移情在公益广告感性诉求表现中的应用

发布时间：2018-11-14 15:33

【摘要】：本文首先从广告的历史发展着手,厘清公益广告在我国的萌芽与发展脉络,梳理文献资料中近现代国内外专家学者对公益广告领域的理论研究。由于公益广告本身多采用感性诉求的方式进行主题的表现与传达,公益广告的感性诉求表现又通过情感传达以引起消费者的共鸣为基础,因此“移情”在公益广告感性诉求表现中的应用对成功塑造一部兼具艺术性与道德性的公益广告尤为重要。本文通过对国外感性诉求类型的公益广告案例进行分析,探讨移情在公益广告感性诉求表现中的应用,并据此将“移情”手段应用到自己的公益广告设计中,希望可以感染受众情感,引起观者反思,实现公益广告的社会教化功能。20世纪90年代出生的我们是与社交媒体共同成长起来的,是受虚拟网络、社交媒体影响最深的一代,日常生活中人人都被手机、平板、电脑等电子移动设备捆绑着,每个人都成为实时更新的移动数据库,我们就像“穿着新衣的皇帝”,被无形的眼睛“窥探”得毫无保留。我以“Who are you?Who am I?”为主题,以公益视频广告形式为载体,着重使用移情手段进行感性诉求式公益广告设计实践,利用广告的信息传达功能向社会公众进行传播。试图唤起人们对当下“手机控”、“网络成瘾”、“自我认知角色混乱”、“社交隔离”等网络入侵生活的社会问题的关注和思考,以发挥公益广告的警示、教化的作用,促进人与社会的和谐发展。
[Abstract]:This paper begins with the historical development of advertising, clarifies the germination and development of public service advertising in China, and combs the theoretical research on the field of public service advertising by experts and scholars at home and abroad in modern and modern literature. Because the public service advertisement itself adopts the perceptual appeal way to carry on the theme expression and the transmission, the public service advertisement perceptual appeal performance through the emotion conveys to arouse the consumer resonance as the foundation, Therefore, the application of empathy in the expression of perceptual appeal of public service advertisement is particularly important for successfully shaping a public service advertisement with both artistic and moral character. Based on the analysis of the cases of foreign public service advertisement, this paper discusses the application of empathy in the expression of public service advertisement, and then applies empathy to its own public service advertisement design. The hope can infect the audience emotion, cause the viewer to reflect, realize the social edification function of the public service advertisement. We were born in the 1990s together with the social media to grow up, is by the virtual network, the social media influence most generation. In everyday life, everyone is tied up with mobile devices, such as mobile phones, tablets, computers and so on, and everyone becomes a real-time mobile database. We are like "the emperor in new clothes", "peeped" by invisible eyes. I wrote "Who are you?Who am I?" For the theme, the form of public service video advertising as the carrier, focusing on the use of empathy means for the emotional appeal of public service advertising design practice, using the advertising information transmission function to the public. It tries to arouse people's attention and thinking about the social problems of "mobile phone control", "Internet addiction", "self-cognitive role confusion", "social isolation", and so on, in order to play the role of warning and enlightenment of public service advertisements. Promote the harmonious development of human and society.
【学位授予单位】：山东工艺美术学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3

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