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1、The Stylistic Analysis of Public Service AdvertisementAbstract: Unlike commercial advertisement, public service advertisement is not for the purpose of profit but social service advertisement aiming to solve social problems for the interest of people. Special purpose also determines that public serv

2、ice advertisement has its unique linguistic style. The paper classifies a large number of them through the collection of them, using the theory of stylistics and analyzing its stylistic features and effects from vocabulary, syntax and rhetoric, making people have a better understanding of public ser

3、vice advertisement and put them into practice.Key words: public service advertisement; vocabulary; stylistic features一. Introduction:Public service advertisement that is a special form of advertisement is a little different from commercial advertisement. In the early 1940s, it is called public servi

4、ce advertisement emerging from America. At the present the international hasnt common understanding of the exact definition of public service advertisement. Advertising Council of America has given the basic definition that it serves for the interests of people, aiming to improve mankinds understand

5、ing of social problems through education ,change their attitude and behaviors and promote social progress. In terms of features, the non-commercial, public and non-human spread of communication are the three major features. In the aspect of content, the promotion of it is favorable of promoting prog

6、ressive moral values , ideologies and norm of conducts, the fundamental purpose is to safeguard the public interests. With the development of public service advertisement, its themes are also diversified which includes environmental protection, wildlife protection, life and health, public education,

7、 transportation safety, public health, energy conservation and so on. However, whichever the kind of advertisement is , if you want to achieve its purpose, language is an integral part, vocabulary is of great importance and so public service advertisement is.二. The stylistic analysis of Chinese envi

8、ronmental public service advertisement1.1 the level of vocabulary1.1.1 multiple use of simple wordsGenerally speaking, the audiences are the direct citizens of public service advertisement, most of its languages are relatively easy to understand. Meanwhile , public service advertisement maybe long-w

9、inded style, spreading public concepts but in a limited time and space, requiring writer using simple and commonly used words in the choice of words.Eg1: When a tree falls, it takes other lives with it.People are all familiar with all the words in this sentence. The views are all clear and purposes

10、are obvious, appealing for people to protect the environment and not to cut them randomly.Eg2: Dont hide. Talk to us. Say NO to violence. Respect life.This is an advertising of anti-violence, calling on people to resist bravely. The words they use are very simple and clear, disseminating the writers

11、 intentions to people. In addition, most of verbs and nouns are all monosyllabic such as hide talk、 saylife, which is in complete accordance with the fact that advertisement should be simple, popular and easy to spread. Besides the word “No” is capitalized in order to draw our attention, making the

12、whole advertisement short, strong and focused.1.1.2 multiple use ofPersonal pronouns play a significant role in the public service advertisement, different personal pronouns will lead to the differences of narrative style. The appropriate use of personal pronouns can get unexpected effects of propag

13、ation. The personal pronouns can be classified into 3 kinds, that is first, second and third personal pronouns.The first personal pronouns are mostly “I” “we” and “ 咱” to represent the speaker himself. This kind of personal pronouns strengths its reality when putting the narrator into the obvious po

14、sition, and contributes to positive interaction between the two sides and the narrowed distance to achieve the purpose of enhancing affinity of public service advertisement. For example the advertising: Everyone who helps me, I help others of “Peoples Oral News” on March 10th ,2010. The readers prod

15、uce strong consciousness through the description of “I”, calling on everyone to help each other in the tone of masters and to devote ourselves into the public charity cause, narrowing the distance between the two parties and realize the goal of ideal spread.The second personal pronouns are mostly “y

16、ou” to point others directly. This kind of personal pronouns has strong indication and obvious purposes, making people associate with themselves. For example the advertising “Do you smile today?” of “Peoples Oral News” on March 28 th 2008. “You” is the major role of narration and strong indication,

17、the readers immediately associate with their daily code of conducts after reading it, “ Do I smile today?” is the first action of readers that has a strong target ,function of introspection and purpose of highly dissemination of public service ideology.Eg: We fight everyday for our extinction.It is

18、obvious that this is an advertisement of animal protection, preventing animals from extinction. In this sentence, “we” includes not only the target audience but also the writer himself. Even if the consequence is the extinction of animals, the main cause are still us, so the word “our” is used to ac

19、hieve the purpose of strengthening the tone ,causing people to resonate and narrowing the distance between the writer and the reader, enhancing their intimacy and making themselves willingly accept. In addition, “we” sometimes merely refers to the writer for the exclusion of the reader.Public servic

20、e advertisement often calls on people to abandon their original wrong ideas and take actions to protect public interests. It is a mean of propaganda for the whole citizens rather than individual behaviors, thus first singular person is rarely used. In addition, the writer is a member of citizens who

21、 stands the same front with readers, so first plural persons. The use of first or second personal pronouns is beneficial to stimulate the readers nerves and enhance the resonance with readers, laying the foundation of good dissemination. Therefore public service advertisement in the mainstream newsp

22、aper has a tendency of first or second personal pronouns.1.1.3 frequent use of causative verbsPublic service advertisement has the three features of social benefits, the reality of themes and the appeal of expressiveness. Its purpose is to inform people about the beneficial social values, calling on

23、 people to take actions to protect social benefits and maintain social good order. The potential purpose is to make people take measures to do something through appealing and tell people how they should do. Therefore some causative verbs are comparatively common in the public service advertising suc

24、h as let、make, help, have, lead and so on.Eg5: Lets make sure its always a jungle out there. Lets leave out children a living planet.The word “let” is very common in public service advertisement which is provocative and encouraging, appealing for people to act promptly in order to protect the enviro

25、nment for our future generations, it is easy to accept and respond to positively.1.1.4 flexible use of compound wordsThe word-formation forms of all kinds of compound words connected by hyphen are flexible ,concise and widely used in English news, scientific English, English commercials, so is publi

26、c service advertising.Eg11: Hide- and- stick? Your child cant hide from infections. Immunization is the only way to end games with your childrens health.This is a public service advertisement of protecting children from disease infection. To avoid or to stick to ? When the illness occurs to, self-de

27、ception is not desirable, we should stand up bravely and take measures to help children enhance immunity to the virus and protect childrens health and lives effectively. How to choose these two options, the connection with two hyphens is vivid and compelling.1.2 the level of syntaxThe sentential str

28、ucture of advertisement and the words are simple and are easily understood in order to make public service advertising attractive, simple sentences, imperative sentences, questions and direct speech are often used.1.2.1 frequent use of simple sentencesThe purpose of an advertisement is to convey spe

29、cific message and get peoples approval in a short time, so plain language is often used, public service advertisement is also exceptional. Some public service advertisement needs to transmit information to children, therefore the sentence must be simple, easy to understand and remember. For example:

30、 Animals cant protect themselves! This advertisement indicates that people should protect animals because animals dont have ample abilities to protect themselves. A simple sentence is only used in this advertisement, the subject “animals”, the predicative “cant protect” and the object “themselves” a

31、re clear and accurate to convey its purpose.1.2.2 frequent use of imperativesThere is no subject in the imperative but only verbs and other elements, it is an order or request, telling people what they should do, sometimes its the ban, permission and exhortation. The characteristics of imperatives a

32、re in line with the purpose of public service advertisement, the latter needs readers to buy any products and make people pay attention to some problems. In 1963, the U.S. Forest Service released an advertisement that only includes three words: :Please, Only You!，it emphasizes the importance of you,

33、 wishing that people will focus on forest fires. Public service advertisement belongs to provocative language, aiming to encourage and call on people to take actions. Therefore more simple sentences and imperatives need to be used.1.2.3 frequent use of questionsAccording to some statistics, every 30

34、 English advertisements have an interrogative sentence because some characteristics of questions meet the requirements of English advertising. The interrogative sentence has two functions: one is in the aspect of psychology, it makes readers easily accept information and participate, the other is in

35、 the aspect of linguistics, the use of interesting sentences can reduce grammatical difficulty. To achieve the effectiveness, questions are usually used in advertisement. For example : Got milk? It is very popular in America, the greeting words also change from “Hello” to “Got milk?”. As we all know

36、, milk is good for health but there is something wrong with peoples physical health especially old people. California Milk Processor Board has developed this advertisement to remind people that if you want to succeed and keep health, you must keep drinking enough milk everyday. This advertisement on

37、ly uses a general question which only includes two words but to express deeper meaning; Where is your child? When people pay attention to this advertisement, we all look around our children; the purpose of this advertisement is achieved. It only makes use of a special interrogative, warning parents

38、in the swimming pool to look after their children.1.2.4 frequent use of direct speechLook at the following advertisement:“Hello” a girl says in the street. The first person doesn t answer. “Hello” the girl says to another person. “Hello” the second person answers. “Hello” the girl says for the third

39、 times, but no response. This public service advertisement is about communication between people, making use of three direct speech express the indifferent relationship in the modern society, the more developed the science is, the more alienated people are. Direct speech is the direct use of sentenc

40、es of writings and speech, quotation marks must be indicated. The use of direct speech can prove views and arguments promptly and effectively.1.3 rhetoricThe ingenious use of rhetoric device can add glory to the text, making people enjoy sense of beauty. In order to leave a vivid impression to the p

41、ublic, the environmental public service advertisement makes use of various kinds of artistic techniques to reveal the theme accurately, closely and vividly. There are some rhetoric in the public service advertisement.3.1 rhymingRhymes are used more frequently in the English public service advertisem

42、ent, alliteration and rhyme are two common methods. The alliteration refers to the rhyme of the first consonant of two or more wor ds , for example: “If you drink, you can t drive.” This advertisement warns people not to drive after drinking alcohol, the word “drink” and “drive” are alliterated, mak

43、ing this adverti sement neat, symmetrical. The rhyme refers to the repetition of same consonants at the end of words, for example :Hugs, not drugs.” This advertisement asks people to stay away from drugs, there is no use of the tone of command but the two words “hugs” and “drugs” to form the rhyme ,

44、 making it rhythmic and remember easily.3.2 PunPun is an ingenious use of homonyms or homographs to make words or sentences differ from each other, it can make language lively, subtle and strange. Pun can be divided into semantic pun and homophonic pun, the former is the use of various meanings of w

45、ords, the latter is the use of same or similar pronunciations. Public service advertising makes use of pun to enhance the level of expressiveness and abundance with deep meaning that makes people reflect, for example the advertisement of Thailands Population and Continuity Development Association “S

46、top at two to promote the fact that a spouse had better give birth to 2 children at most. The background picture of this advertisem ent is that Churchills gestures which is the form of “V”, V stands for victory, therefore people can understand the implied meaning that 2 children represent victory. T

47、he picture is very popular that people can understand the necessity that the developing countries control birth rate, the designer makes use of pun to display the purpose of advertising which is meaningful and difficult to forget.3.3 ComparisonComparison is the arrangement or two parties that are ob

48、viously different and contradictory to compare. The comparison in advertisement can reveal the opposition between good and bad, good and evil, beauty and ugliness to give deep impression and reflection to people. For example: “Cancer is often curable. The fear of cancer is often fatal.” The public s

49、ervice advertisement of American Cancer Society makes comparison between the two words “curable” and “fatal” having opposite meanings, telling that the fear of cancer is fatal instead of cancer and encouraging that people fight against cancer bravely.3.4 Personification*TTTPersonification is the com

50、parison of something inanimate to animate, giving them human characteristics and making it have peoples appearance, characteristics, emotions and behaviors. The personification of public service advertisement can get rid of boring sentence forms to make readers have the feeling of affinity. For exam

51、ple: “Arthritis discriminates against women、 Save your environment s breath”, the two advertisement all consist of personification, the former compares arthritis to human, giving it the function of discrimination, the latter is environment to the mankind who can breathe, leaving an interesting and t

52、rue impression to readers to achieve the promotion of advertisement.The public service advertisement including rhetoric can make it more specific, readers can enjoy the idea of charity which is easy to acquire good spread of results. Therefore, there is a trend of the public service advertisement in

53、cluding rhetoric in the mainstream newspaper.三. Conclusion:Public service advertisement plays an important role in the modern life. The above discussion suggests that public service advertisement featuring with frequent use of verbs, nouns, declaratives, imperatives and antithesis. Through analyzing

54、 public service advertisement, we can have understanding of its stylistic characteristics which contribute to designing perfect plan by designer and understanding, appreciating it, it has become a criterion of evaluating the merits of it. In this stage, our public service advertisement is in a matur

55、e development period, its content and forms all make considerable progress. Only when we have a clear understanding of discourse transfer of public service advertisement in the mainstream newspaper, can we understand the tendency of it , make it positive and find and solve problems in it, thus enhan

56、cing the understanding of the rules of it and serving for the cause of socialism better.参考文献：1胡超平龙吟榜精粹1之公益广告M.北京：中国物价出版社.2002.2黄国文语篇分析概要M.长沙：湖南教育出版社.1988.3李湘.中文平面公益广告的语言特色J.湖南科技学院学报.2008:11.4 刘鑫.从功能文体学角度看公益广告的说服力D.河北：河北大学.2012. 冯翠华英语修辞大个M.北京:外语教学与研究出版社，1995.C 27高萍公益广告初探M.北京：中国商业出版社，1999.3金海兵.试谈公益广告标语及其翻译J7.孝感学院学报，2005, 25 (5) ： 48一50.4李鑫华.英语修辞格详论M上海:上海外语教育出版社,2000.创李镇.公益广告语 翻译研究D上海:上海外国语大 学，2008:18一30.6唐海萍英语公益广告标语的修辞魅力及其翻译策略CJ7.咸宁学院学报，2009, 29 (1) :98-99.C77唐海萍公益广告所折射出的英汉价值观差异CJ7氏春理上大 学学报， 2009, 4 (3) :187-188.C8汪滔广告英语M.安徽:安徽科学技术出版社，2001.9钟静经典广告案例新编M.北京，经济管理出版社，2007.