本文選題：無償獻(xiàn)血　切入點(diǎn)：公益廣告　出處：《陜西師范大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：在新世紀(jì)的中國(guó),廣告作為一種媒介宣傳手段,不僅成為了廣告主追逐經(jīng)濟(jì)利益的有效方式,在某種意義上,也肩負(fù)著宣揚(yáng)社會(huì)公德,弘揚(yáng)中華民族傳統(tǒng)美德的特殊使命。一則廣告能否取得良好的廣告效果對(duì)于廣告投放者和整個(gè)社會(huì)來說,都具有十分重要的意義。 公益廣告是廣告中的重要一支,是一門實(shí)用性藝術(shù),它可以超越時(shí)空界限,對(duì)人類的道德水平和心靈產(chǎn)生較大的影響。公益廣告與商業(yè)廣告不同,它所注重和追求的并不是經(jīng)濟(jì)利益,而是社會(huì)大眾的切身利益。 無償獻(xiàn)血在任何國(guó)家,任何體制下都是人類崇高的事業(yè),無償獻(xiàn)血公益廣告作為重要的公益廣告,無論它以何種媒介為載體,都必須始終堅(jiān)持將獲得最大的社會(huì)效益放在首位。鼓勵(lì)符合獻(xiàn)血條件的公民積極參與無償獻(xiàn)血,向普通公民普及無償獻(xiàn)血基本知識(shí),引領(lǐng)社會(huì)風(fēng)尚,在全社會(huì)弘揚(yáng)無償獻(xiàn)血的助人美德,督促全體公民履行無償獻(xiàn)血的義務(wù)。但是,現(xiàn)實(shí)生活中血荒現(xiàn)象大量存在,這使我們對(duì)于作為無償獻(xiàn)血重要宣傳形式的公益廣告的效果產(chǎn)生了質(zhì)疑。目前,我國(guó)廣告界與學(xué)術(shù)界對(duì)于無償獻(xiàn)血公益廣告研究的水平較低,對(duì)其廣告效果缺乏正確全面的認(rèn)識(shí),從而在某種程度上阻礙了無償獻(xiàn)血工作的順利進(jìn)行。因此,現(xiàn)階段評(píng)估無償獻(xiàn)血公益廣告的廣告效果至關(guān)重要。 為了全面清晰地掌握我國(guó)現(xiàn)有無償獻(xiàn)血公益廣告的廣告效果,填補(bǔ)學(xué)術(shù)空白,為廣告的設(shè)計(jì)、制作和發(fā)布提供意見,幫助無償獻(xiàn)血工作順利開展。本論文在傳播學(xué)的視野下,采用問卷調(diào)查法、內(nèi)容分析法、文獻(xiàn)資料法等定量與定性相結(jié)合的研究方法,以傳播效果理論、AIDA模式、議程設(shè)置理論等經(jīng)典理論和模型作為研究的理論支撐,根據(jù)廣告效果評(píng)估指標(biāo),在西安地區(qū)進(jìn)行相關(guān)調(diào)查研究,從傳播效果、心理效果、社會(huì)效果這三個(gè)層面對(duì)我國(guó)現(xiàn)有無償獻(xiàn)血公益廣告效果進(jìn)行研究。得出三個(gè)效果之間互相聯(lián)系,相輔相成的關(guān)系,并且分析出無償獻(xiàn)血公益廣告的優(yōu)劣勢(shì),肯定我國(guó)現(xiàn)有無償獻(xiàn)血公益廣告的效果,指出無償獻(xiàn)血公益廣告在影響和改變受眾態(tài)度層面時(shí)所產(chǎn)生的效果好于行為層面產(chǎn)生的效果,認(rèn)為無償獻(xiàn)血公益廣告在加強(qiáng)廣告創(chuàng)作創(chuàng)意及強(qiáng)化受眾行為方面,還有待提高。并從實(shí)際情況出發(fā),為無償獻(xiàn)血公益廣告的創(chuàng)作及其廣告事業(yè)的發(fā)展提出了一些切實(shí)可行地建議。
[Abstract]:In China in the new century, advertising, as a means of media propaganda, has not only become an effective way for advertisers to pursue economic interests, but also, in a certain sense, is shouldering the task of publicizing social morality. Whether an advertisement can achieve good advertising effect is of great significance to advertisers and the whole society. Public service advertisement is an important branch of advertising, it is a practical art, it can transcend the boundary of time and space, and have a great influence on the moral level and soul of human beings. Public service advertisement is different from commercial advertisement. What it pays attention to and pursues is not economic interest, but the vital interest of the public. Free blood donation is a noble cause of human beings in any country and any system. Free blood donation public service advertisement is an important public service advertisement, no matter what medium it is used as carrier, Must always insist on putting the greatest social benefits in the first place. Encourage citizens who meet the conditions of blood donation to actively participate in unpaid blood donation, popularize the basic knowledge of unpaid blood donation to ordinary citizens, and lead the social trend. In the whole society, we should promote the virtue of giving blood without compensation and urge all citizens to fulfill the obligation of donating blood without compensation. However, in real life, the phenomenon of blood shortage exists in large numbers. This makes us question the effect of public service advertising, which is an important form of propaganda for free blood donation. At present, the level of research on unpaid blood donation public service advertising in China's advertising and academic circles is relatively low. The lack of a correct and comprehensive understanding of the advertising effect hinders the smooth progress of the unpaid blood donation to some extent. Therefore it is very important to evaluate the advertising effect of the free blood donation public service advertisement at this stage. In order to grasp the advertising effect of free blood donation public service advertisement in our country, fill in the academic blank, provide advice for the design, production and distribution of the advertisement, and help the free blood donation work to develop smoothly, this paper is in the field of communication. Using questionnaire, content analysis, literature and other quantitative and qualitative research methods, the communication effect theory and AIDA model, agenda setting theory and other classical theories and models as theoretical support. According to the evaluation index of advertising effect, the relevant investigation and research are carried out in Xi'an area, from the communication effect, psychological effect, From the three aspects of social effect, the author studies the effect of free blood donation public service advertisement in our country. It draws the conclusion that the three effects are interrelated and complement each other, and analyzes the advantages and disadvantages of the free blood donation public service advertisement. Affirming the effect of the free blood donation public service advertisement in our country, pointing out that the effect of the free blood donation public service advertisement in influencing and changing the audience attitude level is better than that in the behavior level. The author thinks that the free blood donation public service advertisement needs to be improved in the aspects of strengthening the creative creation of the advertisement and strengthening the behavior of the audience, and proceeding from the actual situation, Some practical suggestions are put forward for the creation of free blood donation public service advertisement and the development of advertising cause.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F713.8

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本文編號(hào)：1607527