基于环境媒介的公益广告媒介研究

发布时间：2018-04-17 10:41

本文选题：公益广告 + 环境媒介　；参考：《山东大学》2012年硕士论文

【摘要】：随着新媒体技术的发展和广告信息的日益泛滥,人们接触和使用媒介的习惯发生了变化,受众与媒体的互动化、受众接受信息的个性化与体验性日益彰显,沟通、体验、参与、互动这些因素在广告传播过程中逐渐占据越来越重要的位置,传统的广告媒介形式变得力不从心。在此背景下,公益广告如何吸引受众的注意力、如何更有效地传达公益信息,成为一个迫切需要解决的问题。与此同时,些早已存在却一直被忽略的环境媒介逐渐被重新发现,并以其不可比拟的优势获得越来越多的关注。环境媒介,即生活中一切可以用来传播广告信息的物质载体,本文试图从环境媒介这一视角出发,分析公益广告存在的一些问题,并试图提出公益广告媒介利用的具体策略。本文主要采用案例分析法、文献研究法和理论分析法三种方法,在对大量国内外环境媒介公益广告的收集、整理和分析基础上,参阅前人在公益广告研究、环境媒介研究上的一些文献资料,并借鉴了传播学、设计学等学科的相关理论,如“广告载具论”、“现象的融贯”观点、口碑传播理论、“陌生化”理论等等。本文试图通过环境媒介的引入,为公益广告的媒介策略提供一个新的视角,并将环境媒介公益广告的载体分为传统广告媒介的创新、公共场所类、公共设施类、日用物品类、人体及自创媒体类几大类型,通过实例分析得出了环境媒介公益广告的不可比拟的优势,进而归纳出具体的设计利用规律,包括在传播理念上要重视情景性、互动体验性、出入意料性,在具体设计上,要把握关键接触点、表现手法多样化、诱发受众参与、利用一切可能的媒介。最后,在倡导环境媒介的应用的基础上,提出了我国公益广告整体的媒介策略,即——大众媒体与小众媒体相结合的媒介策略、观念宣传与终端刺激相结合的媒介策略、周期性传播的媒介策略,通过媒介组合的优势互补,取得更有效的传播效果。并且提出,在环境媒介公益广告的应用中,要重视受众体验并积极调动企业的积极性,相关政府部门做好主导和监督,广告协会和组织做好主导和协调工作,通过各方的合力,让环境媒介公益广告的效果最大化。目前业界和学界对公益广告的研究都明显滞后于商业广告,大多停留在公益广告的历史、公益广告的主题、公益广告的商业性以及公益广告的创意方式等方面,对于公益广告的媒介研究比较少,仅有的几篇也是从户外广告、数字新媒体的角度做了简单的论述。本文首次对环境媒介公益广告进行了理论上和案例上的深入分析,创新性的提出了环境媒介公益广告的利用规律,并第一次对公益广告的媒介策略进行了详细阐述,为公益广告的更好发展提供了一个全新的视角。
[Abstract]:With the development of new media technology and the proliferation of advertising information, people's habits of contact and use of media have changed, the interaction between audience and media, the individuation and experiential nature of the information received by the audience, communication, experience, participation, etc.Interaction of these factors in the process of advertising gradually occupies a more and more important position, the traditional form of advertising media has become inadequate.In this context, how to attract the attention of the audience and how to convey public information more effectively has become an urgent problem to be solved.At the same time, some environmental media, which have long existed but have been neglected, have been gradually rediscovered, and more and more attention has been paid to them because of their incomparable advantages.This paper attempts to analyze some problems existing in public service advertising from the perspective of environmental media, which is the material carrier that can be used to spread advertising information in daily life. This paper also tries to put forward specific strategies for the use of public service advertising media.This paper mainly adopts three methods: case analysis, literature research and theoretical analysis. On the basis of collecting, arranging and analyzing a large number of environmental media public service advertisements at home and abroad, we refer to the previous studies on public service advertising.Some documents on the study of environmental media, and some related theories of communication, design, etc., such as "advertising theory", "phenomenon fusion" view, word-of-mouth communication theory, "defamiliarization" theory and so on.Through the introduction of environmental media, this paper attempts to provide a new perspective for the media strategy of public service advertising, and divide the carriers of environmental media into traditional advertising media innovation, public places, public facilities, daily goods.Several types of human body and self-created media, through the analysis of examples, the incomparable advantages of environmental media public service advertising are obtained, and then the specific design and utilization rules are summed up, including the importance of situational and interactive experience in the communication concept.In the concrete design, we should grasp the key contact points, diversify the expression methods, induce the audience to participate, and use all possible media.Finally, on the basis of advocating the application of environmental media, this paper puts forward the overall media strategy of public service advertising in China, that is, the media strategy of combining the mass media with the minority media, the media strategy of the combination of the concept propaganda and the terminal stimulation.The media strategy of periodic communication, through the complementary advantages of media combination, achieve more effective communication effect.In the application of environmental media public service advertising, we should pay attention to the experience of the audience and actively mobilize the enthusiasm of enterprises, the relevant government departments to do a good job of leadership and supervision, advertising associations and organizations to do a good job in leading and coordinating work, through the joint efforts of all parties,To maximize the effectiveness of environmental media public service advertising.At present, the research on public service advertising in the industry and in academic circles is obviously lagging behind the commercial advertisements. Most of them remain in the history of public service advertisements, the themes of public service advertisements, the commercial nature of public service advertisements and the creative ways of public service advertisements, and so on.For public service advertising media research is less, only a few from the outdoor advertising, digital new media point of view to do a simple discussion.This paper analyzes the environmental media public service advertisement in theory and case for the first time, innovatively puts forward the law of the use of the environmental media public service advertisement, and expounds the media strategy of the public service advertisement in detail for the first time.For the better development of public service advertising to provide a new perspective.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8;G206

【共引文献】