公益廣告英文版

TheStylisticAnalysisofPublicServiceAdvertisementAbstract:Unlikecommercialadvertisement,publicserviceadvertisementisnotforthepurposeofprofitbutsocialserviceadvertisementaimingtosolvesocialproblemsfortheinterestofpeople.Specialpurposealsodeterminesthatpublicserviceadvertisementhasitsuniquelinguisticstyle.Thepaperclassifiesalargenumberofthemthroughthecollectionofthem,usingthetheoryofstylisticsandanalyzingitsstylisticfeaturesandeffectsfromvocabulary,syntaxandrhetoric,makingpeoplehaveabetterunderstandingofpublicserviceadvertisementandputthemintopractice.Keywords:publicserviceadvertisement;vocabulary;stylisticfeatures一.Introduction:Publicserviceadvertisementthatisaspecialformofadvertisementisalittledifferentfromcommercialadvertisement.Intheearly1940s,itiscalledpublicserviceadvertisementemergingfromAmerica.Atthepresenttheinternationalhasn’tcommonunderstandingoftheexactdefinitionofpublicserviceadvertisement.AdvertisingCouncilofAmericahasgiventhebasicdefinitionthatitservesfortheinterestsofpeople,aimingtoimprovemankind’sunderstandingofsocialproblemsthrougheducation,changetheirattitudeandbehaviorsandpromotesocialprogress.Intermsoffeatures,thenon-commercial,publicandnon-humanspreadofcommunicationarethethreemajorfeatures.Intheaspectofcontent,thepromotionofitisfavorableofpromotingprogressivemoralvalues,ideologiesandnormofconducts,thefundamentalpurposeistosafeguardthepublicinterests.Withthedevelopmentofpublicserviceadvertisement,itsthemesarealsodiversifiedwhichincludesenvironmentalprotection,wildlifeprotection,lifeandhealth,publiceducation,transportationsafety,publichealth,energyconservationandsoon.However,whicheverthekindofadvertisementis,ifyouwanttoachieveitspurpose,languageisanintegralpart,vocabularyisofgreatimportanceandsopublicserviceadvertisementis.二.ThestylisticanalysisofChineseenvironmentalpublicserviceadvertisement1.1thelevelofvocabulary1.1.1multipleuseofsimplewordsGenerallyspeaking,theaudiencesarethedirectcitizensofpublicserviceadvertisement,mostofitslanguagesarerelativelyeasytounderstand.Meanwhile,publicserviceadvertisementmaybelong-windedstyle,spreadingpublicconceptsbutinalimitedtimeandspace,requiringwriterusingsimpleandcommonlyusedwordsinthechoiceofwords.Eg1:Whenatreefalls,ittakesotherliveswithit.Peopleareallfamiliarwithallthewordsinthissentence.Theviewsareallclearandpurposesareobvious,appealingforpeopletoprotecttheenvironmentandnottocutthemrandomly.Eg2:Don'thide.Talktous.SayNOtoviolence.Respectlife.Thisisanadvertisingofanti-violence,callingonpeopletoresistbravely.Thewordstheyuseareverysimpleandclear,disseminatingthewriter’sintentionstopeople.Inaddition,mostofverbsandnounsareallmonosyllabicsuchashide}talk、say}life,whichisincompleteaccordancewiththefactthatadvertisementshouldbesimple,popularandeasytospread.Besidestheword“No”iscapitalizedinordertodrawourattention,makingthewholeadvertisementshort,strongandfocused.1.1.2multipleuseoffirst,secondpersonalpronounsPersonalpronounsplayasignificantroleinthepublicserviceadvertisement,differentpersonalpronounswillleadtothedifferencesofnarrativestyle.Theappropriateuseofpersonalpronounscangetunexpectedeffectsofpropagation.Thepersonalpronounscanbeclassifiedinto3kinds,thatisfirst,secondandthirdpersonalpronouns.Thefirstpersonalpronounsaremostly“I”“we”and“咱”torepresentthespeakerhimself.Thiskindofpersonalpronounsstrengthsitsrealitywhenputtingthenarratorintotheobviousposition,andcontributestopositiveinteractionbetweenthetwosidesandthenarroweddistancetoachievethepurposeofenhancingaffinityofpublicserviceadvertisement.Forexampletheadvertising:Everyonewhohelpsme,Ihelpothersof“People’sOralNews”onMarch10th,2010.Thereadersproducestrongconsciousnessthroughthedescriptionof“I”,callingoneveryonetohelpeachotherinthetoneofmastersandtodevoteourselvesintothepubliccharitycause,narrowingthedistancebetweenthetwopartiesandrealizethegoalofidealspread.Thesecondpersonalpronounsaremostly“you”topointothersdirectly.Thiskindofpersonalpronounshasstrongindicationandobviouspurposes,makingpeopleassociatewiththemselves.Forexampletheadvertising“Doyousmiletoday?”of“People’sOralNews”onMarch28th2008.“You”isthemajorroleofnarrationandstrongindication,thereadersimmediatelyassociatewiththeirdailycodeofconductsafterreadingit,“DoIsmiletoday?”isthefirstactionofreadersthathasastrongtarget,functionofintrospectionandpurposeofhighlydisseminationofpublicserviceideology.Eg:Wefighteverydayforourextinction.Itisobviousthatthisisanadvertisementofanimalprotection,preventinganimalsfromextinction.Inthissentence,“we”includesnotonlythetargetaudiencebutalsothewriterhimself.Eveniftheconsequenceistheextinctionofanimals,themaincausearestillus,sotheword“our”isusedtoachievethepurposeofstrengtheningthetone,causingpeopletoresonateandnarrowingthedistancebetweenthewriterandthereader,enhancingtheirintimacyandmakingthemselveswillinglyaccept.Inaddition,“we”sometimesmerelyreferstothewriterfortheexclusionofthereader.Publicserviceadvertisementoftencallsonpeopletoabandontheiroriginalwrongideasandtakeactionstoprotectpublicinterests.Itisameanofpropagandaforthewholecitizensratherthanindividualbehaviors,thusfirstsingularpersonisrarelyused.Inaddition,thewriterisamemberofcitizenswhostandsthesamefrontwithreaders,sofirstpluralpersons.Theuseoffirstorsecondpersonalpronounsisbeneficialtostimulatethereader'snervesandenhancetheresonancewithreaders,layingthefoundationofgooddissemination.Thereforepublicserviceadvertisementinthemainstreamnewspaperhasatendencyoffirstorsecondpersonalpronouns.1.1.3frequentuseofcausativeverbs

Publicserviceadvertisementhasthethreefeaturesofsocialbenefits,therealityofthemesandtheappealofexpressiveness.Itspurposeistoinformpeopleaboutthebeneficialsocialvalues,callingonpeopletotakeactionstoprotectsocialbenefitsandmaintainsocialgoodorder.Thepotentialpurposeistomakepeopletakemeasurestodosomethingthroughappealingandtellpeoplehowtheyshoulddo.Thereforesomecausativeverbsarecomparativelycommoninthepublicserviceadvertisingsuchaslet、make,help,have,leadandsoon.Eg5:Let’smakesureit’salwaysajungleoutthere.Let’sleaveoutchildrenalivingplanet.Theword“l(fā)et”isverycommoninpublicserviceadvertisementwhichisprovocativeandencouraging,appealingforpeopletoactpromptlyinordertoprotecttheenvironmentforourfuturegenerations,itiseasytoacceptandrespondtopositively.1.1.4flexibleuseofcompoundwords

Theword-formationformsofallkindsofcompoundwordsconnectedbyhyphenareflexible,conciseandwidelyusedinEnglishnews,scientificEnglish,Englishcommercials,soispublicserviceadvertising.Eg11:Hide-and-stick?Yourchildcan’thidefrominfections.Immunizationistheonlywaytoendgameswithyourchildren’shealth.Thisisapublicserviceadvertisementofprotectingchildrenfromdiseaseinfection.Toavoidortostickto?Whentheillnessoccursto,self-deceptionisnotdesirable,weshouldstandupbravelyandtakemeasurestohelpchildrenenhanceimmunitytothevirusandprotectchildren’shealthandliveseffectively.Howtochoosethesetwooptions,theconnectionwithtwohyphensisvividandcompelling.1.2thelevelofsyntaxThesententialstructureofadvertisementandthewordsaresimpleandareeasilyunderstoodinordertomakepublicserviceadvertisingattractive,simplesentences,imperativesentences,questionsanddirectspeechareoftenused.1.2.1frequentuseofsimplesentencesThepurposeofanadvertisementistoconveyspecificmessageandgetpeople'sapprovalinashorttime,soplainlanguageisoftenused,publicserviceadvertisementisalsoexceptional.Somepublicserviceadvertisementneedstotransmitinformationtochildren,thereforethesentencemustbesimple,easytounderstandandremember.Forexample:Animalscan'tprotectthemselves!Thisadvertisementindicatesthatpeopleshouldprotectanimalsbecauseanimalsdon’thaveampleabilitiestoprotectthemselves.Asimplesentenceisonlyusedinthisadvertisement,thesubject“animals”,thepredicative“can’tprotect”andtheobject“themselves”areclearandaccuratetoconveyitspurpose.1.2.2frequentuseofimperativesThereisnosubjectintheimperativebutonlyverbsandotherelements,itisanorderorrequest,tellingpeoplewhattheyshoulddo,sometimesit’stheban,permissionandexhortation.Thecharacteristicsofimperativesareinlinewiththepurposeofpublicserviceadvertisement,thelatterneedsreaderstobuyanyproductsandmakepeoplepayattentiontosomeproblems.In1963,theU.S.ForestServicereleasedanadvertisementthatonlyincludesthreewords::"Please,OnlyYou!"，itemphasizestheimportanceofyou,wishingthatpeoplewillfocusonforestfires.Publicserviceadvertisementbelongstoprovocativelanguage,aimingtoencourageandcallonpeopletotakeactions.Thereforemoresimplesentencesandimperativesneedtobeused.1.2.3frequentuseofquestionsAccordingtosomestatistics,every30EnglishadvertisementshaveaninterrogativesentencebecausesomecharacteristicsofquestionsmeettherequirementsofEnglishadvertising.Theinterrogativesentencehastwofunctions:oneisintheaspectofpsychology,itmakesreaderseasilyacceptinformationandparticipate,theotherisintheaspectoflinguistics,theuseofinterestingsentencescanreducegrammaticaldifficulty.Toachievetheeffectiveness,questionsareusuallyusedinadvertisement.Forexample:<1>Gotmilk?ItisverypopularinAmerica,thegreetingwordsalsochangefrom“Hello”to“Gotmilk?”.Asweallknow,milkisgoodforhealthbutthereissomethingwrongwithpeople’sphysicalhealthespeciallyoldpeople.CaliforniaMilkProcessorBoardhasdevelopedthisadvertisementtoremindpeoplethatifyouwanttosucceedandkeephealth,youmustkeepdrinkingenoughmilkeveryday.Thisadvertisementonlyusesageneralquestionwhichonlyincludestwowordsbuttoexpressdeepermeaning;<2>Whereisyourchild?Whenpeoplepayattentiontothisadvertisement,wealllookaroundourchildren;thepurposeofthisadvertisementisachieved.Itonlymakesuseofaspecialinterrogative,warningparentsintheswimmingpooltolookaftertheirchildren.1.2.4frequentuseofdirectspeechLookatthefollowingadvertisement:“Hello”agirlsaysinthestreet.Thefirstpersondoesn’tanswer.“Hello”thegirlsaystoanotherperson.“Hello”thesecondpersonanswers.“Hello”thegirlsaysforthethirdtimes,butnoresponse.Thispublicserviceadvertisementisaboutcommunicationbetweenpeople,makinguseofthreedirectspeechexpresstheindifferentrelationshipinthemodernsociety,themoredevelopedthescienceis,themorealienatedpeopleare.Directspeechisthedirectuseofsentencesofwritingsandspeech,quotationmarksmustbeindicated.Theuseofdirectspeechcanproveviewsandargumentspromptlyandeffectively.1.3rhetoricTheingenioususeofrhetoricdevicecanaddglorytothetext,makingpeopleenjoysenseofbeauty.Inordertoleaveavividimpressiontothepublic,theenvironmentalpublicserviceadvertisementmakesuseofvariouskindsofartistictechniquestorevealthethemeaccurately,closelyandvividly.Therearesomerhetoricinthepublicserviceadvertisement.3.1rhymingRhymesareusedmorefrequentlyintheEnglishpublicserviceadvertisement,alliterationandrhymearetwocommonmethods.Thealliterationreferstotherhymeofthefirstconsonantoftwoormorewords,forexample:“Ifyoudrink,youcan'tdrive.”Thisadvertisementwarnspeoplenottodriveafterdrinkingalcohol,theword“drink”and“drive”arealliterated,makingthisadvertisementneat,symmetrical.Therhymereferstotherepetitionofsameconsonantsattheendofwords,forexample:"Hugs,notdrugs.”Thisadvertisementaskspeopletostayawayfromdrugs,thereisnouseofthetoneofcommandbutthetwowords“hugs”and“drugs”toformtherhyme,makingitrhythmicandremembereasily.3.2PunPunisaningenioususeofhomonymsorhomographstomakewordsorsentencesdifferfromeachother,itcanmakelanguagelively,subtleandstrange.Puncanbedividedintosemanticpunandhomophonicpun,theformeristheuseofvariousmeaningsofwords,thelatteristheuseofsameorsimilarpronunciations.Publicserviceadvertisingmakesuseofpuntoenhancethelevelofexpressivenessandabundancewithdeepmeaningthatmakespeoplereflect,forexampletheadvertisementofThailand’sPopulationandContinuityDevelopmentAssociation“"Stopattwo"topromotethefactthataspousehadbettergivebirthto2childrenatmost.ThebackgroundpictureofthisadvertisementisthatChurchill’sgestureswhichistheformof“V”,Vstandsforvictory,thereforepeoplecanunderstandtheimpliedmeaningthat2childrenrepresentvictory.Thepictureisverypopularthatpeoplecanunderstandthenecessitythatthedevelopingcountriescontrolbirthrate,thedesignermakesuseofpuntodisplaythepurposeofadvertisingwhichismeaningfulanddifficulttoforget.3.3ComparisonComparisonisthearrangementortwopartiesthatareobviouslydifferentandcontradictorytocompare.Thecomparisoninadvertisementcanrevealtheoppositionbetweengoodandbad,goodandevil,beautyanduglinesstogivedeepimpressionandreflectiontopeople.Forexample:“Cancerisoftencurable.Thefearofcancerisoftenfatal.”ThepublicserviceadvertisementofAmericanCancerSocietymakescomparisonbetweenthetwowords“curable”and“fatal”havingoppositemeanings,tellingthatthefearofcancerisfatalinsteadofcancerandencouragingthatpeoplefightagainstcancerbravely.3.4PersonificationPersonificationisthecomparisonofsomethinginanimatetoanimate,givingthemhumancharacteristicsandmakingithavepeople’sappearance,characteristics,emotionsandbehaviors.Thepersonificationofpublicserviceadvertisementcangetridofboringsentenceformstomakereadershavethefeelingofaffinity.Forexample:“Arthritisdiscriminatesagainstwomen"、"Saveyourenvironment'sbreath”,thetwoadvertisementallconsistofpersonification,theformercomparesarthritistohuman,givingitthefunctionofdiscrimination,thelatterisenvironmenttothemankindwhocanbreathe,leavinganinterestingandtrueimpressiontoreaderstoachievethepromotionofadvertisement.Thepublicserviceadvertisementincludingrh