儒家文化对我国公益广告的影响
发布时间：2019-06-05 14:55
【摘要】：本论文以“儒家文化”与“中国公益广告”的关系构建为研究对象,对儒家文化的概念以及中庸之道、“仁、义、礼、智、信”进行概述。在对公益广告的概念特征、进行分析的基础上,探讨儒家“五常”思想与公益广告修身追求的和谐统一,儒家审美与公益广告审美与愿景的异曲同工,从这两个方面论述了儒家“五常”思想与公益广告的同构价值关系。并以“全国优秀广播电视公益广告作品库”中262则公益广告为样本,具体分析了我国公益广告中的儒家内容元素和形式元素。接着从儒家传统价值观、儒家思维方式、儒家传统理想人格、儒家传统道德情感、儒家传统审美情趣、儒家礼俗文化六个方面,以个案分析的方法探讨儒家文化对我国公益广告的影响。在最后对存在的问题与公益广告的创作以及媒体应用策略进行了深入探索,从而为公益广告的创作拓展新的思路和发展空间。深入挖掘儒家文化元素内涵提高创作质量,同时面对新媒体时代呈现的有利的发展契机,现阶段我国公益广告并未顺势而为,因此应该充分利用新媒体的优势扩大影响,提升广告效果。这不仅有利于我国公益广告从儒家思想的深厚文化底蕴中探索创意灵感和视觉形式,带来有别于西方设计体系的崭新的视觉感受,同时,增添了传承本民族文化的责任感和使命感,彰显了公益广告的文化特色与时代内涵。
[Abstract]:This paper takes the construction of the relationship between "Confucian culture" and "Chinese public service advertisement" as the research object, and summarizes the concept of Confucian culture and the way of moderation, "benevolence, righteousness, propriety, wisdom and faith". On the basis of analyzing the conceptual characteristics of public service advertising, this paper probes into the harmonious unity of Confucian "five permanent" thought and the pursuit of self-cultivation of public service advertisement, and the similarities and differences between Confucian aesthetics and public service advertisement aesthetics and vision. This paper discusses the isomorphism value relationship between Confucian "five permanent" thought and public service advertisement from these two aspects. Taking 262 public service advertisements in the National excellent Radio and Television Public Service Advertising Library as samples, this paper analyzes the Confucian content elements and formal elements in the public service advertisements in China. Then from six aspects: Confucian traditional values, Confucian mode of thinking, Confucian traditional ideal personality, Confucian traditional moral emotion, Confucian traditional aesthetic taste, Confucian etiquette and custom culture, This paper probes into the influence of Confucian culture on public service advertising in China by means of case study. Finally, the existing problems and the creation of public service advertising and media application strategy are deeply explored, so as to expand new ideas and development space for the creation of public service advertising. Excavating the connotation of Confucian cultural elements to improve the quality of creation, and facing the favorable development opportunity of the new media era, the public service advertising in our country does not conform to the trend at this stage, so we should make full use of the advantages of the new media to expand the influence. Improve the effect of advertising. This is not only helpful for our public service advertising to explore creative inspiration and visual form from the profound cultural connotation of Confucianism, and bring a new visual feeling different from the western design system. At the same time, It adds the sense of responsibility and mission to inherit the national culture, and highlights the cultural characteristics and the connotation of the times of public service advertising.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.8;G122
[Abstract]:This paper takes the construction of the relationship between "Confucian culture" and "Chinese public service advertisement" as the research object, and summarizes the concept of Confucian culture and the way of moderation, "benevolence, righteousness, propriety, wisdom and faith". On the basis of analyzing the conceptual characteristics of public service advertising, this paper probes into the harmonious unity of Confucian "five permanent" thought and the pursuit of self-cultivation of public service advertisement, and the similarities and differences between Confucian aesthetics and public service advertisement aesthetics and vision. This paper discusses the isomorphism value relationship between Confucian "five permanent" thought and public service advertisement from these two aspects. Taking 262 public service advertisements in the National excellent Radio and Television Public Service Advertising Library as samples, this paper analyzes the Confucian content elements and formal elements in the public service advertisements in China. Then from six aspects: Confucian traditional values, Confucian mode of thinking, Confucian traditional ideal personality, Confucian traditional moral emotion, Confucian traditional aesthetic taste, Confucian etiquette and custom culture, This paper probes into the influence of Confucian culture on public service advertising in China by means of case study. Finally, the existing problems and the creation of public service advertising and media application strategy are deeply explored, so as to expand new ideas and development space for the creation of public service advertising. Excavating the connotation of Confucian cultural elements to improve the quality of creation, and facing the favorable development opportunity of the new media era, the public service advertising in our country does not conform to the trend at this stage, so we should make full use of the advantages of the new media to expand the influence. Improve the effect of advertising. This is not only helpful for our public service advertising to explore creative inspiration and visual form from the profound cultural connotation of Confucianism, and bring a new visual feeling different from the western design system. At the same time, It adds the sense of responsibility and mission to inherit the national culture, and highlights the cultural characteristics and the connotation of the times of public service advertising.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.8;G122
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