A Study On Xi'an Subway Public Service Advertisements From The Perspective Of Language Service

Public service advertisement is a means of publicity with words as the main form of expression,shouldering the important mission of promoting morality and fashion and leading the value orientation.Whether the use of public service advertising language is standardized,whether the information transmitted is accurate,and whether the way of transmitting information is optimized will affect the effect of communication and the acceptance of the audience,so it has important practical significance for the study of language services for public service advertisements.As an outdoor publicity media for publicity in subway stations,subway public service advertisements have innovated the publicity media of public service advertisements,enriched the publicity methods of public welfare advertisements,and produced good publicity effects.At present,the research on subway public service advertisements focuses on the evaluation of publicity effects,the creative thinking and aesthetic design of public service advertisements,and there is less research on the language characteristics of subway public service advertisements,and there is a lack of research on language services.From the perspective of language service,this paper investigates and studies the language service of Xi’an Metro public service advertisement,and analyzes and explains the content,carrier,language use,and language service characteristics,subjects and functions of xi’an subway public service public service by means of photo recording,supplemented by questionnaire survey method and interview method,and evaluates the status quo of language service of Xi’an metro public service advertisement according to the results of the survey.According to the survey results,the advantages of Xi’an Metro public service advertisements are that the service language of subway public service advertisements is vivid and accurate,and the service carriers are rich and diverse,which can provide reference experience for language services in other industries.However,there are also some problems,such as: the national advertising language service construction mechanism is not perfect,advertising enterprises do not attach enough importance to language services,and the public’s awareness of language services is not strong.In this regard,at the level of the national government,it is necessary to improve the construction of legislation,improve advertising management,increase policy support,etc.;at the level of advertising enterprises,it is necessary to deepen corporate culture,enhance team cohesion,enhance advertising planning capabilities and levels,and strengthen industry self-discipline;from the level of the public,it is necessary to increase social supervision and improve advertising literacy.