公益广告对社会公德的优化关系研究

发布时间：2018-02-26 09:52

本文关键词： 公益广告社会公德广告设计文明优化　出处：《郑州大学》2013年硕士论文　论文类型：学位论文

【摘要】：公益广告具有独特的德育和美育功能,在社会精神文明建设中发挥着重要作用,尤其是近年来公益广告及其创作在我国备受重视。在已推出的公益广告中,优秀的作品颇多,影响很大,但也有一些作品质量低下,功效甚微。这说明我国公益广告创作的整体水平尚需提高。公益广告以其所传达的思想观念作用于人。虽然公益广告的作品言辞简短,视觉形象也有限,但其中却蕴含着思辨的力量,闪耀着思想的光辉。公益广告就是利用它所宣扬的思想意义来说服人教育人。传达什么样的观念才能产生积极的作用并取得巨大的宣传效果,这正是确立主题所要面对的问题。本文从我国公益广告普遍面临的问题进行着手研究,通过借鉴国外公益广告的发展历程经验成果,对我国公益广告目前面临的问题进行剖析,并对其发展提供一定的解决对策,分别从公益广告的发展基础、宣传表达方式、制作运行体制以及提升传媒地位等方面进行研究,从这几个方面综合探讨出一些拓宽公益广告发展的途径。选择公益广告对社会公德的优化关系研究作为课题,可以弥补当前公益广告理论研究的不足,促进中国公益广告的发展；可以加快文明意识建设的步伐,优化文明体系建设的科学性并提高文明形象传播的有效性,在当今学术界提倡交叉融合的发展背景下,借鉴前人取得的成果,对公益广告发展和社会文明意识形态建设之间的关系进行综合研究的一次学术尝试。
[Abstract]:Public service advertisement has the unique function of moral education and aesthetic education, and plays an important role in the construction of social spiritual civilization, especially in recent years, public service advertisement and its creation have been attached great importance to in our country. The influence is very great, but there are also some works of low quality and little effect, which indicates that the overall level of the creation of public service advertisements in China needs to be improved. Public service advertising acts on people with the ideas it conveys. Although the works of public service advertisements have short words and limited visual images, they contain speculative power. Public service advertising is to use the meaning of the ideas it preaches to persuade people to educate people. What kind of ideas can be conveyed to produce a positive effect and achieve great publicity results, This is exactly the problem to be faced with in establishing the theme. This paper begins to study the problems that the public service advertisement generally faces in our country, and analyzes the problems that the public service advertisement in our country is facing by drawing lessons from the experience of the development process of the foreign public service advertisement. And to its development to provide certain solutions, respectively from the basis of the development of public service advertising, publicity and expression, production and operation of the system and improve the status of the media, and so on. From these several aspects to explore some ways to broaden the development of public service advertising. Choosing the research of optimizing the relationship between public service advertisement and social morality as the subject can make up the deficiency of the current research on public service advertisement theory, promote the development of Chinese public service advertisement, and accelerate the construction of civilization consciousness. To optimize the scientific nature of the construction of civilization system and to improve the effectiveness of the transmission of civilization image, in the background of the development of cross-integration advocated in the academic circles today, draw lessons from the achievements made by the predecessors. An academic attempt to comprehensively study the relationship between the development of public service advertising and the construction of social civilization ideology.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3;B824

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