央视网视频公益广告的传播内容分析
发布时间：2018-10-16 09:18
【摘要】：在公益广告发展迅速的今天,依托互联网的技术,中央电视台于2009年12月28日创办中国网络电视台,并成立中央重点新闻网站——央视网,而央视网为公益的传播设立了单独的网页,将电视公益广告、广播公益广告、图片公益广告、微电影公益广告集合在内进行公益内容的传播,是我国最具权威性和影响力的传播公益内容的网站。本文主要分析的是视频类型的公益广告,在对央视网公益广告主题及叙事策略相关了解后,研究公益广告在传播主题时所选取的侧重点,通过公益广告叙事策略的使用来分析公益广告在观念倡导者的选取,情节的设定以及叙事手法的应用,并对公益广告带来的社会作用进行分析。央视网公益频道中现有公益广告数量为804篇,共90页,其中网站集中展示的系列主题公益广告为核心价值观系列和“善行无迹”系列。本文使用抽样调查法对整体样本进行抽取,共选取样本135篇,系列主题公益广告共42篇。公益广告在当今社会有着重要的社会效益,公益广告的传播有利于对中国传统文化的弘扬,而且对民众的思想道德以及行为有着较强的规范和约束作用。在对人的人生观、价值观和世界观的形成上有着较强的影响力。公益广告作为一种意识的宣传,并不是采取强制的措施,而是通过教化来实现它的传播目的,是具有很高艺术性和思想性的传播形式。公益广告将民众社会责任感的培养视为己任,传递着有益于社会发展的信息,为社会良好的运转而努力。公益广告将社会发展中遇到的矛盾与问题进行整合,了解现阶段民众较为关注的问题并进行整理,通过主题的精炼和叙事手法的应用,向受众展示着矛盾和问题解决的方式方法,指导着社会发展的大方向。通过对受众的需求把握,创造出可广泛传播和能够让民众普遍理解的公益广告内容,以实现公益广告在教化民众思想行为,社会和谐氛围形成与保持的目的。
[Abstract]:With the rapid development of public service advertising today, and relying on the technology of the Internet, CCTV set up China Network Television on December 28, 2009, and set up the central key news website, CCTV. The CCTV network has set up a separate web page for the dissemination of public welfare, including television public service advertisements, broadcast public service advertisements, picture public service advertisements, and micro-film public service advertisements for the dissemination of public welfare content. Is our country has the authority and the influence dissemination public welfare content website. This paper mainly analyzes the video type of public service advertising. After understanding the theme and narrative strategy of CCTV public service advertising, the focus of public service advertising in the dissemination of themes is studied. Through the use of public service advertising narrative strategy to analyze the public service advertising in the concept of the selection of advocates, plot settings and narrative techniques of the application, and the public service advertising brought about by the analysis of the social role. There are 804 public service advertisements in the CCTV public welfare channel, 90 pages in total, among which, the series of theme public service advertisements displayed by the website are the core values series and the "good deeds without trace" series. In this paper, the sampling method is used to collect the whole sample, 135 samples are selected, and 42 are selected in a series of thematic public service advertisements. Public service advertisement has important social benefits in today's society. The spread of public service advertisement is conducive to the promotion of Chinese traditional culture, and has a strong role in regulating and restricting the people's ideology, morality and behavior. It has a strong influence on the formation of people's outlook on life, values and world outlook. As a kind of conscious propaganda, public service advertisement is not to take compulsory measures, but to achieve its communication purpose through enlightenment, which is a highly artistic and ideological form of communication. The public service advertisement regards the cultivation of the social responsibility of the public as its own responsibility, conveys the information beneficial to the social development, and makes great efforts for the good operation of the society. Public service advertising integrates the contradictions and problems encountered in the social development, understands and arranges the problems that the people are more concerned about at this stage, and through the refinement of the theme and the application of narrative techniques, To the audience shows the ways and means of conflict and problem-solving, guiding the social development of the general direction. Through grasping the needs of the audience, we can create the content of the public service advertisement which can be widely disseminated and can be widely understood by the public, in order to realize the purpose of the public service advertisement in enlightening the people's thought and behavior, forming and maintaining the harmonious atmosphere of the society.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;G229.2
本文编号：2273910
[Abstract]:With the rapid development of public service advertising today, and relying on the technology of the Internet, CCTV set up China Network Television on December 28, 2009, and set up the central key news website, CCTV. The CCTV network has set up a separate web page for the dissemination of public welfare, including television public service advertisements, broadcast public service advertisements, picture public service advertisements, and micro-film public service advertisements for the dissemination of public welfare content. Is our country has the authority and the influence dissemination public welfare content website. This paper mainly analyzes the video type of public service advertising. After understanding the theme and narrative strategy of CCTV public service advertising, the focus of public service advertising in the dissemination of themes is studied. Through the use of public service advertising narrative strategy to analyze the public service advertising in the concept of the selection of advocates, plot settings and narrative techniques of the application, and the public service advertising brought about by the analysis of the social role. There are 804 public service advertisements in the CCTV public welfare channel, 90 pages in total, among which, the series of theme public service advertisements displayed by the website are the core values series and the "good deeds without trace" series. In this paper, the sampling method is used to collect the whole sample, 135 samples are selected, and 42 are selected in a series of thematic public service advertisements. Public service advertisement has important social benefits in today's society. The spread of public service advertisement is conducive to the promotion of Chinese traditional culture, and has a strong role in regulating and restricting the people's ideology, morality and behavior. It has a strong influence on the formation of people's outlook on life, values and world outlook. As a kind of conscious propaganda, public service advertisement is not to take compulsory measures, but to achieve its communication purpose through enlightenment, which is a highly artistic and ideological form of communication. The public service advertisement regards the cultivation of the social responsibility of the public as its own responsibility, conveys the information beneficial to the social development, and makes great efforts for the good operation of the society. Public service advertising integrates the contradictions and problems encountered in the social development, understands and arranges the problems that the people are more concerned about at this stage, and through the refinement of the theme and the application of narrative techniques, To the audience shows the ways and means of conflict and problem-solving, guiding the social development of the general direction. Through grasping the needs of the audience, we can create the content of the public service advertisement which can be widely disseminated and can be widely understood by the public, in order to realize the purpose of the public service advertisement in enlightening the people's thought and behavior, forming and maintaining the harmonious atmosphere of the society.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;G229.2
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