浅谈公益广告的语言特征

浅谈公益广告的语言特征
摘  要

“公益”就是“益公”,就是为社会大众谋福利。为了更好,更全面的益公,人们越来越重视公益广告的研究。研究公益广告方面的著作也不胜枚举。但公益广告因其独特的社会功能与审美个性所导致的语言特征,并没有引起人们的充分注意。作者试图结合公益广告的社会功能与审美特征要素对公益广告的语言进行初步探讨。文章首先介绍了公益广告的概况,如公益广告的目的,预期效果及其他学者的相关研究,简明扼要的解释了其特征及其真善美。随后,从词汇,句法及修辞方面详细介绍了公益广告的语言特征,并列举大量的案例,逐一进行分析,逐个探讨了这几个方面的具体特征及规律,让读者对公益广告的语言特征有更深的了解。文章的研究旨在鼓舞人们多了解一些公益广告语言特点,创造出更多更好的公益广告,更好地发挥公益广告在精神文明建设中的积极作用。

关键词：公益广告，公益广告语言,语言特征

A Survey of Language Features of Public Service Advertisements
 
ABSTRACT

Public service is to serve the public, that is to say, doing things for the benefit of the community. People are paying much attention to the research of PSA in order to do good for the public better and more universally. There are plenty of books concerning PSA. However, its language features which caused by its unique social function and aesthetic personality has not caused much attention among people. The author attempts to probe into the language of PSA in the aspect of combining its social function and aesthetic personality. First, this paper gives us a general idea about PSA such as its purpose, its expected effect as well as some related researches of some scholars. Its characteristics as well as its truth, goodness and beautifulness are illustrated briefly. Then, this paper introduces the features of PSA in detail in terms of lexical, syntactical and rhetorical aspects. And through the analysis of typical cases, the author explains some specific characteristics of PSA language one by one. In conclusion, the paper aims at inspiring people to know more about the language features of PSA for the active role it is playing in the building of spiritual civilization. 

Key words: public service advertisement, PSA language, language feature

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