本文選題：公益廣告　切入點(diǎn)：影視廣告　出處：《湘潭大學(xué)》2013年碩士論文

【摘要】：交通安全影視公益廣告是公益廣告中一個(gè)重要組成部分，它以其獨(dú)特的審美個(gè)性和藝術(shù)魅力展現(xiàn)在各類熒幕上。全球嚴(yán)峻的交通安全問題深刻影響著人們?nèi)粘Ｉ詈凸ぷ鳝h(huán)境，而我國在這方面的問題甚為突出。交通安全影視公益廣告在培養(yǎng)人們文明交通，安全出行觀念、促進(jìn)交通安全問題的解決過程中起著重要作用。盡管如此，交通安全影視公益廣告卻一直沒有引起學(xué)界必要的重視，對它的研究少之又少，幾乎是一片空白。另外，雖然通過不同影視媒體刊播了一定數(shù)量的該類廣告，但廣告效果并不明顯。 本選題通過對收集到的225則交通安全影視公益廣告樣本進(jìn)行整理、數(shù)據(jù)統(tǒng)計(jì)和分析，并通過問卷調(diào)查方法對該類廣告的廣告效果進(jìn)行評測，試著從投放主體、廣告作品本身、影視投放媒介和管理機(jī)制幾個(gè)方面來探尋我國交通安全影視公益廣告所存在的問題及產(chǎn)生問題的原由，經(jīng)研究發(fā)現(xiàn)，該類廣告存在著廣告投放主體多元化程度不夠、廣告作品總量偏少，分主題廣告數(shù)量懸殊、廣告創(chuàng)意水平低、廣告針對性不強(qiáng)、媒介利用單一，數(shù)字媒體和電影媒體運(yùn)用不充分、媒體資源共享程度不高，資源浪費(fèi)嚴(yán)重、廣告發(fā)布區(qū)域不平衡，城鄉(xiāng)差別大、廣告效果評估體系缺位以及廣告管理模糊等不足。為切實(shí)解決上述問題，，提高我國交通安全影視公益廣告作品質(zhì)量，增強(qiáng)傳播效果，筆者從創(chuàng)作、刊播、管理和人才四個(gè)方面提出了若干對策，希望能促進(jìn)我國交通安全影視公益廣告逐步踏上一條良性的發(fā)展軌跡。
[Abstract]:Traffic safety film and television public service advertisement is an important part of public service advertisement. It is displayed on all kinds of screens with its unique aesthetic personality and artistic charm.The severe traffic safety problems in the world have a profound impact on people's daily life and working environment, but China's problems in this respect are very prominent.Public service advertisement of traffic safety film and television plays an important role in the process of cultivating people's concept of civilized traffic, safe travel and promoting the solution of traffic safety problems.However, traffic safety film and television public service advertising has not attracted the necessary attention of the academic community, the research on it is very little, almost a blank.In addition, although a certain number of such advertisements are broadcast through different film and television media, the advertising effect is not obvious.This topic through collected 225 traffic safety film and television public service advertisement sample to carry on the collation, the data statistics and the analysis, and through the questionnaire survey method carries on the appraisal to this kind of advertisement effect, tries from the main body, the advertisement work itself,This paper explores the problems and causes of the problems in China's traffic safety film and television public service advertisement from the aspects of media and management mechanism. It is found that there is not enough diversification of the main body of advertising in this kind of advertising.The total number of advertising works is on the low side, the number of ad subthemes is far from equal, the level of advertising creativity is low, the advertising is not targeted, the media is single, the digital media and the film media are not fully used, the media resources are not shared highly, and the resources are wasted seriously.The region of advertising publication is unbalanced, the difference between urban and rural areas is large, the evaluation system of advertising effect is absent, and the advertising management is vague and so on.In order to solve the above problems, improve the quality of public service advertisement of traffic safety film and television in our country and enhance the effect of communication, the author puts forward some countermeasures from four aspects: creation, publication and broadcasting, management and talent.Hope to promote our country traffic safety film and television public service advertising step by step step by step a benign development track.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F713.8

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本文編號：1718192