中央电视台公益广告人文关怀的探析

发布时间：2018-04-27 21:48

本文选题：公益广告 + 中央电视台　；参考：《武汉体育学院》2015年硕士论文

【摘要】：公益广告,是传播公益观念、倡导道德风尚、关注社会问题、规范公众行为等为社会大众利益服务的非商业广告,它作为当今社会媒体文化和公益意识的结晶,体现了当代社会文化的发展水平。从某种角度来说,一个国家公益广告的发展水平就是这个国家民众文化道德水准和社会风气的重要标准,而中央电视台作为我国电视公益广告的领头羊,其人文关怀主题和诉求的变化与发展成为我国公益广告事业稳步推进的缩影,其题材与精神的变迁印证着我国建设和谐社会脚步的踏实迈进。我国公益广告从1986年首次出现至今,公益主题从环境保护、政治宣传、社会道德规范等大范畴逐渐细化到“个人”,诉求方式从最初的警示告诫逐渐变为“动之以情、晓之以理”,公益将眼光回归“人”本身,讲究以人为本,突出人文关怀。本文以中央电视台公益广告作为研究对象,通过文献研究和案例分析相结合的方法,探讨公益广告中日益凸显的人文关怀对社会产生怎样的引导作用,我们如何利用人文关怀创造出既能贴近百姓生活、反映人民意愿和呼声,又能传承东方文化、符合我国特色的优秀公益广告,并探析公益广告如何将人文关怀渗透到各行各业,关注人的精神层面的需求,关注人类的生存和生活状况,维护人的尊严,培养人们积极态度,培养人们的道德感和责任感、健康的心态。
[Abstract]:Public service advertisement is a kind of non-commercial advertisement that spreads public welfare idea, advocates moral custom, pays close attention to social problems, standardizes public behavior, and so on. It is the crystallization of social media culture and public interest consciousness. It reflects the development level of contemporary social culture. From a certain point of view, the level of development of a national public service advertisement is an important standard for the cultural and moral standards and social ethos of the people in this country, and CCTV is the leader in China's television public service advertising. The change and development of the theme and demand of humanistic care has become the epitome of the steady progress of the cause of public service advertising in China, and the changes of its theme and spirit confirm the steady progress of the construction of a harmonious society in our country. Since the first appearance of public service advertisement in China in 1986, the public welfare theme has been gradually refined from environmental protection, political propaganda, social ethics and other broad categories to "individual", and the way of appeal has gradually changed from the initial warning and admonition to "to be emotional." Xiaoli ", the public interest will return to the" person "itself, pay attention to people-oriented, outstanding humanistic care. This article takes the CCTV public service advertisement as the research object, through the method of combining the literature research and the case analysis, discusses how the humanism concern in the public service advertisement produces to the society how to guide the function. How can we make use of humanistic care to create excellent public service advertisements that can not only be close to the people's life, reflect the wishes and voices of the people, but also pass on the oriental culture and conform to the characteristics of our country, and explore how public service advertisements permeate humanistic care into various industries, We should pay attention to the needs of human spirit, to the existence and living conditions of human beings, to the maintenance of human dignity, to the cultivation of people's positive attitude, to the cultivation of people's moral sense and sense of responsibility, and to the healthy state of mind.
【学位授予单位】：武汉体育学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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