中国征兵广告传播策略探析

发布时间：2018-02-24 11:15

本文关键词： 征兵广告军队形象影视广告　出处：《河北大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着信息时代的到来,军队形象塑造的重要性不言而喻。信息时代是一个形象生存的时代,媒体发挥着重要作用。现代战争和军事力量的运用,越来越偏向软实力的提升,而军队形象是其重要组成部分。随着我军历史使命的拓展,人民军队的一举一动愈来愈广泛被海内外各界关注。征兵广告作为一种公益广告,短期目标是提升征兵数量和质量,长期目标是塑造军队形象。现如今征兵出现了两难的状况,征兵难,征高素质的兵更难。以前“一人当兵,全家光荣”,现在许多适龄青年不愿意去当兵。这是由于我国现在处于和平时期,全民国防意识淡化,参军报国舆论氛围不浓厚。改革开放以来,随着市场经济的发展,人们思想多元化,使得当兵吸引力下降,适龄青少年参军热情消退。士兵的优待安置保障落后,再就业前景堪忧。本文主要侧重于如何运用征兵广告来提升军队形象。军队形象作为一种精神品牌,是民族精神和时代精神的生动载体,是国家形象的重要组成部分,是构成军事软实力的核心要素。目前我国征兵广告宣传在提升军队形象方面存在着许多问题:征兵广告宣传阶段性较强,连续性较弱。征兵广告宣传的单向灌输色彩较浓厚,互动色彩较淡。征兵广告宣传传统方法较多,新方法较少。征兵广告宣传比较侧重宏观,相对忽视微观。因此,如何做好征兵广告宣传变的非常重要,征兵广告传播策略研究就很有价值和必要,本文通过详尽的案例分析和比较,为征兵广告宣传建言献策,为长期塑造军队形象提供建议。本文由五部分组成。第一章为绪论,阐述了本文的研究背景、研究意义、研究方法和研究思路。第二章论述了征兵广告对于塑造军队形象的重要性。第三章分析了征兵广告的传播者和受众。第四章对征兵广告策略进行了分析。第五章是2013年征兵宣传片《有你中国强》个案分析,并与国外的影视征兵广告进行对比分析,为我国征兵广告提供有益的借鉴。
[Abstract]:With the arrival of the information age, the importance of shaping the military image is self-evident. The information age is an era of image survival, and the media plays an important role. And the image of the army is an important part of it. With the expansion of our military's historical mission, the people's army's every move has been paid more and more attention to from all walks of life at home and abroad. As a kind of public service advertisement, the short-term goal is to improve the quantity and quality of conscription. The long-term goal is to shape the image of the army. Nowadays, conscription is in a dilemma. It is even more difficult to recruit high-quality soldiers. Family Mart is glorious. Many young people of the right age do not want to be soldiers. This is because our country is now in a period of peace, the national defense consciousness of the whole people is weakened, and the atmosphere of public opinion for serving the country is not strong. Since the reform and opening up, with the development of the market economy, The diversity of people's thinking makes it less attractive to serve in the army, and the enthusiasm of the young people of the right age for joining the armed forces wanes, and the preferential placement of soldiers falls behind. This article mainly focuses on how to use the advertisement of conscription to improve the image of the army. As a spiritual brand, the image of the army is a vivid carrier of the national spirit and the spirit of the times, as well as an important part of the national image. It is the core element of military soft power. At present, there are many problems in the promotion of military image in China's conscription advertising: the stage is stronger, the continuity is weak, and the unidirectional instillation of conscription advertising is strong. The interaction color is lighter. The conscription advertisement propaganda tradition method is many, the new method is less. The conscription advertisement propaganda is more focused on the macroscopic, the relative neglect microscopic. Therefore, how to do the conscription advertisement propaganda to change is very important. It is very valuable and necessary to study the strategy of advertisement communication of conscription. Through detailed case analysis and comparison, this paper provides suggestions for advertising and propaganda of conscription and provides suggestions for long-term shaping of the image of the army. This paper is composed of five parts. The first chapter is the introduction. The research background and significance of this paper are expounded. Chapter two discusses the importance of conscription advertisement in shaping the image of army. Chapter 3 analyzes the communicator and audience of conscription advertisement. Chapter 4th analyzes the strategy of conscription advertisement. Chapter 5th. It was a case study of the 2013 recruitment propaganda film, "you are strong in China." And foreign film and television conscription advertisement carries on the contrast analysis, provides the beneficial reference for our country conscription advertisement.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

【参考文献】