公益广告的情感诉求研究

发布时间：2018-01-13 23:33

本文关键词：公益广告的情感诉求研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：公益广告是不以盈利为目的的,面向社会大众的,传递有益于社会和个体的思想观念的公共服务广告,它利用特殊的表现手法,激发人们的欣赏兴趣,帮助人们树立正确的观念,以指导人们更好地处理与他人、社会和自然的关系。公益广告要实现影响人们思想和观念的思想和行为,必须采取一定的方法,情感诉求是公益广告中经常采用的手段之一。相比于理性诉求而说,公益广告中使用情感诉求具有强大的优势,情感诉求既可以带给公众情感上的体验,也可以使公众在无意中接受公益广告的思想,增强公益广告本身的趣味性。本文以经典的广告理论为基础,结合最新的广告案例,对公益广告的情感诉求进行了深度地解析。本文总结了公益广告中经常使用的情感元素,分析了公益广告中运用情感诉求的动因,诠释了接触公益广告情感动机、心理特征和情感说服过程,概括了公益广告情感诉求的表现原则和表现形式,探索到了公益广告情感诉求的路径。本文在总结前人理论成果的基础上,也提出了一些比较新颖的观点。第一,把公益广告的情感元素分为形式和内容两个方面,分别从两个方面对公益广告的情感元素做了归类;第二,分析了公众接触公益广告的情感动机,分析了不同类别的公众接触广告的心理;第三,把情感诉求的表现形式分为了正面和负面两种,并做了详细地分类和探讨。本文运用心理学、广告学、传播学等学科知识对公益广告的情感诉求做了多学科地分析,较为透彻地阐释了公益广告情感诉求的机理,为情感诉求在公益广告中的应用做了一次新的尝试,为公益广告的情感诉求理论发展和实践进行了一次建设性地探索。
[Abstract]:Public service advertisement is a public service advertisement, which is not for profit, faces the public, and conveys the ideas beneficial to the society and the individual. It makes use of the special expression method to arouse people's appreciation interest. To help people to set up a correct concept, in order to guide people to better handle the relationship with others, society and nature. In order to realize the thought and behavior that affect people's thought and concept, public service advertisement must adopt certain methods. Emotional appeal is often used in public service advertising means. Compared with rational appeal, the use of emotional appeal in public service advertising has a strong advantage, emotional appeal can not only bring the public emotional experience. Can also make the public inadvertently accept the idea of public service advertising, enhance the interest of public service advertising itself. This article based on the classical advertising theory, combined with the latest advertising cases. This paper summarizes the emotional elements often used in public service advertising, and analyzes the reasons for the use of emotional appeal in public service advertising. It explains the emotional motivation, psychological characteristics and emotional persuasion process of public service advertising, and summarizes the principles and forms of expression of public service advertising emotional appeal. On the basis of summarizing the previous theoretical results, this paper also puts forward some relatively novel views. First. The affective elements of public service advertisement are divided into two aspects: form and content, and the affective elements of public service advertisement are classified from two aspects. Secondly, it analyzes the emotional motivation of the public contact with public service advertising, and analyzes the psychology of different kinds of public contact advertisements. Thirdly, the expression of emotional appeal is divided into positive and negative, and has been classified and discussed in detail. Communication and other disciplines of knowledge on the emotional appeal of public service advertising to do a multidisciplinary analysis, a more thorough explanation of the mechanism of public service advertising emotional appeal, for the emotional appeal in the application of public service advertising to make a new attempt. It is a constructive exploration for the development and practice of the emotional appeal theory of public service advertisement.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

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