【摘要】：在公益廣告發(fā)展迅速的今天,依托互聯(lián)網(wǎng)的技術(shù),中央電視臺(tái)于2009年12月28日創(chuàng)辦中國網(wǎng)絡(luò)電視臺(tái),并成立中央重點(diǎn)新聞網(wǎng)站——央視網(wǎng),而央視網(wǎng)為公益的傳播設(shè)立了單獨(dú)的網(wǎng)頁,將電視公益廣告、廣播公益廣告、圖片公益廣告、微電影公益廣告集合在內(nèi)進(jìn)行公益內(nèi)容的傳播,是我國最具權(quán)威性和影響力的傳播公益內(nèi)容的網(wǎng)站。本文主要分析的是視頻類型的公益廣告,在對(duì)央視網(wǎng)公益廣告主題及敘事策略相關(guān)了解后,研究公益廣告在傳播主題時(shí)所選取的側(cè)重點(diǎn),通過公益廣告敘事策略的使用來分析公益廣告在觀念倡導(dǎo)者的選取,情節(jié)的設(shè)定以及敘事手法的應(yīng)用,并對(duì)公益廣告帶來的社會(huì)作用進(jìn)行分析。央視網(wǎng)公益頻道中現(xiàn)有公益廣告數(shù)量為804篇,共90頁,其中網(wǎng)站集中展示的系列主題公益廣告為核心價(jià)值觀系列和“善行無跡”系列。本文使用抽樣調(diào)查法對(duì)整體樣本進(jìn)行抽取,共選取樣本135篇,系列主題公益廣告共42篇。公益廣告在當(dāng)今社會(huì)有著重要的社會(huì)效益,公益廣告的傳播有利于對(duì)中國傳統(tǒng)文化的弘揚(yáng),而且對(duì)民眾的思想道德以及行為有著較強(qiáng)的規(guī)范和約束作用。在對(duì)人的人生觀、價(jià)值觀和世界觀的形成上有著較強(qiáng)的影響力。公益廣告作為一種意識(shí)的宣傳,并不是采取強(qiáng)制的措施,而是通過教化來實(shí)現(xiàn)它的傳播目的,是具有很高藝術(shù)性和思想性的傳播形式。公益廣告將民眾社會(huì)責(zé)任感的培養(yǎng)視為己任,傳遞著有益于社會(huì)發(fā)展的信息,為社會(huì)良好的運(yùn)轉(zhuǎn)而努力。公益廣告將社會(huì)發(fā)展中遇到的矛盾與問題進(jìn)行整合,了解現(xiàn)階段民眾較為關(guān)注的問題并進(jìn)行整理,通過主題的精煉和敘事手法的應(yīng)用,向受眾展示著矛盾和問題解決的方式方法,指導(dǎo)著社會(huì)發(fā)展的大方向。通過對(duì)受眾的需求把握,創(chuàng)造出可廣泛傳播和能夠讓民眾普遍理解的公益廣告內(nèi)容,以實(shí)現(xiàn)公益廣告在教化民眾思想行為,社會(huì)和諧氛圍形成與保持的目的。
[Abstract]:With the rapid development of public service advertising today, and relying on the technology of the Internet, CCTV set up China Network Television on December 28, 2009, and set up the central key news website, CCTV. The CCTV network has set up a separate web page for the dissemination of public welfare, including television public service advertisements, broadcast public service advertisements, picture public service advertisements, and micro-film public service advertisements for the dissemination of public welfare content. Is our country has the authority and the influence dissemination public welfare content website. This paper mainly analyzes the video type of public service advertising. After understanding the theme and narrative strategy of CCTV public service advertising, the focus of public service advertising in the dissemination of themes is studied. Through the use of public service advertising narrative strategy to analyze the public service advertising in the concept of the selection of advocates, plot settings and narrative techniques of the application, and the public service advertising brought about by the analysis of the social role. There are 804 public service advertisements in the CCTV public welfare channel, 90 pages in total, among which, the series of theme public service advertisements displayed by the website are the core values series and the "good deeds without trace" series. In this paper, the sampling method is used to collect the whole sample, 135 samples are selected, and 42 are selected in a series of thematic public service advertisements. Public service advertisement has important social benefits in today's society. The spread of public service advertisement is conducive to the promotion of Chinese traditional culture, and has a strong role in regulating and restricting the people's ideology, morality and behavior. It has a strong influence on the formation of people's outlook on life, values and world outlook. As a kind of conscious propaganda, public service advertisement is not to take compulsory measures, but to achieve its communication purpose through enlightenment, which is a highly artistic and ideological form of communication. The public service advertisement regards the cultivation of the social responsibility of the public as its own responsibility, conveys the information beneficial to the social development, and makes great efforts for the good operation of the society. Public service advertising integrates the contradictions and problems encountered in the social development, understands and arranges the problems that the people are more concerned about at this stage, and through the refinement of the theme and the application of narrative techniques, To the audience shows the ways and means of conflict and problem-solving, guiding the social development of the general direction. Through grasping the needs of the audience, we can create the content of the public service advertisement which can be widely disseminated and can be widely understood by the public, in order to realize the purpose of the public service advertisement in enlightening the people's thought and behavior, forming and maintaining the harmonious atmosphere of the society.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.8;G229.2

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