中国电视公益广告发展动因及其运行模式研究
发布时间：2019-05-15 12:03
【摘要】： 近两年,公益广告研究开始成为学界的重要研究领域之一。其中,电视公益广告因其所具有的广泛影响力而引起了学界和业界相对较多的关注,关注的焦点之一就是中国电视公益广告的发展问题。但是,总体而言,学界在这方面的研究还比较薄弱,研究者大多只是对中国电视公益广告发展做简单的回顾和描述或者是提出一些简单的对策,研究视角比较单一,而且系统性和理论性有所欠缺。基于此,本论文围绕中国电视公益广告为什么发展和如何发展这两大核心问题,借鉴运用社会转型理论、社会责任理论、公民社会理论和公共物品理论等基础理论,从发展动因和运行模式这两个层面对中国电视公益广告发展进行了系统深入地探讨。 首先,对中国电视公益广告发展的历程做了详实地回顾和梳理,将其划分为孕育期、发轫期、成长期和探索期四个发展阶段,揭示了中国电视公益广告发展的规律和特点。本论文认为,纵观中国电视公益广告三十几年的发展历程,中国电视公益广告经历了一个由自发到自觉、由单一主体到多元主体、由政府参与到政府主导、由区域性到全国性、由公益性宣传到观念传播、由企业缺位到企业参与并初步形成“媒体搭台,企业唱戏”局面的变迁过程,并且呈现出了参与主体多元化、融资渠道多样化、组织活动规模化、广告主题系列化和媒介发布标准化等特点。 其次,对中国电视公益广告发展动因进行了深入地分析,揭示了中国电视公益广告产生和发展背后的深层社会动因以及来自政府、企业、媒体和第三部门的推动作用,从而回应了中国电视公益广告“为什么发展”的问题。本论文提出,作为一种信息传播活动,电视公益广告在中国的产生和发展是中国当代社会转型呼唤的必然产物,是对中国当代社会转型所引发的诸多社会问题作出回应的必然结果,同时也是源自以下三个方面的社会需求：一是推进社会文明全面发展的需要；二是净化广告环境的需要；三是满足人们日益增长的精神文化需求。党和政府对社会主义精神文明建设的重视成为了中国电视公益广告发展的政策动因。而一些媒体和企业基于社会责任的积极参与也是中国电视公益广告发展的重要原因。除此之外,第三部门也成为推动中国电视公益广告发展的重要力量。 第三,系统分析了中国电视公益广告运行模式的形成和特点,并就中国电视公益广告运行的困境及成因进行了探讨。本论文认为,自1986年以来,中国电视公益广告先后形成了四种基本的运行模式,并且经历了由单一的电视媒体主导模式到以政府主导模式为主的多元模式并存这样一个演变过程。政府主导模式主要具有以下四个特点：一是由政府部门选择和确定电视公益广告活动的主题；二是带有浓厚的自上而下的政府行政指令色彩；三是电视媒体同时承担活动执行者和广告发布者的双重角色；四是共享电视公益广告作品资源。同时,政府主导模式存在多头管理、选择主题的受众导向意识不强、各实施主体被动参与、缺乏长远规划和连续性以及不重视评估效果环节等弊端。另外，，中国电视公益广告运行还面临着诸多的困境,造成这些困境的根本原因在于运行机制的缺失,政府角色的错位和广告市场主体的社会责任意识淡薄也是导致出现这些困境的重要原因。 第四,从国际比较的视野,对中国、美国、法国、日本和韩国这五个国家的电视公益广告运行模式进行了全面地比较分析,阐述了它们之间的异同点,并从中得到了以下几个有益的启示：一是成立专门的公益广告运作机构；二是运用调查手段征集电视公益广告主题；三是积极寻求企业的支持和赞助；四是重视对电视公益广告的效果进行评估。 最后,针对中国电视公益广告“如何发展”的问题,本论文在立足中国国情和借鉴国外经验的基础上,提出了以“社会主导、政府监管”为特点的中国电视公益广告社会化运行模式的新构想。本论文认为,总体而言,电视公益广告是一种具有正外部效应的准公共物品,在政府和市场提供电视公益广告这一准公共物品都存在“失灵”的情况下,为了实现中国电视公益广告的有效供给,宜选择通过第三部门来提供电视公益广告。基于此,本论文提出以“社会主导、政府监管”为特点的电视公益广告社会化运行模式是未来中国电视公益广告发展比较合适的一个选择,而“小政府、大社会”的政策导向和广告行业协会的民间化改制则为中国电视公益广告社会化运行模式的构建提供了现实基础。同时,针对中国电视公益广告社会化运行模式的构建,本论文具体地提出了以下几个合理建议：一是建立专业化的民间公益广告运作机构；二是设计科学合理的电视公益广告运作流程；三是建立稳定有效的电视公益广告筹资机制；四是建立完善的电视公益广告监管机制。
[Abstract]:In recent two years, the research of public welfare advertisement has become one of the important research fields in the academic field. Among them, the TV public service advertisement has attracted more attention from the academic field and the industry because of its wide influence, and one of the focuses is the development of public welfare advertising in China. However, in general, the research of the academic circle in this respect is still weak, most of the researchers have simply reviewed and described the development of Chinese TV public welfare advertising, or put forward some simple countermeasures, and the research angle is single, and the systemic and theoretical lack. Based on this, the thesis focuses on the development of Chinese TV public welfare advertising and how to develop these two core issues, using the theory of social transformation, the theory of social responsibility, the theory of civil society and the theory of public goods. The development of public welfare advertising in China is discussed in depth from the two aspects of development motivation and operation mode. First of all, the course of the development of the public welfare advertisement in China is reviewed and sorted, and it is divided into four stages: the incubation period, the development period, the long-term and the discovery period, and the law of the development of the public welfare advertisement in China is revealed. This paper holds that in the past 30 years of development of Chinese TV public welfare advertising, China's TV public service advertisement has experienced a self-conscious, single-body-to-multi-body, and the government is involved in the government-led, from the regional to the national, from the public welfare to the view. The process of the transition from the absence of the enterprise to the enterprise's participation and the preliminary formation of the "Media platform, enterprise singing" situation, and presents the standardization of participation in the diversification of the subject, the diversification of the financing channels, the scale of the organization's activities, the seriation of the advertising theme and the media release. Secondly, the cause of the development of public welfare advertisement in China is analyzed deeply, and the deep social motivation behind the emergence and development of public welfare advertisement in China is revealed, and from the government, the enterprise, the media and the third The promotion of the department has responded to the Chinese TV public service advertisement (unk> "Why Development" 【学位授予单位】：上海大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F713.8
本文编号：2477488
[Abstract]:In recent two years, the research of public welfare advertisement has become one of the important research fields in the academic field. Among them, the TV public service advertisement has attracted more attention from the academic field and the industry because of its wide influence, and one of the focuses is the development of public welfare advertising in China. However, in general, the research of the academic circle in this respect is still weak, most of the researchers have simply reviewed and described the development of Chinese TV public welfare advertising, or put forward some simple countermeasures, and the research angle is single, and the systemic and theoretical lack. Based on this, the thesis focuses on the development of Chinese TV public welfare advertising and how to develop these two core issues, using the theory of social transformation, the theory of social responsibility, the theory of civil society and the theory of public goods. The development of public welfare advertising in China is discussed in depth from the two aspects of development motivation and operation mode. First of all, the course of the development of the public welfare advertisement in China is reviewed and sorted, and it is divided into four stages: the incubation period, the development period, the long-term and the discovery period, and the law of the development of the public welfare advertisement in China is revealed. This paper holds that in the past 30 years of development of Chinese TV public welfare advertising, China's TV public service advertisement has experienced a self-conscious, single-body-to-multi-body, and the government is involved in the government-led, from the regional to the national, from the public welfare to the view. The process of the transition from the absence of the enterprise to the enterprise's participation and the preliminary formation of the "Media platform, enterprise singing" situation, and presents the standardization of participation in the diversification of the subject, the diversification of the financing channels, the scale of the organization's activities, the seriation of the advertising theme and the media release. Secondly, the cause of the development of public welfare advertisement in China is analyzed deeply, and the deep social motivation behind the emergence and development of public welfare advertisement in China is revealed, and from the government, the enterprise, the media and the third The promotion of the department has responded to the Chinese TV public service advertisement (unk> "Why Development" 【学位授予单位】：上海大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F713.8
【引证文献】
相关期刊论文 前3条
1 陈洪波;;中国公益广告运作机制的反思及对策分析[J];东南传播;2011年10期
2 姜列思;;中外公益广告中影像资料的比较与研究[J];大学教育;2012年09期
3 罗恢;;论我国电视公益广告的运行模式与管理[J];媒体时代;2013年07期
相关博士学位论文 前1条
1 曾婧婧;中国央地府际科技治理研究[D];华中科技大学;2011年
相关硕士学位论文 前6条
1 宫立明;公益广告伦理价值研究[D];东北林业大学;2011年
2 严密;以“第三力量”为主导[D];安徽大学;2012年
3 赵征;公益化路径下重庆卫视发展探索研究[D];重庆工商大学;2012年
4 李伟;大陆与港台公益广告比较研究[D];黑龙江大学;2013年
5 惠毅;公共性的彰显与萎缩：从商谈理论重构中国电视公益广告的变革路径[D];西北大学;2013年
6 冯静;我国公益广告供给主体多元化发展研究[D];安徽大学;2014年
本文编号：2477488
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