语言经济学视角下公益广告语的设计原则

An Analysis of Public Service Advertisement's Design Principle from the Perspective of Linguistic Economics

公益广告是一种不以盈利为目的的非商业性广告,自身却承载了巨大的经济价值。文章分别采用:省力原则、量的准则、教育性原则、人文关怀原则以及美学效用原则,从语言经济学视角分析了公益广告语的语言特点及其经济性,旨在能给广告商提供新的设计视角,树立正确的设计理念,从而更大地发挥公益广告的经济价值。

As an non-profit institution, Public Service Advertisement （PSA） bears enormous potential economic value. This article takes least effort principle, quantity maxim, educational principle, aesthetic utility principle respectively, analyzing the language features and its economics of PSA from the perspective of linguistic economics. It aims to providing advertisers a new design perspective ,establishing a proper design concept, so that developing greater economic value of public service ads.