付馨悦
攀枝花学院
四川省攀枝花市617000
Abstract: The number of public service advertisements is unlimited. This paper only summarizes and analyzes the relevant background culture of environmental public service advertising. These characteristics can make English learners better understand the meaning of PSAs and better understand the culture behind PSAs in English.
key words: PSAs; background culture
Body: PSAs first appeared in the United States in the 1940s, while China first appeared in the 1980s. Due to cultural differences, the languages used in English and Chinese public service advertisements are significantly different. As Hofstede said, “Values are invisible until they become evident in behaviour, but culture manifests itself in visible elements too” means that cultural behavior reflects values. Understanding cultural values can help us better appreciate how others behave and reduce conflicts caused by cultural differences. At the same time, understanding cultural values also allows us to better understand ourselves. In the following, the culture of English environmental public service advertisements will be compared with Chinese environmental public service advertisements, and corresponding conclusions will be drawn.
1.Common values
The topics to be expressed in public language advertisements in language are to a large extent similar, and therefore there are common cultural values.
In modern society, there are many social issues that urgently need peoples attention. Public service advertising can arouse peoples inner sense of responsibility and help solve problems. The following environmental public service advertisements have a good sense of responsibility: The earth is my home, and greening depends on everyone. Mother?Earth?needs?your?and?my?careful?care. These advertisements have one thing in common: they call on people to take action and start with themselves. Whether it is protecting environment or protecting earth, these two public service advertisements show that as a member of society, it is incumbent on everyone to promote social development.
2. Different values
Due to different cultural backgrounds, Different values reflected in Chinese PSAs and English PSAs.
China is a typical collectivist cultural country. This culture emphasizes that individuals should be loyal to the collective, and collective interests are above all else. China’s PSAs place more emphasis on the interests of others, collectives and the country. Here is a typical example: Build a beautiful home together and advocate a new style of civilization.
Individualistic cultural values are often reflected in English public service advertisements by emphasizing that no matter what difficulties they encounter, anyone can achieve their goals through personal efforts. For example: Only You Can Prevent Forest Fire. This is the slogan of the black bear Smoky forest fire prevention campaign that is widely known in the United States. It emphasizes that the power of individuals in fire prevention cannot be ignored. Like “Only you” in the advertisements.
Advertising language is like a channel to hidden culture. The study of public service advertising language can allow us to better explore the differences between English and Chinese cultures, promote social development, and hope to help the development process of cross-cultural communication.
Conclusion: This article analyzes some relevant background of English environmental protection public service advertisements. Let English learners understand English environmental protection public service advertisements, and provide new ways for English learners to improve their English proficiency, so as to help English learners to better appreciate the English advertising language and more accurately understand the English cultural and environmental protection public service advertisements.
Bibliography: 姚文清.英语形容词与美国广告文化 [J].宁德师专学报(哲学社会科学版) 2000(04).