公益广告的故事化研究

发布时间：2019-03-25 11:25

【摘要】：1978年，由贵阳电视台制作并播出的《节约用水》拉开了中国现代公益广告发展的序幕。十八年之后，也就是1996年，政府开始重视和管理公益广告。在政府的引导下，中国公益广告在反映政治、经济、社会发展状态方面，在维护社会稳定等方面都发挥了重要作用。由于人类文明的进步和生产力的发展,公益广告伴随经济产物出现在现代社会。它象征着一个社会物质文化与精神文化的发展水平，代表着这个国家的主流文化价值观，同时，公益广告也是衡量一个国家广告业成熟与否的标志。此外，随着全球化和大传播的时代的到来，广告更成为了国家软实力和国家形象的重要组成部分。公益广告的主题涉及社会成员的伦理道德、价值判断、文明教化等方方面面,它为不同教育背景、不同社会阶层、不同认知能力的人提供了一个可以平等接受主流文化影响的平台，是推动社会思想变革的无形力量。中国的公益广告受政治与经济影响较重，，可以说，中国公益广告内容的变化与发展也从一个侧面反映了新中国的政治、经济和社会的发展。本文的研究分为四章。第一章对于广告、公益广告、故事化进行了概念上的界定，并对国内外文献进行了归纳、总结与分析，为本文的研究做了理论铺垫。第二章对国内外公益广告的发展现状进行了介绍与分析。第三章从叙事和故事化表现技巧两个方面，通过具体案例的辅助来证明故事化在公益广告中的体现。一方面，将公益广告故事化叙事分解为具体叙事手法并进行分析；另一方面，总结并分析了故事化随着时代发展，其表现方式的流变，以及故事化的具体技巧在公益广告中的应用例证。第四章则是从传播学角度，依据拉斯韦尔的“5W”模式，从传播者、传播内容、传播媒介、传播受众以及传播效果五个方面对公益广告故事化进行了研究。公益广告质量的不断提升，公益广告的故事化叙事对于观众注意力的影响经历了由说教到吸引再到感动的过程。庞大的消费群体背后是巨大的发展空间，研究故事化对公益广告的发展有着至关重要的意义。所以，什么是公益广告故事化，公益广告故事化叙事的形成过程是怎样的，如何开展公益广告故事化，让公益广告更好引起情感共鸣，引导行为举止，这一些列问题都是我们亟需解决的。
[Abstract]:In 1978, Water Saving, which was produced and broadcast by Guiyang TV Station, opened the prelude to the development of China's modern public service advertising. Eighteen years later, in 1996, the government began to attach importance to and manage public service advertising. Under the guidance of the government, China's public service advertising has played an important role in reflecting the political, economic and social development, and in maintaining social stability. Due to the progress of human civilization and the development of productive forces, public service advertising appears in modern society with economic products. It symbolizes the development level of a social material culture and spiritual culture and represents the mainstream cultural values of the country. At the same time, public service advertising is also a symbol of the maturity of a national advertising industry. In addition, with the arrival of globalization and mass communication, advertising has become an important part of national soft power and national image. The theme of the public service advertisement involves the ethics, the value judgment, the civilization education and so on of the society member, it is different education background, different social stratum, People with different cognitive abilities provide an equal platform to accept the influence of mainstream culture and are invisible forces to promote social ideological change. China's public service advertisement is influenced by politics and economy. It can be said that the change and development of China's public service advertisement content also reflect the development of politics, economy and society in New China. This paper is divided into four chapters. The first chapter defines the concept of advertisement, public service advertisement and storytelling, and sums up, summarizes and analyzes the domestic and foreign literature, which provides a theoretical foundation for the research of this paper. The second chapter introduces and analyzes the current situation of the development of public service advertising at home and abroad. The third chapter proves the embodiment of storytelling in public service advertisement from two aspects: narrative and storytelling. On the one hand, the narrative of public service advertising is divided into specific narrative techniques and analyzed. On the other hand, this paper summarizes and analyzes the evolution of storytelling with the development of the times, and the examples of the application of storytelling techniques in public service advertising. The fourth chapter is from the perspective of communication, according to Lasswell's "5W" mode, from the communicator, the content of communication, the media, the audience of communication and the effect of the five aspects of the public service advertising storytelling. With the continuous improvement of the quality of public service advertising, the influence of storytelling of public service advertisement on the audience's attention has experienced a process from preaching to attracting to moving. Behind the huge consumer group is a huge space for development, the study of storytelling is of great significance to the development of public service advertising. Therefore, what is the public service advertisement storytelling, what is the formation process of the public service advertisement story narrative, how to carry out the public service advertisement story, let the public service advertisement cause the emotion resonance better, guide the behavior, All these problems are urgently needed to be solved.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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