请检查以下这段文字的语法和格式是否存在问题并作出修改。In this paper the author applies Searles classification framework of speech act theory and Austins speech act theory to categorize the content of public service announcement
In this paper, the author applies Searle's classification framework of speech act theory and Austin's speech act theory to categorize the content of public service announcement language. The aim is to analyze the types of public service announcement language in pragmatics. The author identifies four categories of public service announcement language, namely exposition, instruction, commitment, and expression.
4.1 Representative Speech Acts
The speech acts of representatives primarily refer to the speaker's attitude and comprehension of a subject matter. They make judgments based on whether the content expressed in discourse is true or false. The speaker possesses a certain understanding of the content they are explaining and believes that it aligns with objective facts. Typically, expository speech acts are conveyed through declarative sentence patterns and include assertions, predictions, reminders, and denials. They rely on logic and semantics to convey meaning. Representative language is a common form of advertising behavior. The author categorizes advertising language based on personal discourse, which can be either first-person or second-person elaboration.
- First-person
The first person refers to the speaker and is typically indicated by first-person pronouns, both singular and plural.
(1) My appetite is so strong that I swallow all the peel and paper scraps. (2) Start with me for low-carbon travel. (3) I walked away gently, just as I had come. Wave your sleeves without taking away a cloud.
The above advertisements utilize objective statements in a first-person tone to emphasize the audience's initiative and increase the credibility of the public service announcement slogan. For instance, example (1) is a public welfare slogan for trash cans that establishes a connection with the audience through its subjective initiative. Example (2) calls for environmental protection and draws attention to the cause. Example (3) is a poem by Xu Zhimo that contains beautiful and implicit sentences that are commonly found in libraries. The words "gently" and "don't take away" convey the message of staying quiet, coming and going softly, and not disturbing others.
Public service announcements primarily use first-person elaboration to narrow the gap between the speaker and the audience, making the language friendly and easy to understand. As a public service advertisement, the content of the announcement is relevant to all aspects of public life. Using first-person narration, the audience can relate to the "I" in the announcement and reflect on their behavior, leading to certain actions. This exchange is beneficial for making the announcement effective and achieving the desired outcome.
- Second person
The second-person pronoun "you" is commonly used in public service announcements. It is used to address the intended audience and create a sense of immediate engagement within the virtual space. The second-person pronoun serves multiple purposes in advertising language, including reminding, committing, and dedicating to a cause.
(1) Life flows endlessly because of you. (2) With your sincerity, for a lifetime of true love.
In the two advertisements presented, the first one is a public service announcement that emphasizes the value of life, while the second one is an honest and straightforward message. Both advertisements have the ability to engage the audience by encouraging them to identify themselves with the characters portrayed. As a result, viewers are prompted to reflect on their own lives and make informed decisions. This type of advertising language is highly effective in enhancing the impact of public service announcements and increasing their communicative power.
4.2 Directive Speech Acts
Deictic speech act refers to a type of speech act that prompts the listener to take action or accomplish a task. Examples include advice, requests, invitations, and commands. In this speech act, "the speaker mainly wants to adapt the external world to the words he expresses through the addressee, that is, the subjective desire of the addressee to do something." (Li Bo & Wang Xinxue, 2015). Considering the language features of public service announcement language, the author has categorized directive writing into two types: suggestion and request.
- Suggested types of directive speech acts
(1) As long as you treat the environment well, the environment will treat you well. (2) Saving water, starting from a young age, is something everyone must do.
In the two public service announcements on environmental protection, the speaker aims to convey the importance of protecting our natural environment to the audience. Rather than imposing a requirement, the speaker encourages the audience to be conscious of their impact and take action to protect the environment. This approach utilizes suggested directive speech, which does not compel the audience to behave in a certain way. This type of directive behavior is commonly found in public service announcements related to caring for others, blood donation, and Project Hope.
- Request types of directive speech act
The request-directive speech act conveys a request in a polite manner. This type of behavior is commonly observed in resource-saving advertisements.
(1) Don't let the forest become a permanent memory for humanity. If possible, I would love to create another forest for the earth. (2) If you don't throw it away, I won't throw it away. People around the world won't throw it away, and we will create a green and beautiful home together.
The two requests for public service announcements mentioned above do not include obvious phrases such as "please", but the tone is still polite. The use of the word 'no' is intended to urge everyone to protect our region and forests by avoiding indiscriminate tree chopping.
4.3 Commissive Speech Acts
A commitment speech act refers to "the speaker makes a commitment to a certain act that he or she will perform in the future, that is, the speaker undertakes a certain obligation to do something" (Wen Jian, 2016). This can include making promises, commitments, threats, guarantees, and refuse. For instance, a person might say "Stop war, for the sake of the children!" to express their commitment to ending conflicts for the benefit of future generations. Similarly, someone might advocate for civilized driving to make roads smoother or encourage volunteering as a way to accumulate virtue and good deeds. In each case, the speaker is expressing their intention to take a specific action or behave in a certain way. However, it is uncommon to see commitment speech acts in public service announcements. Generally, by using promises, public service announcements can attract the attention of the audience and build their trust in the effectiveness of the message.
(1) The earth is my home, and greening depends on everyone. (2) Jointly build a civilized city and share a beautiful home. (3) Learn from Lei Feng, contribute to others, and improve yourself. (4) More love, more hope.
These three public service announcements showcase the importance of helping others and protecting the environment while also urging the audience to prioritize empathy. By spreading love and compassion, individuals can cultivate hope and positivity. The promise-based language used in these announcements captures the audience's attention and instills a sense of commitment, ultimately bolstering the effectiveness of the message. When the promises made in the announcements are fulfilled, the audience is more likely to trust and internalize the message, leading to greater dissemination and impact.
4.4 Expressive Speech Acts
Expressive speech acts refer to instances where a speaker expresses their emotions and state of mind through spoken words. Examples of such acts include offering congratulations, making an apology, expressing gratitude, and welcoming others. For instance, the speaker may say, "Let's begin to create a new atmosphere now, starting with civility." Therefore, to ensure the audience perceives the genuineness of a public service announcement, the speaker must express their emotions sincerely and from the heart.
(1) To be kind to the elderly is to be kind to oneself tomorrow. (2) The Chinese dream, my dream. (3) I believe that if each of us takes a small step, it will be a big step in social progress. I believe that civilization is a powerful force, similar to the Olympic torch, which can ignite the enthusiasm of people when passed from hand to hand. Example (1) urges people to respect the elderly and care for the young but lacks persuasive power. The latter half of the sentence adds a new message, emphasizing that everyone will grow old that treating others with filial piety is a way to ensure one's own well-being in the future. Example (2) is a concise print public service announcement promoting the Chinese Dream, with only six words conveying the message that it is a shared aspiration for all. Example (3) is a public service announcement promoting social civilization that is highly appealing and expressive and has received widespread attention and support from the audience. It praises and affirms the public, using vivid language that easily captures the audience's attention
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