Analysis Of Appraisal Resources In Chinese Public Service Advertisement

Public Service Advertisement is the flag of social civilization and benchmark of thenational ideal. Hence, it guides social morals, creates civilized atmosphere, heightens nationalspirits and encourages the socialist core value. For this paper, the author mainly focuses onthe study of the frequencies of appraisal resources in50pieces of Chinese Public ServiceAdvertisement.The corpus is mainly collected from CCTV and partly from websites www.cnpad.net andwww.gongyigg.cn and the combination of qualitative and quantitative methodology isemployed. Based on the Appraisal Theory, this paper tries to find out the distribution of threeappraisal resources and the possible reasons behind these differences.In attitude system, appreciation resources with59occurrences account for48%.Judgement resources with38occurrences and affect resources with26occurrences take up30.9%and21.1%respectively. Within the subcategory of appreciation, valuation resourceswith32occurrences account for54.2%which rank the first and are followed by reaction andcomposition resources. As the very aim of PSA, the advertiser intends to raise the reader’sawareness of the social problems and to manipulate their view. In engagement system,dialogic expansion with56occurrences and dialogic contraction with47take up54.4%and45.6%respectively. Hence, dialogic expansive resources are more frequently used in ChinesePSA. That is to say, the advertiser tries to construe more open and equal realtionship with thereaders. Within the dialogic expansion resources, entertain resources account for the mostwhich help create the chance of solidarity with the readers who hold different views. Ingraduation system, force with58occurrences and focus with2occurrences take up96.7%and3.3%respectively. Hence, the advertiser intends to strengthen his attitudinal evaluation and furthermore shows his affirmation of the proposition.The significance of the paper mainly relies on the following two aspects: first, althoughmany scholars research on the Public Service Advertisement, it is still less to find the study ofChinese Public Service Advertisement. Second, this paper intends to find out the operationmechanism of Chinese Public Service Advertisement to provide more suggestions for itsfruitful production and effective transmission.