Research On The Application Of Critical Discourse In Public Service Advertising

Advertising has stealthily penetrated into people's daily life in various ways of communication and affected their attitudes and values momentarily,which is divided into the commercial advertising and the public service advertising due to its purpose.The majority of the scholars at home and abroad have studied the commercial advertising while the minority have studied the public service advertising,which seems to deliver the information neutrally,in fact,the public service advertising is rich in ideologies.Based on the theories of Hallidy's Systemic Functional Grammar,this thesis focuses on the features of language on the public service advertising and used critical discourse analysis to research the corpus according to the case analysis,the description combined with interpretation research.From the angles of the vocabulary classification,in which nouns and numerals etc are used skillfully,making a deep impression on the people;the transitivity,whose forms adopted properly are more persuasive and convincing;the personal system,which can shorten the distance of communication between people and the public service advertising discourse;the vocabulary cohension,which entrusts the public service advertising discourse special features,arousing the positive energy.Unscramble and analyze the public service advertising to conclude the features of them,and then we all know how the public service advertising discourse delivers its ideologies to realize its persuasion.Based on the study and the analysis,a conclusion is drawn that the public service advertising discourses provide the public information to the people and realize the function of persuasion directly or implicitly through linguistic devices,the ideology in the public service advertising is invisible power which can realize the function of persuasion and guide the people.The significance of this study is that it not only promotes the creation of the public service advertising,but also can call on the people to pay more attention to the public welfare establishments and develop the awareness of the critical discourse and the ability of the analysis about the public service advertising.