中国公益广告的含蓄美—以环保公益广告为例-文学学士毕业论文

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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fi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，意蕴深讼，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。本文从公益广告的竹景、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屮的含蓄美，目的在于帮助读者更深刻的了解公益广告的含义，做岀相应的

2、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TableofContentsAbstract错误！未定义书签＜»摘要ii1.Introduction1Thedefinitionofpublicserviceadvertisement2Thedefinitionofimplicitbeauty2Researchbackground2TheImportanceofImplicitBeautyinPublicServiceAdvertisement3Communicativeeffect4Culturali

3、nfluence4DeterminantsofImplicitBeautyinPublicServiceAdvertisement5Thetimeandspaceofpublicserviceadvertisement5Theartofpublicserviceadvertisement5Theparticipationofpublicserviceadvertisement5Thepracticeofpublicserviceadvertisement5TheWaystoShowtheImplicitBeautyinPublicServiceA

4、dvertisement7Symbolism7Metaphor7Humor7Pun8Exaggeration84.6.Abnormality94.7Suspense104.8Description11TheAnalysisandExemplificationofImplicitBeautyinEnvironmentalProtectionAdvertisement11Expressingimplicitbeautybypunandmetaphor12Expressingimplicitbeautybyhumor13Expressingimplic

5、itbeautybyexaggeration14Conclusion15References16Appendix18Acknowledgements错误！未定义书签。1.IntroductionThedefinitionofpublicserviceadvertisementWhatispublicserviceadvertisement?PanZehong(2001:34)said,“Publicserviceadvertisementmeansadvertisementthatmobilizesthepublictotakeactionfor

6、thegoodofthecommunity”•Aseveryoneknows,inothertimesandplaces，differenttechniqueswereusedsuchasrams’horns,towncriers,churchbellsandevenwordsofmouth.Inmoderntimes,themassmediaprovidesanimportantroleforcallingoncitizenstoactfortheirbestinterestsandthoseofsociety.Manysuchmessages

7、aredeliveredaspublicserviceadvertisements(PSAs).SmokyBearwarnsusaboutforestfires.CrimeDogMcGruffasksustotakeabiteoutofcrime.ANativeChinesepleadswithustotakecareoftheenvironment.Whattheseandotherpublicservicecampaignshaveincommonisthattheyusethetechniquesdevelopedforthepromoti

8、onofcommercialproductsforapurposeotherthansellingproductsandservices