The Rhetoric Research Of Public Service Advertising

Although public service advertising in China from generation to now only30 years,but the momentum of development can't be held back.Public service advertising is now with its form or small,or have a unique style,in view of the current hot topic,or emotional persuasion,sincere guidance,or humorous,mildly subtle warning,remind.Every kind of public service advertising plays a vital role in the construction of spiritual civilization of our country.In the process of collecting data,we found that although the advertisement belongs to the advertising,but it is not exactly the same as the general rhetoric of advertising rhetoric,therefore the public service advertising language as the research object,based on a large corpus based on the selected one with 90 advertisement representative,the rhetoric theory as the theoretical basis.The characteristics and classification of public advertising analysis,and from the pronunciation,words,sentences,etc.four aspects of research on public service advertising rhetoric.This paper is divided into three chapters.The first chapter analyses the basic situation of public advertisement language,the object of study in this paper are defined,respectively,and summarized the main characteristics of public service advertising in form and content,and the advertisement from the content of the composition and function of the two release are classified according to the corpus.The second chapter is the rhetoric study of advertising language,it combines the analysis of a large corpus,the phonetic rhetoric advertisement summary syllable neatly,reduplicated nature,clever use of homophones,four tonal patterns and rhyme harmony staggered;Study on word rhetoric on public service advertising to life by the word,word standard,accurate,vivid color words adapt to context and the five aspects are discussed;then from the long and short sentences,sentences and loose sentences,activeand passive sentences,positive and negative sentences and sentence type and written statement type etc.comparative analysis of the sentence rhetoric of advertisement;Finally summed up the figure of speech advertisement,discusses metaphor,analogy,metonymy,hyperbole,antithesis,parallelism,pun commonly used figures of speech.The third chapter is the analysis of the existing problems and reasons in the ads,it points out some problems of the public service ads found in the process of data collection,analysis of the reasons for their existence,hoping to play the role of public service ads on the rhetoric,more hope for the future development of advertisement to offer my power.