Research On Public Service Advertisement Language Of CCTV(2013-2018)

Based on the guiding ideology of marxist theory of language,In recent years,as the mirror image of social development and change,CCTV public service advertisement selects the real life segments of ordinary people with the topics of social concern,hot spots and traditional culture as the theme,extracts the film and television public service advertisement with national ideology from ordinary things,and gained wide attention and praise from the society.To build a harmonious socialist society is democracy,legal system,fairness,justice,harmony,friendship,vitality,stability and harmony between man and nature.CCTV public service advertisement is a resounding brand of spiritual civilization.The construction of a beautiful social life has always been a social ideal life pursued by people and the social goal of marxist political parties including the communist party of China.The public service advertisement is such a window that disseminates the positive energy and adheres to the humanist harmonious development,persists in under the leadership of Marx's attention,persists in under the leadership of the party the entire society constructs together the principle.People-oriented humanistic information cultivates an idealized and ideological value system.Unlike commercial advertisements,whose specific commodities and brands enable the audience to benefit from material consumption,public service advertisements for film and television can only guide the audience to accept advertising information through the combination of emotions and the collision of ideological sparks,inspire people to think and warn,and then take beneficial social actions.Public service advertising needs creativity,and the best creative idea is to break through simple preaching and pay attention to emotional communication with emotional people.Purpose is to call for,advocating or prevent some ideas or behavior way,the audience is broad,the broad masses of the value orientation of public advertising and enlightenment function finally by each social member participation to complete,it is mainly an ideology or convey ideas,not only should serve the construction of material civilization,but also to serve the spiritual civilization.In the creation,the idea of public service advertising should be clarified,and its ideological depth should be constantly improved and strengthened.Not only the image full of visual tension should be brought to people,but also the thinking of the audience brought by the implied social topics.From the perspective of applied linguistics,this paper selected the language research objects of public service advertisements of CCTV from 2013 to 2018.By combining the linguistic analysis method of literature review and advertising case analysis,the linguistic analysis and discussion were conducted on the linguistic characteristics of the expression of public service advertisements of CCTV.This paper is intended to be written from the following parts.Public welfare advertisement language,the second part mainly discusses CCTV to introduce the content of the advertisement language classification,the third part mainly discusses CCTV vocabulary characteristics of public welfare advertisement.And the fourth part mainly discusses CCTV public slogan grammatical characteristics,the fifth part discusses CCTV public welfare the rhetorical characteristics of advertising language and carries on the analysis and thinking.