中國(guó)公益廣告的含蓄美-以環(huán)保公益廣告為例-文學(xué)學(xué)士畢業(yè)論文

摘要含蓄美是公益廣告中一個(gè)很重要的語言特點(diǎn)。公益廣告的參與性原則，藝術(shù)性特征，創(chuàng)作實(shí)踐，有限的時(shí)間空間決定了其自身需要含蓄美。從構(gòu)思技巧出發(fā)，公益廣告的含蓄美主要通過以下幾種方法來實(shí)現(xiàn)：象征、比喻、幽默、雙關(guān)、夸張、反常、懸念、描摹。含蓄美的存在使公益廣告變得內(nèi)涵豐富，意蘊(yùn)深長(zhǎng)，更深層次的反映了中國(guó)傳統(tǒng)文化思想和國(guó)民保守含蓄的特性。本文從公益廣告的背景、決定因素、重要性、表現(xiàn)手法、案例分析五個(gè)方面來分析含蓄美。從三個(gè)鮮明的環(huán)保公益廣告例子，用雙關(guān)、暗喻、幽默、夸張的表現(xiàn)手法分析其中的含蓄美，目的在于幫助讀者更深刻的了解公益廣告的含義，做出相應(yīng)的行動(dòng)措施，從而起到一個(gè)很好的傳播宣傳的作用。關(guān)鍵詞：環(huán)保公益廣告；含蓄美；表現(xiàn)手法；決定因素 TableofContentsAbstract i摘要 ii1.Introduction 11.1Thedefinitionofpublicserviceadvertisement 21.2Thedefinitionofimplicitbeauty 21.3Researchbackground 22.TheImportanceofImplicitBeautyinPublicServiceAdvertisement 32.1Communicativeeffect 42.2Culturalinfluence 43.DeterminantsofImplicitBeautyinPublicServiceAdvertisement 53.1Thetimeandspaceofpublicserviceadvertisement 53.2Theartofpublicserviceadvertisement 53.3Theparticipationofpublicserviceadvertisement 53.4Thepracticeofpublicserviceadvertisement 54.TheWaystoShowtheImplicitBeautyinPublicServiceAdvertisement 74.1Symbolism 74.2Metaphor 74.3Humor 74.4Pun 84.5Exaggeration 84.6.Abnormality 104.7Suspense 104.8Description 115.TheAnalysisandExemplificationofImplicitBeautyinEnvironmentalProtectionAdvertisement 125.1Expressingimplicitbeautybypunandmetaphor 135.2Expressingimplicitbeautybyhumor 135.3Expressingimplicitbeautybyexaggeration 146.Conclusion 16References 17Appendix……………………..18Acknowledgements 191.Introduction1.1.ThedefinitionofpublicserviceadvertisementWhatispublicserviceadvertisement?PanZehong(2001:34)said,“Publicserviceadvertisementmeansadvertisementthatmobilizesthepublictotakeactionforthegoodofthecommunity”.Aseveryoneknows,inothertimesandplaces,differenttechniqueswereusedsuchasrams'horns,towncriers,churchbellsandevenwordsofmouth.Inmoderntimes,themassmediaprovidesanimportantroleforcallingoncitizenstoactfortheirbestinterestsandthoseofsociety.Manysuchmessagesaredeliveredaspublicserviceadvertisements(PSAs).SmokyBearwarnsusaboutforestfires.CrimeDogMcGruffasksustotakeabiteoutofcrime.ANativeChinesepleadswithustotakecareoftheenvironment.Whattheseandotherpublicservicecampaignshaveincommonisthattheyusethetechniquesdevelopedforthepromotionofcommercialproductsforapurposeotherthansellingproductsandservices.1.2.ThedefinitionofimplicitbeautyWhatisimplicitbeauty?Itmeansunexpression.WenHanhua(2010:134)said,“Implicitbeautyisaformallanguageofartwhichdoesn’trevealtheessenceofobjectionundertherequestofmoreconcisenessandgenerality,thenbecomesafterglowofartisticexpression.Thecontentofimplicitbeautyisveryrich.1.3.ResearchbackgroundInrecentyears,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.TheImportanceofImplicitBeautyinPublicServiceAdvertisementAsweknow,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.CommunicativeeffectInreality,peoplefeelunhappyduetothetensionoflivingunderhighpressure.Underthesecircumstances,thesocietyrequiresallworksoflifetoworktogethertomakeourworldapeacefulplace.Thenagoodpublicadvertisementservesasabridgetocommunicate.Inthisway,peoplerealizetheshortcomingofoursociety;correspondingly,peopletakerelevantactionsinordertomakeatinycontributiontobuildingaharmonioussociety.Thus,itisnecessaryformakingpublicserviceadvertisement.2.2.CulturalinfluenceTheimplicitbeautyisconveyingtheinformationofthepublicserviceadvertisementtotheaudience.Ontheonehand,itreflectstheChinesepersonalityofconservationandChinesetraditionalculture.Ontheotherhand,itdepictscreativityandconstantinitiativeideasfromtheotherperspectivesofforeigncountries.Somostoftheforeignersarequiteopen-minded,whichcanbeprovedinthefieldofpublicserviceadvertisements.3.DeterminantsofImplicitBeautyinPublicServiceAdvertisement3.1.TheTimeandSpaceofPublicServiceAdvertisementWiththerestrictionofmediapropertiesandfundsfactors,thepublicserviceadvertisingshouldbesimpleandconcise.However,inthiscondition,thetaskofpublicserviceadvertisingisspreadingthesocialideastopublicandpromotingtheirattitudeandchangingtheirbehavior.Thatis,publicserviceadvertisementpresentsaworldtotheaudienceonasmallstage.Implicitexpressionshavealotofcharacteristicssuchassimplicity,intension,profoundnessandsoon.3.2.TheArtofPublicServiceAdvertisementPublicserviceadvertisementmustuseartwaysandapplythelanguageaccuratelyandlively.Itusesspecifictouchingformtoshowthetopic.Asfarasadvertisementconcerned,sensibilityandrationalityareliketwosidesofthesamecoin.Advertisersshouldbegoodatputtingtherationalconnotationformintotheperceptualform,whentheaudiencesenjoytheprocessofbeauty.It’salsoareasonintheinterestingpublicserviceadvertisementtobringtheaudienceswithacarefreefeelingtheappealsofadvertisement.Andthecharacteristicofimplicitexpressionenrichesourlife.Deepthoughtsandfull-bodiedpassionalwaysrootinartisticimage,notjustexhaustedwordsandboundlessmeaning.Thischaracterandthepublicserviceadvertisementrequirementskeepabalancetosomedegree.3.3.TheParticipationofPublicServiceAdvertisementThisprincipleofpublicserviceadvertisementpointsoutthatthepublicserviceadvertisementshouldhavethecharacterofimplicitbeautywhenshowingtheworksinpublic.YaoXi(2002:256)said,“Publicserviceadvertisementalsohasreservationcharacterandblankspacecharacter”.Itwillnotaffectaudiencestounderstandtheworksinthecircumstances,stimulatetheaudiencestothinkandtoparticipateinwriting.3.4.ThePracticeofPublicServiceAdvertisementBynow,thecreationlevelofpublicserviceadvertisementisdifferent.Foraverylongtime,thepublicserviceadvertisementstillkeepsanaveragepublicitylevelinmanysmallruralandurbanareasinourcountry.Thepublicserviceadvertisementcan'tgetridofstatementofpreaching,thewordsaresosimpleandboring.Diagramandthesloganarealltheirbasiccharacteristics.Theseadvertisementsalwayshavesuchwordssuchas:“no”,“fine”,“compensation”and“correct”;somewordsareevenveryvulgar,suchasadvocatingprotectionofthewoodedhills:“setfireandyouwillbesenttoprison”.Thethemeofpublicserviceadvertisementisveryclearandeasytounderstand,butit’sfullofthesewordssuchas:opposition,alert,threat,lackofwarmth.Itiseasyforrebelliousattitudetoemergefrompeople;whichleadstopoorcommunicationeffect.Instead,inmanydevelopedcountriesandsomelargeandmedium-sizedcitiesinChina,morepeopleprefertoexpressinanimplicitform.Thehumanizedimplicativeangleofcreationpublicserviceadvertisementletsapersonbeeducatedingoodwill.ThereisaexampleinBeijing.Thethemeofthepublicserviceadvertisementisanimalprotection.ThetitleisWaitingforWindfallsofNewChapter.Thefirstday,thefarmerpickeduparabbitwhichdiedfromrunningintoatree.Butthenextday,anotherrabbitalsocrashedintoatree,andranawayafterrubbingitsownhead,thefarmerfeltveryhappy.Infactheputstrawonthetree,whichsays:Protectingcreaturesstartsfromme.Softandindirectadviceasitscharacteristics,itcontainsalotofwittyandhumorouswords,Takingleavesadeepimpressiononpeople.Comparedwiththefirstone,itisnothardtofindimplicitbeautyinit.Itisnotjustasimpleadvertisementbutavividandpowerfulweapon.4.TheWaystoShowtheImplicitBeautyinPublicServiceAdvertisement4.1.SymbolismSymbolismisacatalystthatcanchangeordinarythingsintoprofoundthings.Itisadesignstylethatcanproducefar-reachinginfluence.Itimpliesprofoundthoughtsonordinarythings,forexamplethewordis,wewriteintothisletsapersonfeelthatit’sthereactually.Symbolismisaspecificimagebyusingsomeindirectperformance,windingandsomeabstractconceptsorthethoughtsandfeelingsofartisticexpression.Inpublicserviceadvertisements,itsaestheticsvalueliesinemotionoftheimage,thusitachievesthesecludedspotinthedepthofaestheticfeeling.Themethodofsymbolismcangettheaudienceenjoyadvertisementworksintheprocess,haveintenseparticipation,andgainselfvalueembodimentofsatisfactionandspiritualenjoyment.Inthemodernwelfareadvertisementcreationsymbolismiswidelyused.4.2.MetaphorItisarhetoricwaybasedonthesimilarityoftwodifferentthings,explainingonethingwiththeother(ZhangMingxin,2004:23).Therhetoricwayofthispublicserviceadvertisementcanconveymuchperfectinformationinashorttimeandmakeadeepexpressiononpeople.Forexample,Onepublicserviceadvertisement’sthemeis“combatcorruptionandbuildacleangovernment”,Withbluesky,greenwaterandtreesasthebackground,oneglassofgreenandclearlybrightteaasthemainbodyand“Ahedgebetweenkeepsfriendshipgreen,thewaysofbecominggoodofficerareasclearastea”asthelines.Eitherthewordsorthevisualimagewarnspeopletolearnfromwaterandofficerstea,pureandclean.Thepublicserviceadvertisementusesmetaphortoconveyaveryprofoundthemesmoothly,attractingpeopletothinkagain.Weshouldpayspecialattentiontothepublicserviceadvertisementwhenweusethewayofmetaphor:noumenonshouldbesomethingwearefamiliarwith,whileatthesametimeithasacloserelationshipwiththeimplication.Otherwise,itmaycausecommunicationbarrierandaffectthesenseofbeauty.4.3.HumorHumorshowsthefeelingsandinformationbyusingwittywordsandinterestingimages.Itspurposeistocausetheinterestofpublicandtheninspirepeoplebyanartgimmick.Thevalueofthebeautycomesfromtheprofoundthoughtswhicharecreatedinhumor.Itisalsotheprofoundprecipitationinthedifferentthings.Thefeatureofhumorthatletspeopleunderstandthemeaningwhentheyenjoyahappylife.Therearemanywaystoshowhumor,suchasduality,exaggeration,comparisonandmetaphor.4.4.PunTherearetwokindsofpun:oneishomophonicpun,theotherishomographicpun.“Thelatteroftenusesphonologyandthemergingofadjacentsounds,andthenthewordhastwomeaningsatthesametime”(GuoYouxian,2007:167-168).Forexamplethepublicserviceadvertisementslogan:Appropriate“痰吐”startsfromme.Thestyleofconversationishomophonicpun.Itusesthecharacterofsomepronunciationtodealwiththewritingwhichchanges“談吐”into“痰吐”.Thiswayofexpressionpublicizesthetruththatappropriatespittingmakesdecentstyleofconversationpossible,interestingandsignificant.Homographicpun,takingadvantageofwords’multiplemeanings,createssentenceswithmorethanonemeaning.Thisisanotherpublicadvertisementaboutlove;theimageshowstwohandsholdveryclosely.Thetopicis:“要做就做情場(chǎng)老手”.Anoldloverhastwomeanings:thesurfaceoneisapersonwhotricksothers’feelings;thedeeperoneishandsholdingfromyoungtooldages,whichmakesthewords“holdyourhandandgrowoldwithyou”comeeasilytosomeone’smind.Theadvertisementachievespositivemeaningwithnegativestatementviapun,makingpeopletorealizethattimeandtruelovearevaluable.Puniswidelyusedinpublicserviceadvertisement.Ifthepunisusedappropriately,itwillcreateapublicserviceadvertisementverynovel,meaningfulandinteresting.Whenyouuseapun,itisveryimportantforustodealwiththetwomeanings.Generallyspeaking,thesurfacemeaningissubordination,andthemainideaiscontextualmeaning.Thesurfacemeaningiseasytobeunderstood,thecontextualmeaningneedsyoutothinkdeeplyandthenyougetthemeaningappropriately.Theremustbeacloserelationshipbetweenthem.Themeaningisnotonlyprofoundbutalsomeaningfulwhenweusepun.Ontheotherside,themeaningmustbeaccuratebutshouldnotbevulgar.Weshouldpaymoreattentiontounderstandingandinspiritingabilityofpublic.4.5.ExaggerationExaggerationadoptsmuchimaginationtoshowthemeaningsinaspecialway.Thepurposeismagnifyingandreducingthefeaturesofobjectsonthebasisofreality.Itisarhetoricskillthatenhancestheinfluenceofexpression.Themaineffectofexaggerationisrevealingtheessenceofobjectdeeplyandenhancingtheinfectionoflanguage.Italsoarousestherichimaginationandcommonsenseofthepublic.Inthepublicserviceadvertisement,theexaggerationabouthumorneedstomakeuseofvisualelements(picture,words,colorsandtherelationshipbetweenthem)inordertopresentitselfandbringitselfintoplay.Itcontainsthecontentwhichisveryreasonableandprofoundintheformsofhumor.Generallyspeaking,therearethreeforms:exaggerationofshape,exaggerationofplotandcomprehensiveexaggerationofthetwo.Thetactofshapeexaggerationistheexaggerationchangeofthepublicserviceadvertisementimageandrole’sexternalshapeandstructure.Itprovidessomechangeableandinterestinginformationvisuallybyusingconcreteandvividexaggeration,thusitcausestraffic-pullingvisionandstrengthenstheappealingpointsconstantly.Forexamplehaveapublicserviceadvertisementabout“Smokingisbadforhealth”.Onthebanquet,abeautifulhotgirlcomes,catchingthemen’seyes.Ahandsomegentlemanwelcomesthegirlwarmlywithacigaretteinhismouth.What’smore,allmenlookingatthehotgirlwhosecigarettesbendintheirmouths.Seeingthis,theyalltakeoutthecigarettesasquicklyaspossible.Theadvertisementusedshapeexaggerationinthecigarette,conveyingtheinformationthatsmokingisbadforsexualhealth.Italsoletspeoplegetthemainpointofthepublicserviceadvertisementnaturally.Plotexaggerationmeanslookingforsomethinginterestingbetweensimilaritiesanddifferencesinreallife.Ittwiststhecausalrelationshipbetweenthemthroughexaggeration;theaimshowsthethemeofthepublicserviceadvertisement.Thiskindofgimmickoftenshowsanexaggerationandirrationallogic,lettingonehaveaccesstoimplicitandfull-bodiedhumorexperience.ForExamplehaveaTVadvertisementaboutanti-druginTaiwan.ThetopicisFormerYouth.Itjustusesthiskindofgimmick.Asthestorybegins,apainfultragicsceneappearsinfrontoftheaudiences:thepaperghostmoney,crematedscene,youngpeoplethrowinghisashes,strollingatclassclassroomsbefore,corridorscene...Whenthemusicbegins:myyouthislikeabirdwhichdoesnotcomeback,andthenarratorofthepictureinmappingis:Whatyoueatisyourownashesinthedrugworld..Theplotisthatayoungmanattendshisownfuneralintheadvertisement,Itrevealsafact,anddrugswillruinyouryouthanddestroyyourlife,bringingtheendoflifeeventually.Advertisementsexpressioncannotkeepabalancebetweenenvironmentandindividuals.Theinharmoniousphenomenonisamplifiedanddistortion,finallyitdeforms.Itmakesthemridiculous,andatthesametimeitmakesapersonfeelheavyandanguished.Itisfilledwithdarkhumor.Thethirdkindofexaggerationisthecombinationofthefirsttwoexaggerations.Exaggerationform,absurditybizarreplot,reasonableandseriousadvertisingthemecanexpandthethoughtsandartcapacityofthepublicserviceadvertisement.Atthesametimeitsatisfiesthepeople'saestheticpursuitforinnovation.However,punhumorandexaggerationhumorshouldpaymoreattentiontothethemeoftheadvertisement.Atthesametimethetwomustconsidertheculturalbackgroundoftheaudience,neitherplainnorblind.4.6.AbnormalityAbnormalityisdifferentfromconventionalthinkingmodel.Itisthinkingfromareversethinkingmodel,ignoringthecustom,normality,regularity,irrationality,sothenitreflectsthethemebyusingartisticexpression.Publicserviceadvertisementusingthesewaystoshowarteffect.In1978,manyBritain'sfamiliesplantocreateapublicserviceadvertisementaboutbirthcontrol.Thesceneisamanispregnant,andwalkingslowlyinlowspirits.Theadvertisementsloganis:ifyouarepregnent,wouldyoubemorecareful?Amanhavingababyisanabnormalincident.Buttheadvertisementusesthisandcreatesanimpliciteffect.Astheaudienceyouwillthinkaboutwhattheadvisementreflects.Domestically,apublicserviceadvertisementaboutAIDSpreventionmakespeoplelaughwhileatthesametimeappreciatestheabnormaltactthattheauthorintendtoexpress.Thisisanotherexampleofabnormality.GuanYuandZhangFeiwasusedastheimageswhichsticktothefrontdoor.ItcanscareoffthedevilinChina.Whattheyholdinhandsaretheweapon.Butintheadvertisementithaschangedthebroadswordintocondomandthebroadswordmeanssafety.Somepeoplewillthinkthatisunreasonableandcannotunderstand.Butontheotherhandweknowwhattheadvertisementisgoingtoexpress.Weshouldpaymoreattentiontotheabnormalitythatusedinpublicserviceadvertisement.Abnormalityisjustatoolthatservesforimageandthethemeofworks.Itusestheskillofabnormalityallthetime,focusingonthrillingplotsanddescribingfancyscene.Itishardtoexpressthethemeifwealwaysdothat.Asaresult,thesocialismwillbecomemoreandmoresuperficial.Abnormalityshouldadapttolivinglogic,andthenseekfornoveltyandabnormalityonthebasisoflivinglogic.4.7.SuspenseSuspensereferstoactivatetheaudiencesthemoodabouttensionandhope.Itadoptsapositivemethodinartisticprocessing.Itincludestwoaspectsthataresettingsuspensionandinterpretedsuspension.Theformerissettingsuspension,afteritshallbetheinterpretedsuspension.Generallyspeaking,itgivestheriddleontheprocessesofdevelopmentthestory,butitdoesn’trevealtheriddle.Attherighttime,Itsatisfytheaudience’sexpectation.Themethodofsuspenseisoftenusedinpublicserviceadvertisement.Differentmediausesdifferentapproach,sotheactionisdifferent.Graphicworksiscompletedbyaseriesofways.Ifit'sapainting,themainscenedependsonsettingthesuspense,andtheinterpretationdependsontextforsupply.Becauseofcomparationbetweenthepicturesandtexts,peoplewouldseeapicturefirstly.Infilmandtelevision,Thethemeshowupatthelastandthenremovethesuspense,sothatpeopleknowwhatthefilmisexploringandexpressingatthesametime,andleaveanunforgettableimpressionontheaudience.Thesuccessoftheadvertisementlargelydependsonthebeginningoftheadvertisementwhetheritarousesaudiencecuriosity.Thereisonekindofpublicserviceadvertisement.Thethemeisaboutaffection.Atthebeginningofthescene,abeautifulgirlwhobeautifulhairisappreciatingherselfinfrontofthemirror,wecanseesomeshedandregretexpressioninhereyes,butsoon,shehasanamazingmoves.Shepicksupthescissorstocutoffthehairawkwardly.Forawhilealittleswanbecameanuglyduck.Bynowadvertisementsetupaquestioninpeople'shearts:whyshedosomethingridiculous?Thestorycontinues,thedoorbellrang,thelittlegirlopensthedoorandfindsoutherparentsandtheelderbrothercomehome.Theyfeelsurprisedwhentheylookatthegirl’suntidyhair.Herbrotherseemsthathecanreadintohisyoungersisterquicklyandtakedownthehatthenputsonherhead,andthenbucklesathersister'sheadpititly,brotherexposehischemotherapyboldheadshinelyunderthesun.Riddleisunveiledatthelastmomentandtheaudiencesfeeltouchedbythedeeprelationshipbetweenthebrotherandsister.Isitthemodernversionofmaggiegift?Isthereanythingpurerthanthisbeautifulfeeling?Thisisthestrengthofsuspense,due-out,thanchange.4.8.DescriptionDescriptionreferstodepictorrecordoftheobjects.Itoftenreferstothecommonscenesofdailylifeinthepublicserviceadvertisement.Sometimesitreferstoplotsandprops.Theaimshowsthetheme.Itpayscloseattentiontothedetailswhicharesorealandprimitive,forexample,sometragedystories,commonlifescenes,familiarsounds,familytopics…….,andletpeoplegraspthemeaningoutofasmalldetail.Theygainemotions,thesoulfromthewarmfeelings.Forexample,thereisapublicserviceadvertisement.Thethemeisaboutthehomeless.Threescenesareoverlinebridge,trashcan,souterrainalldependonthebackgroundofblack-whitecolor.Thesupplywords:Hereisthestageoflifewheretheyperform,thisistheircanteens；Theyregardcanteensastheirbedroom.Itletsapersonproducestrongmindsetsofthesedisadvantagegroupsbecauseofthetextandimagetogether,andthenpeoplewilltakemoretimetoconcernthefateofthedisadvantagedgroups.ThereisoneofthepublicserviceadvertisementofCCTV;Passlove-washfeet.Becausemotherwashesfeetforoldpeople