發(fā)布時(shí)間：2019-03-25 11:25

【摘要】：1978年，由貴陽(yáng)電視臺(tái)制作并播出的《節(jié)約用水》拉開(kāi)了中國(guó)現(xiàn)代公益廣告發(fā)展的序幕。十八年之后，也就是1996年，政府開(kāi)始重視和管理公益廣告。在政府的引導(dǎo)下，中國(guó)公益廣告在反映政治、經(jīng)濟(jì)、社會(huì)發(fā)展?fàn)顟B(tài)方面，在維護(hù)社會(huì)穩(wěn)定等方面都發(fā)揮了重要作用。 由于人類(lèi)文明的進(jìn)步和生產(chǎn)力的發(fā)展,公益廣告伴隨經(jīng)濟(jì)產(chǎn)物出現(xiàn)在現(xiàn)代社會(huì)。它象征著一個(gè)社會(huì)物質(zhì)文化與精神文化的發(fā)展水平，代表著這個(gè)國(guó)家的主流文化價(jià)值觀，同時(shí)，公益廣告也是衡量一個(gè)國(guó)家廣告業(yè)成熟與否的標(biāo)志。此外，隨著全球化和大傳播的時(shí)代的到來(lái)，廣告更成為了國(guó)家軟實(shí)力和國(guó)家形象的重要組成部分。公益廣告的主題涉及社會(huì)成員的倫理道德、價(jià)值判斷、文明教化等方方面面,它為不同教育背景、不同社會(huì)階層、不同認(rèn)知能力的人提供了一個(gè)可以平等接受主流文化影響的平臺(tái)，是推動(dòng)社會(huì)思想變革的無(wú)形力量。中國(guó)的公益廣告受政治與經(jīng)濟(jì)影響較重，，可以說(shuō)，中國(guó)公益廣告內(nèi)容的變化與發(fā)展也從一個(gè)側(cè)面反映了新中國(guó)的政治、經(jīng)濟(jì)和社會(huì)的發(fā)展。 本文的研究分為四章。第一章對(duì)于廣告、公益廣告、故事化進(jìn)行了概念上的界定，并對(duì)國(guó)內(nèi)外文獻(xiàn)進(jìn)行了歸納、總結(jié)與分析，為本文的研究做了理論鋪墊。第二章對(duì)國(guó)內(nèi)外公益廣告的發(fā)展現(xiàn)狀進(jìn)行了介紹與分析。第三章從敘事和故事化表現(xiàn)技巧兩個(gè)方面，通過(guò)具體案例的輔助來(lái)證明故事化在公益廣告中的體現(xiàn)。一方面，將公益廣告故事化敘事分解為具體敘事手法并進(jìn)行分析；另一方面，總結(jié)并分析了故事化隨著時(shí)代發(fā)展，其表現(xiàn)方式的流變，以及故事化的具體技巧在公益廣告中的應(yīng)用例證。第四章則是從傳播學(xué)角度，依據(jù)拉斯韋爾的“5W”模式，從傳播者、傳播內(nèi)容、傳播媒介、傳播受眾以及傳播效果五個(gè)方面對(duì)公益廣告故事化進(jìn)行了研究。 公益廣告質(zhì)量的不斷提升，公益廣告的故事化敘事對(duì)于觀眾注意力的影響經(jīng)歷了由說(shuō)教到吸引再到感動(dòng)的過(guò)程。龐大的消費(fèi)群體背后是巨大的發(fā)展空間，研究故事化對(duì)公益廣告的發(fā)展有著至關(guān)重要的意義。所以，什么是公益廣告故事化，公益廣告故事化敘事的形成過(guò)程是怎樣的，如何開(kāi)展公益廣告故事化，讓公益廣告更好引起情感共鳴，引導(dǎo)行為舉止，這一些列問(wèn)題都是我們亟需解決的。
[Abstract]:In 1978, Water Saving, which was produced and broadcast by Guiyang TV Station, opened the prelude to the development of China's modern public service advertising. Eighteen years later, in 1996, the government began to attach importance to and manage public service advertising. Under the guidance of the government, China's public service advertising has played an important role in reflecting the political, economic and social development, and in maintaining social stability. Due to the progress of human civilization and the development of productive forces, public service advertising appears in modern society with economic products. It symbolizes the development level of a social material culture and spiritual culture and represents the mainstream cultural values of the country. At the same time, public service advertising is also a symbol of the maturity of a national advertising industry. In addition, with the arrival of globalization and mass communication, advertising has become an important part of national soft power and national image. The theme of the public service advertisement involves the ethics, the value judgment, the civilization education and so on of the society member, it is different education background, different social stratum, People with different cognitive abilities provide an equal platform to accept the influence of mainstream culture and are invisible forces to promote social ideological change. China's public service advertisement is influenced by politics and economy. It can be said that the change and development of China's public service advertisement content also reflect the development of politics, economy and society in New China. This paper is divided into four chapters. The first chapter defines the concept of advertisement, public service advertisement and storytelling, and sums up, summarizes and analyzes the domestic and foreign literature, which provides a theoretical foundation for the research of this paper. The second chapter introduces and analyzes the current situation of the development of public service advertising at home and abroad. The third chapter proves the embodiment of storytelling in public service advertisement from two aspects: narrative and storytelling. On the one hand, the narrative of public service advertising is divided into specific narrative techniques and analyzed. On the other hand, this paper summarizes and analyzes the evolution of storytelling with the development of the times, and the examples of the application of storytelling techniques in public service advertising. The fourth chapter is from the perspective of communication, according to Lasswell's "5W" mode, from the communicator, the content of communication, the media, the audience of communication and the effect of the five aspects of the public service advertising storytelling. With the continuous improvement of the quality of public service advertising, the influence of storytelling of public service advertisement on the audience's attention has experienced a process from preaching to attracting to moving. Behind the huge consumer group is a huge space for development, the study of storytelling is of great significance to the development of public service advertising. Therefore, what is the public service advertisement storytelling, what is the formation process of the public service advertisement story narrative, how to carry out the public service advertisement story, let the public service advertisement cause the emotion resonance better, guide the behavior, All these problems are urgently needed to be solved.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F713.8

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