本文選題：傳播學(xué) + 體育公益廣告��； 參考：《華中師范大學(xué)》2017年碩士論文

【摘要】：體育公益廣告是針對(duì)當(dāng)前社會(huì)熱點(diǎn)或不良社會(huì)風(fēng)尚,選取有價(jià)值的賽事片段或與體育有關(guān)的寫入手法,通過精煉的電視廣告形式,傳播豐富的體育文化和激進(jìn)的體育精神,達(dá)到規(guī)范大眾行為,促進(jìn)人的全面發(fā)展和社會(huì)穩(wěn)健進(jìn)步為目的廣告宣傳。我國(guó)體育公益廣告承載著傳播體育精神和規(guī)范社會(huì)行為的雙重使命,肩負(fù)起構(gòu)建時(shí)代文化的重任,具有深遠(yuǎn)意義。通過文獻(xiàn)資料法,研究了體育公益廣告的概念,掌握了國(guó)內(nèi)外有關(guān)體育公益廣告的研究現(xiàn)狀;同時(shí)根據(jù)拉斯韋爾“5W”模式探究了體育公益廣告的傳播效果與傳播者、受眾、傳播媒介和傳播內(nèi)容之間的關(guān)系;探究出體育公益廣告?zhèn)鞑バЧ脑u(píng)定指標(biāo)體系。通過拉片觀察法,對(duì)我國(guó)30則體育公益廣告——進(jìn)行觀評(píng),具體研究了我國(guó)體育公益廣告的傳播者和傳播內(nèi)容,并分析我國(guó)體育公益廣告?zhèn)鞑ッ浇榈默F(xiàn)狀。通過訪談法對(duì)受眾進(jìn)行研究,深入研究體育公益廣告?zhèn)鞑バЧ?到達(dá)效果、認(rèn)知效果、態(tài)度效果和行動(dòng)效果。通過問卷調(diào)查法對(duì)體育公益廣告的傳播效果進(jìn)行實(shí)證分析。本研究結(jié)論如下:1.我國(guó)體育公益廣告的傳播者以政府部門為主,社會(huì)公益組織和企業(yè)贊助為輔;傳播內(nèi)容的主題主要分為奧運(yùn)精神、保護(hù)自然、慈善救助、反腐教育、消防安全、運(yùn)動(dòng)健康和體育夢(mèng)想等;傳播媒介呈整合傳播發(fā)展;傳播受眾主要是被動(dòng)型受眾;政府部門的威信效應(yīng)、傳播內(nèi)容的真實(shí)可靠和傳播媒介的整合發(fā)展能有效促進(jìn)我國(guó)體育公益廣告的傳播效果。2.我國(guó)體育公益廣告的傳播效果在人口學(xué)變量上存在顯著差異。其認(rèn)知效果在性別和專業(yè)上均無顯著差異;其態(tài)度效果在受眾的性別上亦無顯著差異;但在受眾的專業(yè)上存在顯著差異,且非體育專業(yè)的受眾比體育專業(yè)的受眾的態(tài)度效果好;其行動(dòng)效果均存在顯著差異,且男性受眾比女性受眾的行動(dòng)效果好,體育專業(yè)比非體育專業(yè)的受眾的行動(dòng)效果好。3.我國(guó)體育公益廣告?zhèn)鞑バЧ懈骶S度效果存在差異且相互影響。其認(rèn)知效果和態(tài)度效果存在顯著相關(guān)性,且其主題鮮明程度和表現(xiàn)手法合理程度越高,其態(tài)度效果越好;態(tài)度效果和行動(dòng)效果相關(guān)性不強(qiáng),良好的態(tài)度效果并不能顯著提高受眾的分享程度和繼續(xù)關(guān)注程度。.4.我國(guó)體育公益廣告的傳播價(jià)值顯著但二次傳播效果有待加強(qiáng),趣味性較強(qiáng)的體育公益廣告能促進(jìn)受眾分享程度和繼續(xù)關(guān)注程度。
[Abstract]:The sports public service advertisement aims at the current social hot spot or the bad social fashion, selects the valuable event segment or the writing technique related to the sports, through the refined television advertisement form, spreads the rich sports culture and the radical sports spirit,To standardize public behavior, to promote the overall development of people and social stability and progress for the purpose of advertising.Sports public service advertisement in our country carries the dual mission of spreading sports spirit and standardizing social behavior. It is of far-reaching significance to shoulder the important task of constructing the culture of the times.Through the method of literature, this paper studies the concept of sports public service advertisement, grasps the present research situation of sports public service advertisement at home and abroad, and probes into the communication effect, communicator and audience of sports public service advertisement according to Raswell's "5W" mode.The relationship between the media and the content, and the evaluation index system of the effect of sports public service advertisement.In this paper, 30 sports public service advertisements in China are evaluated by the method of film drawing, and the propagator and content of sports public service advertisement in China are studied in detail, and the present situation of sports public service advertisement communication medium in China is analyzed.Through the interview to the audience research, in-depth research sports public service advertising communication effect: reach effect, cognitive effect, attitude effect and action effect.This paper makes an empirical analysis on the communication effect of sports public service advertisement by means of questionnaire investigation.The conclusion of this study is as follows: 1.Our country sports public service advertisement disseminator is mainly by the government department, the social public welfare organization and the enterprise sponsor as the supplement; the dissemination content theme mainly divides into the Olympic Games spirit, protects the nature, the charity relief, the anti-corruption education, the fire safety,Sports health and sports dream; media development; communication audience is mainly passive audience; the prestige effect of government departments,The true and reliable content of communication and the integrated development of media can effectively promote the communication effect of sports public service advertisement in China.There are significant differences in the demographic variables of the spread effect of sports public service advertisement in China.There is no significant difference in cognitive effect between sexes and majors, and there is no significant difference in the gender of the audience, but there is a significant difference in the specialty of the audience, and the attitude effect of the audience of non-sports major is better than that of the audience majoring in physical education.There are significant differences in the effect of action, and the male audience is better than the female audience, and the sports major is better than the non-sports major. 3.There are differences in the effects of sports public service advertisement in each dimension and influence each other.There is significant correlation between the cognitive effect and the attitude effect, and the higher the level of the theme and the reasonable degree of performance, the better the attitude effect, the less the correlation between the attitude effect and the action effect.Good attitude effect can not significantly improve the audience share and continue to pay attention to the degree. 4.The spreading value of sports public service advertisement in our country is remarkable but the effect of secondary communication needs to be strengthened. Sports public service advertisement with strong interest can promote the degree of audience sharing and continue to pay attention to.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.8;G80-05

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本文編號(hào)：1750904