公益广告在小众媒体中的设计与应用研究

发布时间：2018-04-18 10:14

本文选题：公益广告 + 小众媒体　；参考：《中原工学院》2012年硕士论文

【摘要】：公益广告作为一种社会发展到较为成熟阶段的标志，是持着一种关怀大众的内容呈现在观众面前的。但是，这种善意的关怀往往由于呈现方式的不当得不到应有的重视，也未能达到理想的宣传效果。居高临下的说教，陈旧的表现方式常常出现在大众媒体对于公益广告的传播当中，其结果是广告主题得不到观众的重视。导致这种结果的一方面原因是没有重视公益理念在传播的过程中受众的作用。只把信息的发布者放在一定高度的位置上，而忽视受众的想要接受何种信息，并且没有注重以何种方式才能更为有效的传播信息。错误的认为受众只能是被动的接受设计者的表达。当下，一些在小众媒体中呈现的公益广告案例成为在这种状况下的佳作。本文分析公益广告的发展现状，公益广告在小众媒体中运用的特点，试对公益广告在小众媒体中诚信的创意方式进行总结。任何广告的创意都不应该离开具体投放的媒体进行制作，作为广告业中其间的一个子集——公益广告也不应该例外。对于小众媒体的利用不应只停留在选择了不同呈现方式的阶段认识，还应该把媒体的特点演变成为更好的实现创意的方式，加以利用。拓展不同的媒体完成信息的传递，增加作品的新鲜感，成功的吸引观众的目光，使设计更为有效。公益广告在小众媒体的运用中，，由于小众媒体自身的接近受众生活的特点。把受众的参与考虑到创意当中。有时甚至是把受众可能实施的行为变成完成创意的一部分，在一定程度上，实现公益信息的互动性传递。另外不可忽视的因素是其自身环境与特殊的使用特点。对媒体的创造性利用也可达到改变以往信息单向传递，受众被动接受的现状，转而成为可以激发受众的能动性，使受众的参与成为完成信息传达，以得到观众认可的效果。
[Abstract]:As a symbol of social development to a more mature stage, public service advertising is presented in front of the audience with a caring content.However, due to improper presentation, this kind of friendly care is not paid due attention, nor can it achieve the ideal publicity effect.The condescending preaching, the old expression way often appears in the mass media to the public service advertisement dissemination, its result is that the advertisement theme does not get the audience attention.One reason for this result is that we do not attach importance to the role of the public concept in the process of dissemination.The publisher of the information is placed in a certain high position, but neglects what kind of information the audience wants to receive, and does not pay attention to the way in which the information can be disseminated more effectively.Wrongly believe that the audience can only passively accept the expression of the designer.At present, some cases of public service advertising in minority media have become a masterpiece in this situation.This paper analyzes the current situation of the development of public service advertising, the characteristics of the use of public service advertising in minority media, and tries to summarize the creative ways of good faith in minority media.Any advertising idea should not be produced without the specific media, as a subset of the advertising industry-public service advertising should not be an exception.The use of minority media should not only be in the stage of choosing different presentation methods, but also should change the characteristics of media into a better way to realize creativity and make use of them.Expand different media to complete the transmission of information, increase the novelty of the work, successfully attract the attention of the audience, make the design more effective.Public service advertising in the use of minority media, due to the minority media itself close to the characteristics of audience life.Take the participation of the audience into account.Sometimes it even turns the behavior that the audience may carry out into a part of the completion of creativity, to a certain extent, to achieve the interactive transmission of public information.The other factor that can not be ignored is its own environment and special use characteristics.The creative use of the media can also change the past information one-way transmission, passive acceptance of the current situation, turn into a dynamic role can stimulate the audience, so that the audience to participate in the completion of information transmission, in order to obtain audience approval effect.
【学位授予单位】：中原工学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

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