论公益广告中人本性和艺术性的融合
发布时间：2018-09-19 09:28
【摘要】： 在人类历史上,社会性、公益性广告的诞生要远远早于商业广告。当人们因物质资料高度发达而带来的一系列社会问题困扰的同时,作为一种社会孕育的产物,公益广告带着一种有别于商业广告利润唯一化的崭新姿态亮相于大众面前,它更多地体现出一种对于社会的关怀、它是政府舆论宣传、文化传播的一种得力工具,是一条“弘扬真善美,鞭挞假恶丑”的无形教鞭,同时又是具有艺术美感的一种独特艺术形态,在人们生活的方方面面实施和执行着它倡导和教化的职能。综观所有公益广告,我们不难发现,人本性和艺术性始终在其中占据着主导地位,缺乏人本性的作品就像一座空中楼阁,公众遥不可及;而缺少艺术性就像口号和标语那样空洞乏味。因而,一件好的公益广告作品是在人本性和艺术性两方面都能做到和谐统一:在题材的选取上体现出处处以人为本,不论是社会教化,公共服务,生态保护,慈善救助,企业形象宣传等都直接或间接地透露着无微不至的人文关怀:人与人,人与社会,人与自然的和谐共处;在表现形式上体现出的美育功能,人们以视觉愉悦享受的同时又留有一定想象和回味的空间;在广告作品的发布上以社区小型媒体作为其自身载体,更具生活化,人性化,与受众真正达到零距离的接触。总之,寓人本性于艺术性之中,以艺术的形式来诠释人本性的内容,寓理于情,使得公益广告作品更加感人肺腑、沁人心脾,以至发挥其无穷的社会效益。
[Abstract]:In human history, the birth of social and public welfare advertising is far earlier than commercial advertising. When people are troubled by a series of social problems caused by the highly developed material and materials, as a product of social gestation, public service advertisement appears in front of the public with a brand new attitude different from commercial advertising profit. It more embodies a kind of concern for the society. It is a powerful tool for the propaganda of government public opinion and the dissemination of culture. It is an invisible teaching whip that "carries forward the true, the good and the beautiful, and lashes the false, the evil and the ugly". At the same time, it is a unique artistic form with aesthetic sense of art, which is carrying out and carrying out its function of advocating and educating in every aspect of people's life. Looking at all the public service advertisements, it is not difficult to find that human nature and artistry always occupy a dominant position in them, the works lacking of human nature are like a castle in the air, and the public is out of reach; The lack of artistry is as boring as slogans and slogans. Therefore, a good public service advertising work can achieve harmony and unity in both human nature and artistic quality: the selection of subjects reflects the people-oriented nature everywhere, whether it is social education, public service, ecological protection, charity assistance, The corporate image propaganda reveals the meticulous humanistic concern directly or indirectly: the harmonious coexistence of man and man, man and society, man and nature, the function of aesthetic education embodied in the form of expression, and so on. People enjoy the visual pleasure while leaving a certain space for imagination and aftertaste; in the publication of advertising works with the community small media as its own carrier, more life, humanization, and the audience really reach zero distance contact. In a word, human nature is embodied in artistry, and the content of human nature is interpreted in the form of art, which makes public service advertisement works more touching, refreshing and even exerting its infinite social benefits.
【学位授予单位】：内蒙古师范大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：J524.3
本文编号：2249725
[Abstract]:In human history, the birth of social and public welfare advertising is far earlier than commercial advertising. When people are troubled by a series of social problems caused by the highly developed material and materials, as a product of social gestation, public service advertisement appears in front of the public with a brand new attitude different from commercial advertising profit. It more embodies a kind of concern for the society. It is a powerful tool for the propaganda of government public opinion and the dissemination of culture. It is an invisible teaching whip that "carries forward the true, the good and the beautiful, and lashes the false, the evil and the ugly". At the same time, it is a unique artistic form with aesthetic sense of art, which is carrying out and carrying out its function of advocating and educating in every aspect of people's life. Looking at all the public service advertisements, it is not difficult to find that human nature and artistry always occupy a dominant position in them, the works lacking of human nature are like a castle in the air, and the public is out of reach; The lack of artistry is as boring as slogans and slogans. Therefore, a good public service advertising work can achieve harmony and unity in both human nature and artistic quality: the selection of subjects reflects the people-oriented nature everywhere, whether it is social education, public service, ecological protection, charity assistance, The corporate image propaganda reveals the meticulous humanistic concern directly or indirectly: the harmonious coexistence of man and man, man and society, man and nature, the function of aesthetic education embodied in the form of expression, and so on. People enjoy the visual pleasure while leaving a certain space for imagination and aftertaste; in the publication of advertising works with the community small media as its own carrier, more life, humanization, and the audience really reach zero distance contact. In a word, human nature is embodied in artistry, and the content of human nature is interpreted in the form of art, which makes public service advertisement works more touching, refreshing and even exerting its infinite social benefits.
【学位授予单位】：内蒙古师范大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：J524.3
【引证文献】
相关硕士学位论文 前6条
1 王优;对我国改革开放30年公益广告的审美性探究[D];西南大学;2011年
2 钱敏;中日公益广告主题比较研究[D];安徽大学;2011年
3 李迎曦;论企业公益广告对企业社会责任形象的塑造[D];安徽大学;2010年
4 杜冬梅;论公益广告设计中的情感表现[D];苏州大学;2010年
5 高娥;中国电视公益广告的美学阐释[D];山东师范大学;2010年
6 杨平;公益广告语中隐喻的研究[D];沈阳师范大学;2012年
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