中国电视公益广告主题现象研究—电视公益广告主题的30年变迁（1986-2016）

发布时间：2018-06-20 06:17

本文选题：中国电视公益广告 + 主题　；参考：《吉林大学》2017年硕士论文

【摘要】：从1986年到2016年,中国电视公益广告走过三十年的历程。我国的电视公益广告起步的时间比较晚,而在中国的政治、经济、文化大环境下,电视公益广告在当代社会上扮演着极其重要的角色,在社会的道德建设和促进社会和谐发展方面有着不可替代的独特价值及作用。目前我国对电视公益广告的学术研究还不够充分,对电视公益广告主题方面的研究更是十分匮乏。本文以1986年到2016年中国电视公益广告主题的变迁为研究对象,阐述电视公益广告产生及发展的社会背景,对三十年来我国电视公益广告的发展进行全面梳理,把其划分为三个阶段:发展期、成熟期和繁荣期,从而总结归纳出中国电视公益广告主题变迁的方向即,回归传统道德、传统文化色彩鲜明,关注社会热点,服务国家政策并且越来越关注民生、主题亲民。然而从对中国电视公益广告主题变迁的研究中我们会发现,我国电视公益广告在主题甄选上存在的一些实际问题,它们近乎用着相同的故事讲述模式、使用同一种的节奏表达方式,同时缺少平民视点和对生活细小事件主题的关注,相似感或相似度高,缺少活泼灵动,有创新创意的作品可谓是凤毛麟角。但正因现在的电视公益广告在选题上有如此多的问题的存在,我们可以知道今后中国电视公益广告主题的发展必将变得文化水平及创意水平高超,表现手法也越来越多样化,在深入民心更加切合民生实际的基础上注重细致化的选题,关注小众群体。
[Abstract]:From 1986 to 2016, China's television public service advertising has gone through 30 years. China's television public service advertising started relatively late, and in China's political, economic and cultural environment, television public service advertising plays an extremely important role in the contemporary society. It has irreplaceable unique value and function in the construction of social morality and the promotion of social harmonious development. At present, the academic research on TV public service advertisement in our country is not enough, and the research on the subject of TV public service advertisement is very scarce. This paper takes the change of the theme of Chinese TV public service advertisement from 1986 to 2016 as the research object, expounds the social background of the emergence and development of the television public service advertisement, and comprehensively combs the development of China's television public service advertisement in the past 30 years. It is divided into three stages: development period, mature period and prosperity period, so as to sum up the direction of the theme change of Chinese TV public service advertisement, that is, returning to the traditional morality, the traditional culture color is bright, and paying attention to the social hot spot. Serve national policy and pay more and more attention to people's livelihood. However, from the study of the theme changes of TV public service advertisement in China, we can find that there are some practical problems in the theme selection of TV public service advertisement in China, which almost use the same story telling mode. Using the same rhythmic expression, lack of common people's view and attention to the theme of small events in life, high similarity or similarity, lack of lively and intelligent, innovative and creative works can be said to be rare. However, because there are so many problems in the topic selection of TV public service advertisements, we can know that the development of the theme of TV public service advertisements in China will become highly cultural and creative in the future, and the methods of expression will become more and more diversified. In the depth of popular support more in line with the people's livelihood on the basis of detailed topics, focus on minority groups.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

【相似文献】