08北京奥运公益广告的传播研究

发布时间：2018-04-13 23:21

本文选题：公益广告 + 传播　；参考：《成都体育学院》2012年硕士论文

【摘要】：公益广告有别于商业广告，它作为社会公益事业的一个非常重要部分，具有相当特别的社会性，其主题内容多取材于老百姓日常生活中的酸甜苦辣和喜怒哀乐，具有深厚的社会基础。是运用创意独特、内涵深刻、艺术制作等广告手段；用不可更改的方式、鲜明的立场及健康的方法来正确诱导社会公众；反映社会现实、呼吁、改善或解决社会公共问题，是面向全体社会公众的一种新颖、有效的公益价值信息传播方式。由于公益广告在促进人类文明、社会进步方面的重要价值、与奥林匹克运动宗旨—“建立更加美好的世界”的内在统一性，以及迎奥运的刚性需要，使得公益广告在08北京奥运时期大量制作、投放，成为我国公益广告发展的黄金期。本文运用个案研究法、文献资料法、访谈法等方法对08北京奥运公益广告的创意、传播等方面进行了较为深入的研究。我们认为08北京奥运公益广告创意的主要特点是：（一）广告创意与奥运精神紧密相连；（二）广告创意彰显浓郁的民族文化气息；（三）公众人物的参与为公益广告的传播增加色彩；（四）素材朴实贴近生活，易与受众产生共鸣。公益广告的传播特点是：（一）迎奥的“刚性”需求，传播者不惜余力；（二）企业的参与、锦上添花；（三）迎奥阶段性的体现，传播诉求准确、实用；（四）数量多、内容丰富、众多媒体积极参与。传播诉求是：（一）宣扬人文精神、倡导文明行为、引领社会时尚、营造良好氛围；（二）宣扬奥运精神、普及奥运知识、扩大奥运影响、争取受众支持。总之，08奥运会期间的公益广告在创意、制作、运行都比之前有了长足的改进和创新。但遗憾的由于对奥林匹克精神的解读缺乏深度、作品诠释乏力等，使得这一时期公益广告传播也存在着一些不足。首先，作品创意不够深刻；在运用场景渲染的同时，对生活细节、人物心理等方面的刻画缺乏深度。在围绕“迎奥运，讲文明，树新风”为主题的同时，对奥林匹克精神的诠释过于表面化。其次，，虽然创意和制作水平比历年提高了很多，但还是存在一定的不足，某些公益广告作品“说教”意味较强，创意表现乏力，缺乏新奇性、趣味性和冲击性。再次，我国社会公益环境的塑造还远远不够，应当持续关注公益广告这种形式对公民道德的培养的作用。最后，就目前而言，我国公益广告的运作还是以国家政府行为为主，如何形成一种长效常态机制还有待于深入研究。我们建议：（一）政府支持，但应有所为有所不为；（二）增强公益广告的创新性，吸引更多企业参与公益事业；（三）提高媒体社会责任感，增强其参与主动性；（四）探索构建专业的公益广告组织，成为沟通政府、企业、媒体、慈善机构、个人的桥梁。
[Abstract]:Public service advertisement is different from commercial advertisement. As a very important part of social welfare, it has a very special sociality. Its theme content is derived from the joys, sorrows and joys and sorrows of ordinary people's daily life.Have a deep social foundation.It is to use creative, profound, artistic and other advertising methods; to correctly induce the public in an irrevocable manner, a clear stand and a healthy way; to reflect social realities, and to appeal for, improve or solve social and public problems.It is a new and effective way to spread public value information for the whole society.Because of the important value of public service advertisement in promoting human civilization and social progress, and the inherent unity of the Olympic Movement's tenet "Building a better World" and the rigid needs of the Olympic Games,Make public service advertisement in 2008 Beijing Olympic Games period production, put in, become our country public service advertisement development golden period.This paper makes a deep research on the originality and communication of 2008 Beijing Olympic Public Service Advertising by the methods of case study, literature and interview.We think that the main characteristics of the 2008 Beijing Olympic public service advertisement creativity are: (1) the advertising creativity is closely linked with the Olympic spirit. (2) the advertising creativity shows the strong national cultural atmosphere. (3) the participation of public figures is the public service advertisement.The dissemination of color adds color (4) the material is simple and close to life,Easy to resonate with the audience.The characteristics of the dissemination of public service advertisements are: (1) the "rigid" demand for welcoming the Olympic Games, and the communicator even at the expense of Yu Li (2) the participation of enterprises, and (3) the embodiment of the stages of welcoming the Olympic Games, the accurate communication demands, the practical (4) quantity and the rich content.Numerous media participate actively.The communication demands are: (1) propagating humanistic spirit, advocating civilized behavior, leading social fashion, creating a good atmosphere. (2) propagating Olympic spirit, popularizing Olympic knowledge, expanding Olympic influence, and winning the support of the audience.In short, the 2008 Olympic Games in the creative, production, operation of public service advertising than before has a considerable improvement and innovation.However, unfortunately, the lack of depth of interpretation of the Olympic spirit and lack of interpretation of works make the spread of public service advertising in this period also have some shortcomings.First of all, the creativity of the works is not deep enough; at the same time, the depiction of life details, characters' psychology and so on lacks of depth.At the same time, the interpretation of Olympic spirit is too superficial.Secondly, although the level of creativity and production has been improved a lot, but there are still some shortcomings, some public service advertising works "preaching" have strong meaning, lack of creative performance, lack of novelty, interest and impact.Thirdly, the shaping of our social public welfare environment is far from enough. We should pay more attention to the role of public service advertisement in the cultivation of citizen morality.Finally, at present, the operation of public service advertising in our country is based on the national government behavior, and how to form a long-term normal mechanism remains to be deeply studied.We suggest that: (1) the government support, but we should do something about it. (2) We should enhance the innovation of public service advertising, attract more enterprises to participate in public welfare undertakings and (3) enhance the sense of social responsibility of the media.Strengthen its participation in the initiative (4) explore the construction of professional public service advertising organizations, to become a communication between the government, enterprises, media, charities, individual bridges.
【学位授予单位】：成都体育学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8;G206

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