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我国公益广告创新发展研究

发布时间:2018-04-09 17:12

  本文选题:公益广告 切入点:创新 出处:《新疆大学》2015年硕士论文


【摘要】:公益广告在我国发展比较晚,最早出现的公益广告是自发零散的,后来成为全国性开展的广告活动。我国的大环境为公益广告的发展创造了良好的条件,各种负面现象的出现也反映了发展公益广告的必要性和紧迫性。随着公益广告重要性的突显,学术界对其研究也逐渐增多。在众多公益广告研究中,学者关注的焦点多是公益广告的发展问题。本文也是针对公益广告如何创新与发展,更好地发挥其功能等问题展开讨论。首先,本文对公益广告的不同定义进行了归纳,对相关概念进行了界定,强调了我国发展公益广告的重要意义。梳理和回顾了我国公益广告的发展历程,揭示出我国公益广告在不同发展时期的特点。具体阐述了公益广告四个重要作用,分析了公益广告需要进行创新的原因,公益广告发展的外部环境变化,注意力经济的要求、体验时代的到来、分众传播的流行都促使其创新。其次,分析我国公益广告发展过程中出现的问题,提出我国公益广告创新的方式。本文对公益广告所出现的问题进行了具体的分析,指出这些问题阻碍了我国公益广告发展,解决这些问题是非常必要的。然后探讨公益广告的创新,做出具体分析并提出建议。制度方面,应该建立专门的公益广告法或者把公益广告归入现有的广告法范围内;在内容方面,公益广告应该做到贴近公众生活,选择公众更为关心的话题,引起他们的关注与共鸣;要多利用新媒体和小众媒体,制定可行的刊播计划;传播方面,以冰桶挑战活动为例,提出公益广告在传播上创新的建议。最后,本文提出了关于我国公益广告未来发展的思考。在研究了国外公益广告事业发展机制的基础上,提出应该建立符合我国公益广告事业发展的机制;要进行公益广告的整合传播,既要充分利用传统媒介,也要利用新媒体传播公益广告;在内容方面,制作时要考虑到民族精神与文化,新时期公众的审美趋势,要关注社会热点,关注与全社会有关的问题;公益广告的发展还需要调动企业参的积极性,发展商业的公益广告,才能确保我国公益广告的长足发展。
[Abstract]:Public service advertisement developed relatively late in our country, the earliest public service advertisement appeared spontaneously and scattered, then became the national advertisement activity.The environment of our country has created good conditions for the development of public service advertisement, and the emergence of all kinds of negative phenomena also reflects the necessity and urgency of the development of public service advertisement.With the prominence of the importance of public service advertising, academic research on it has gradually increased.In many studies of public service advertising, scholars focus on the development of public service advertising.This paper also discusses how to innovate and develop public service advertisement and how to play its function better.First of all, this paper summarizes the different definitions of public service advertising, defines the relevant concepts, and emphasizes the importance of developing public service advertising in China.This paper reviews the development course of China's public service advertising and reveals the characteristics of China's public service advertising in different development periods.This paper expounds the four important functions of public service advertisement, analyzes the reasons why public service advertisement needs to innovate, the external environment change of public service advertisement development, the requirement of attention economy, and the coming of experience times.The popularity of the spread of focus encourages its innovation.Secondly, it analyzes the problems in the development of China's public service advertisement, and puts forward the innovative ways of our country's public service advertisement.This paper analyzes the problems of public service advertisement, and points out that these problems hinder the development of public service advertisement in China, and it is very necessary to solve these problems.Then explore the innovation of public service advertising, make specific analysis and put forward suggestions.In terms of system, we should establish a special law on public service advertising or bring it into the scope of the existing advertising law. In terms of content, public service advertisements should be close to public life and choose topics that the public is more concerned about.Draw their attention and resonance; make more use of new media and minority media to make a feasible print and broadcast plan; in communication, take the ice bucket challenge as an example, put forward the public service advertising in the dissemination of innovative suggestions.Finally, this paper puts forward the thinking about the future development of public service advertisement in our country.On the basis of studying the development mechanism of the public service advertisement cause abroad, this paper puts forward that the mechanism should be set up in line with the development of the public service advertisement cause in our country, and it is necessary to make full use of the traditional media to carry out the integrated dissemination of the public service advertisement.In terms of content, the national spirit and culture should be taken into account, the aesthetic trend of the public in the new period should be taken into account, the hot spots of the society should be paid attention to and the problems related to the whole society should be paid attention to.The development of public service advertisement also needs to arouse the enthusiasm of enterprises and develop commercial public service advertisement in order to ensure the rapid development of public service advertisement in our country.
【学位授予单位】:新疆大学
【学位级别】:硕士
【学位授予年份】:2015
【分类号】:F713.8

【参考文献】

相关期刊论文 前1条

1 王首程;;我国公益广告法规建设现状评析[J];深圳大学学报(人文社会科学版);2008年06期



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