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外语毕业论文 论广告英语中的公益广告

Abstract

Public Service Ads as a branch of Ads, was born in nineteen forties of the United States. At that time, the continuous development of industrialized production has caused a series of social problems. The environment was damaged, and the critici zer’s morality was continued to fall and so on. Because of this, public service ads emerged as the times require.

This paper focuses on Public Service Advertisings in Advertising English, and its aim is to let the reader know more about Public Service Ads' origins, features, and functions. This paper mainly talks about the features and functions of public service ads. From the aspect of features, this paper mainly talks about the human nature, public welfare, and non-profit of public service ads. And from the aspect of functions, this paper mainly talks about the education function, direction of public opinion, social care, culture diffusion and the function of aesthetic education. Education function includes common sense education, ethics education, and law education. Direction of public opinion contains two aspects, assist national policy publicity and guides the current social hot spots. Social care includes love our own kind and the ultimate concern of human beings. Culture diffusion refers to promotion of national culture and the dissemination of culture at present age. The functions of aesthetic education include pure aesthetic experience and beautify the city environment.

Since the development of Public Service Advertising, it has gone through several decades of history. And it played an important role in society. As the time goes by, public service ads will play a very important role in the future.

Key words: public service ads; feature; function exertion;

摘要

公益广告作为广告的一个分支,诞生于19世纪40年代的美国。当时,由于工业化的不断向前发展而导致了一系列的社会问题。环境遭到破环,公民道德的不断丧失等等。由于这些原因,公益广告应运而生。

本文重点讨论广告英语中的公益广告,其目的是让读者了解更多的公益广告的起源,特点,功能。本文主要谈论了公益公告的特点和功能。在特点方面,本文主要涉及公益广告的的人本性,社会福利性,以及非营利性这三个特征。在功能方面,本文主要谈及公益广告的教育功能,社会舆论导向,社会关怀,文化传播以及美育功能。教育功能包括常识教育,伦理教育,以及法律教育。舆论导向涵及两个方面:辅助国家政策和引导当前社会热点。社会关怀包括关注我们自己同类和对人类的终极关怀。文化传播涉及发展本国文化和传播当代文化。美育功能涉及纯美学享受和美化城市环境两方面。

自从公益广告发展以来,它已经历了几十年的历史,而且它对社会发挥了重要作用。随着时代的发展,本文认为公益广告会在未来扮演一个非常重要的角色。

关键词:公益广告;特点;功能

Contents Abstract (i)

摘要 (ii)

1. Introduction (1)

2. The emergence and definition of public service ads (1)

3. The essential characteristics of public service ads (1)

3.1 Human nature (2)

3.2 Public welfare (2)

3.3 Non-profit (3)

4. Functions of public service ads (3)

4.1 Educational function (3)

4.1.1 Common sense education (4)

4.1.2 Ethics education (4)

4.1.3 Law education (5)

4.2 Direction of public opinion (5)

4.2.1 Assist national policy publicity (5)

4.2.2 Guide the current social hot spots (6)

4.3 Social care (6)

4.3.1 The love of our own kind (7)

4.3.2 The concern of human beings (7)

4.4 Culture diffusion (8)

4.4.1 Promotion of national culture (8)

4.4.2 The dissemination of culture at present age (8)

4.5 Aesthetic function (9)

4.5.1 Enjoy aesthetic of public service ads (9)

4.5.2 Beautify the cities’environment (9)

5. Conclusion (10)

Bibliography (11)

Acknowledgements (12)

1.Introduction

Along with the unceasing social economic development, people live in a prosperous commodity society. Ads, as an essential propaganda tool of commodity exchange, entered every aspect of people’s lives. From food to clothing, there lie lots of commercial ads. Such as, “Tastes good”and “Keep moving”. “Where there is a way for car, there is Toyota”, which is an ad sells cars. “You are welcomed to stay”, which is an ad sells houses. No matter what consumers want to buy, ads always play an important role. Undeniable, ads have completely changed people’s lives.

It is obvious that people are familiar with lots of commercial ads. However, there is an aspect that people have less information about it. This aspect is public service ads. As a new branch of advertising, public service advertising has been developing for several decades. Since the development of public service ads, its impact on our society is becoming more and more important.

2.The Emergence and Definition of Public Service Ads

“Engl ish public service ads as a branch of Ads, were born in nineteen forties of the United States. At that time, due to the continuous development of industrialized productions, the social and environment was damaged seriously. In order to draw the society's attention, Public Service Ads appeared as the times require. Since the development of Public Service Advertising, it has gone through several decades of history. And it played a very important role in society.”(余明阳,2004:6) Public service ads developed so far, and it has the essential difference from other advertisings. Public service ads are the ads that refer to the vital interests of men.

3. The Essential Characteristics of Public Service Ads

The essential characteristics of public service ads are the most special features

different from other advertisings. The essential characteristics of public service ads are: human nature, public welfare, and non-profit.

3.1 Human Nature

“The biggest difference between public service ads and other advertisings is that public service ads care about the human itself, the harmonious development between man and society, and the harmony between human and nature.”(余明阳,2004:108)For example, here is a public service ad for laid-off workers. “To be a successful man is not only one way ", this ad can let the frustrated people build confidence, and help them create their own business.Here is another example refers to the harmony between men and the environment. “Respect all lives” tells people to protect all kinds of creatures and animals on earth.

Human nature also uncovers some universal social phenomena exist in reality, and reflects the problems closely related to the interests of people. For example, "Smoking is bad for your health" and "Keep quiet in public".

3.2Public Welfare

Public welfare is an essential feature of public service advertisings. It reflects that public service ads are not trying to obtain the economic benefits or the political benefits. Whatever public service ads do is for public welfare, for the benefit of all human beings.

“The public service advertising is a pure sense of the “public service ads ", which does not contain any commerci al purposes.”(余明阳,2004:111) Although the content of communication is to advise advertising audiences to accept its idea, but all of its information is centered on the interests of the public. So the public welfare is self-evident.

For instance, here is an advertising “No sale, n o killing”. This public service advertising endorses by Yao Ming. Its aim is to protect the rare animals. In recent years, In order to meet the desires of human beings, the human beings hunt and capture many kinds of rare animal. In just a few decades, many rare animal species have become extinct, and some are on the brink of extinction. Many rare animals are

important parts of the nature of the food chain. If destroyed, it will affect multiple species’ survival and development, which will cause the imbalance of nature. This ad warns all the people to protect the rare animals and keep the natural conserved. It is closely related to the purpose of all life, and the advertising’s public welfare is self-evident. “Return the grain plots to forestry” is another example, which tells us to protect the environment just because the forest is disappearing quickly.

3.3 Non-profit

A very important characteristic between public service advertisings and commercial advertisings is non-profit. The non-profit is an important index to decide whether an advertisement is public service advertising. Of course, in a sense, the public service advertising also has the utility. However, this utility is based on the social basis, which means the utility of the public service advertising is for the benefit of all human beings. A famous Chinese star Pu cunxin once made a public ad “The public service ad is a lamp”. This ad is not used to sell products, but to tell people that public service ad just like a lamp, which guide people to do something that good for the society in the right way.

4. Functions of Public Service Ads

The functions of public service ads embody the value of public service ads. This paper talks about four functions, education function, direction of public opinion, social care, and the function of aesthetic education.

4.1 Educational function

Specifically, the educational function of modern public service advertising is mainly reflected in three aspects: common sense education, moral education and law education.

4.1.1 Common sense education

The function of common sense education in public service advertising is to advocate some basic knowledge of nature, life and society to advertising audience.

For instance, “The E arth is heating up”. This is a public service advertising, which tells the advertising audience to protect the environment.

Also, in view of common sense education, there is a series of public service ads.

“You can lose more than your patience”. This ad shows that if you have no patience to your children, you will lose more important things when you live with your kids.

“Fashion claims more victims than you think”. This ad tells the men that do not to wear some clothes made by the animal’s fur. This is also a way to protect animals.

These ads show that common sense education of public service advertising can help people to change bad habits, care about themselves and others, and concern about the society.

4.1.2 Ethics education

The main function of public service advertising ethic education is the education of its inspiration. It via the transmission of information imperceptibly, and let them root in the people’s mind. Ethic education enables people to improve the ideological consciousness imperceptibly, and take positive actions. Ethics education is divided into three kinds: social ethics education, moral ethics education and ecological ethics education. The function of social ethics education is to pay attention to the harmony between human beings and the society. The function of moral ethics education is to pay attention to the improvement of morality of human beings and the harmony between human beings. The function of ecological ethics education is to pay attention to the harmony between people and nature.

Here are some examples about the ethics education,

“The war brings not only the victory and defeat”. This was a public ad of the Vietnam War. It opens an imagine space, and let the whole society think about what the war can bring.

“The longer you wait, the deadli er abuse gets”. This ad tells the people who are under the family violence should against it now, and not wait anymore. And if you wait day by day, you will get more hurt. This ad mainly cares about the housewives.

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