中国公益广告的含蓄美—以环保公益广告为例学位论文.docVIP

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；；； Table of Contents Abstract i 摘 要 ii 1.Introduction 1 1.1 The definition of public service advertisement 2 1.2 The definition of implicit beauty 2 1.3 Research background 2 2. The Importance of Implicit Beauty in Public Service Advertisement 3 2.1 Communicative effect 4 2.2 Cultural influence 4 3. Determinants of Implicit Beauty in Public Service Advertisement 5 3.1 The time and space of public service advertisement 5 3.2 The art of public service advertisement 5 3.3 The participation of public service advertisement 5 3.4 The practice of public service advertisement 5 4.The Ways to Show the Implicit Beauty in Public Service Advertisement 7 4.1 Symbolism 7 4.2 Metaphor 7 4.3 Humor 7 4.4 Pun 8 4.5 Exaggeration 8 4.6. Abnormality 10 4.7 Suspense 10 4.8 Description 11 5.The Analysis and Exemplification of Implicit Beauty in Environmental Protection Advertisement 12 5.1 Expressing implicit beauty by pun and metaphor 13 5.2 Expressing implicit beauty by humor 13 5.3 Expressing implicit beauty by exaggeration 14 6.Conclusion 16 References 17 Appendix……………………………………………………………………………………………………..18 Acknowledgements 19 1. Introduction 1.1. The definition of public service advertisement What is public service advertisement? Pan Zehong (2001:34) said, “Public service advertisement means advertisement that mobilizes the public to take action for the good of the community ”. As everyone knows, in other times and places, different techniques were used such as rams horns, town criers, church bells and even words of mouth. In modern times, the mass media provides an important role for calling on citizens to act for their best interests and those of society. Many such messages ar