南宁市“讲文明树新风”公益广告效果实证研究

发布时间：2018-03-07 01:08

本文选题：公益广告　切入点：广告效果　出处：《广西大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国经济飞速发展的今天,我们的城市也发生了翻天覆地的变化,基础建设的步伐加快的同时,也需要加强城市人民的精神文明建设,使得经济基础和上层建筑均衡同步发展。为深入贯彻十八大精神,创建全国文明城市,南宁市开展“讲文明树新风”公益广告活动,旨在提升南宁市市民精神文明建设和文化道德水平的同时,塑造南宁文明城市的形象。公益广告的发展水平,一定程度上也反应着城市社会文明程度,因此,对南宁市“讲文明树新风”公益广告效果的研究,能够为南宁市城市文明的发展提供衡量的标准和建议。本文首先对公益广告进行概念的诠释和公益广告特点的概括,梳理了公益广告的发展历程。其次,对南宁市“讲文明树新风”公益广告现状进行总结展示,从广告的传播者、传播内容以及传播媒介这三个部分进行展开。此外,引入广告传播效果、心理效果、社会效果三个方向的评估指标,以传播学5W理论、受众心理DAGMAR模式等理论为支撑,对南宁市“讲文明树新风”公益广告进行效果分析,主要利用问卷调查的研究方法进行南宁市“讲文明树新风”公益广告效果的实证研究。最后,对广告效果进行总结,并通过对广告效果分析过程中出现的问题,为南宁“讲文明树新风”公益广告的发展提出改进的建议和措施,也进一步为公益广告更有效的传播影响受众提供数据支撑和行之有效的策略建议。
[Abstract]:With the rapid economic development of China today, our cities have also undergone earth-shaking changes. While the pace of infrastructure construction is accelerating, it is also necessary to strengthen the spiritual civilization of the urban people. To make the economic base and superstructure develop in a balanced and synchronous manner. In order to carry out the spirit of 18 in depth and create a civilized city throughout the country, Nanning has launched a public service advertising campaign of "stressing civilized trees and new winds". The aim is to promote the spiritual civilization construction and cultural and moral level of the citizens of Nanning, and at the same time to shape the image of Nanning civilized city. The development level of public service advertisement also reflects the degree of social civilization in the city to a certain extent, so, The study on the effect of public service advertisement in Nanning "stressing civilization and new style" can provide the standard and suggestion for the development of Nanning city civilization. Firstly, this paper interprets the concept of public service advertisement and generalizes the characteristics of public service advertisement. Combing the development course of public service advertisement. Secondly, summarize and display the present situation of public service advertisement in Nanning City, from three parts: the propagator, the content and the media. In addition, This paper introduces three evaluation indexes of advertising communication effect, psychological effect and social effect, and analyses the effect of public service advertisement in Nanning "stressing civilization and new style", which is supported by the theory of 5W communication theory and DAGMAR model of audience psychology. This paper mainly uses the research method of questionnaire to carry on the positive research on the public service advertisement effect of "stressing the civilized tree new style" in Nanning. Finally, it summarizes the advertising effect, and analyzes the problems in the process of advertising effect analysis. This paper puts forward some suggestions and measures for the development of public service advertisement in Nanning, and provides data support and effective tactics for the public service advertisement to spread and influence the audience more effectively.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

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