公益广告语言的艺术化

The Linguistic Art of Non-commercial Advertisements

公益广告是一种不以赢利为目,旨在传播有利于人类社会进步与发展的积极向上理念的广告。公益广告在向社会公众传播时,怎样才能更有效地实现传播效应,语言的运用是其中一个关键的因素。如果我们的公益广告在创作上能够充分体现出语言美,能够深入进行修辞,让广告受众在感受汉语的"精妙"中接受"说理",体会言外之意、弦外之音、味外之旨,那么,我们的公益广告就能达到广告内容与语言形式的和谐、意境与语境的和谐、思想情感与语言情感的和谐,真正"吟"出社会的和谐。

Non- commercial advertisements aim to popularize the concepts for human progress without any consideration of profit. The use of language is a key factor for the success of non - commercial advertisements. If the rhetorical and linguistic elements are well em- bodied in such advertisements, the audience will feel their rich implications and the harmony in content and form, the harmony in lan- guage and image as well as harmony in thought and emotion.