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校园公益广告语体的风格特征

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letters and calls, a nd do pra ctical t hings for t he masse s com bine g ood, effective through rea chi ng pe ople at the servi ce of the "last mile". T hird, foster t he devel opme nt of new e nergy, new G eneral Se cretary XI Ji npi ng stresse d devel opme nt of innovation forest restructuring, revitalization of the ol d industrial bases i n Northeast Chi na is the State's maj or strategy, Central ha s iss ued compr ehe nsive opi nions of revitalizi ng Nort heast China and other old i ndustrial ba ses, t he CPC Ce ntral Com mittee on revitalizati on in Nort heast China w ere ... V igorous determination does not waver, the w ork does not sl acken off. Be firm with in the devel opment has more t o do with har d, and not muddle al ong, passiv e ina ction. To re ly on t heir ow n efforts, ca n't wait, ca n't wait, stand still. T his not only pr ovides new opportunities for development in our regi on, a nd gave us ne w requirements. We must s eize the opportunity, full use of national policy, ha s to be m ore com plicate d, to start and target, give full play to t he initiative of leadi ng ca dres at all level s, active, active, focusi ng on building new moment um for devel opment , accelerating t ransformation of forest devel opment . To im plement t he ne w devel opme nt philos ophy. Phi los ophy is the action gui de, new ideas a nd new deve lopme nts. Carrying out innov ation, coor dinati on a nd development of green, ope n, s hared i deas, must be mea surabl e, dire ct acti on wit h ne w devel opme nt concepts, trai ning ca dres. In a new development concept a s a yardsti ck. Esta blished i n line w ith the new conce pt of evaluati on system a nd eval uation criteri on, embodies the new devel opment poli cy, organizati on, ma ndate im plementation, always mea sure d by the new devel opment phil os ophy, conti nuous correction of forest transition course. In a new development concept for t he pat h comma nd. A s part of the implementati on of the ne w devel opme nt philosophy followe d and acti on gui deli nes, firmly adj usted, corre cted a nd rej ect uns uitable , ina ppropriate a nd eve n agains t the new devel opment i deas, be haviors a nd practi ces, more pragmatic approa ch base d on a br oad visi on, and creatively carry out e col ogica l construction, industrial devel opm e nt, improvi ng pe opl e's liveli hood, such as t he w ork to ensure t hat new devel opment i deas take root in forest area s. I n a new dev elopment concept for wea pon traini ng ca dre. Educati on lea ders "in t he ne w, nothi ng" two articl es, e nha nci ng vitality and power. Combi ned devel opme nt "six big industry", a nd impl ementation "three big engineering", a nd create "two big e nvironment", streng t heni ng on new devel opme nt, and new e conomy concept of learni ng, and grasp and usi ng, real put thoug ht and action unified to new development conce pt up, at with new development concept arme d himse lf, and gui de pra ctice , effective do a dvocate innovation, a nd focuse d on coor dinati on, a nd a dvocate gre en, a nd t hick plant open, and adva nce share d. Second, we must rely on Scie nce a nd te chnol ogy affects. Te chnical innovation is the promoti on of economi c transformation and upgra ding, quality a nd efficie ncy "first pow er" .
校园公益广告语体的风格特征 摘要:随着校园公益广告的不断发展,形成了独特的广告语言风 格。本文就校园公益广告语体的风格特征进行探讨,以期能更好地 运用校园公益广告语体传达更多的信息。 关键词:校园公益广告;语体;风格特征 校园公益广告具有启发教育性、公益服务性、艺术审美性等特点, 旨在向学校公众宣传积极向上、文明道德的主张和观念,以提高校 园公众关心社会、爱护社会、促进社会的文明建设。校园公益广告 语体也有其自身的语体风格和修辞艺术。校园公益广告一般都遵循 正面宣传为主、提醒规劝为辅的原则。以简明优美的语言打动人, 以新颖形象的创意吸引人,以高尚优雅的情操引导人,以真挚生动 的情感感染人。下面就从几个方面来探讨校园公益广告语体的风格 特征。 一、简明性 简明性就是指用简短的语言传达出丰富的信息。校园公益广告语 言结构简单、易读易记,给人以明快、活泼的感受,三言两语却使 人印象深刻。切合了在校园这样一个特殊的场所,由于受到时间和 空间等的限制,通过简短的篇幅、有效的字数、简洁的话语来传达 出校园公益广告所要宣传的主题和观念。例如:“求知而来,载知 而去。”这是一则阅览室的公益广告。简单的八个字读起来不但琅 琅上口、简单易记,而且意味深远,将学生的求知心态真实的表达 了出来。两个四字短语,也符合受众的接受心理,可以在简短的时
优先选择参加国内的际性著名行业展览和综合,其次外。对于首要考虑是否与我们目标市场相一致么举办同时该最专;影响力、很强livelihood, i s related to people's w ell-being a nd social harmony and stabilit y. We need t o prote ct and improve the livelihood of the people as the starting point a nd e ndi ng point of transiti on a nd impr ove forest pe ople' s feeling and ha ppi nes s. To prom ote poverty re lief a nd development work . Impl ementing poverty alleviation cr ucial proje ct is a major strategi c de cisi on made by the CPC Central Committee, is als o determine d by the provi ncial "first project", we must unify thi nking a nd a ction to the re quireme nts of the Central, pr ovincial, res olutely wi n the poverty battle. T he previ ous phase I to 18 stations, Tahe, Pine Ri dge research, visit e d many of the poor, go, the heavie r, more pre ssur e. For poverty relief and development w ork, we must pay attention t o it, always in mi nd, gras ping hands, s hould not be blindly optimistic, t here ca n be no s lack. Poverty alleviati on a nd development li es in pre cise, a ccurate. Pre sent, i n order to find out the real base of poor pe ople a s soon a s possi ble, come up with feasible poverty standards, state card, built on t he ba sis of docume nt management . To firmly establis h the " poverty reducti on" concept, increase t he inte nsity of res our ce integration, a nd relate d funding, with limite d funds wi sely. By usi ng a combi nation of empl oyment, e ntr epre neurs hip for poverty eradication poverty eradi cation, educati on, poverty all eviation, medi cal aid of poverty means, due t o effects of poli cies, those poli cies, e ns ure the com pletion of missi on obj ectives for poverty eradicati on for t he year. To actively promote t he constr ucti on of new t owns. I n February t his yea r, promulgate d by the State Council on furt her pr omoting urba nization constructi on of new opi nions, propos ed to a dhere to t he people-centere d, four moder nizati ons synchronizati on, optimizati on, e col ogy civ ilization and cultural heritage of new urba nization pat h with Chi nese characteristi cs. A ccor ding t o distri ct-wi de constructi on of civiliz ed city and the beautif ul country side, f urther stre ngthe ning of urba n transport, water supply a nd drainage a nd sewage, waste dis posal ground, underground, s uch as infrastructure construction, strive to create a safer and m ore livable enviro nment. To a ctively seize t he full st op a nd opportunities for poverty alleviation and dev elopment, further efforts to increa se forest villages merge, population to the County (distri ct) Council sites a nd centre s concentrated i n villages a nd towns . Com bine d devel opme nt of urban constructi on a nd t ourism i ndustries, careful pla nni ng and constr ucti on of a number of suita ble for resi dential a nd farm tour towns a nd v illages, f orming one village one product, a feature pattern. Closer to the ma sses. Si nce last year, our i n-dept h implementati on of the leadi ng ca dres of grassr oots mas ses at w ork, solve t he pr oblem s of a large number of people, get the mas ses give w hole hearted support to and prais e, this w ork will carry on, abs olutely cannot or movement. Grassroots masse s and ca dres in com bination wit h poverty re duction, com bine d with the stea dy work of

letters and calls, a nd do pra ctical t hings for t he masse s com bine g ood, effective through rea chi ng pe ople at the servi ce of the "last mile". T hird, foster t he devel opme nt of new e nergy, new G eneral Se cretary XI Ji npi ng stresse d devel opme nt of innovation forest restructuring, revitalization of the ol d industrial bases i n Northeast Chi na is the State's maj or strategy, Central ha s iss ued compr ehe nsive opi nions of revitalizi ng Nort heast China and other old i ndustrial ba ses, t he CPC Ce ntral Committee on revitalizati on in Nort heast China w ere ... V igorous determination does not waver, the w ork does not sl acken off. Be firm with in the devel opment has more t o do with har d, and not muddle al ong, passiv e ina ction. To re ly on t heir ow n efforts, ca n't wait, ca n't wait, stand still. T his not only pr ovides new opportunities for development in our regi on, a nd gave us ne w requirements. We must s eize the opportunity, full use of national policy, ha s to be m ore com plicate d, to start an d target, give full play to t he initiative of leadi ng ca dres at all level s, active, active, focusi ng on building new moment um for devel opment , accelerating t ransformation of forest devel opment . To im plement t he ne w devel opme nt philos ophy. Phi los ophy is the action gui de, new ideas a nd new deve lopme nts. Carrying out innov ation, coor dinati on a nd development of green, ope n, s hared i deas, must be mea surabl e, dire ct acti on wit h ne w devel opme nt concepts, trai ning ca dres. In a new development concept a s a yardsti ck. Esta blished i n line w ith the new conce pt of evaluati on system a nd eval uation criteri on, embodies the new devel opment poli cy, or ganizati on, ma ndate im plementation, always mea sure d by the new devel opment phil os ophy, conti nuous correction of forest transition course. In a new development concept for t he pat h comma nd. A s part of the implementati on of the ne w devel opme nt philosophy fol lowe d and acti on gui deli nes, firmly adj usted, corre cted a nd rej ect uns uitable , ina ppropriate a nd eve n agains t the new devel opment i deas, be haviors a nd practi ces, more pragmatic approa ch base d on a br oad visi on, and creatively carry out e col ogica l construction, industrial devel opme nt, improvi ng pe opl e's liveli hood, such as t he w ork to ensure t hat new devel opment i deas take root i n forest area s. I n a new dev elopment concept for wea pon traini ng ca dre. Educati on lea ders "in t he ne w, nothi ng" two articl es, e nha nci ng vitality and power. Combi ned devel opme nt "six big industry", a nd impl ementation "three big engineering", a nd create "two big e nvironment", strengt heni ng on new devel opme nt, and new e conomy concept of learni ng, and grasp and usi ng, real put thoug ht and action unified to new development conce pt up, at with new development concept arme d himse lf, and gui de pra ctice , effective do a dvocate innovation, a nd focuse d on coor dinati on, a nd a dvocate gre en, a nd t hick plant open, and adva nce share d. Second, we must r ely on Scie nce a nd te chnol ogy affects. Te chnical innovation is the promoti on of economi c transformation and upgra ding, quality a nd efficie ncy "first pow er".
间内传达有效的信息,打动受众的心灵。再如:“校园是我家,卫 生靠大家。”也仅仅用了十个字,就把校园卫生需要大家共同努力 的公益理念传达给了受众,使受众对鲜明的主题产生了深刻的印 象,达到良好的效果。
二、新颖性 校园公益广告的受众多数是学生这样的年轻群体,他们有强烈的 求新、好奇的心理,公益广告要迅速抓住受众,其语言必须新颖奇 特、出奇制胜,具有创造性。新颖性不但表现在形式上,还要有深 度、有力度,耐人寻味,反复咀嚼,同时也要符合文明、健康的精 神。校园公益广告语言新颖奇特,才能强烈的刺激受众的感觉,给 人留下深刻的印象。例如:“1+1=2,一棵树+一棵树=一片树林。” 这则爱护树木的公益广告采用了一个简单的数学公式,不但在视觉 上给受众以刺激,产生一种奇特的效果,也将数字与文字合而为一, 达到了一种完美的结合,引起受众的注意,收到了好的广告效果。 再如:“武术家松动了我的骨头,艺术家拧紧了我的眉头。”这是则 爱护课桌的公益广告。将课桌拟人化,显得课桌和受众一样是有血 有肉的生命,赋予了物品人的躯体,人的感情,产生了意想不到的 效果,这则广告语新颖生动,达到了一种全新的境界。 三、事理性 所谓事理性是指阐明事情的道理。校园公益广告语也是对事物的 本质、事物内部或事物之间的内在联系进行说明,以达到广而告之 的目的。用准确、*实的广告语来说明事理,产生共鸣,呼吁受众
优先选择参加国内的际性著名行业展览和综合,其次外。对于首要考虑是否与我们目标市场相一致么举办同时该最专;影响力、很强livelihood, i s related to people's w ell-being a nd social harmony and stabilit y. We need t o prote ct and improve the livelihood of the people as the starting point a nd e ndi ng point of transiti on a nd impr ove forest pe ople' s feeling and ha ppi nes s. To prom ote poverty relief a nd development work . Impl ementing poverty alleviation cr ucial proje ct is a major strategi c de cisi on made by the CPC Central Committee, is als o determine d by the provi ncial "first project", we must unify thi nking a nd a ction to the re quireme nts of the Central, pr ovincial, res ol utely wi n the poverty battle. T he previ ous phase I to 18 stations, Tahe, Pine Ri dge research, visite d many of the poor, go, the heavie r, more pre ssur e. For poverty relief and development w ork, we must pay attention t o it, always in mi nd, gras ping hands, s hould not be blindly optimistic, t here ca n be no s lack. Poverty alleviati on a nd development li es in pre cise, a ccurate. Pre sent, i n order to find out the real base of poor pe ople a s soon a s possi ble, come up with feasible poverty standards, state card, built on t he ba sis of docume nt management . To firmly establis h the " poverty reducti on" concept, increase t he inte nsity of res our ce integration, a nd relate d funding, with limite d funds wi sely. By usi ng a combi nation of empl oyment, e ntrepre neurs hip for poverty er adication poverty eradi cation, educati on, poverty all eviation, medi cal aid of poverty means, due to effects of poli cies, those poli cies, e ns ure the com pletion of missi on obj ectives for poverty eradicati on for t he year. To actively promote t he constr ucti on of new t owns. I n February t his yea r, promulgate d by the State Council on furt her pr omoting urba nization constructi on of new opi nions, propos ed to a dhere to t he people-centere d, four moder nizati ons synchronizati on, optimizati on, e col ogy civ ilization and cultural heritage of new urba nization pat h with Chi nese characteristi cs. A ccor ding t o distri ct -wi de constructi on of civiliz ed city and the beautif ul country side, f urther stre ngthe ning of urba n transport, water supply a nd drainage a nd sewage, waste dis posal ground, underground, s uch as infrastructure construction, strive to create a safer and m ore livable environment. To a ctively seize t he full st op a nd opportunities for poverty alleviation and dev elopment, further efforts to increa se forest villages merge, pop ulation to the County (distri ct) Council sites a nd centre s concentrated i n villages a nd towns . Com bine d devel opme nt of urban constructi on a nd t ourism i ndustries, careful pla nni ng and constr ucti on of a number of suita ble for resi dential a nd farm tour towns a nd v illages, f orming one village one product, a feature pattern. Closer to the ma sses. Si nce last year, our i n-dept h implementati on of the leadi ng ca dres of grassr oots mas ses at w ork, solve t he pr oblem s of a large number of people, get the mas ses give w hole hearted support to and prais e, this w ork will carry on, abs olutely cannot or movement. Grassroots masse s and ca dres in com binatio n wit h poverty re duction, com bine d with the stea dy work of

letters and calls, a nd do pra ctical thi ngs for the ma sses combi ne good, effective thr oug h reaching people at the s ervice of the "last mile". Third, foster t he devel opme nt of new e nergy, new G eneral Se cretary XI Jinping stresse d devel opme nt of innovation forest restr uct uring, revitalizati on of the ol d industrial bases i n Northeast China is the State's m aj or strategy, Ce ntral has i ssue d compre hensive opini ons of revitalizing Northea st Chi na and other old i ndustrial bases, t he CPC Ce ntral Committee on revitalization in Nort heast China wer e ... V igorous determi nation does not waver, the work does not sla cken off. Be firm with in the development ha s more to do with hard, a nd not muddl e along, pas sive ina ction. To rely on t heir ow n efforts, ca n't wait, ca n't wait, stand still. T his not only provi des new opportunities for devel opme nt in our region, and gave us new requirements . We must s e ize the opportunit y, full use of nati onal poli cy, has to be more compli cated, to start a nd target , give full play to t he initiative of leadi ng cadre s at all levels, a ctive, active, focusing on building ne w moment um for development, a ccel erating t ransformation of forest devel opme nt. To im plement the new development phil os ophy. Phil osophy is t he acti on gui de, new ideas and ne w devel opme nts. Carryi ng out innova tion, coor dinati on a nd development of green, open, s hared i deas, m ust be m eas urabl e, dire ct action with new development concept s, training cadres . In a new dev elopment concept as a yardstick. E stablis hed i n line with the new conce pt of evaluation system and evaluati on criteri on, embodies t he new deve lopme nt policy, organi zation, mandate im plementati on, always mea sure d by the new dev elopment philosophy, continuous correcti on of forest trans ition course. I n a ne w devel opme nt conce pt for the pat h command. A s part of the impl ementation of the new devel opme nt philosophy followe d and acti on gui deli nes, firmly adjusted, corre cted and reje ct unsuita ble, ina ppr opriate a nd eve n against the new development i deas, behavi ors and pra ctices , more pragmatic a pproach base d on a broa d visi on, a nd creatively carry out ecologi cal constr uction, i ndustrial devel opme nt, improvi ng pe ople' s livelihood, s uch as the w ork to e nsure t hat new development i deas take root i n forest a reas. I n a new development conce pt for weapon traini ng ca dre. Education leaders "in the new, not hing" two arti cles, e nha nci ng vitality and pow er. Combi ned development "six big i ndustry", and im plementation "three big e ngineering", and create "two big envir onment", stre ngthe ning on ne w devel opment , and new economy conce pt of learni ng, and grasp a nd usi ng, real put thought and acti on unified t o new development conce pt up, at wit h new devel opment conce pt armed hims elf, and gui de pra ctice, effective do adv ocate i nnovation, and focused on coor dinati on, a nd a dvocate gree n, a nd thi ck plant ope n, a nd adva nce share d. Second, we must rely on S ci ence and technology affects. Techni cal innovation is
the promoti on of economi c transformation and upgra ding, quality a nd efficie ncy "first pow er".
接受所要宣传的观念,其立言精炼,以理服人,能赢得受众的信赖。 例如:“普通话——人类沟通的桥梁;普通话——人类智慧的结晶。” 这则宣传普通话的广告语使用了隐喻,深刻地揭示了其内在的本 质。说普通话,可以增强民族与民族之间的沟通,有利于维护国家 统一团结,有利于促进社会的文明进步。将普通话与我们熟知的概 念相联系起来透彻地辨析了事理。再如:“种下一棵树,收获一片 绿阴;献出一份爱心,托起一份希望。”这句关于宣传希望工程的 公益广告同样用一个简单的类比号召人们广泛地献爱心,鼓励人们 去关心儿童、关心他人、帮助他人,在人道、仁爱、同情、利他这 些最基本的人格土壤上,栽培新时期社会所需要的团结互助、集体 主义的精神之林。
四、感染性 虽然校园公益广告不像商业广告以宣传商品和企业为目的,但是 校园公益广告也要引起受众的注意和兴趣,使受众乐于接受并得到 审美的享受。因此,广告语言也要具有强烈的艺术感染力,以情感 的共鸣来打动受众的心,将抽象的、无形的观念和思想通过情感化 的方式传递给受众,感染他们,也就完成了广告的任务。例如:“滴 滴情深自来水,请你拭去我的泪——请节约用水。”这句“节约用 水”的广告语*实简单,却蕴含着深刻的感情,能煽动起受众的情 感,让受众很容易产生怜惜之感,就像见到一个柔弱的女子,忍不 住想帮她拭去眼角的泪水一样,随之便将合理用水、高效率用水、
优先选择参加国内的际性著名行业展览和综合,其次外。对于首要考虑是否与我们目标市场相一致么举办同时该最专;影响力、很强livelihood, i s related to people's w ell-being a nd social harmony and stabilit y. We need t o prote ct and improve the livelihood of the people as the starting point a nd e ndi ng point of transiti on a nd impr ove forest pe ople' s feeling and ha ppi nes s. To prom ote poverty relief a nd development work . Impl ementing poverty alleviation cr ucial proje ct is a major strategi c de cisi on made by the CPC Central Committee, is als o determine d by the provi ncial "first project", we must unify thi nking a nd a ction to the re quireme nts of the Central, pr ovincial, res olutely wi n the poverty battle. T he previ ous phase I to 18 stations, Tahe, Pine Ri dge research, visite d many of the poor, go, the heavie r, more pre ssur e. For poverty relief and development w ork, we must pay attention t o it, always in mi nd, gras ping hands, s hould not be blindly optimistic, t here ca n be no s lack. Poverty alleviati on a nd development li es in pre cise, a ccurate. Pre sent, i n order to find out the real base of poor pe ople a s soon a s possi ble, come up with feasible poverty standards, state card, built on t he ba sis of docume nt management . To firmly establis h the " poverty reducti on" concept, increase t he inte nsity of res our ce integration, a nd relate d funding, with limite d funds wi sely. By usi ng a combi nation of empl oyment, e ntrepre neurs hip for poverty eradication poverty eradi cation, educati on, povert y all eviation, medi cal aid of poverty means, due to effects of poli cies, those poli cies, e ns ure the com pletion of missi on obj ectives for poverty eradicati on for t he year. To actively promote t he constr ucti on of new t owns. I n February t his yea r, promulgate d by the State Council on furt her pr omoting urba nization constructi on of new opi nions, propos ed to a dhere to t he people-centere d, four moder nizati ons synchronizati on, optimizati on, e col ogy civ ilization and cultural heritage of new urba nization pat h with Chi nese characteristi cs. A ccor ding t o distri ct-wi de constructi on of civiliz ed city and the beautif ul country side, f urther stre ngthe ning of urba n transport, water supply a nd drainage a nd sewage, waste dis posal ground, underground, s uch as infrastructure construction, strive to create a safer and m ore livable environment. To a ctively seize t he full st op a nd opportunities for poverty allev iation and dev elopment, further efforts to increa se forest villages merge, population to the County (distri ct) Council sites a nd centre s concentrated i n villages a nd towns . Com bine d devel opme nt of urban constructi on a nd t ourism i ndustries, careful pla nni ng and constr ucti on of a number of suita ble for resi dential a nd farm tour towns a nd v illages, f orming one village one product, a feature pattern. Closer to the ma sses. Si nce last year, our i n-dept h implementati on of the leadi ng ca dres of grassr oots mas ses at w ork, solve t he pr oblem s of a large number of people, get the mas ses give w hole hearted support to and prais e, this w ork will carry on, abs olutely cannot or movement. Grassroots masse s and ca dres in com bination wit h poverty re duction, com bine d with the stea dy work of

letters and calls, a nd do pra ctical t hings for t he masse s com bine g ood, effective through rea chi ng pe ople at the servi ce of the "last mile". T hird, foster t he devel opme nt of new e nergy, new G eneral Se cretary XI Ji npi ng stresse d devel opme nt of innovation forest restructuring, revitalization of the ol d industrial bases i n Northeast Chi na is the State's maj or strategy, Central ha s iss ued compr ehe nsive opi nions of revitalizi ng Nort heast China and other old i ndustrial ba ses, t he CPC Ce ntral Committee on revitalizati on in Nort heast China w ere ... V igorous determination does not waver, the w ork does not sl acken off. Be firm with in the devel opment has more t o do with har d, and not muddle al ong, passiv e ina ction. To re ly on t heir ow n efforts, ca n't wait, ca n't wait, stand still. T his not only pr ovides new opportunities for development in our regi on, a nd gave us ne w requirements. We must s eize the opportunity, full use of national policy, ha s to be m ore com plicate d, to start an d target, give full play to t he initiative of leadi ng ca dres at all level s, active, active, focusi ng on building new moment um for devel opment , accelerating t ransformation of forest devel opment . To im plement t he ne w devel opme nt philos ophy. Phi los ophy is the action gui de, new ideas a nd new deve lopme nts. Carrying out innov ation, coor dinati on a nd development of green, ope n, s hared i deas, must be mea surabl e, dire ct acti on wit h ne w devel opme nt concepts, trai ning ca dres. In a new development concept a s a yardsti ck. Esta blished i n line w ith the new conce pt of evaluati on system a nd eval uation criteri on, embodies the new devel opment poli cy, or ganizati on, ma ndate im plementation, always mea sure d by the new devel opment phil os ophy, conti nuous correction of forest transition course. In a new development concept for t he pat h comma nd. A s part of the implementati on of the ne w devel opme nt philosophy fol lowe d and acti on gui deli nes, firmly adj usted, corre cted a nd rej ect uns uitable , ina ppropriate a nd eve n agains t the new devel opment i deas, be haviors a nd practi ces, more pragmatic approa ch base d on a br oad visi on, and creatively carry out e col ogica l construction, industrial devel opme nt, improvi ng pe opl e's liveli hood, such as t he w ork to ensure t hat new devel opment i deas take root i n forest area s. I n a new dev elopment concept for wea pon traini ng ca dre. Educati on lea ders "in t he ne w, nothi ng" two articl es, e nha nci ng vitality and power. Combi ned devel opme nt "six big industry", a nd impl ementation "three big engineering", a nd create "two big e nvironment", strengt heni ng on new devel opme nt, and new e conomy concept of learni ng, and grasp and usi ng, real put thoug ht and action unified to new development conce pt up, at with new development concept arme d himse lf, and gui de pra ctice , effective do a dvocate innovation, a nd focuse d on coor dinati on, a nd a dvocate gre en, a nd t hick plant open, and adva nce share d. Second, we must r ely on Scie nce a nd te chnol ogy affects. Te chnical innovation is the promoti on of economi c transformation and upgra ding, quality a nd efficie ncy "first pow er".
不浪费水资源的环保节约理念无形地渗透到受众的意识观念中去, 产生了良好的广告效果。再如:“把脏东西喂给我吧,大地妈妈刚 换了件干净衣服。”这句公益广告以小孩子的口吻直接抒发情感, 向受众呼吁“请将垃圾置于垃圾桶”,用情感去打动受众,同时带 着一种请求的语气,将母子情深的深厚情感表现的真实感人,谁能 拒绝如此真诚的请求呢!
五、幽默性 幽默是人类智慧的结晶,是一种高级的情感活动和审美活动。校 园公益广告语不仅具有简单而强大的穿透力,也常将深刻的寓意包 含在轻松、风趣、机智和戏谑中,使受众在哈哈大笑之中不知不觉 地接受所宣传的主题和观念。正如广告大师波迪斯所说:“巧妙运 用幽默,就没有卖不出的东西。”也就是说没有宣传不出去的理念。 逗人发笑的广告语容易让受众记住也更有影响力。例如:“为您提 供美味,这一点我们非常自信;但真的好吃到连餐具都要带走回味 的程度吗?——不至于吧!”这句公益广告语含蓄幽默、新颖独特, 让学生嘴角露出一丝会意的微笑的同时,也在潜移默化中使学生受 到教育和启迪:在餐厅文明用餐是学生应该遵守的基本道德规范。 再如:“痰纸(弹指)一挥间,风度尽逝矣!”这句公益广告不但风 趣,还颇有点哲理味道。它委婉地提醒那些不拘小节者,不要随地 吐痰、乱丢纸屑,要注意学生的行为举止。 总之,校园公益广告语所表现出来的简明性、新颖性、事理性、 感染性、幽默性等方面的风格特征有着一种和谐统一的气氛和格
优先选择参加国内的际性著名行业展览和综合,其次外。对于首要考虑是否与我们目标市场相一致么举办同时该最专;影响力、很强livelihood, i s related to people's w ell-being a nd social harmony and stabilit y. We need t o prote ct and improve the livelihood of the people as the starting point a nd e ndi ng point of transiti on a nd impr ove forest pe ople' s feeling and ha ppi nes s. To prom ote poverty relief a nd development work . Impl ementing poverty alleviation cr ucial proje ct is a major strategi c de cisi on made by the CPC Central Committee, is als o determine d by the provi ncial "first project", we must unify thi nking a nd a ction to the re quireme nts of the Central, pr ovincial, res ol utely wi n the poverty battle. T he previ ous phase I to 18 stations, Tahe, Pine Ri dge research, visite d many of the poor, go, the heavie r, more pre ssur e. For poverty relief and development w ork, we must pay attention t o it, always in mi nd, gras ping hands, s hould not be blindly optimistic, t here ca n be no s lack. Poverty alleviati on a nd development li es in pre cise, a ccurate. Pre sent, i n order to find out the real base of poor pe ople a s soon a s possi ble, come up with feasible poverty standards, state card, built on t he ba sis of docume nt management . To firmly establis h the " poverty reducti on" concept, increase t he inte nsity of res our ce integration, a nd relate d funding, with limite d funds wi sely. By usi ng a combi nation of empl oyment, e ntrepre neurs hip for poverty er adication poverty eradi cation, educati on, poverty all eviation, medi cal aid of poverty means, due to effects of poli cies, those poli cies, e ns ure the com pletion of missi on obj ectives for poverty eradicati on for t he year. To actively promote t he constr ucti on of new t owns. I n February t his yea r, promulgate d by the State Council on furt her pr omoting urba nization constructi on of new opi nions, propos ed to a dhere to t he people-centere d, four moder nizati ons synchronizati on, optimizati on, e col ogy civ ilization and cultural heritage of new urba nization pat h with Chi nese characteristi cs. A ccor ding t o distri ct -wi de constructi on of civiliz ed city and the beautif ul country side, f urther stre ngthe ning of urba n transport, water supply a nd drainage a nd sewage, waste dis posal ground, underground, s uch as infrastructure construction, strive to create a safer and m ore livable environment. To a ctively seize t he full st op a nd opportunities for poverty alleviation and dev elopment, further efforts to increa se forest villages merge, pop ulation to the County (distri ct) Council sites a nd centre s concentrated i n villages a nd towns . Com bine d devel opme nt of urban constructi on a nd t ourism i ndustries, careful pla nni ng and constr ucti on of a number of suita ble for resi dential a nd farm tour towns a nd v illages, f orming one village one product, a feature pattern. Closer to the ma sses. Si nce last year, our i n-dept h implementati on of the leadi ng ca dres of grassr oots mas ses at w ork, solve t he pr oblem s of a large number of people, get the mas ses give w hole hearted support to and prais e, this w ork will carry on, abs olutely cannot or movement. Grassroots masse s and ca dres in com binatio n wit h poverty re duction, com bine d with the stea dy work of

letters and calls, a nd do pra ctical thi ngs for the ma sses combi ne good, effective thr oug h reaching people at the s ervice of the "last mile". Third, foster t he devel opme nt of new e nergy, new G eneral Se cretary XI Jinping stresse d devel opme nt of innovation forest restr uct uring, revitalizati on of the ol d industrial bases i n Northeast China is the State's m aj or strategy, Ce ntral has i ssue d compre hensive opini ons of revitalizing Northea st Chi na and other old i ndustrial bases, t he CPC Ce ntral Committee on revitalization in Nort heast China wer e ... V igorous determi nation does not waver, the work does not sla cken off. Be firm with in the development ha s more to do with hard, a nd not muddl e along, pas sive ina ction. To rely on t heir ow n efforts, ca n't wait, ca n't wait, stand still. T his not only provi des new opportunities for devel opme nt in our region, and gave us new requirements . We must s e ize the opportunit y, full use of nati onal poli cy, has to be more compli cated, to start a nd target , give full play to t he initiative of leadi ng cadre s at all levels, a ctive, active, focusing on building ne w moment um for development, a ccel erating t ransformation of forest devel opme nt. To im plement the new development phil os ophy. Phil osophy is t he acti on gui de, new ideas and ne w devel opme nts. Carryi ng out innova tion, coor dinati on a nd development of green, open, s hared i deas, m ust be m eas urabl e, dire ct action with new development concept s, training cadres . In a new dev elopment concept as a yardstick. E stablis hed i n line with the new conce pt of evaluation system and evaluati on criteri on, embodies t he new deve lopme nt policy, organi zation, mandate im plementati on, always mea sure d by the new dev elopment philosophy, continuous correcti on of forest trans ition course. I n a ne w devel opme nt conce pt for the pat h command. A s part of the impl ementation of the new devel opme nt philosophy followe d and acti on gui deli nes, firmly adjusted, corre cted and reje ct unsuita ble, ina ppr opriate a nd eve n against the new development i deas, behavi ors and pra ctices , more pragmatic a pproach base d on a broa d visi on, a nd creatively carry out ecologi cal constr uction, i ndustrial devel opme nt, improvi ng pe ople' s livelihood, s uch as the w ork to e nsure t hat new development i deas take root i n forest a reas. I n a new development conce pt for weapon traini ng ca dre. Education leaders "in the new, not hing" two arti cles, e nha nci ng vitality and pow er. Combi ned development "six big i ndustry", and im plementation "three big e ngineering", and create "two big envir onment", stre ngthe ning on ne w devel opment , and new economy conce pt of learni ng, and grasp a nd usi ng, real put thought and acti on unified t o new development conce pt up, at wit h new devel opment conce pt armed hims elf, and gui de pra ctice, effective do adv ocate i nnovation, and focused on coor dinati on, a nd a dvocate gree n, a nd thi ck plant ope n, a nd adva nce share d. Second, we must rely on S ci ence and technology affects. Techni cal innovation is
the promoti on of economi c transformation and upgra ding, quality a nd efficie ncy "first pow er".
调,使得校园公益广告语言魅力独特,作用显著,并会随着校园文 化的不断发展而得到丰富、充实和完善。
参考文献: [1]陈望道.修辞学发凡[m].上海:复旦大学出版社,2008. [2]黎运汉,盛永生.汉语语体修辞[m].广州:暨南大学出版社, 2009. [3]刘继超,高月丽.修辞的艺术[m].北京:石油工业出版社, 2002. [4]杨静.趣谈广告语言的风格和修辞艺术[j].消费导刊,2008, (7). [5]袁晖,李熙宗.汉语语体概论[m].北京:商务印书馆,2005. [6]宗廷虎.试论广告语体的风格特征[j].西安外国语学院学报, 1994,(1).
优先选择参加国内的际性著名行业展览和综合,其次外。对于首要考虑是否与我们目标市场相一致么举办同时该最专;影响力、很强livelihood, i s related to people's w ell-being a nd social harmony and stabilit y. We need t o prote ct and improve the livelihood of the people as the starting point a nd e ndi ng point of transiti on a nd impr ove forest pe ople' s feeling and ha ppi nes s. To prom ote poverty relief a nd development work . Impl ementing poverty alleviation cr ucial proje ct is a major strategi c de cisi on made by the CPC Central Committee, is als o determine d by the provi ncial "first project", we must unify thi nking a nd a ction to the re quireme nts of the Central, pr ovincial, res olutely wi n the poverty battle. T he previ ous phase I to 18 stations, Tahe, Pine Ri dge research, visite d many of the poor, go, the heavie r, more pre ssur e. For poverty relief and development w ork, we must pay attention t o it, always in mi nd, gras ping hands, s hould not be blindly optimistic, t here ca n be no s lack. Poverty alleviati on a nd development li es in pre cise, a ccurate. Pre sent, i n order to find out the real base of poor pe ople a s soon a s possi ble, come up with feasible poverty standards, state card, built on t he ba sis of docume nt management . To firmly establis h the " poverty reducti on" concept, increase t he inte nsity of res our ce integration, a nd relate d funding, with limite d funds wi sely. By usi ng a combi nation of empl oyment, e ntrepre neurs hip for poverty eradication poverty eradi cation, educati on, povert y all eviation, medi cal aid of poverty means, due to effects of poli cies, those poli cies, e ns ure the com pletion of missi on obj ectives for poverty eradicati on for t he year. To actively promote t he constr ucti on of new t owns. I n February t his yea r, promulgate d by the State Council on furt her pr omoting urba nization constructi on of new opi nions, propos ed to a dhere to t he people-centere d, four moder nizati ons synchronizati on, optimizati on, e col ogy civ ilization and cultural heritage of new urba nization pat h with Chi nese characteristi cs. A ccor ding t o distri ct-wi de constructi on of civiliz ed city and the beautif ul country side, f urther stre ngthe ning of urba n transport, water supply a nd drainage a nd sewage, waste dis posal ground, underground, s uch as infrastructure construction, strive to create a safer and m ore livable environment. To a ctively seize t he full st op a nd opportunities for poverty allev iation and dev elopment, further efforts to increa se forest villages merge, population to the County (distri ct) Council sites a nd centre s concentrated i n villages a nd towns . Com bine d devel opme nt of urban constructi on a nd t ourism i ndustries, careful pla nni ng and constr ucti on of a number of suita ble for resi dential a nd farm tour towns a nd v illages, f orming one village one product, a feature pattern. Closer to the ma sses. Si nce last year, our i n-dept h implementati on of the leadi ng ca dres of grassr oots mas ses at w ork, solve t he pr oblem s of a large number of people, get the mas ses give w hole hearted support to and prais e, this w ork will carry on, abs olutely cannot or movement. Grassroots masse s and ca dres in com bination wit h poverty re duction, com bine d with the stea dy work of




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