传播学视角下我国体育公益广告的传播效果研究

发布时间：2018-04-14 20:33

本文选题：传播学 + 体育公益广告　；参考：《华中师范大学》2017年硕士论文

【摘要】：体育公益广告是针对当前社会热点或不良社会风尚,选取有价值的赛事片段或与体育有关的写入手法,通过精炼的电视广告形式,传播丰富的体育文化和激进的体育精神,达到规范大众行为,促进人的全面发展和社会稳健进步为目的广告宣传。我国体育公益广告承载着传播体育精神和规范社会行为的双重使命,肩负起构建时代文化的重任,具有深远意义。通过文献资料法,研究了体育公益广告的概念,掌握了国内外有关体育公益广告的研究现状;同时根据拉斯韦尔“5W”模式探究了体育公益广告的传播效果与传播者、受众、传播媒介和传播内容之间的关系;探究出体育公益广告传播效果的评定指标体系。通过拉片观察法,对我国30则体育公益广告——进行观评,具体研究了我国体育公益广告的传播者和传播内容,并分析我国体育公益广告传播媒介的现状。通过访谈法对受众进行研究,深入研究体育公益广告传播效果:到达效果、认知效果、态度效果和行动效果。通过问卷调查法对体育公益广告的传播效果进行实证分析。本研究结论如下:1.我国体育公益广告的传播者以政府部门为主,社会公益组织和企业赞助为辅;传播内容的主题主要分为奥运精神、保护自然、慈善救助、反腐教育、消防安全、运动健康和体育梦想等;传播媒介呈整合传播发展;传播受众主要是被动型受众;政府部门的威信效应、传播内容的真实可靠和传播媒介的整合发展能有效促进我国体育公益广告的传播效果。2.我国体育公益广告的传播效果在人口学变量上存在显著差异。其认知效果在性别和专业上均无显著差异;其态度效果在受众的性别上亦无显著差异;但在受众的专业上存在显著差异,且非体育专业的受众比体育专业的受众的态度效果好;其行动效果均存在显著差异,且男性受众比女性受众的行动效果好,体育专业比非体育专业的受众的行动效果好。3.我国体育公益广告传播效果中各维度效果存在差异且相互影响。其认知效果和态度效果存在显著相关性,且其主题鲜明程度和表现手法合理程度越高,其态度效果越好;态度效果和行动效果相关性不强,良好的态度效果并不能显著提高受众的分享程度和继续关注程度。.4.我国体育公益广告的传播价值显著但二次传播效果有待加强,趣味性较强的体育公益广告能促进受众分享程度和继续关注程度。
[Abstract]:The sports public service advertisement aims at the current social hot spot or the bad social fashion, selects the valuable event segment or the writing technique related to the sports, through the refined television advertisement form, spreads the rich sports culture and the radical sports spirit,To standardize public behavior, to promote the overall development of people and social stability and progress for the purpose of advertising.Sports public service advertisement in our country carries the dual mission of spreading sports spirit and standardizing social behavior. It is of far-reaching significance to shoulder the important task of constructing the culture of the times.Through the method of literature, this paper studies the concept of sports public service advertisement, grasps the present research situation of sports public service advertisement at home and abroad, and probes into the communication effect, communicator and audience of sports public service advertisement according to Raswell's "5W" mode.The relationship between the media and the content, and the evaluation index system of the effect of sports public service advertisement.In this paper, 30 sports public service advertisements in China are evaluated by the method of film drawing, and the propagator and content of sports public service advertisement in China are studied in detail, and the present situation of sports public service advertisement communication medium in China is analyzed.Through the interview to the audience research, in-depth research sports public service advertising communication effect: reach effect, cognitive effect, attitude effect and action effect.This paper makes an empirical analysis on the communication effect of sports public service advertisement by means of questionnaire investigation.The conclusion of this study is as follows: 1.Our country sports public service advertisement disseminator is mainly by the government department, the social public welfare organization and the enterprise sponsor as the supplement; the dissemination content theme mainly divides into the Olympic Games spirit, protects the nature, the charity relief, the anti-corruption education, the fire safety,Sports health and sports dream; media development; communication audience is mainly passive audience; the prestige effect of government departments,The true and reliable content of communication and the integrated development of media can effectively promote the communication effect of sports public service advertisement in China.There are significant differences in the demographic variables of the spread effect of sports public service advertisement in China.There is no significant difference in cognitive effect between sexes and majors, and there is no significant difference in the gender of the audience, but there is a significant difference in the specialty of the audience, and the attitude effect of the audience of non-sports major is better than that of the audience majoring in physical education.There are significant differences in the effect of action, and the male audience is better than the female audience, and the sports major is better than the non-sports major. 3.There are differences in the effects of sports public service advertisement in each dimension and influence each other.There is significant correlation between the cognitive effect and the attitude effect, and the higher the level of the theme and the reasonable degree of performance, the better the attitude effect, the less the correlation between the attitude effect and the action effect.Good attitude effect can not significantly improve the audience share and continue to pay attention to the degree. 4.The spreading value of sports public service advertisement in our country is remarkable but the effect of secondary communication needs to be strengthened. Sports public service advertisement with strong interest can promote the degree of audience sharing and continue to pay attention to.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;G80-05

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