改革开放三十年公益广告的社会作用研究

发布时间：2018-04-25 19:41

本文选题：公益广告 + 社会作用　；参考：《华中师范大学》2011年硕士论文

【摘要】：公益广告是社会发展的镜像,通过它可以折射出一个国家的理想、观察到社会发展的变迁。我国公益广告的发展,伴随着改革开放走过了三十多年的历程,经历从改革开放前的雏形期到改革开放后的萌芽、成长、繁荣的发展过程。一方面公益广告在内容和形式上的变化受到社会发展的影响,另一方面,公益广告所传播的信息也对社会的发展起着不可忽视的导向作用。公益广告与社会、大众、传播之间构成了一个复杂的网络关系,在这个网络关系中,公益广告究竟处于什么位置?起到何种社会作用?它与社会和大众之间又是怎样一种联系?等等,都是本文试图去探究的问题。本文从社会学和传播学的角度对改革开放三十年公益广告的发展和变化进行整体的论述,探寻三十年来公益广告在内容和形式上变化的根本原因,研究其在社会发展和文明的建构中所起到的作用,从而在挖掘其社会价值的同时,为我们探讨如何建立一个更为有效的创作与传播方式提供依据。
[Abstract]:Public service advertisement is the mirror image of social development, through which the ideal of a country can be reflected and the change of social development can be observed. The development of public service advertisement in China has gone through more than 30 years of reform and opening up, and has experienced the development process from the embryonic period before the reform and opening to the outside world to the germination, growth and prosperity after the reform and opening up. On the one hand, the change of content and form of public service advertisement is influenced by social development, on the other hand, the information transmitted by public service advertisement also plays an important role in guiding the development of society. The public service advertisement and the society, the mass, the dissemination has constituted a complex network relation, in this network relation, what position does the public service advertisement actually in? What social role does it play? What is the connection between it and society and the public? And so on, is the question which this article attempts to explore. This paper discusses the development and change of public service advertisement in three decades of reform and opening up from the angle of sociology and communication, and explores the fundamental reasons for the change in content and form of public service advertisement in the past 30 years. The study of its role in the social development and the construction of civilization, so as to excavate its social value, for us to explore how to establish a more effective way of creation and dissemination of the basis.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：C912;F713.8

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