【摘要】：現(xiàn)如今，我們可以看到，越來越多的公益廣告被不同媒介傳輸出來。隨著公益廣告宣傳的途徑與公益活動的舉辦量增多，可以看出國家對公益事業(yè)的日益重視。公益是一種無形的力量，做好公益，能夠喚起人內(nèi)心深處的真善美，能夠弘揚(yáng)傳統(tǒng)文化等。 一條公益廣告的傳播有兩個重點(diǎn)：傳播者——公益廣告制作方，與受者——公益廣告的觀眾。這也是筆者為什么既要研究公益廣告的傳播效果，又要研究其制作策略的原因。 傳播效果有三個層面：外部信息作用于人們的知覺和記憶系統(tǒng)，引起人們知識量的增加和知識結(jié)構(gòu)的變化，屬于認(rèn)知層面上的效果；作用于人們的觀念或價值體系而引起情緒或感情的變化，屬于心理和態(tài)度層面上的效果；這些變化通過人們的言行表現(xiàn)出來，即成為行動層面上的效果。從認(rèn)知到態(tài)度再到行動，是一個效果的累積、深化和擴(kuò)大的過程。這些都屬于認(rèn)知心理學(xué)的范疇，，可以運(yùn)用認(rèn)知心理學(xué)相關(guān)理論進(jìn)行研究。 隨著公益宣傳的種類與途徑五花八門，不同公益廣告帶來的傳播效果可謂大相徑庭。一些公益廣告讓受眾熱淚盈眶，在公益相關(guān)比賽中屢屢奪獎；但也有受眾抱怨如今的公益廣告“數(shù)量多，種類少�！狈Q有些公益廣告“讓人看不懂”或是“太過于直白，看過就忘了，起不到任何作用”。更有公眾稱有些公益廣告看了之后，不僅起不到教育意義，還讓人想笑、或者產(chǎn)生排斥感。 本文之所以選擇認(rèn)知心理學(xué)作為分析公益廣告?zhèn)鞑バЧ闹饕碚摚⒂谜J(rèn)知心理學(xué)觀點(diǎn)，為制作公益廣告提供建議，是因?yàn)樯鲜鲞@些問題產(chǎn)生的理由，都可以歸為制作者在制作公益宣傳時，忽視了受眾的認(rèn)知習(xí)慣，讓受眾在對公益宣傳信息進(jìn)行加工時遇到瓶頸或是產(chǎn)生排斥。若能夠很好地把控住受眾的認(rèn)知過程，就能夠“對癥下藥”，制作出符合受眾認(rèn)知習(xí)性的公益宣傳，從而使公益宣傳產(chǎn)生最明顯的傳播效果。 文章主要運(yùn)用了文獻(xiàn)研究法、比較研究法、案例分析法和圖示法來進(jìn)行分析。選擇了認(rèn)知心理學(xué)中有較大影響力的格式塔心理學(xué)和信息加工心理學(xué)作為指導(dǎo)理論，同時分析公益廣告的傳播效果與受眾的認(rèn)知習(xí)慣，探究怎樣的公益宣傳才能更好地被受眾接受，從而產(chǎn)生良好的傳播效果。
[Abstract]:Nowadays, we can see that more and more public service advertisements are transmitted by different media. With the increase of the way of public service advertising and the number of public welfare activities, we can see that the state attaches more and more importance to public welfare. Public welfare is an invisible force, to do a good job of public welfare, can arouse people's inner truth, goodness and beauty, can carry forward traditional culture and so on. There are two key points in the dissemination of a public service advertisement: the communicator-the producer of the public service advertisement, and the recipient-the audience of the public service advertisement. This is why the author should not only study the communication effect of public service advertising, but also study its production strategy. There are three levels of communication effect: external information acts on people's perception and memory system, which leads to the increase of people's knowledge and the change of knowledge structure, which belongs to the cognitive effect; the effect of emotion or emotion caused by people's concept or value system, which belongs to the effect of psychology and attitude; these changes are expressed through people's words and deeds, that is to say, they become the effect at the level of action. From cognition to attitude to action, it is a process of accumulation, deepening and expansion of effects. These belong to the category of cognitive psychology, which can be studied by using the relevant theories of cognitive psychology. With the variety and way of public service publicity, the communication effect of different public service advertisement can be described as very different. Some public service advertisements make the audience tearful and win awards repeatedly in public service related competitions, but some also complain that today's public service advertisements are "large in number and few in variety." Some public service ads are "incomprehensible" or "too straightforward to forget and do nothing." Some people say that after reading some public service advertisements, they not only do not have the educational significance, but also make people want to laugh, or have a sense of exclusion. The reason why this paper chooses cognitive psychology as the main theory to analyze the communication effect of public service advertising, and provides suggestions for the production of public service advertisement from the point of view of cognitive psychology, is that the reasons for these problems can be attributed to the fact that the producer neglects the cognitive habits of the audience when making public welfare publicity, and makes the audience encounter bottleneck or exclusion in the processing of public welfare propaganda information. If we can control the cognitive process of the audience well, we can "prescribe the right medicine" and make the public welfare propaganda in accordance with the cognitive habits of the audience, so that the public welfare publicity has the most obvious communication effect. The article mainly uses the literature research method, the comparative research method, the case analysis method and the graphic method to carry on the analysis. The Gestalt psychology and information processing psychology, which have great influence in cognitive psychology, are selected as the guiding theories, and the communication effect of public service advertisement and the cognitive habit of the audience are analyzed at the same time, and what kind of public welfare propaganda can be better accepted by the audience, so as to produce good communication effect.
【學(xué)位授予單位】：重慶大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：B842.1;F713.8;G206

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

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