Analyzing The Public Service Advertising Language-from The Perspective Of Pragmatics Theory

Ogilvy once said,advertising is the words career.In other words,even if creative advertising,if not the language,advertising loses its soul.In recent years,with the development of China's advertising industry,public service advertising catches our eye.The PSA as a special verbal communication activities beneficial to the public social attitudes,aims to "moisten things silently" to guide the public.Public service ads seems like a ray of breeze,wake up people's public welfare,to bring people inspiration.Public service ads want to achieve good communication effect,causing the public to pay attention,the advertising not only to have innovative ideas,rhetoric,but also the use of pragmatic strategies and means,and in the creative process understand the pragmatic characteristics of public service slogan,follow its pragmatic principles.The author will select the examples of recent years,try to pragmatics theory,macroscopic analysis of which factors affect the advertising language and constraints to explore some of the guiding significance of the charisma of the creative principles and pragmatic strategies,making the PSA language theory to further development.Through the study of pragmatic aspects of public service advertisements,the whole thesis is divided into the following parts:(1)The introduction part clarifies the object of the study,defines the meaning,summarizes the research status and the source of the corpus.(2)In the public service ads language,context and preset has a very important role,such as the context can make advertising language to eliminate ambiguity can also give the implication,pragmatic presupposition can simplify the language,enhance the effectiveness of advertising,but also enhance the persuasion of public service ads.(3)From the principle of cooperation,the principle of politeness and related sub-criteria to elaborate on the public service ads,discuss the use of pragmatic principles of public service advertising language to adjust the role of public service advertising language to achieve better publicity.(4)Public service ads has a lot of vague language,and embodied in each language level,there will be public service ads reason why there are a lot of vague language,there are both objective and subjective.(5)It analyzes how the audience with the smallest efforts to get the meaning of the slogan,so that the desired effect of advertising.(6)And finally explores public service ads conform to the psychological world of the audience.The results of this study,the creation and understanding of the PSA,have important guiding effect.First,for the creators of the PSA,they can explore some of ads language of the creative principles,attention to the importance of pragmatics.If they can care and use pragmatic strategies,they can produce better ads.Second,for the audience,to help them better understand the life encountered ads,in the process of reading the PSA,to grasp their own understanding of the scale.Finally,the research results extend the breadth of pragmatics research;which also enriches the pragmatic research material,with practical significance.