Journal of Literature and Art Studies》 (文学与艺术研究（英文版）)

年 卷 期：2020年第10卷第4期

页      码：313-320页

摘      要：Significant differences in tobacco-control initiatives and achievements between Australia and China have been witnessed in the world,despite the fact that thecountries share the Asia-pacific region and have intimate *** smoking rate in Australia has been on a downward trend since the 1980s and therefore Australia has been portrayed as a“dark market”by global tobacco industry *** in China,cigarette smoking is the chief killer that causes deadly health risks to both direct users of tobacco and people exposed to second-hand ***-communicable diseases due to this have caused great burden to the national medical *** a vital intervention tool of mass media campaign,public health advertisements on tobacco-control have played an important role in influencing the cognition and behavior of *** study aims to compare the strategies adopted by the advertisements in Australia and China through corpus-driven multimodal discourse analysis to conduct quantitative analysis and qualitative case *** results of comparative analysis indicate different pathways of tobacco-control advertisements constructions in the two countries that Australian tobacco-control advertisements achieved better in terms of health communication intervention to encourage cessation among smokers and reduce smoking initiation among potential smokers at the population *** be compared,Chinese tobacco-control advertisements placed a heavier emphasis on the health hazards caused by second-hand smoking to protect people from the attributable morbidity and *** the perspective of content theme,this study argues that Chinese tobacco-control advertisements should shift the focus to the health damage of smoking to smokers which is more targeted and *** the perspective of multimodal presentations of the video advertisements,a more prominent demonstration of the health damage is ***,this study argues that cultural-orient

主 题 词：Tobacco control intervention public health advertisements multimodal discourse analysis cross-cultural study 

学科分类：0502[文学-外国语言文学类] 050201[050201] 05[文学] 

D　O　I：10.17265/2159-5836/2020.04.007

馆 藏 号：203943313...