A Comparative Study Of Korean And Chinese Public Service Advertising Languages

Language,which included advertising language,is the most important tool for communication.In particularly,the language using in the public service advertisement plays an important role in the Spiritual Civilization Construction,which guided the public with positive values,end up with highly benefit of public welfare.This study base on the linguistics compare in between “public service advertisement association” of South Korea and “public service advertisement network” of China.From the perspective of linguistics,analyze the characteristics of public service advertising language in the two countries.The advertising language divided into two categories under the syntax principle,the whole sentence and the phrase sentence patterns.The analysis of vocabulary includes antonym,synonymy,and polysemy according to the lexical semantic characteristics.The compare of rhetoric summarized into stress,metaphor and change due to the plentiful use of rhetoric in the advertising language.For Pragmatic,the invitation,advice and proposed speech in the advertising language will be analyze under the theoretical foundation supported by the speech act of Austin(1962)and Searle(1969).The last,it summarizes the linguistic characteristic of public service advertisement and points out the shortcomings in this research.In conclusion,this article reveal the similarities and differences of the public service advertising language also the causes by analyze the linguistic,rhetoric and pragmatics characteristics from South Korea and China,summarized with objective described.