Research On Rhetoric Communication In Environmental TV Public Service Advertisements

The environmental protection television public service is an important means for the mainstream media to publicize environmental awareness,environmental concept and environmental protection.It is an important part of the television public service advertisement.Since 1991,some scholars and scientific research institutions have begun to explore environmental public service advertisements,research shows that television public service advertising is an art form with a complete body,clear concept,Healthy operating model and strong social function.Environmental protection public service advertising as a representative of these,while embodying the above results,it can also incorporate social hot issues and also better reflect the problems in television public service advertisements.In order to explore how to make environmental protection television public service advertisements persuade audiences,this article selects various environmental protection public service advertisements collected from CCTV and local TV stations,including garbage,resource conservation,and soil erosion,as research objects.A preliminary exploration of environmental protection public service ads through the theme,content,source and duration of advertisements,and audio-visual language;Then use content analysis to analyze the identity of advertising,the role and effect of rhetorical categories,and explore the methods and problems used in the dissemination of environmental protection public service advertisements.This article is divided into five parts to study the rhetoric transmission of environmental protection television public service advertisements.The first part of the classification provides a brief review and summary of current studies on public service advertising and rhetoric communication in environmental protection televisions at home and abroad,and puts forward the significance of research,and introduces the research methods and innovations.The second part starts with the rhetorical devices of environmental protection television public service advertisements and studies the relationship between rhetoric transmissions in different advertising languages.The third part uses the content analysis method to study the persuasion strategy and its influence in the environmental television public service advertising.The fourth part takes an audio-visual rhetoric as the breakthrough point,and studies the comprehensive role of various factors in the process of environmental protection public service advertising.The fifth part is the conclusion,which summarizes the article.The main conclusions are as follows:(1)Judging from the rhetoric approach,environmental television commercials mainly use positive rhetoric,and negative rhetoric appears only as an aid,in addition to the special requirements of individual content,the duration,content,and sources of advertisements have little influence on the rhetoric of environmental protection television public service advertisements.From the point of view of identity,all environmental television public service advertisements tend to use "sympathy and identity","Unification of opposites" and "Misunderstanding " are not reflected in the research object.Judging from the perspective of rhetoric,the conclusions of the environmental protection television public service advertisements are always uses a guideline rhetoric to arouse the audience's resonance and participate in the imitation consciousness.(2)In the subject's appeal mode,emotional appeal,rational appeal and character appeal all play a role in different objects,the occasions in which they are used are mainly based on the different themes of environmental television advertisements.Environmental television advertisements often use horizontal and vertical contrasts,as well as metaphors,symbols,warnings,and demonstrations to arrange specific content for advertisements.And through dramatic thought,the purpose and motivation of environmental protection television public service advertisements should be organically integrated.(3)Audio-visual language is the main expression of television public service advertisements.Environmental television advertisements are also used to demonstrate the rhetorical features of audio-visual language,such as content is closer to life,easier to arouse the audience's resonance,and have richer forms to achieve the purpose of persuading audiences.