本文關(guān)鍵詞： 公益廣告 社會公德 廣告設(shè)計 文明優(yōu)化　出處：《鄭州大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：公益廣告具有獨特的德育和美育功能,在社會精神文明建設(shè)中發(fā)揮著重要作用,尤其是近年來公益廣告及其創(chuàng)作在我國備受重視。在已推出的公益廣告中,優(yōu)秀的作品頗多,影響很大,但也有一些作品質(zhì)量低下,功效甚微。這說明我國公益廣告創(chuàng)作的整體水平尚需提高。 公益廣告以其所傳達的思想觀念作用于人。雖然公益廣告的作品言辭簡短,視覺形象也有限,但其中卻蘊含著思辨的力量,閃耀著思想的光輝。公益廣告就是利用它所宣揚的思想意義來說服人教育人。傳達什么樣的觀念才能產(chǎn)生積極的作用并取得巨大的宣傳效果,這正是確立主題所要面對的問題。本文從我國公益廣告普遍面臨的問題進行著手研究,通過借鑒國外公益廣告的發(fā)展歷程經(jīng)驗成果,對我國公益廣告目前面臨的問題進行剖析,并對其發(fā)展提供一定的解決對策,分別從公益廣告的發(fā)展基礎(chǔ)、宣傳表達方式、制作運行體制以及提升傳媒地位等方面進行研究,從這幾個方面綜合探討出一些拓寬公益廣告發(fā)展的途徑。 選擇公益廣告對社會公德的優(yōu)化關(guān)系研究作為課題,可以彌補當前公益廣告理論研究的不足,促進中國公益廣告的發(fā)展；可以加快文明意識建設(shè)的步伐,優(yōu)化文明體系建設(shè)的科學(xué)性并提高文明形象傳播的有效性,在當今學(xué)術(shù)界提倡交叉融合的發(fā)展背景下,借鑒前人取得的成果,對公益廣告發(fā)展和社會文明意識形態(tài)建設(shè)之間的關(guān)系進行綜合研究的一次學(xué)術(shù)嘗試。
[Abstract]:Public service advertisement has the unique function of moral education and aesthetic education, and plays an important role in the construction of social spiritual civilization, especially in recent years, public service advertisement and its creation have been attached great importance to in our country. The influence is very great, but there are also some works of low quality and little effect, which indicates that the overall level of the creation of public service advertisements in China needs to be improved. Public service advertising acts on people with the ideas it conveys. Although the works of public service advertisements have short words and limited visual images, they contain speculative power. Public service advertising is to use the meaning of the ideas it preaches to persuade people to educate people. What kind of ideas can be conveyed to produce a positive effect and achieve great publicity results, This is exactly the problem to be faced with in establishing the theme. This paper begins to study the problems that the public service advertisement generally faces in our country, and analyzes the problems that the public service advertisement in our country is facing by drawing lessons from the experience of the development process of the foreign public service advertisement. And to its development to provide certain solutions, respectively from the basis of the development of public service advertising, publicity and expression, production and operation of the system and improve the status of the media, and so on. From these several aspects to explore some ways to broaden the development of public service advertising. Choosing the research of optimizing the relationship between public service advertisement and social morality as the subject can make up the deficiency of the current research on public service advertisement theory, promote the development of Chinese public service advertisement, and accelerate the construction of civilization consciousness. To optimize the scientific nature of the construction of civilization system and to improve the effectiveness of the transmission of civilization image, in the background of the development of cross-integration advocated in the academic circles today, draw lessons from the achievements made by the predecessors. An academic attempt to comprehensively study the relationship between the development of public service advertising and the construction of social civilization ideology.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：J524.3;B824

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