發(fā)布時(shí)間：2018-09-19 09:28

【摘要】： 在人類歷史上,社會(huì)性、公益性廣告的誕生要遠(yuǎn)遠(yuǎn)早于商業(yè)廣告。當(dāng)人們因物質(zhì)資料高度發(fā)達(dá)而帶來的一系列社會(huì)問題困擾的同時(shí),作為一種社會(huì)孕育的產(chǎn)物,公益廣告帶著一種有別于商業(yè)廣告利潤唯一化的嶄新姿態(tài)亮相于大眾面前,它更多地體現(xiàn)出一種對于社會(huì)的關(guān)懷、它是政府輿論宣傳、文化傳播的一種得力工具,是一條“弘揚(yáng)真善美,鞭撻假惡丑”的無形教鞭,同時(shí)又是具有藝術(shù)美感的一種獨(dú)特藝術(shù)形態(tài),在人們生活的方方面面實(shí)施和執(zhí)行著它倡導(dǎo)和教化的職能。綜觀所有公益廣告,我們不難發(fā)現(xiàn),人本性和藝術(shù)性始終在其中占據(jù)著主導(dǎo)地位,缺乏人本性的作品就像一座空中樓閣,公眾遙不可及;而缺少藝術(shù)性就像口號和標(biāo)語那樣空洞乏味。因而,一件好的公益廣告作品是在人本性和藝術(shù)性兩方面都能做到和諧統(tǒng)一:在題材的選取上體現(xiàn)出處處以人為本,不論是社會(huì)教化,公共服務(wù),生態(tài)保護(hù),慈善救助,企業(yè)形象宣傳等都直接或間接地透露著無微不至的人文關(guān)懷:人與人,人與社會(huì),人與自然的和諧共處;在表現(xiàn)形式上體現(xiàn)出的美育功能,人們以視覺愉悅享受的同時(shí)又留有一定想象和回味的空間;在廣告作品的發(fā)布上以社區(qū)小型媒體作為其自身載體,更具生活化,人性化,與受眾真正達(dá)到零距離的接觸�？傊�,寓人本性于藝術(shù)性之中,以藝術(shù)的形式來詮釋人本性的內(nèi)容,寓理于情,使得公益廣告作品更加感人肺腑、沁人心脾,以至發(fā)揮其無窮的社會(huì)效益。
[Abstract]:In human history, the birth of social and public welfare advertising is far earlier than commercial advertising. When people are troubled by a series of social problems caused by the highly developed material and materials, as a product of social gestation, public service advertisement appears in front of the public with a brand new attitude different from commercial advertising profit. It more embodies a kind of concern for the society. It is a powerful tool for the propaganda of government public opinion and the dissemination of culture. It is an invisible teaching whip that "carries forward the true, the good and the beautiful, and lashes the false, the evil and the ugly". At the same time, it is a unique artistic form with aesthetic sense of art, which is carrying out and carrying out its function of advocating and educating in every aspect of people's life. Looking at all the public service advertisements, it is not difficult to find that human nature and artistry always occupy a dominant position in them, the works lacking of human nature are like a castle in the air, and the public is out of reach; The lack of artistry is as boring as slogans and slogans. Therefore, a good public service advertising work can achieve harmony and unity in both human nature and artistic quality: the selection of subjects reflects the people-oriented nature everywhere, whether it is social education, public service, ecological protection, charity assistance, The corporate image propaganda reveals the meticulous humanistic concern directly or indirectly: the harmonious coexistence of man and man, man and society, man and nature, the function of aesthetic education embodied in the form of expression, and so on. People enjoy the visual pleasure while leaving a certain space for imagination and aftertaste; in the publication of advertising works with the community small media as its own carrier, more life, humanization, and the audience really reach zero distance contact. In a word, human nature is embodied in artistry, and the content of human nature is interpreted in the form of art, which makes public service advertisement works more touching, refreshing and even exerting its infinite social benefits.
【學(xué)位授予單位】：內(nèi)蒙古師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2006
【分類號】：J524.3

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前6條

1 王優(yōu);對我國改革開放30年公益廣告的審美性探究[D];西南大學(xué);2011年

2 錢敏;中日公益廣告主題比較研究[D];安徽大學(xué);2011年

3 李迎曦;論企業(yè)公益廣告對企業(yè)社會(huì)責(zé)任形象的塑造[D];安徽大學(xué);2010年

4 杜冬梅;論公益廣告設(shè)計(jì)中的情感表現(xiàn)[D];蘇州大學(xué);2010年

5 高娥;中國電視公益廣告的美學(xué)闡釋[D];山東師范大學(xué);2010年

6 楊平;公益廣告語中隱喻的研究[D];沈陽師范大學(xué);2012年

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本文編號：2249725