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.docVIP

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 Table of Contents Abstract 错误！未定义书签＜? TOC \o 1-5 \h \z HYPERLINK \l bookmark0 \o Current Document \h ii HYPERLINK \l bookmark2 \o Current Document \h 1 .Introduction 1 HYPERLINK \l bookmark3 \o Current Document \h The definition of public service advertisement 2 HYPERLINK \l bookmark4 \o Current Document \h The definition of implicit beauty 2 HYPERLINK \l bookmark5 \o Current Document \h Research background 2 HYPERLINK \l bookmark6 \o Current Document \h The Importance of Implicit Beauty in Public Service Advertisement 3 HYPERLINK \l bookmark7 \o Current Document \h Communicative effect 4 HYPERLINK \l bookmark8 \o Current Document \h Cultural influence 4 HYPERLINK \l bookmark9 \o Current Document \h Determinants of Implicit Beauty in Public Service Advertisement 5 HYPERLINK \l bookmark10 \o Current Document \h The time and space of public service advertisement 5 HYPERLINK \l bookmark11 \o Current Document \h The art of public service advertisement 5 HYPERLINK \l bookmark12 \o Current Document \h The participation of public service advertisement 5 HYPERLINK \l bookmark13 \o Current Document \h The practice of public service advertisement 5 HYPERLINK \l bookmark14 \o Current Document \h The Ways to Show the Implicit Beauty in Public Service Advertisement 7 HYPERLINK \l bookmark15 \o Current Document \h Symbolism 7 HYPERLINK \l bookmark16 \o Current Document \h Metaphor 7 HYPERLINK \l bookmark17 \o Current Document \h Humor 7 HYPERLINK \l bookmark18 \o Current Document \h Pun 8 HYPERLINK \l bookmark19 \o Current Document \h Exaggeration 8 HYPERLINK \l bookmark20 \o Current Document \h 4.6. Abnormality 9 HYPERLINK \l boo