本文選題：公益廣告　切入點(diǎn)：創(chuàng)新　出處：《新疆大學(xué)》2015年碩士論文

【摘要】：公益廣告在我國發(fā)展比較晚,最早出現(xiàn)的公益廣告是自發(fā)零散的,后來成為全國性開展的廣告活動。我國的大環(huán)境為公益廣告的發(fā)展創(chuàng)造了良好的條件,各種負(fù)面現(xiàn)象的出現(xiàn)也反映了發(fā)展公益廣告的必要性和緊迫性。隨著公益廣告重要性的突顯,學(xué)術(shù)界對其研究也逐漸增多。在眾多公益廣告研究中,學(xué)者關(guān)注的焦點(diǎn)多是公益廣告的發(fā)展問題。本文也是針對公益廣告如何創(chuàng)新與發(fā)展,更好地發(fā)揮其功能等問題展開討論。首先,本文對公益廣告的不同定義進(jìn)行了歸納,對相關(guān)概念進(jìn)行了界定,強(qiáng)調(diào)了我國發(fā)展公益廣告的重要意義。梳理和回顧了我國公益廣告的發(fā)展歷程,揭示出我國公益廣告在不同發(fā)展時(shí)期的特點(diǎn)。具體闡述了公益廣告四個(gè)重要作用,分析了公益廣告需要進(jìn)行創(chuàng)新的原因,公益廣告發(fā)展的外部環(huán)境變化,注意力經(jīng)濟(jì)的要求、體驗(yàn)時(shí)代的到來、分眾傳播的流行都促使其創(chuàng)新。其次,分析我國公益廣告發(fā)展過程中出現(xiàn)的問題,提出我國公益廣告創(chuàng)新的方式。本文對公益廣告所出現(xiàn)的問題進(jìn)行了具體的分析,指出這些問題阻礙了我國公益廣告發(fā)展,解決這些問題是非常必要的。然后探討公益廣告的創(chuàng)新,做出具體分析并提出建議。制度方面,應(yīng)該建立專門的公益廣告法或者把公益廣告歸入現(xiàn)有的廣告法范圍內(nèi);在內(nèi)容方面,公益廣告應(yīng)該做到貼近公眾生活,選擇公眾更為關(guān)心的話題,引起他們的關(guān)注與共鳴;要多利用新媒體和小眾媒體,制定可行的刊播計(jì)劃;傳播方面,以冰桶挑戰(zhàn)活動為例,提出公益廣告在傳播上創(chuàng)新的建議。最后,本文提出了關(guān)于我國公益廣告未來發(fā)展的思考。在研究了國外公益廣告事業(yè)發(fā)展機(jī)制的基礎(chǔ)上,提出應(yīng)該建立符合我國公益廣告事業(yè)發(fā)展的機(jī)制;要進(jìn)行公益廣告的整合傳播,既要充分利用傳統(tǒng)媒介,也要利用新媒體傳播公益廣告;在內(nèi)容方面,制作時(shí)要考慮到民族精神與文化,新時(shí)期公眾的審美趨勢,要關(guān)注社會熱點(diǎn),關(guān)注與全社會有關(guān)的問題;公益廣告的發(fā)展還需要調(diào)動企業(yè)參的積極性,發(fā)展商業(yè)的公益廣告,才能確保我國公益廣告的長足發(fā)展。
[Abstract]:Public service advertisement developed relatively late in our country, the earliest public service advertisement appeared spontaneously and scattered, then became the national advertisement activity.The environment of our country has created good conditions for the development of public service advertisement, and the emergence of all kinds of negative phenomena also reflects the necessity and urgency of the development of public service advertisement.With the prominence of the importance of public service advertising, academic research on it has gradually increased.In many studies of public service advertising, scholars focus on the development of public service advertising.This paper also discusses how to innovate and develop public service advertisement and how to play its function better.First of all, this paper summarizes the different definitions of public service advertising, defines the relevant concepts, and emphasizes the importance of developing public service advertising in China.This paper reviews the development course of China's public service advertising and reveals the characteristics of China's public service advertising in different development periods.This paper expounds the four important functions of public service advertisement, analyzes the reasons why public service advertisement needs to innovate, the external environment change of public service advertisement development, the requirement of attention economy, and the coming of experience times.The popularity of the spread of focus encourages its innovation.Secondly, it analyzes the problems in the development of China's public service advertisement, and puts forward the innovative ways of our country's public service advertisement.This paper analyzes the problems of public service advertisement, and points out that these problems hinder the development of public service advertisement in China, and it is very necessary to solve these problems.Then explore the innovation of public service advertising, make specific analysis and put forward suggestions.In terms of system, we should establish a special law on public service advertising or bring it into the scope of the existing advertising law. In terms of content, public service advertisements should be close to public life and choose topics that the public is more concerned about.Draw their attention and resonance; make more use of new media and minority media to make a feasible print and broadcast plan; in communication, take the ice bucket challenge as an example, put forward the public service advertising in the dissemination of innovative suggestions.Finally, this paper puts forward the thinking about the future development of public service advertisement in our country.On the basis of studying the development mechanism of the public service advertisement cause abroad, this paper puts forward that the mechanism should be set up in line with the development of the public service advertisement cause in our country, and it is necessary to make full use of the traditional media to carry out the integrated dissemination of the public service advertisement.In terms of content, the national spirit and culture should be taken into account, the aesthetic trend of the public in the new period should be taken into account, the hot spots of the society should be paid attention to and the problems related to the whole society should be paid attention to.The development of public service advertisement also needs to arouse the enthusiasm of enterprises and develop commercial public service advertisement in order to ensure the rapid development of public service advertisement in our country.
【學(xué)位授予單位】：新疆大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.8

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 王首程;;我國公益廣告法規(guī)建設(shè)現(xiàn)狀評析[J];深圳大學(xué)學(xué)報(bào)(人文社會科學(xué)版);2008年06期

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本文編號：1727369