Abstract

As the global environmental pollution and ecological destruction have become increasingly serious issues, more and more people have paid attention to environmental problems and have participated in environmental campaign in different ways. As a broad and special form of advertising, Public Service Advertisements (PSAs) play an important role in propagating environmental issues and environmental knowledge. Nowadays when the world economy, mess media and environmental protection are being globalized, we should take the responsibility to devote our limited power to protect the environment. Therefore, further study of the relationship between pro-environmental PSAs and social culture is of practical significance. The thesis attempts to conduct a comparative analysis on pro-environmental PSAs in Chinese and English through linguistic and western rhetorical approaches into the cross-cultural study. The findings of this thesis are expected to be of great help in better designs of them, so as to promote the communication of environmental protection between China and west.

Keywords: PSAs; environmental protection; linguistic features; cultural difference

摘要

随着全球环境污染和生态破坏现象的日益明显,更多的人开始关注全球环境问题,并通过各种不同的方式参与到环境保护的行列之中。作为一种广泛而特殊的广告形式，公益广告在宣传生态环境问题、传播环境知识中起着积极作用。在经济全球化，媒体全球化及环保全球化的今天,我们语言学习者也应当尽起保护环境的一份责任,为保护环境及中西方的环保经验交流尽一份绵薄之力。所以，中英文环保公益广告文化的对比研究很有现实意义。该论文参考已有的对公益广告的研究，从语言学，修辞学还有跨文化的角度，对中英文公益广告进行对比分析，目的在于分析中西文化对环保公益广告的影响，从中加深对中西公益广告文化的理解并促进中西公益广告的发展和各国跨文化交流的成功。

关键词：公益广告，环境保护，语言特点，文化差异

1 Introduction   
1.1 Research Background
 With the social development and people’s increasing demand of natural resources, the global environmental pollution has become increasingly serious issues which cannot be ignored while promoting the economic growth, a great number of people have paid their attentions to the environmental problems, and have participated in environmental protection campaigns in different ways. As one of the effective media vehicles, advertising, can publicize social values and persuade the public to change their attitudes.