摘要

 本文着力于分析，比较中英公益广告用语的差异。此文拟分为五个部分，先简要介绍研究背景等，提出中西方公益广告用语的起源，发展等，简要论述前人的研究成果和发展方向；然后根据具体的例子分别分析中西方广告用语的用词特点；再通过收集的例子用不同的分析方法分析中西方公益广告用语语篇构成的比较；紧接着就中西方公益广告用语所体现的不同价值观，即集体主义和个人主义进行具体的讨；最后，归纳总结出自己的看法。

关键词：用词；特点；语篇；集体主义；个人主义

Abstract

 This paper focuses on analyzing and comparing the differences of slogan in Chinese and English public service advertisement. It is divided into five parts. Firstly, it briefly introduces the research background, put forward the origin and development of slogan in Chinese and English public service advertisement and briefly discusses the previous research production and development direction. Secondly, it compares the characteristics of the words used in Chinese and English public service advertisement. Thirdly, it analyses and compares the discourse structure of slogan in Chinese and English public service advertisement of the collected examples by different ways. Fourthly, it discusses the different values in slogan of Chinese and English public service advertisement. Finally, it summarizes and arrives at independent conclusions.

Key words: words; characteristic; discourse structure; collectivism; individualism