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.doc

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

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 are delivered as public service advertisements (PSAs). Smoky Bear warns us about forest fires. Crime Dog McGruff asks us to take a bite out of crime. A Native Chinese pleads with us to take care of the environment. What these and other public service campaigns have in common is that they use the techniques developed for the promotion of commercial products for a purpose other than selling products and services.

1.2. The definition of implicit beauty
What is implicit beauty? It means unexpression. Wen Hanhua (2010:134) said, “Implicit beauty is a formal language of art which doesn’t reveal the essence of objection under the request of more conciseness and generality, then becomes afterglow of artistic expression. The content of implicit beauty is very rich.

1.3.Research background
In recent years, advertisement creation and advertising language are developing rapidly. Some papers have had researches on them such as the book Advertising Language Art written by Wang Manyu (1998) and Advertising, Language, Psychology written by Huang Heshui (2003). China's first public service advertisement is about water protection which was presented in Gui zhou TV in 1986. China's public service advertisement had a long history of about 20 years and CCTV held a column named "Nowadays Advertising" in 1987 . Wen Hanhua (2010) did a detailed study on the advertising language and the basis of advertising language art. Pan Xiumei (2010) also talked about the language character of English public service advertisement, and also gets some research findings in aspects such as vocabulary, syntax and rhetoric, but this is not enough at all. The Foundation Kaiser J.K Henry (2009) conducted a research on the TV public service advertisement by using the ways of questionnaire and interviews, at last made the accurate first-hand information. These research results may not refer to the implicit beauty,so this paper emphatically discusses the implicit beauty of public service advertisement . Because of implicit beauty the public service advertisement becomes richer and more profounding.
So far ,we have talked about the definition of public service advertisement and implicit beauty. The development of public service advertisement has a long way to go. We will discuss the importance of implicit beauty in public service advertisement in the following part.

2. The Importance of Implicit Beauty in Public Service Advertisement
As we know,public service advertisement is a kind of art. Implicit beauty is an important feature in the public service advertisement as well as in art. We can understand the meaning of the advertisement easily if the advertisement belongs to the basic level. On the contrary, we can’t understand the meaning easily if the advertisement belongs to the high level because of implicit beauty. Implicit beauty is unexpressionary . As a form of art language it means that it does reveal the essence of objection under the request without reducing the image, showing a more conciseness and generality , then becomes afterglow of artistic expression. Implicit beauty is very rich. Implicit beauty makes public service advertisement special and interesting. The aim is to helps audiences to understand the meaning of public service advertisement and to motivate the common people to take some measures. The meaning of the public service advertisement becomes different because of the implicit beauty. So implicit beauty is very important for public service advertisement. We will keep talking about the implicit beauty in the following paragraphs.
A story about public service advertisement is as follows:
One mud wall, one old blackboard with a curriculum schedule written in white chalk on it: Monday, Carrying water; Tuesday, Feeding pigs; Wednesday, Reaping rice; Thursday, Cooking; Friday, herding cattle; Saturday, collecting dung; Sunday, Downing. There are seven classes a day, but there are no classes concerned with the subjects such as Chinese, Math, Music and Art.
A lot of children coming from city always have a happy life .They never worry about their lives and something about educational problem. The special schedule is a symbol of the poor life of the countryside children. You can guess whether the special schedule is existing in real life, but you cannot control your heart feeling and ignore the cruel reality behind the schedule and you can not reject the children who are eager to acquire the knowledge. We cannot stop thinking and concerning about it. They are so young, but they must do the housework and even farm work that do not belong to them. How can they handle it? Their figures are slim and their skin is in deep dark after being insolated frost day by day. The special schedule is a public service advertisement which wins the prize. The implicit beauty of it is very charming. The problem of education is very serious and frosty in poor areas. As an art work, it doesn’t reflect the real life by advertisement form. That puts the creative idea closer to the topic. We can feel the strong visual energy and be touched deeply in heart.
This is a public service advertisement in old days; it uses an implicit form to convey the educational problem in poor areas. The purpose of it is to arouse the public to take actions to solve the educational problem in poor areas. The implicit beauty of public service advertisement also has some effects in daily life.

2.1. Communicative effect
In reality, people feel unhappy due to the tension of living under high pressure. Under these circumstances, the society requires all works of life to work together to make our world a peaceful place. Then a good public advertisement serves as a bridge to communicate. In this way, people realize the shortcoming of our society; correspondingly, people take relevant actions in order to make a tiny contribution to building a harmonious society. Thus, it is necessary for making public service advertisement.

2.2. Cultural influence
The implicit beauty is conveying the information of the public service advertisement to the audience. On the one hand, it reflects the Chinese personality of conservation and Chinese traditional culture. On the other hand, it depicts creativity and constant initiative ideas from the other perspectives of foreign countries. So most of the foreigners are quite open-minded, which can be proved in the field of public service advertisements.

3. Determinants of Implicit Beauty in Public Service Advertisement
3.1. The Time and Space of Public Service Advertisement
With the restriction of media properties and funds factors , the public service advertising should be simple and concise. However, in this condition, the task of public service advertising is spreading the social ideas to public and promoting their attitude and changing their behavior. That is, public service advertisement presents a world to the audience on a small stage. Implicit expressions have a lot of characteristics such as simplicity, intension, profoundness and so on.

3.2. The Art of Public Service Advertisement
Public service advertisement must use art ways and apply the language accurately and lively. It uses specific touching form to show the topic. As far as advertisement concerned, sensibility and rationality are like two sides of the same coin. Advertisers should be good at putting the rational connotation form into the perceptual form, when the audiences enjoy the process of beauty. It’s also a reason in the interesting public service advertisement to bring the audiences with a carefree feeling the appeals of advertisement. And the characteristic of implicit expression enriches our life. Deep thoughts and full-bodied passion always root in artistic image, not just exhausted words and boundless meaning. This character and the public service advertisement requirements keep a balance to some degree.

3.3. The Participation of Public Service Advertisement
This principle of public service advertisement points out that the public service advertisement should have the character of implicit beauty when showing the works in public. Yao Xi (2002:256) said, “Public service advertisement also has reservation character and blank space character”. It will not affect audiences to understand the works in the circumstances, stimulate the audiences to think and to participate in writing.

3.4. The Practice of Public Service Advertisement
By now, the creation level of public service advertisement is different. For a very long time, the public service advertisement still keeps an average publicity level in many small rural and urban areas in our country. The public service advertisement can't get rid of statement of preaching, the words are so simple and boring. Diagram and the slogan are all their basic characteristics. These advertisements always have such words such as: “no”, “fine”, “compensation” and “correct”; some words are even very vulgar, such as advocating protection of the wooded hills: “set fire and you will be sent to prison”. The theme of public service advertisement is very clear and easy to understand, but it’s full of these words such as: opposition, alert, threat, lack of warmth. It is easy for rebellious attitude to emerge from people; which leads to poor communication effect. Instead, in many developed countries and some large and medium-sized cities in China, more people prefer to express in an implicit form. The humanized implicative angle of creation public service advertisement lets a person be educated in goodwill.
There is a example in Beijing. The theme of the public service advertisement is animal protection. The title is Waiting for Windfalls of New Chapter. The first day, the farmer picked up a rabbit which died from running into a tree. But the next day, another rabbit also crashed into a tree, and ran away after rubbing its own head, the farmer felt very happy. In fact he put straw on the tree, which says: Protecting creatures starts from me.
Soft and indirect advice as its characteristics, it contains a lot of witty and humorous words, Taking leaves a deep impression on people. Compared with the first one, it is not hard to find implicit beauty in it. It is not just a simple advertisement but a vivid and powerful weapon.

4. The Ways to Show the Implicit Beauty in Public Service Advertisement
4.1. Symbolism
Symbolism is a catalyst that can change ordinary things into profound things. It is a design style that can produce far-reaching influence. It implies profound thoughts on ordinary things, for example the word is, we write into this lets a person feel that it’s there actually. Symbolism is a specific image by using some indirect performance, winding and some abstract concepts or the thoughts and feelings of artistic expression. In public service advertisements, its aesthetics value lies in emotion of the image, thus it achieves the secluded spot in the depth of aesthetic feeling. The method of symbolism can get the audience enjoy advertisement works in the process, have intense participation, and gain self value embodiment of satisfaction and spiritual enjoyment. In the modern welfare advertisement creation symbolism is widely used.

4.2. Metaphor
It is a rhetoric way based on the similarity of two different things, explaining one thing with the other (Zhang Mingxin,2004:23). The rhetoric way of this public service advertisement can convey much perfect information in a short time and make a deep expression on people. For example,
One public service advertisement’s theme is “combat corruption and build a clean government”, With blue sky, green water and trees as the background, one glass of green and clearly bright tea as the main body and “A hedge between keeps friendship green, the ways of becoming good officer are as clear as tea” as the lines. Either the words or the visual image warns people to learn from water and officers tea, pure and clean.
The public service advertisement uses metaphor to convey a very profound theme smoothly, attracting people to think again. We should pay special attention to the public service advertisement when we use the way of metaphor: noumenon should be something we are familiar with, while at the same time it has a close relationship with the implication. Otherwise, it may cause communication barrier and affect the sense of beauty.

4.3. Humor
Humor shows the feelings and information by using witty words and interesting images. Its purpose is to cause the interest of public and then inspire people by an art gimmick. The value of the beauty comes from the profound thoughts which are created in humor. It is also the profound precipitation in the different things. The feature of humor that lets people understand the meaning when they enjoy a happy life