This paper adopts Halliday’s systemic functional grammar as the theoretical framework to make a contrastive analysis of the interpersonal meaning of Environmental Protection Public Service Advertising from the perspe...This paper adopts Halliday’s systemic functional grammar as the theoretical framework to make a contrastive analysis of the interpersonal meaning of Environmental Protection Public Service Advertising from the perspective of mood and modality.It is found that there are both similarities and differences in the realization of interpersonal meaning in the discourse of both English and Chinese environmental protection public service advertising.In terms of mood,both tend to use declarative,imperative,interrogative mood,among which the declarative mood is the most frequently used,while the imperative mood is the second.In the aspect of modality,the use of modal words in English environmental protection advertising language is more abundant,and it is customary to use modal words with low emotional value to realize interpersonal meaning,while Chinese advertisements prefer more modality words with high emotional value.展开更多
At present, from the aspect of promoting consumers＇ pro-social consumption behaviors, the public service ads has a clearly insufficient persuasive problem. In order to make a theoretical explanation and provide sugge...At present, from the aspect of promoting consumers＇ pro-social consumption behaviors, the public service ads has a clearly insufficient persuasive problem. In order to make a theoretical explanation and provide suggestions for this phenomenon, this article compares the effect of different orientations of public service ads＇ appeals on the tendency of individual＇ s pro-social consumption behaviors experiment. The experimental results prove that comparatively speaking, altruism orientation of public service ads＇ appeals can make the individual to produce higher levels of pro-social consumption behaviors. Based on the above research results, the author respectively puts forward some advices about public service ads for the management of profit and non-profit organizations.展开更多
With the development of social media,the TV public service advertisements play an important role in environmental pro⁃tection.The essay will analyze PSA about environmental protection from the perspective of Attitude ...With the development of social media,the TV public service advertisements play an important role in environmental pro⁃tection.The essay will analyze PSA about environmental protection from the perspective of Attitude in Appraisal System,trying to find out how ads work by using different kinds of sub-systems in attitude.And the essay will also focus on the proportion of positive and negative meanings,researching the myth of PSA.展开更多
As a dynamic language phenomenon, public service advertisement reflects the social language life. This paper presents a detailed analysis of the theme selection and language of outdoor public service advertisement lan...As a dynamic language phenomenon, public service advertisement reflects the social language life. This paper presents a detailed analysis of the theme selection and language of outdoor public service advertisement language in Guangzhou. It describes the features and expressions of outdoor public service advertisement in subject content, sentence form and rhetoric, aimed at understanding the basic situation and effect of public service advertisement on the audience, and guiding the audience to improve their morality and behavior.展开更多
文摘This paper adopts Halliday’s systemic functional grammar as the theoretical framework to make a contrastive analysis of the interpersonal meaning of Environmental Protection Public Service Advertising from the perspective of mood and modality.It is found that there are both similarities and differences in the realization of interpersonal meaning in the discourse of both English and Chinese environmental protection public service advertising.In terms of mood,both tend to use declarative,imperative,interrogative mood,among which the declarative mood is the most frequently used,while the imperative mood is the second.In the aspect of modality,the use of modal words in English environmental protection advertising language is more abundant,and it is customary to use modal words with low emotional value to realize interpersonal meaning,while Chinese advertisements prefer more modality words with high emotional value.
文摘At present, from the aspect of promoting consumers＇ pro-social consumption behaviors, the public service ads has a clearly insufficient persuasive problem. In order to make a theoretical explanation and provide suggestions for this phenomenon, this article compares the effect of different orientations of public service ads＇ appeals on the tendency of individual＇ s pro-social consumption behaviors experiment. The experimental results prove that comparatively speaking, altruism orientation of public service ads＇ appeals can make the individual to produce higher levels of pro-social consumption behaviors. Based on the above research results, the author respectively puts forward some advices about public service ads for the management of profit and non-profit organizations.
文摘With the development of social media,the TV public service advertisements play an important role in environmental pro⁃tection.The essay will analyze PSA about environmental protection from the perspective of Attitude in Appraisal System,trying to find out how ads work by using different kinds of sub-systems in attitude.And the essay will also focus on the proportion of positive and negative meanings,researching the myth of PSA.
文摘As a dynamic language phenomenon, public service advertisement reflects the social language life. This paper presents a detailed analysis of the theme selection and language of outdoor public service advertisement language in Guangzhou. It describes the features and expressions of outdoor public service advertisement in subject content, sentence form and rhetoric, aimed at understanding the basic situation and effect of public service advertisement on the audience, and guiding the audience to improve their morality and behavior.
