我国交通安全影视公益广告研究

发布时间：2018-04-06 05:31

本文选题：公益广告　切入点：影视广告　出处：《湘潭大学》2013年硕士论文

【摘要】：交通安全影视公益广告是公益广告中一个重要组成部分，它以其独特的审美个性和艺术魅力展现在各类荧幕上。全球严峻的交通安全问题深刻影响着人们日常生活和工作环境，而我国在这方面的问题甚为突出。交通安全影视公益广告在培养人们文明交通，安全出行观念、促进交通安全问题的解决过程中起着重要作用。尽管如此，交通安全影视公益广告却一直没有引起学界必要的重视，对它的研究少之又少，几乎是一片空白。另外，虽然通过不同影视媒体刊播了一定数量的该类广告，但广告效果并不明显。本选题通过对收集到的225则交通安全影视公益广告样本进行整理、数据统计和分析，并通过问卷调查方法对该类广告的广告效果进行评测，试着从投放主体、广告作品本身、影视投放媒介和管理机制几个方面来探寻我国交通安全影视公益广告所存在的问题及产生问题的原由，经研究发现，该类广告存在着广告投放主体多元化程度不够、广告作品总量偏少，分主题广告数量悬殊、广告创意水平低、广告针对性不强、媒介利用单一，数字媒体和电影媒体运用不充分、媒体资源共享程度不高，资源浪费严重、广告发布区域不平衡，城乡差别大、广告效果评估体系缺位以及广告管理模糊等不足。为切实解决上述问题，，提高我国交通安全影视公益广告作品质量，增强传播效果，笔者从创作、刊播、管理和人才四个方面提出了若干对策，希望能促进我国交通安全影视公益广告逐步踏上一条良性的发展轨迹。
[Abstract]:Traffic safety film and television public service advertisement is an important part of public service advertisement. It is displayed on all kinds of screens with its unique aesthetic personality and artistic charm.The severe traffic safety problems in the world have a profound impact on people's daily life and working environment, but China's problems in this respect are very prominent.Public service advertisement of traffic safety film and television plays an important role in the process of cultivating people's concept of civilized traffic, safe travel and promoting the solution of traffic safety problems.However, traffic safety film and television public service advertising has not attracted the necessary attention of the academic community, the research on it is very little, almost a blank.In addition, although a certain number of such advertisements are broadcast through different film and television media, the advertising effect is not obvious.This topic through collected 225 traffic safety film and television public service advertisement sample to carry on the collation, the data statistics and the analysis, and through the questionnaire survey method carries on the appraisal to this kind of advertisement effect, tries from the main body, the advertisement work itself,This paper explores the problems and causes of the problems in China's traffic safety film and television public service advertisement from the aspects of media and management mechanism. It is found that there is not enough diversification of the main body of advertising in this kind of advertising.The total number of advertising works is on the low side, the number of ad subthemes is far from equal, the level of advertising creativity is low, the advertising is not targeted, the media is single, the digital media and the film media are not fully used, the media resources are not shared highly, and the resources are wasted seriously.The region of advertising publication is unbalanced, the difference between urban and rural areas is large, the evaluation system of advertising effect is absent, and the advertising management is vague and so on.In order to solve the above problems, improve the quality of public service advertisement of traffic safety film and television in our country and enhance the effect of communication, the author puts forward some countermeasures from four aspects: creation, publication and broadcasting, management and talent.Hope to promote our country traffic safety film and television public service advertising step by step step by step a benign development track.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8

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