摘要 | 第4-5页 |
Abstract | 第5-6页 |
Acknowledgements | 第7-10页 |
Introduction | 第10-16页 |
Chapter One: Public Service Advertisement and Environmental Communication | 第16-33页 |
1.1 The Emergence and Development of American PSA | 第16-23页 |
1.1.1 Background | 第17-18页 |
1.1.2 Development Process of American PSA | 第18-20页 |
1.1.3 The Deepening Problems of American Environment and the Changing Policy since 1990s | 第20-23页 |
1.2 Environmental Protection and Environmental Communication | 第23-30页 |
1.2.1 The Meaning of Environmental Communication | 第23-26页 |
1.2.2 The Main Methods and Approaches of Environmental Communication | 第26-30页 |
1.3 PSA in Environmental Communication | 第30-33页 |
Chapter Two: Communication Strategies of American EPSA | 第33-59页 |
2.1 Theme: The Foundation of EPSA | 第33-39页 |
2.1.1 Approaching to the Current Trend and People’s Daily Lives | 第33-36页 |
2.1.2 Use of Special Events and Celebrities in EPSA | 第36-39页 |
2.2 Creativity: the Soul of EPSA | 第39-46页 |
2.2.1 Creativity of Presentation Techniques | 第39-42页 |
2.2.2 Creativity of Visual Image | 第42-46页 |
2.3 Emotion: The Link with Audiences | 第46-52页 |
2.3.1 Emotional Appeals as a Tool for Persuasion | 第46-50页 |
2.3.2 Combination of Affection and Rationality | 第50-52页 |
2.4 Media: The Carrier of EPSA | 第52-59页 |
2.4.1 Creative Use of Media | 第52-56页 |
2.4.2 Depth Development of New Media | 第56-59页 |
Chapter Three: The Social Functions of American EPSA | 第59-76页 |
3.1 An Analysis of the Audiences of American EPSA | 第59-64页 |
3.1.1 Division of Audiences | 第59-61页 |
3.1.2 An Analysis on the EPSA Placement in Mass Media | 第61-64页 |
3.2 Influences on Public Daily Behavior | 第64-69页 |
3.2.1 Influence on Consumer Behavior | 第64-67页 |
3.2.2 Contribution to Changing People’s Bad Habit and Social Morality | 第67-69页 |
3.3 Influences on Corporate Behavior | 第69-76页 |
3.3.1 Corporate Image Promotion | 第69-72页 |
3.3.2 Participation of Enterprises | 第72-76页 |
Conclusion | 第76-78页 |
Appendix | 第78-79页 |
Works Cited | 第79-81页 |