The Study Of Public Welfare Advertisement Language From The Perspective Of Variational Rhetoric In The New Period

Public welfare advertisements are oriented for the general public.They are not aimed at making profits.They aim at regulating people’s social behavior and serving the public.They have public welfare,non-profit,and social characteristics.The study of the public welfare advertisement language was originally based on the theory of communication,and the study of public welfare advertisement language from the perspective of linguistics began in the 1990 s.With the continuous maturity of the linguistic discipline system,the content of research on public welfare advertisement language has been continuously enriched.Variant rhetoric is an emerging discipline system that belongs to rhetoric and is the new direction of rhetoric research in recent years.This article studies the public welfare advertisement language from the perspective of variant rhetoric,not only is it beneficial to the creation of public welfare advertisement language,but it can also play a role in the dissemination and development of public welfare advertisement languages.Based on the theory of variant rhetoric,this paper analysis of public service slogans from the following perspectives:The introduction mainly analyzes the development history of public welfare advertisement language,the research status of public welfare advertisement language,variational rhetorical perspective of research on public welfare advertisement,linguistic data source and research significance.In the first chapter of phonetic variation rhetoric,the public welfare advertisement language are characterized by homonym variation,pause variation,which reflect the full utilization and flexible use of phonetic variations in the public welfare advertisement language.In the second chapter,the variation of the words,the public welfare advertisement language are characterized by semantic,pragmatic variation,and grammatical variation,which reflects the flexible use and extraordinary collocation of the use of the word of the public welfare advertisement language.In the third chapter,sentence variation rhetoric is mainly elaborated from four aspects:synonymous sentence,homologous imitation sentence,mixed language sentence.The fourth chapter analyzes the rhetoric of linguistic variation in terms of metaphorically,match,exaggeration,distortion,nianlian,antithesis,parallelism,conversion,split word,analysis word of the ten aspects of the analysis.Conclusion The above content was summarized and it was found that the use of variant speech rhetoric of public welfare advertisement language has improved the efficiency of language expression,enhanced the flexibility and freedom of language expression,and enhanced the language’s image,readability and implicitness.It is hoped that this will play a role in stimulating research on the variation rhetoric of public welfare advertisement language and the further development of public service slogans,thereby enhancing public awareness of public welfare and the spread of public welfare behavior.