摘 要含蓄美是公益广告中一个很重要的语言特点。公益广告的参加性原则，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、比方、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。从三个鲜亮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 ContentsAbstract.............................................................................................................................................i摘 要................................................................................................................................................ii1.Introduction.................................................................................................................................11.1 The definition of public service advertisement..................................................................21.2 The definition of implicit beauty........................................................................................21.3 Research background.........................................................................................................22. The Importance of Implicit Beauty in Public Service Advertisement..................................32.1 Communicative effect........................................................................................................42.2 Cultural influence...............................................................................................................43. Determinants of Implicit Beauty in Public Service Advertisement......................................53.1 The t...
