从顺应论的视角分析中国公益广告话语变迁

Analysis of the change of Chinese Public Service Advertising discourse from the Perspective of adaptation Theory

公益广告作为众多广告中的一种广告类型,它以社会公众的切身利益为出发点,以社会风尚服务为目的,引导正确的社会风气引起民众关注。笔者尝试从Verschuerren的顺应论视角出发,对中国公益广告话语进行分析和讨论,并以期能对中国公益广告的发展有一定的引导和指示作用。

Public service ads,as one type of advertisements in many advertisements,are based on the vital interests of the public and serve the purpose of social services,to guide the correct social atmosphere and arouse people’s attention.The author attempts to start from Theory of Adaptation,to analyze and discuss Chinese public service advertisements.It is hoped that there will be some guidance and instruction to the development of Chinese public service advertisements.