A Study Of Public Service Advertising Based On The Theory Of Fictive Interaction

With the rapid development of science and technology,advertising is everywhere.As a medium,it can spread all kinds of information to the public.And advertising is mainly divided into commercial advertising and public service advertising.Scholars have been devoted to the study of commercial advertising,In recent years,researchers have begun to pay attention to the study of public service advertising.Public service advertising is different from commercial advertising,it is not the main purpose of marketing,but through propaganda to help the government to solve the problem of public concern.Public service advertising originated in the United States in 1840 s,while the rise of Chinese public service advertising is in the middle and late 1980 s.Most of the studies are from the perspective of pragmatics,psychology,sociology and rhetoric.At the same time,it also has a cognitive perspective,but most of them are based on the Fauconnier's blending theory.Huang Bei(2012)thinks the description of the meaning must be referred to our mental ability and the concept structure.Cognition and language is an indispensable part of our imagination,the fictive nature(fictivity)is one of the.One of the basic propositions of cognitive linguistics is to equate the meaning with the concept,that is,the meaning of our understanding of the world's cognitive activities(Langacker,1987,2000;Talmy,2000).As an indispensable part of the mind,the semantic meaning not only reflects the external situation,but also contains the way of “talking about the purpose of expressing the concept”(Wen Xu,1999: 36).Langacker(2007)believes that the two major trends of cognitive grammar in the future are to explain the dynamic and fictive nature of the concept.Pascual published the Fictive Interaction in 2014,which mainly expounds how to construct the communicative framework of language,communication,and thethoughts of the three.This idea is mainly based on a basic principle of cognitive linguistics,which reflects the whole communication process.“Fictive communication” has caused the concern of the researchers.But there are not many researches on fictive communication,which belongs to the new stage of research.And this article will use the Pascual theory to analyze the public service advertisement.In this study,the fictive communication is reflected in the sentence,phrase,vocabulary.This article mainly collects the English public service advertising from 2000 to2015,which mainly comes from the Baidu search engine and the academic paper about the English public service advertisement in the CNKI.In addition,it is also from the main English magazine and the public service advertisement website.The advertisements will be analyzed with the introspective method and empirical method through the fictive interaction theory,the conceptual blending theory,functional grammar and cognitive grammar.This thesis includes six chapters,introduction,literature review,theoretical framework,methodology,the study of public service advertising and the conclusion.The first chapter consists of the research background,research questions,significance of the study,organization of the thesis,which make the readers have a brief understanding for this thesis and easily to comprehend.The second chapter introduces the literature review for the fictive interaction and public service advertising.The fictive interaction introduction will be shown including the study at abroad and home.In addition the introduction of the public service advertising will include the definition and the values.The study of the public service advertising at home and abroad will also be manifested.Chapter three will introduce the fictive interaction theory and blending theory.Chapter four presents the methodology,including the introspection,empirical study and data base.Chapter five analyzes the public service advertising sentence structure in the inter-sentential,sentential and intra-sentential level.This is the most important chapter in this thesis,which will be shown in detail including the conceptual meanings and grammar.Chapter six is the conclusion including the major findings of this study,innovations of this study and limitations ofthis study.The research on the public service advertising has practical significance and practical value.On the other hand,in the view of cognitive linguistics,the significance of the process dimension has received unprecedented attention.Huang Bei(2012)thinks “fictive reality reflects the intervention of cognitive subject to the meaning,and it is the embodiment of human subjectivity in the meaning representation.The exploration of fictive property is expected to occupy a space in the significance of the research”.Therefore,it can have a profound understanding of public service advertisements in the theory of fictive interaction.