中国公益广告设计现状分析

发布时间：2018-06-22 10:27

本文选题：公益广告 + 社会问题　；参考：《沈阳师范大学》2013年硕士论文

【摘要】：公益广告的最终目的是为全社会的公众利益服务的,多以引导、劝说、规劝等形式和方式来宣传人本观念与社会公益理念,它是促进社会精神文明建设更有利发展的非盈利性质的社会公益类广告。它主要是对整个社会大环境还有全体公民的积极自觉态度以及无偿奉献理念的一种社会观念,传播的道德观念都是代表了社会最广大人群共同的利益。公益广告的主题经常围绕着两个方面：人与社会的关系,人与自然和谐延续的关系。公益广告是不以达到某种商业目的为最终结果的特殊形式的利民类广告。大家通常把区别于于商业广告,目的在调动群众对某些社会特殊突出问题的重视、指引、导向或关注社会道德和社会风气、并让观看群众产生共鸣与响应的、推动社会健康有序发展的广告才被大家认同为公益广告。作为现代社会文化的重要宣传正能量,公益广告在我国已经取得了长足的进步和稳定的发展状况。可是由于起步晚基础相对来说差,所以我国公益广告还存在这很多问题。最后我要谈的是将第三种久久无法磨灭的能量——震撼性和余波余震。举个小例子,如果你去过海边或河边的话,肯定都曾不由自主的拿起一块石头扔到水中,看着海或河水荡起一圈圈的水波,远远覆盖而去。而这个小例子就是公益广告其威力的象征。一块巴掌大的石头当你把它扔到水里的时候,它会产生比这块石头本身大上数十倍的威力,激起一个强大的水波飘散开来,慢慢的向远处传递,久久荡漾,直到你的肉眼感觉不到它的存在了。其实它还在默默的传递着这股力量所带来的余震。那么如何利用这个震撼效果产生的余震余波,就是我们应该认真思考的问题了,一定要用到有意义的事或物上,俗话说的好——要把钱花在刀刃上,这个余波余震也要用到正地方。有价值的几种效果如：宣传政府出台的站在人民基本利益需求前提的新政策使公众对政府有向心性和产生信任感和有助于塑造良好的政府形象；促进全社会的精神文明建设,教育和感化人们对道德伦理的理性和感性双重认知；传播中华民族古老文化,传播具有时代性的新文化并传播引导社会热点问题与舆论等。本文分析了我国公益广告的特点和发展中存在问题以及解决问题对策。
[Abstract]:The ultimate aim of the public welfare advertisement is to promote the public interest service of the whole society . It is a kind of social public goods advertisement which promotes the development of the social spiritual civilization . It is a kind of social public goods advertisement which promotes the development of the social spiritual civilization . It is a kind of social idea that promotes the development of the social spiritual civilization . It is a social idea which represents the common interests of the most people in the society . The theme of the public welfare advertisement often revolves around two aspects : the relationship between man and society , the harmonious continuation of man and nature .

Public - benefit advertising is a special form of advertising that does not achieve the end result of a certain commercial purpose . It is usually distinguished from commercial advertisements . The aim is to arouse the attention , guidance , guidance or attention to social morality and social morality and social morality and social morality and social morality and social morality , so as to promote the social healthy and orderly development of advertisements to be recognized as public service advertisements .

As the important propaganda positive energy of modern social culture , the public service advertisement has made great progress and stable development in our country . However , because of the relatively bad starting and late base , there are still many problems in China ' s public service advertisement .

In the end , I ' d like to talk about the energy , shock , and Aftershocks that can ' t be worn out for a long time . As a small example , if you ' ve been to the beach or the river , it ' s a sign of the power of the public . It ' s a big stone when you throw it into the water . It ' s a big stone when you throw it into the water . It ' s still in the right place . It ' s worth several effects , such as the promotion of the government ' s new policy on the premise of the needs of the people ' s basic interests , which makes the public interested in the government and creating a sense of trust and helping to shape a good government image .
To promote the construction of spiritual civilization of the whole society , educate and sense people ' s rational and perceptual dual cognition to the moral ethics ;
This paper analyzes the characteristics and development of public welfare advertisements in China and puts forward some countermeasures to solve the problems .
【学位授予单位】：沈阳师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3

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