本文選題：公益廣告 + 環(huán)境媒介�。� 參考：《山東大學(xué)》2012年碩士論文

【摘要】：隨著新媒體技術(shù)的發(fā)展和廣告信息的日益泛濫,人們接觸和使用媒介的習(xí)慣發(fā)生了變化,受眾與媒體的互動(dòng)化、受眾接受信息的個(gè)性化與體驗(yàn)性日益彰顯,溝通、體驗(yàn)、參與、互動(dòng)這些因素在廣告?zhèn)鞑ミ^程中逐漸占據(jù)越來越重要的位置,傳統(tǒng)的廣告媒介形式變得力不從心。在此背景下,公益廣告如何吸引受眾的注意力、如何更有效地傳達(dá)公益信息,成為一個(gè)迫切需要解決的問題。與此同時(shí),些早已存在卻一直被忽略的環(huán)境媒介逐漸被重新發(fā)現(xiàn),并以其不可比擬的優(yōu)勢獲得越來越多的關(guān)注。環(huán)境媒介,即生活中一切可以用來傳播廣告信息的物質(zhì)載體,本文試圖從環(huán)境媒介這一視角出發(fā),分析公益廣告存在的一些問題,并試圖提出公益廣告媒介利用的具體策略。 本文主要采用案例分析法、文獻(xiàn)研究法和理論分析法三種方法,在對大量國內(nèi)外環(huán)境媒介公益廣告的收集、整理和分析基礎(chǔ)上,參閱前人在公益廣告研究、環(huán)境媒介研究上的一些文獻(xiàn)資料,并借鑒了傳播學(xué)、設(shè)計(jì)學(xué)等學(xué)科的相關(guān)理論,如“廣告載具論”、“現(xiàn)象的融貫”觀點(diǎn)、口碑傳播理論、“陌生化”理論等等。 本文試圖通過環(huán)境媒介的引入,為公益廣告的媒介策略提供一個(gè)新的視角,并將環(huán)境媒介公益廣告的載體分為傳統(tǒng)廣告媒介的創(chuàng)新、公共場所類、公共設(shè)施類、日用物品類、人體及自創(chuàng)媒體類幾大類型,通過實(shí)例分析得出了環(huán)境媒介公益廣告的不可比擬的優(yōu)勢,進(jìn)而歸納出具體的設(shè)計(jì)利用規(guī)律,包括在傳播理念上要重視情景性、互動(dòng)體驗(yàn)性、出入意料性,在具體設(shè)計(jì)上,要把握關(guān)鍵接觸點(diǎn)、表現(xiàn)手法多樣化、誘發(fā)受眾參與、利用一切可能的媒介。 最后,在倡導(dǎo)環(huán)境媒介的應(yīng)用的基礎(chǔ)上,提出了我國公益廣告整體的媒介策略,即——大眾媒體與小眾媒體相結(jié)合的媒介策略、觀念宣傳與終端刺激相結(jié)合的媒介策略、周期性傳播的媒介策略,通過媒介組合的優(yōu)勢互補(bǔ),取得更有效的傳播效果。并且提出,在環(huán)境媒介公益廣告的應(yīng)用中,要重視受眾體驗(yàn)并積極調(diào)動(dòng)企業(yè)的積極性,相關(guān)政府部門做好主導(dǎo)和監(jiān)督,廣告協(xié)會(huì)和組織做好主導(dǎo)和協(xié)調(diào)工作,通過各方的合力,讓環(huán)境媒介公益廣告的效果最大化。 目前業(yè)界和學(xué)界對公益廣告的研究都明顯滯后于商業(yè)廣告,大多停留在公益廣告的歷史、公益廣告的主題、公益廣告的商業(yè)性以及公益廣告的創(chuàng)意方式等方面,對于公益廣告的媒介研究比較少,僅有的幾篇也是從戶外廣告、數(shù)字新媒體的角度做了簡單的論述。本文首次對環(huán)境媒介公益廣告進(jìn)行了理論上和案例上的深入分析,創(chuàng)新性的提出了環(huán)境媒介公益廣告的利用規(guī)律,并第一次對公益廣告的媒介策略進(jìn)行了詳細(xì)闡述,為公益廣告的更好發(fā)展提供了一個(gè)全新的視角。
[Abstract]:With the development of new media technology and the proliferation of advertising information, people's habits of contact and use of media have changed, the interaction between audience and media, the individuation and experiential nature of the information received by the audience, communication, experience, participation, etc.Interaction of these factors in the process of advertising gradually occupies a more and more important position, the traditional form of advertising media has become inadequate.In this context, how to attract the attention of the audience and how to convey public information more effectively has become an urgent problem to be solved.At the same time, some environmental media, which have long existed but have been neglected, have been gradually rediscovered, and more and more attention has been paid to them because of their incomparable advantages.This paper attempts to analyze some problems existing in public service advertising from the perspective of environmental media, which is the material carrier that can be used to spread advertising information in daily life. This paper also tries to put forward specific strategies for the use of public service advertising media.This paper mainly adopts three methods: case analysis, literature research and theoretical analysis. On the basis of collecting, arranging and analyzing a large number of environmental media public service advertisements at home and abroad, we refer to the previous studies on public service advertising.Some documents on the study of environmental media, and some related theories of communication, design, etc., such as "advertising theory", "phenomenon fusion" view, word-of-mouth communication theory, "defamiliarization" theory and so on.Through the introduction of environmental media, this paper attempts to provide a new perspective for the media strategy of public service advertising, and divide the carriers of environmental media into traditional advertising media innovation, public places, public facilities, daily goods.Several types of human body and self-created media, through the analysis of examples, the incomparable advantages of environmental media public service advertising are obtained, and then the specific design and utilization rules are summed up, including the importance of situational and interactive experience in the communication concept.In the concrete design, we should grasp the key contact points, diversify the expression methods, induce the audience to participate, and use all possible media.Finally, on the basis of advocating the application of environmental media, this paper puts forward the overall media strategy of public service advertising in China, that is, the media strategy of combining the mass media with the minority media, the media strategy of the combination of the concept propaganda and the terminal stimulation.The media strategy of periodic communication, through the complementary advantages of media combination, achieve more effective communication effect.In the application of environmental media public service advertising, we should pay attention to the experience of the audience and actively mobilize the enthusiasm of enterprises, the relevant government departments to do a good job of leadership and supervision, advertising associations and organizations to do a good job in leading and coordinating work, through the joint efforts of all parties,To maximize the effectiveness of environmental media public service advertising.At present, the research on public service advertising in the industry and in academic circles is obviously lagging behind the commercial advertisements. Most of them remain in the history of public service advertisements, the themes of public service advertisements, the commercial nature of public service advertisements and the creative ways of public service advertisements, and so on.For public service advertising media research is less, only a few from the outdoor advertising, digital new media point of view to do a simple discussion.This paper analyzes the environmental media public service advertisement in theory and case for the first time, innovatively puts forward the law of the use of the environmental media public service advertisement, and expounds the media strategy of the public service advertisement in detail for the first time.For the better development of public service advertising to provide a new perspective.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F713.8;G206

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