中英环境保护公益广告词汇对比研究_英语论文

A Comparative Study of Chinese and English Pro-environmental Public Service Advertisements from the Lexical Perspective

摘要

随着环境污染问题日益严重，人们意识到保护环境的重要性，并加入到环境保护的行列之中。作为一种宣传社会价值观与大众服务的有效形式，公益广告有助于宣传环境问题、传播环境知识，因此研究环境保护公益广告有着重要的理论和现实意义。

本文采用定量统计和定性分析研究方法，参考前人对公益广告的研究，对中英环境保护公益广告(以平面广告为主）所运用的词汇进行对比分析。本文首先阐述环境保护、公益广告与广告之间相辅相成的关系，综述中外关于环境保护公益广告的研究成果。其次从词汇角度比较中英环境保护公益广告所用词汇，并结合中英环境保护公益广告实例对中英环境保护公益广告的词汇使用特点进行分析,概括其相同点与不同点，指出造成其相同点与不同点的原因，继而总结理解中英环境保护公益广告的策略。最后总结研究的发现和局限性并指出我们语言学习者应当尽起保护环境的一份责任，为保护环境及中外环保经验的交流尽一份绵薄之力。 本文旨在使受众、广告设计者能更好地理解中英环境保护公益广告，更好地设计环境保护公益广告，促进中英环保文化交流与学习。

关键词: 环保公益广告；词汇特点；对比分析

Abstract

Along with increasingly serious environmental problems, people have realized the importance to protect the environment and have participated in environmental activities. As an effective way to propagate social values and serve for the public interest, Public Service Advertisements(PSAs) are beneficial to propagate environmental issues and environmental knowledge. It is still of theoretical and practical significance to make a study of pro-environmental PSAs 

This thesis adopts a quantitative and qualitative method and comparative analysis on pro-environmental PSAs ( of which are print PSAs) in Chinese and English from the lexical perspective. Firstly, this thesis reviews the close relationships among environment protection, public service advertisements and pro-environmental PSAs and review Chinese and English researches about pro-environmental PSAs. After the analysis of similarities and differences of pro-environmental PSAs in Chinese and English, the causes and strategies to deal with Chinese and English pro-environmental PSAs are generalized. Finally, after summarizing the findings and limitations of the research, the thesis points out we are responsible to protect the environment. The findings of this thesis are expected to be helpful which can help receivers and advertisers understand pro-environmental PSAs in different cultural background better and design them better. At the same time, they also can facilitate the communication between Chinese environmental protection between China and England.

Keywords:  pro-environmental PSAs  lexical features  comparative analysis