中央人民广播电台维吾尔语公益广告研究

发布时间：2018-06-11 17:21

本文选题：中央人民广播电台 + 维吾尔语　；参考：《新疆大学》2017年硕士论文

【摘要】：公益广告是广告的一种形式,与一般的商业广告有着一定的区别。公益广告和商业广告最大的区别在于公益广告具有公益性,公益广告是向受众传递特定的思想、理念、观念,关注受众最感兴趣的热点问题,从而使受众从中得到感化、教育和思考。我国的公益广告起步晚,但是我国公益广告事业以惊人的速度蓬勃发展。随着社会的发展,公益广告在我国受众生活中处处可见。广播公益广告则是公益广告的一种形式,它以广播为传播介质。广播的主要特点是以受众的听觉为主,传播范围广、针对性强、有较强的穿透能力和针对性,因此广播有特定的受众群体。本次研究的对象为中央人民广播电台维吾尔语公益广告。中央人民广播电台维吾尔语广播是历史悠久、有固定受众群体的广播媒体。受众主要分布在新疆地区的维吾尔族或使用维吾尔语的群众。维吾尔语广播在2010年创立专门的频率,播出时间从原来的的2小时改为18小时不间断播出。此后受众群体变得越来越庞大。通过这样一个媒体,向新疆的受众提供最新的信息,同时传递积极向上的思想和观念是很有必要的。中央人民广电台维吾尔语广播不播出商业广告,所有的广告都是以公益广告为主。大部分维吾尔语公益广告是中央人民广播电台维吾尔语广播的工作人员自制的。公益广告的题材取自人们日常生活细节。研究中维吾尔语公益广告按内容的不同分成五大类,即爱国及中国梦类,社会文明类,民生类,环保类和健康类。如今,坚持党的领导,坚持民族团结、促进社会稳定、长治久安、坚决打击和反对“三股势力”并与之坚决斗争是当前新疆工作的重点。因此,必须做好这方面的宣传工作。维吾尔语公益广告也是十分有必要的。中央人民广播电台维吾尔语广播作为中央媒体,在传播正面积极的思想方面的责任重大。因此,在改变落后的思想,推动整个新疆地区的发展,引领新疆地区受众建立正确的三观的道路上,中央人民广播电台维吾尔语广播有一定的引领作用。本次研究将对中央人民广播电台维吾尔语公益广告进行分析。研究中发放网络问卷、收集受众的反馈,对现阶段的中央人民广播电台维吾尔语公益广告的特点和作用进行归纳。最后以受众的反馈为切入点,对之进行梳理和思考,指出维吾尔语公益广告的发展方向和改进的空间,以便中央人民广播电台维吾尔语公益广告的社会作用进一步的拓展。
[Abstract]:Public service advertisement is a kind of form of advertisement, have certain difference with general commercial advertisement. The biggest difference between public service advertising and commercial advertising lies in the public welfare nature of public service advertising. Public service advertising is to convey specific ideas, concepts, and focus on hot issues that the audience is most interested in, so that the audience can be influenced. Education and thinking Our country's public service advertisement starts late, but our country public service advertisement enterprise develops vigorously with the astonishing speed. With the development of society, public service advertisement can be seen everywhere in our country's audience life. Broadcast public service advertising is a form of public service advertising, it is broadcast as a medium of communication. The main features of broadcast are the audience's hearing, wide range of communication, strong pertinence, strong penetrating ability and pertinence, so the broadcast has a specific audience group. The object of this study is the Uygur public service advertisement of the Central people's Broadcasting Station. The Uygur language broadcast of the Central people's Broadcasting Station is a broadcasting medium with a long history and a fixed audience. The audience is mainly distributed in Xinjiang Uygur or Uygur-speaking people. Uighur radio created a special frequency in 2010, from 2 hours to 18 hours. Since then, the audience has become larger and larger. Through such a media, it is necessary to provide the latest information to the audience in Xinjiang, and to transmit positive ideas and ideas at the same time. Central people's Radio Uygur radio does not broadcast commercial advertising, all ads are mainly public service advertising. Most Uygur public service advertisements are made by the staff of the Uygur language broadcast on the Central people's Radio. The subject matter of public service advertisement comes from the details of people's daily life. According to the content of Uygur public service advertisement, it can be divided into five categories: patriotic and Chinese Dream, social civilization, people's livelihood, environmental protection and health. At present, adhering to the Party's leadership, persisting in national unity, promoting social stability, lasting peace and stability, and resolutely cracking down on and opposing the "three forces" and resolutely fighting against them are the key points of Xinjiang's current work. Therefore, we must do a good job in this area of publicity. Uighur public service advertising is also very necessary. As the central media, the Uygur broadcast of the Central people's Broadcasting Station is responsible for spreading positive ideas. Therefore, the Uygur language broadcasting of the Central people's Broadcasting Station plays a leading role in changing the backward thoughts, promoting the development of the whole Xinjiang region and leading the audience in Xinjiang to establish the correct three views. This research will carry on the analysis to the Central people's Radio Uygur language public service advertisement. In the research, we distribute the network questionnaire, collect the feedback from the audience, and summarize the characteristics and functions of Uygur public service advertisement in the current stage of the Central people's Broadcasting Station. Finally, taking the feedback of the audience as the starting point, this paper combs and ponders it, and points out the development direction and improvement space of Uygur public service advertisement, so as to further expand the social function of Uygur public service advertisement in the Central people's Broadcasting Station.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G229.2;F713.8

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