Abstract:Implicit beauty is an important language feature in the public service advertisement. Time and space, art, participation and practice are all the determinants of implicit beauty. It is created by the special conception and often shows by symbolism, metaphor, humor, duality, exaggeration, abnormality, suspense and description. On the one hand, implicit beauty makes public service advertisement special and interesting. On the other hand, it reflects the Chinese personality of conservation and Chinese traditional culture.

The paper discusses the implicit beauty in public service advertisement from the following five aspects: background introduction, its importance, determinants, expressional skill and examples. Three examples in environmental protection advertisement are used to analyse the implicit beauty from different visual angles in the paper. The purpose of analysing the implicit beauty is to help audiences understand the meaning of the public service advertisement easily and then expect the public to take action correspondingly. It also plays an important role in propagandizing. 

Key words: Environmental Protection Advertisement；Implicit Beauty；Expressional Skill；Determinants

Table of Contents

Abstract

中文摘要

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