中国公益广告的含蓄美以环保公益广告为例Word文件下载.docx

中国公益广告的含蓄美以环保公益广告为例Word文件下载.docx

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关键词：

环保公益广告；

含蓄美；

表现手法；

决定因素

TableofContents

Abstracti

摘要ii

1.Introduction1

1.1Thedefinitionofpublicserviceadvertisement2

1.2Thedefinitionofimplicitbeauty2

1.3Researchbackground2

2.TheImportanceofImplicitBeautyinPublicServiceAdvertisement3

2.1Communicativeeffect4

2.2Culturalinfluence4

3.DeterminantsofImplicitBeautyinPublicServiceAdvertisement5

3.1Thetimeandspaceofpublicserviceadvertisement5

3.2Theartofpublicserviceadvertisement5

3.3Theparticipationofpublicserviceadvertisement5

3.4Thepracticeofpublicserviceadvertisement5

4.TheWaystoShowtheImplicitBeautyinPublicServiceAdvertisement7

4.1Symbolism7

4.2Metaphor7

4.3Humor7

4.4Pun8

4.5Exaggeration8

4.6.Abnormality10

4.7Suspense10

4.8Description11

5.TheAnalysisandExemplificationofImplicitBeautyinEnvironmentalProtection

Advertisement12

5.1Expressingimplicitbeautybypunandmetaphor13

5.2Expressingimplicitbeautybyhumor13

5.3Expressingimplicitbeautybyexaggeration14

6.Conclusion16

References17

Appendix……………………………………………………………………………………………………..18

Acknowledgements19

1.Introduction

1.1.Thedefinitionofpublicserviceadvertisement

Whatispublicserviceadvertisement?

PanZehong（2001:

34）said,“Publicserviceadvertisementmeansadvertisementthatmobilizesthepublictotakeactionforthegoodofthecommunity”.Aseveryoneknows,inothertimesandplaces,differenttechniqueswereusedsuchasrams'

horns,towncriers,churchbellsandevenwordsofmouth.Inmoderntimes,themassmediaprovidesanimportantroleforcallingoncitizenstoactfortheirbestinterestsandthoseofsociety.Manysuchmessagesaredeliveredaspublicserviceadvertisements（PSAs）.SmokyBearwarnsusaboutforestfires.CrimeDogMcGruffasksustotakeabiteoutofcrime.ANativeChinesepleadswithustotakecareoftheenvironment.Whattheseandotherpublicservicecampaignshaveincommonisthattheyusethetechniquesdevelopedforthepromotionofcommercialproductsforapurposeotherthansellingproductsandservices.

1.2.Thedefinitionofimplicitbeauty

Whatisimplicitbeauty?

Itmeansunexpression.WenHanhua（2010:

134）said,“Implicitbeautyisaformallanguageofartwhichdoesn’trevealtheessenceofobjectionundertherequestofmoreconcisenessandgenerality,thenbecomesafterglowofartisticexpression.Thecontentofimplicitbeautyisveryrich.

1.3.Researchbackground

Inrecentyears,advertisementcreationandadvertisinglanguagearedevelopingrapidly.SomepapershavehadresearchesonthemsuchasthebookAdvertisingLanguageArtwrittenbyWangManyu（1998）andAdvertising,Language,PsychologywrittenbyHuangHeshui（2003）.China'

sfirstpublicserviceadvertisementisaboutwaterprotectionwhichwaspresentedinGuizhouTVin1986.China'

spublicserviceadvertisementhadalonghistoryofabout20yearsandCCTVheldacolumnnamed"

NowadaysAdvertising"

in1987.WenHanhua（2010）didadetailedstudyontheadvertisinglanguageandthebasisofadvertisinglanguageart.PanXiumei（2010）alsotalkedaboutthelanguagecharacterofEnglishpublicserviceadvertisement,andalsogetssomeresearchfindingsinaspectssuchasvocabulary,syntaxandrhetoric,butthisisnotenoughatall.TheFoundationKaiserJ.KHenry（2009）conductedaresearchontheTVpublicserviceadvertisementbyusingthewaysofquestionnaireandinterviews,atlastmadetheaccuratefirst-handinformation.Theseresearchresultsmaynotrefertotheimplicitbeauty,sothispaperemphaticallydiscussestheimplicitbeautyofpublicserviceadvertisement.Becauseofimplicitbeautythepublicserviceadvertisementbecomesricherandmoreprofounding.

Sofar,wehavetalkedaboutthedefinitionofpublicserviceadvertisementandimplicitbeauty.Thedevelopmentofpublicserviceadvertisementhasalongwaytogo.Wewilldiscusstheimportanceofimplicitbeautyinpublicserviceadvertisementinthefollowingpart.

2.TheImportanceofImplicitBeautyinPublicServiceAdvertisement

Asweknow,publicserviceadvertisementisakindofart.Implicitbeautyisanimportantfeatureinthepublicserviceadvertisementaswellasinart.Wecanunderstandthemeaningoftheadvertisementeasilyiftheadvertisementbelongstothebasiclevel.Onthecontrary,wecan’tunderstandthemeaningeasilyiftheadvertisementbelongstothehighlevelbecauseofimplicitbeauty.Implicitbeautyisunexpressionary.Asaformofartlanguageitmeansthatitdoesrevealtheessenceofobjectionundertherequestwithoutreducingtheimage,showingamoreconcisenessandgenerality,thenbecomesafterglowofartisticexpression.Implicitbeautyisveryrich.Implicitbeautymakespublicserviceadvertisementspecialandinteresting.Theaimistohelpsaudiencestounderstandthemeaningofpublicserviceadvertisementandtomotivatethecommonpeopletotakesomemeasures.Themeaningofthepublicserviceadvertisementbecomesdifferentbecauseoftheimplicitbeauty.Soimplicitbeautyisveryimportantforpublicserviceadvertisement.Wewillkeeptalkingabouttheimplicitbeautyinthefollowingparagraphs.

Astoryaboutpublicserviceadvertisementisasfollows:

Onemudwall,oneoldblackboardwithacurriculumschedulewritteninwhitechalkonit:

Monday,Carryingwater;

Tuesday,Feedingpigs;

Wednesday,Reapingrice;

Thursday,Cooking;

Friday,herdingcattle;

Saturday,collectingdung;

Sunday,Downing.Therearesevenclassesaday,buttherearenoclassesconcernedwiththesubjectssuchasChinese,Math,MusicandArt.

Alotofchildrencomingfromcityalwayshaveahappylife.Theyneverworryabouttheirlivesandsomethingabouteducationalproblem.Thespecialscheduleisasymbolofthepoorlifeofthecountrysidechildren.Youcanguesswhetherthespecialscheduleisexistinginreallife,butyoucannotcontrolyourheartfeelingandignorethecruelrealitybehindthescheduleandyoucannotrejectthechildrenwhoareeagertoacquiretheknowledge.Wecannotstopthinkingandconcerningaboutit.Theyaresoyoung,buttheymustdothehouseworkandevenfarmworkthatdonotbelongtothem.Howcantheyhandleit?

Theirfiguresareslimandtheirskinisindeepdarkafterbeinginsolatedfrostdaybyday.Thespecialscheduleisapublicserviceadvertisementwhichwinstheprize.Theimplicitbeautyofitisverycharming.Theproblemofeducationisveryseriousandfrostyinpoorareas.Asanartwork,itdoesn’treflectthereallifebyadvertisementform.Thatputsthecreativeideaclosertothetopic.Wecanfeelthestrongvisualenergyandbetoucheddeeplyinheart.

Thisisapublicserviceadvertisementinolddays;

itusesanimplicitformtoconveytheeducationalprobleminpoorareas.Thepurposeofitistoarousethepublictotakeactionstosolvetheeducationalprobleminpoorareas.Theimplicitbeautyofpublicserviceadvertisementalsohassomeeffectsindailylife.

2.1.Communicativeeffect

Inreality,peoplefeelunhappyduetothetensionoflivingunderhighpressure.Underthesecircumstances,thesocietyrequiresallworksoflifetoworktogethertomakeourworldapeacefulplace.Thenagoodpublicadvertisementservesasabridgetocommunicate.Inthisway,peoplerealizetheshortcomingofoursociety;

correspondingly,peopletakerelevantactionsinordertomakeatinycontributiontobuildingaharmonioussociety.Thus,itisnecessaryformakingpublicserviceadvertisement.

2.2.Culturalinfluence

Theimplicitbeautyisconveyingtheinformationofthepublicserviceadvertisementtotheaudience.Ontheonehand,itreflectstheChinesepersonalityofconservationandChinesetraditionalculture.Ontheotherhand,itdepictscreativityandconstantinitiativeideasfromtheotherperspectivesofforeigncountries.Somostoftheforeignersarequiteopen-minded,whichcanbeprovedinthefieldofpublicserviceadvertisements.

3.DeterminantsofImplicitBeautyinPublicServiceAdvertisement

3.1.TheTimeandSpaceofPublicServiceAdvertisement

Withtherestrictionofmediapropertiesandfundsfactors,thepublicserviceadvertisingshouldbesimpleandconcise.However,inthiscondition,thetaskofpublicserviceadvertisingisspreadingthesocialideastopublicandpromotingtheirattitudeandchangingtheirbehavior.Thatis,publicserviceadvertisementpresentsaworldtotheaudienceonasmallstage.Implicitexpressionshavealotofcharacteristicssuchassimplicity,intension,profoundnessandsoon.

3.2.TheArtofPublicServiceAdvertisement

Publicserviceadvertisementmustuseartwaysandapplythelanguageaccuratelyandlively.Itusesspecifictouchingformtoshowthetopic.Asfarasadvertisementconcerned,sensibilityandrationalityareliketwosidesofthesamecoin.Advertisersshouldbegoodatputtingtherationalconnotationformintotheperceptualform,whentheaudiencesenjoytheprocessofbeauty.It’salsoareasonintheinterestingpublicserviceadvertisementtobringtheaudienceswithacarefreefeelingtheappealsofadvertisement.Andthecharacteristicofimplicitexpressionenrichesourlife.Deepthoughtsandfull-bodiedpassionalwaysrootinartisticimage,notjustexhaustedwordsandboundlessmeaning.Thischaracterandthepublicserviceadvertisementrequirementskeepabalancetosomedegree.

3.3.TheParticipat