【摘要】：本論文以“儒家文化”與“中國(guó)公益廣告”的關(guān)系構(gòu)建為研究對(duì)象,對(duì)儒家文化的概念以及中庸之道、“仁、義、禮、智、信”進(jìn)行概述。在對(duì)公益廣告的概念特征、進(jìn)行分析的基礎(chǔ)上,探討儒家“五常”思想與公益廣告修身追求的和諧統(tǒng)一,儒家審美與公益廣告審美與愿景的異曲同工,從這兩個(gè)方面論述了儒家“五�！彼枷肱c公益廣告的同構(gòu)價(jià)值關(guān)系。并以“全國(guó)優(yōu)秀廣播電視公益廣告作品庫(kù)”中262則公益廣告為樣本,具體分析了我國(guó)公益廣告中的儒家內(nèi)容元素和形式元素。接著從儒家傳統(tǒng)價(jià)值觀、儒家思維方式、儒家傳統(tǒng)理想人格、儒家傳統(tǒng)道德情感、儒家傳統(tǒng)審美情趣、儒家禮俗文化六個(gè)方面,以個(gè)案分析的方法探討儒家文化對(duì)我國(guó)公益廣告的影響。在最后對(duì)存在的問(wèn)題與公益廣告的創(chuàng)作以及媒體應(yīng)用策略進(jìn)行了深入探索,從而為公益廣告的創(chuàng)作拓展新的思路和發(fā)展空間。深入挖掘儒家文化元素內(nèi)涵提高創(chuàng)作質(zhì)量,同時(shí)面對(duì)新媒體時(shí)代呈現(xiàn)的有利的發(fā)展契機(jī),現(xiàn)階段我國(guó)公益廣告并未順勢(shì)而為,因此應(yīng)該充分利用新媒體的優(yōu)勢(shì)擴(kuò)大影響,提升廣告效果。這不僅有利于我國(guó)公益廣告從儒家思想的深厚文化底蘊(yùn)中探索創(chuàng)意靈感和視覺(jué)形式,帶來(lái)有別于西方設(shè)計(jì)體系的嶄新的視覺(jué)感受,同時(shí),增添了傳承本民族文化的責(zé)任感和使命感,彰顯了公益廣告的文化特色與時(shí)代內(nèi)涵。
[Abstract]:This paper takes the construction of the relationship between "Confucian culture" and "Chinese public service advertisement" as the research object, and summarizes the concept of Confucian culture and the way of moderation, "benevolence, righteousness, propriety, wisdom and faith". On the basis of analyzing the conceptual characteristics of public service advertising, this paper probes into the harmonious unity of Confucian "five permanent" thought and the pursuit of self-cultivation of public service advertisement, and the similarities and differences between Confucian aesthetics and public service advertisement aesthetics and vision. This paper discusses the isomorphism value relationship between Confucian "five permanent" thought and public service advertisement from these two aspects. Taking 262 public service advertisements in the National excellent Radio and Television Public Service Advertising Library as samples, this paper analyzes the Confucian content elements and formal elements in the public service advertisements in China. Then from six aspects: Confucian traditional values, Confucian mode of thinking, Confucian traditional ideal personality, Confucian traditional moral emotion, Confucian traditional aesthetic taste, Confucian etiquette and custom culture, This paper probes into the influence of Confucian culture on public service advertising in China by means of case study. Finally, the existing problems and the creation of public service advertising and media application strategy are deeply explored, so as to expand new ideas and development space for the creation of public service advertising. Excavating the connotation of Confucian cultural elements to improve the quality of creation, and facing the favorable development opportunity of the new media era, the public service advertising in our country does not conform to the trend at this stage, so we should make full use of the advantages of the new media to expand the influence. Improve the effect of advertising. This is not only helpful for our public service advertising to explore creative inspiration and visual form from the profound cultural connotation of Confucianism, and bring a new visual feeling different from the western design system. At the same time, It adds the sense of responsibility and mission to inherit the national culture, and highlights the cultural characteristics and the connotation of the times of public service advertising.
【學(xué)位授予單位】：新疆大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F713.8;G122

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本文編號(hào)：2493610