An Analysis On The Public Service Advertisement’s Discourse In Premier Paper

Because of its specificity, public service advertisement should have been givenadequate attention. Under the circumstances, premier media how to operate publicservice advertisement will embody its concept and be closely related with itsdevelopment.The object of study in this paper is the public service advertisements of premierpaper. With discourse perspective, research achievements of discourse analyze andnarrative theory, and specific public service languages, this paper analyzecomparatively public service advertisements of People’s Daily to summarize anddescribe evolution track. On the other hand, expressions and development ofcommunication idea of premier paper will be reflected.Firstly, this paper theoretically summarizes and explains the discourse analyzeand concept of discourse, combining organically internal research and outer researchto media, which emphasize to probe into static structural feature of public serviceadvertisement while takes the appearance, development, and dynamic mechanism ofdiscourse from social practice of public service language into consideration. Inspecific research, this paper takes Van Dijk’s discourse analysis as principal part andstands from perspectives of the text, context, and focus of public serviceadvertisement.Secondly, this paper systematically summarizes and concludes the developmentof public service advertisement of premier papers since reform and opening up. Theauthor divided the development into four phases, such as germination, initial period,fast development and mature development period.Thirdly, except for investigating the stage development and features of premierpapers in China, this paper takes public service advertisement of People’s Daily asobject of study with discourse analyze method to process systematic and completeresearch. Consequently the change and transformation will be unscrambled by linkingwork at selected spots with that in entire areas. Based on this specific text analyze, theauthor summarizes four change trends of public service advertisement of premierpapers which are the transition of discourse of premier paper in terms of the contentmore closer to the popular, artistry format-making, diversifying advertiser, andmodernizing advertising theme. At last, this paper probes into the dynamic field that spurs the transition ofdiscourse of premier paper which are the government promotes, fast-growingeconomy, change of cultural value orientation, transformation of role incommunication, and changes of social structure and social relations.