中国传统美德在电视公益广告中的体现

发布时间：2019-05-23 07:15

【摘要】：公益广告最早起源于美国,作为一种特殊的广告形式区别于商业广告,它以倡导或警示等方式把有关社会公共利益的内容和社会公众关注的信息传递给公众,传播公益的观念。电视具有传播迅速、到达面广、形象直观、播出频率高等优势,是现代公益广告的主要形式,弘扬着正气,传递主流价值文化。我国电视媒体参与现代意义公益广告开始于80年代,1986年贵阳市政府和贵阳电视台合作创作了《节约用水》电视公益广告。1987年,中央电视台广告部开设我国第一个电视公益广告栏目《广而告之》,从此我国电视公益广告正式发展起来。我国电视公益广告主题由80年代规范社会行为、90年代维护社会关系转变到2000年构建和谐社会、2003年-2009年扬国威和2010年“扬正气促和谐”和现在的“讲文明树新风”,体现出社会行为引导向公众服务转变,近年以道德伦理方面的主题占据着公益广告的半壁江山。公益广告是宣传关于道德规范、社会问题、教育科学、社会公益等内容的,改革开放以来多主体共同参与,传统文化内容也不断渗入到公益广告中。我国有着五千年的文明历史,拥有着本民族深深认同感的中国传统美德是中国传统文化的重要部分,对现代社会有着重要的价值意义。公益广告作为我国正在进行的社会主义精神文明建设的特殊载体,有着弘扬中华民族传统美德的重要责任,同时传统美德为电视公益广告的创作提供素材,丰富内容,两者相辅相成,有利于弘扬道德风尚,传播社会文明。本论文主要内容分为四个部分:第一部分引入公益广告,对公益广告定义进行简单的概述,介绍我国电视公益广告发展情况,把我国电视公益广告的主题分类归纳为九个,选取其中五个主要方面简单分析,介绍电视公益广告的基本特性和作用。第二部分由文化角度切入,详细介绍传统文化中的儒家伦理思想和传统美德的理论来源—五常:“仁”“义”“理”“智”“信”以及传统美德的现代价值意义。第三部分对传统美德作了介绍,归纳传统美德的种类和内容,分别从个人、家庭和社会三个角度,个人美德、家庭美德、公共美德、职业美德等方面内容进行集中案例分析,展现中国传统美德在电视公益广告中的体现,进行主题诉求分析,然后辩证传统美德与公益广告的相辅相成关系。第四部分是指出中国传统美德下电视公益广告存在的问题并提出对策,在表达诉求上理性和感性相结合的方式,在内容主题选定,材料选取上以受众为主,扩大丰富性,在创作上坚持思想性与艺术性相结合。
[Abstract]:Public service advertising originated in the United States. As a special form of advertising, it conveys the content of social public interest and the information concerned by the public to the public and spreads the concept of public welfare by advocating or warning the content of social public interest and the information concerned by the public. TV has the advantages of rapid dissemination, wide arrival, intuitionistic image and high broadcasting frequency. It is the main form of modern public service advertising, carrying forward the right spirit and transmitting the mainstream value culture. The participation of Chinese television media in modern significance public service advertising began in the 1980s. In 1986, Guiyang Municipal Government and Guiyang TV Station cooperated in the creation of "Water Saving" TV Public Service Advertising. 1987, CCTV Advertising Department set up the first TV public service advertisement column in our country, and since then the TV public service advertisement in our country has been formally developed. The theme of TV public service advertising in our country changed from standardizing social behavior in 1980s, maintaining social relations in 1990s to building a harmonious society in 2000, promoting harmony in 2003-2009 and promoting harmony in 2010, and now speaking about civilization and building a new wind. It reflects the transformation from social behavior to public service, and occupies half of the public service advertising with the theme of morality and ethics in recent years. Public service advertisement is about moral standard, social problem, education science, social public welfare and so on. Since the reform and opening up, many subjects have participated together, and the content of traditional culture has been infiltrated into the public service advertisement. China has a history of five thousand years of civilization, and the Chinese traditional virtue, which has a deep sense of national identity, is an important part of Chinese traditional culture and is of great value to modern society. As a special carrier of the ongoing construction of socialist spiritual civilization in our country, public service advertising has an important responsibility to carry forward the traditional virtues of the Chinese nation. At the same time, traditional virtues provide material and enrich the content for the creation of television public welfare advertisements. The two complement each other and are conducive to carrying forward moral customs and spreading social civilization. The main content of this paper is divided into four parts: the first part introduces public service advertisement, makes a brief overview of the definition of public service advertisement, introduces the development of TV public service advertisement in our country, and classifies the theme of TV public service advertisement in our country into nine. This paper briefly analyzes five main aspects of TV public service advertising, and introduces the basic characteristics and functions of TV public service advertising. The second part introduces in detail the Confucian ethics in traditional culture and the theoretical source of traditional virtue-"benevolence", "righteousness", "reason", "wisdom" and "letter", as well as the modern value significance of traditional virtue. The third part introduces the traditional virtue, sums up the types and contents of the traditional virtue, and makes a centralized case analysis from the three angles of individual, family and society, such as personal virtue, family virtue, public virtue, professional virtue and so on. This paper shows the embodiment of Chinese traditional virtue in TV public service advertisement, analyzes the theme appeal, and then dialectically complements the relationship between traditional virtue and public service advertisement. The fourth part is to point out the problems existing in TV public service advertising under the traditional virtues of China and put forward countermeasures, in the way of combining rationality and sensibility in the expression of demands, in the selection of content themes, the selection of materials is mainly based on the audience, and expands the richness. Adhere to the combination of thought and artistry in creation.
【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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