谈公益广告价值的实现

发布时间：2018-08-07 14:12

【摘要】： 本论文研究是在对公益广告现状了解的基础上,重点对公益广告价值的实现一问题进行了专门的研究,探究了公益广告的发展渊源及其社会功能,通过对公益广告历史、发展及现状等一系列的认识与分析,结合公益广告的发展史及对社会产生的影响,着重探讨了公益广告的价值是如何实现的,实现的途径是什么?怎样才能使公益广告的价值得以最大程度的发挥。公益广告通过与媒体的结合,让人们的心理发生根本的转变,变不利为有利,规范人们在社会中的行为,维护社会安全、和谐、稳定、有序的发展,公益广告才有存在的意义。文中,公益广告的创作主要依据重要的三点进行创作:(1)创意具有题材表现角度的新颖性(2)创意具有立意角度的明确性和形式新奇性。(3)创意要有时代性与民族性。公益广告价值实现的首要前提是思想是积极向上的,要反映社会群众中普遍存在的问题,能受到群众积极的欢迎。公益广告要与媒体充分的结合,根据不同的媒体特征选择最适当的媒体形式,分人、分地的进行传播,加大公益广告的覆盖面,有利于加大传播的力度,接触较为广泛的人群,从而增强公益广告的宣传,并改变人们的思想。由于目前,我国公益广告的起步比较晚,因此,在制作宣传中存在很多不足之处。通过目前对公益广告的分析,公益广告具有广阔的发展前景。在研究中,本论文主要采用了查阅文献资料的方式,对公益广告的发展史、社会功用进行了解和探究,为公益广告的创作打下良好的基础,使公益广告的价值能够得以最大程度的实现。本文重要研究内容:公益广告作为广告中的一个大的部分,公益广告的价值具有很大的挖掘潜力。基于人们对商业广告所带来的巨大的经济价值的重视,我们不能忽视公益广告的价值的巨大潜力。文章通过对公益广告的历史性的分析,指出其价值之大,并对如何能更好的实现其价值进行分析与研究。
[Abstract]:Based on the understanding of the present situation of the public service advertisement, this paper focuses on the realization of the value of the public service advertisement, probes into the origin of the development and social function of the public service advertisement, and through the history of the public service advertisement, This paper discusses how to realize the value of public service advertisement and how to realize it, and what is the way to realize it, combining with the history of public service advertisement and its influence on society. How to make the best use of the value of public service advertisement. Through the combination of the public service advertisement and the media, the public service advertisement can make people's psychology change fundamentally, turn disadvantage into advantage, standardize people's behavior in the society, maintain social security, harmony, stability and orderly development, then the public service advertisement will have the meaning of existence. In this paper, the creation of public service advertisement is mainly based on three important points: (1) creativity has the novelty of expression angle of subject matter; (2) creativity has clarity of intention and novelty of form; (3) creativity should have the characteristics of times and nationality. The first premise of the realization of the value of public service advertisement is that the thought is positive and positive. It should reflect the common problems among the masses and be positively welcomed by the masses. Public service advertising should be fully integrated with the media. According to different media characteristics, we should choose the most appropriate media form, divide people into different places, spread them separately, increase the coverage of public service advertisements, and help to increase the intensity of communication and reach a wider range of people. In order to enhance the publicity of public service advertising, and change people's minds. At present, our country public service advertisement starts relatively late, therefore, in the production propaganda has many deficiencies. Through the current analysis of public service advertising, public service advertising has a broad development prospects. In the research, this paper mainly adopts the way of consulting the literature, to understand and explore the history and social function of the public service advertisement, so as to lay a good foundation for the creation of the public service advertisement. So that the value of public service advertising can be realized to the greatest extent. As a large part of advertising, the value of public service advertising has great potential. Based on the great economic value brought by commercial advertising, we can not ignore the great potential of the value of public service advertising. Through the historical analysis of public service advertisement, this paper points out its great value, and analyzes and studies how to better realize its value.
【学位授予单位】：山东轻工业学院
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F713.8

【引证文献】