西安市无偿献血公益广告效果研究

发布时间：2018-03-13 18:06

本文选题：无偿献血　切入点：公益广告　出处：《陕西师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：在新世纪的中国,广告作为一种媒介宣传手段,不仅成为了广告主追逐经济利益的有效方式,在某种意义上,也肩负着宣扬社会公德,弘扬中华民族传统美德的特殊使命。一则广告能否取得良好的广告效果对于广告投放者和整个社会来说,都具有十分重要的意义。公益广告是广告中的重要一支,是一门实用性艺术,它可以超越时空界限,对人类的道德水平和心灵产生较大的影响。公益广告与商业广告不同,它所注重和追求的并不是经济利益,而是社会大众的切身利益。无偿献血在任何国家,任何体制下都是人类崇高的事业,无偿献血公益广告作为重要的公益广告,无论它以何种媒介为载体,都必须始终坚持将获得最大的社会效益放在首位。鼓励符合献血条件的公民积极参与无偿献血,向普通公民普及无偿献血基本知识,引领社会风尚,在全社会弘扬无偿献血的助人美德,督促全体公民履行无偿献血的义务。但是,现实生活中血荒现象大量存在,这使我们对于作为无偿献血重要宣传形式的公益广告的效果产生了质疑。目前,我国广告界与学术界对于无偿献血公益广告研究的水平较低,对其广告效果缺乏正确全面的认识,从而在某种程度上阻碍了无偿献血工作的顺利进行。因此,现阶段评估无偿献血公益广告的广告效果至关重要。为了全面清晰地掌握我国现有无偿献血公益广告的广告效果,填补学术空白,为广告的设计、制作和发布提供意见,帮助无偿献血工作顺利开展。本论文在传播学的视野下,采用问卷调查法、内容分析法、文献资料法等定量与定性相结合的研究方法,以传播效果理论、AIDA模式、议程设置理论等经典理论和模型作为研究的理论支撑,根据广告效果评估指标,在西安地区进行相关调查研究,从传播效果、心理效果、社会效果这三个层面对我国现有无偿献血公益广告效果进行研究。得出三个效果之间互相联系,相辅相成的关系,并且分析出无偿献血公益广告的优劣势,肯定我国现有无偿献血公益广告的效果,指出无偿献血公益广告在影响和改变受众态度层面时所产生的效果好于行为层面产生的效果,认为无偿献血公益广告在加强广告创作创意及强化受众行为方面,还有待提高。并从实际情况出发,为无偿献血公益广告的创作及其广告事业的发展提出了一些切实可行地建议。
[Abstract]:In China in the new century, advertising, as a means of media propaganda, has not only become an effective way for advertisers to pursue economic interests, but also, in a certain sense, is shouldering the task of publicizing social morality. Whether an advertisement can achieve good advertising effect is of great significance to advertisers and the whole society. Public service advertisement is an important branch of advertising, it is a practical art, it can transcend the boundary of time and space, and have a great influence on the moral level and soul of human beings. Public service advertisement is different from commercial advertisement. What it pays attention to and pursues is not economic interest, but the vital interest of the public. Free blood donation is a noble cause of human beings in any country and any system. Free blood donation public service advertisement is an important public service advertisement, no matter what medium it is used as carrier, Must always insist on putting the greatest social benefits in the first place. Encourage citizens who meet the conditions of blood donation to actively participate in unpaid blood donation, popularize the basic knowledge of unpaid blood donation to ordinary citizens, and lead the social trend. In the whole society, we should promote the virtue of giving blood without compensation and urge all citizens to fulfill the obligation of donating blood without compensation. However, in real life, the phenomenon of blood shortage exists in large numbers. This makes us question the effect of public service advertising, which is an important form of propaganda for free blood donation. At present, the level of research on unpaid blood donation public service advertising in China's advertising and academic circles is relatively low. The lack of a correct and comprehensive understanding of the advertising effect hinders the smooth progress of the unpaid blood donation to some extent. Therefore it is very important to evaluate the advertising effect of the free blood donation public service advertisement at this stage. In order to grasp the advertising effect of free blood donation public service advertisement in our country, fill in the academic blank, provide advice for the design, production and distribution of the advertisement, and help the free blood donation work to develop smoothly, this paper is in the field of communication. Using questionnaire, content analysis, literature and other quantitative and qualitative research methods, the communication effect theory and AIDA model, agenda setting theory and other classical theories and models as theoretical support. According to the evaluation index of advertising effect, the relevant investigation and research are carried out in Xi'an area, from the communication effect, psychological effect, From the three aspects of social effect, the author studies the effect of free blood donation public service advertisement in our country. It draws the conclusion that the three effects are interrelated and complement each other, and analyzes the advantages and disadvantages of the free blood donation public service advertisement. Affirming the effect of the free blood donation public service advertisement in our country, pointing out that the effect of the free blood donation public service advertisement in influencing and changing the audience attitude level is better than that in the behavior level. The author thinks that the free blood donation public service advertisement needs to be improved in the aspects of strengthening the creative creation of the advertisement and strengthening the behavior of the audience, and proceeding from the actual situation, Some practical suggestions are put forward for the creation of free blood donation public service advertisement and the development of advertising cause.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8

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