【摘要】： 本論文研究是在對(duì)公益廣告現(xiàn)狀了解的基礎(chǔ)上,重點(diǎn)對(duì)公益廣告價(jià)值的實(shí)現(xiàn)一問(wèn)題進(jìn)行了專門的研究,探究了公益廣告的發(fā)展淵源及其社會(huì)功能,通過(guò)對(duì)公益廣告歷史、發(fā)展及現(xiàn)狀等一系列的認(rèn)識(shí)與分析,結(jié)合公益廣告的發(fā)展史及對(duì)社會(huì)產(chǎn)生的影響,著重探討了公益廣告的價(jià)值是如何實(shí)現(xiàn)的,實(shí)現(xiàn)的途徑是什么?怎樣才能使公益廣告的價(jià)值得以最大程度的發(fā)揮。公益廣告通過(guò)與媒體的結(jié)合,讓人們的心理發(fā)生根本的轉(zhuǎn)變,變不利為有利,規(guī)范人們?cè)谏鐣?huì)中的行為,維護(hù)社會(huì)安全、和諧、穩(wěn)定、有序的發(fā)展,公益廣告才有存在的意義。文中,公益廣告的創(chuàng)作主要依據(jù)重要的三點(diǎn)進(jìn)行創(chuàng)作:(1)創(chuàng)意具有題材表現(xiàn)角度的新穎性(2)創(chuàng)意具有立意角度的明確性和形式新奇性。(3)創(chuàng)意要有時(shí)代性與民族性。 公益廣告價(jià)值實(shí)現(xiàn)的首要前提是思想是積極向上的,要反映社會(huì)群眾中普遍存在的問(wèn)題,能受到群眾積極的歡迎。公益廣告要與媒體充分的結(jié)合,根據(jù)不同的媒體特征選擇最適當(dāng)?shù)拿襟w形式,分人、分地的進(jìn)行傳播,加大公益廣告的覆蓋面,有利于加大傳播的力度,接觸較為廣泛的人群,從而增強(qiáng)公益廣告的宣傳,并改變?nèi)藗兊乃枷搿Ｓ捎谀壳?我國(guó)公益廣告的起步比較晚,因此,在制作宣傳中存在很多不足之處。通過(guò)目前對(duì)公益廣告的分析,公益廣告具有廣闊的發(fā)展前景。 在研究中,本論文主要采用了查閱文獻(xiàn)資料的方式,對(duì)公益廣告的發(fā)展史、社會(huì)功用進(jìn)行了解和探究,為公益廣告的創(chuàng)作打下良好的基礎(chǔ),使公益廣告的價(jià)值能夠得以最大程度的實(shí)現(xiàn)。 本文重要研究?jī)?nèi)容:公益廣告作為廣告中的一個(gè)大的部分,公益廣告的價(jià)值具有很大的挖掘潛力。基于人們對(duì)商業(yè)廣告所帶來(lái)的巨大的經(jīng)濟(jì)價(jià)值的重視,我們不能忽視公益廣告的價(jià)值的巨大潛力。文章通過(guò)對(duì)公益廣告的歷史性的分析,指出其價(jià)值之大,并對(duì)如何能更好的實(shí)現(xiàn)其價(jià)值進(jìn)行分析與研究。
[Abstract]:Based on the understanding of the present situation of the public service advertisement, this paper focuses on the realization of the value of the public service advertisement, probes into the origin of the development and social function of the public service advertisement, and through the history of the public service advertisement, This paper discusses how to realize the value of public service advertisement and how to realize it, and what is the way to realize it, combining with the history of public service advertisement and its influence on society. How to make the best use of the value of public service advertisement. Through the combination of the public service advertisement and the media, the public service advertisement can make people's psychology change fundamentally, turn disadvantage into advantage, standardize people's behavior in the society, maintain social security, harmony, stability and orderly development, then the public service advertisement will have the meaning of existence. In this paper, the creation of public service advertisement is mainly based on three important points: (1) creativity has the novelty of expression angle of subject matter; (2) creativity has clarity of intention and novelty of form; (3) creativity should have the characteristics of times and nationality. The first premise of the realization of the value of public service advertisement is that the thought is positive and positive. It should reflect the common problems among the masses and be positively welcomed by the masses. Public service advertising should be fully integrated with the media. According to different media characteristics, we should choose the most appropriate media form, divide people into different places, spread them separately, increase the coverage of public service advertisements, and help to increase the intensity of communication and reach a wider range of people. In order to enhance the publicity of public service advertising, and change people's minds. At present, our country public service advertisement starts relatively late, therefore, in the production propaganda has many deficiencies. Through the current analysis of public service advertising, public service advertising has a broad development prospects. In the research, this paper mainly adopts the way of consulting the literature, to understand and explore the history and social function of the public service advertisement, so as to lay a good foundation for the creation of the public service advertisement. So that the value of public service advertising can be realized to the greatest extent. As a large part of advertising, the value of public service advertising has great potential. Based on the great economic value brought by commercial advertising, we can not ignore the great potential of the value of public service advertising. Through the historical analysis of public service advertisement, this paper points out its great value, and analyzes and studies how to better realize its value.
【學(xué)位授予單位】：山東輕工業(yè)學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類號(hào)】：F713.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 任亞娜;提高我國(guó)公益廣告創(chuàng)意水平研究[D];鄭州大學(xué);2010年

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本文編號(hào)：2170280