中国公益广告的含蓄美以环保公益广告为例学位论文.docx
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中国公益广告的含蓄美以环保公益广告为例学位论文.docx
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中国公益广告的含蓄美以环保公益广告为例学位论文
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;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.ThePartic
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- 关 键 词:
- 中国 公益广告 含蓄 环保 学位 论文