Comparison Of Directive Acts Of Public Service Advertisement(PSA) Of Social Morality In China And South Korea

Public Service Advertising(PSA)is needed by the society,which is not only beneficial for the public interest,but also for the construction of a harmonious society.It has become an important media to understand the values and social culture of a country,so it is of great significance to the related research and social development.In addition,Public Service Advertising has the social function of guiding the public to do or not to do something,as well as the model effect,so it can also be regarded as a command behavior.In the public service advertisements of both China and South Korea,the public service advertisements relating to social ethics account for the highest proportion,and the main content is so close to individuals and the public,Thus it has a deep connection with the correct behavior of the public.It is socially acknowledged that that this kind of public service advertisements has a highly directive meaning to some requirements of the public Instruction Speech acts should guide people to carry out certain guidelines,so the implementation of instruction Speech Acts needs correspondingly effective expressions.This paper mainly compares and analyzes the expression of instruction acts in public service advertisements of social morality in China and South Korea.The first chapter explains the research objectives,research content,theoretical basis and research significance.It compares the definition of public service advertisements between China and South Korea in detail.The second chapter discusses the expression modes of Command Speech Act of public service advertisement of social morality in China.The classification and analysis of the expressions of Instruction Class Speech Act is carried out according to the standard of 9 request strategies of Blum-kulka.The directive behavior of public service advertisements of social morality in China which is mainly manifested through 4 forms:the output of mood,the explicit performative action of speech,the preparation of inquiry and the suggestion and hint.In addition,in terms of the narrative characteristics of the command behavior of public service advertisements of social morality in China,the 2 main characteristics are the command behavior expression through rational appeal and the command behavior expression through rhythmic balance.In terms of function,the instruction behavior of public service advertisements of social morality in China mainly to transmit information and propaganda.The third chapter investigates the instruction expressions of public service advertisements of social morality in Korea.The classification and analysis of the expressions of Instruction Class Speech Act is also carried out according to the nine request policies of Blum-kulka.The instruction behavior of public service advertisement of social morality in South Korea is mainly manifested by the way of tone derivation,obligation statement,suggestion expression,inquiry preparation,suggestion or hint,etc.In addition,the narrative characteristics of command behavior in public service advertisements of social morality in South Korea generally has 2 characteristics:expressing command behavior through emotional appeals and expressing command behavior through "story telling".In terms of function,the directive behavior of public service advertisement of social morality in South Korea is mainly to reflect,to give feedback and to persuade good social acts.Chapter four makes a comparative analysis of the behavioral expressions of public service advertising instructions in both China and South Korea.This paper mainly analyzes the obvious differences in the behavioral expressions of public service advertising instructions between the two countries.