中国公益广告的含蓄美—以环保公益广告为例学位论文.doc

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1、摘要含蓄美是公益广告中一个很重要的语言特点。公益广告的参与性原则，艺术性特征，创作实践，有限的时间空间决定了其自身需要含蓄美。从构思技巧出发，公益广告的含蓄美主要通过以下几种方法来实现：象征、比喻、幽默、双关、夸张、反常、悬念、描摹。含蓄美的存在使公益广告变得内涵丰富，意蕴深长，更深层次的反映了中国传统文化思想和国民保守含蓄的特性。本文从公益广告的背景、决定因素、重要性、表现手法、案例分析五个方面来分析含蓄美。从三个鲜明的环保公益广告例子，用双关、暗喻、幽默、夸张的表现手法分析其中的含蓄美，目的在于帮助读者更深刻的了解公益广告的含义，做出相应

2、的行动措施，从而起到一个很好的传播宣传的作用。关键词：环保公益广告；含蓄美；表现手法；决定因素TableofContentsAbstracti摘要ii1.Introduction11.1Thedefinitionofpublicserviceadvertisement21.2Thedefinitionofimplicitbeauty21.3Researchbackground22.TheImportanceofImplicitBeautyinPublicServiceAdvertisement32.1Communicativeeffect42

3、.2Culturalinfluence43.DeterminantsofImplicitBeautyinPublicServiceAdvertisement53.1Thetimeandspaceofpublicserviceadvertisement53.2Theartofpublicserviceadvertisement53.3Theparticipationofpublicserviceadvertisement53.4Thepracticeofpublicserviceadvertisement54.TheWaystoShowtheI

4、mplicitBeautyinPublicServiceAdvertisement74.1Symbolism74.2Metaphor74.3Humor74.4Pun84.5Exaggeration84.6.Abnormality104.7Suspense104.8Description115.TheAnalysisandExemplificationofImplicitBeautyinEnvironmentalProtectionAdvertisement125.1Expressingimplicitbeautybypunandmetapho

5、r135.2Expressingimplicitbeautybyhumor135.3Expressingimplicitbeautybyexaggeration146.Conclusion16References17Appendix……………………………………………………………………………………………………..18Acknowledgements191.Introduction1.1.ThedefinitionofpublicserviceadvertisementWhatispublicserviceadvertisement?PanZeh

6、ong(2001:34)said,“Publicserviceadvertisementmeansadvertisementthatmobilizesthepublictotakeactionforthegoodofthecommunity”.Aseveryoneknows,inothertimesandplaces,differenttechniqueswereusedsuchasrams'horns,towncriers,churchbellsandevenwordsofmouth.Inmoderntimes,themassmediapr

7、ovidesanimportantroleforcallingoncitizenstoactfortheirbestinterestsandthoseofsociety.Manysuchmessagesaredeliveredaspublicserviceadvertisements(PSAs).SmokyBearwarnsusaboutforestfires.CrimeDogMcGruffasksustotakeabiteoutofcrime.ANativeChinesepleadswithustotakecareoftheenvironm

8、ent.Whattheseandotherpublicservicecampaignshaveincommonisthattheyusethetechniquesd