本文選題：公益廣告 + 中央電視臺��； 參考：《武漢體育學院》2015年碩士論文

【摘要】：公益廣告,是傳播公益觀念、倡導道德風尚、關注社會問題、規(guī)范公眾行為等為社會大眾利益服務的非商業(yè)廣告,它作為當今社會媒體文化和公益意識的結晶,體現了當代社會文化的發(fā)展水平。從某種角度來說,一個國家公益廣告的發(fā)展水平就是這個國家民眾文化道德水準和社會風氣的重要標準,而中央電視臺作為我國電視公益廣告的領頭羊,其人文關懷主題和訴求的變化與發(fā)展成為我國公益廣告事業(yè)穩(wěn)步推進的縮影,其題材與精神的變遷印證著我國建設和諧社會腳步的踏實邁進。我國公益廣告從1986年首次出現至今,公益主題從環(huán)境保護、政治宣傳、社會道德規(guī)范等大范疇逐漸細化到“個人”,訴求方式從最初的警示告誡逐漸變?yōu)椤皠又郧�、曉之以理�?公益將眼光回歸“人”本身,講究以人為本,突出人文關懷。本文以中央電視臺公益廣告作為研究對象,通過文獻研究和案例分析相結合的方法,探討公益廣告中日益凸顯的人文關懷對社會產生怎樣的引導作用,我們如何利用人文關懷創(chuàng)造出既能貼近百姓生活、反映人民意愿和呼聲,又能傳承東方文化、符合我國特色的優(yōu)秀公益廣告,并探析公益廣告如何將人文關懷滲透到各行各業(yè),關注人的精神層面的需求,關注人類的生存和生活狀況,維護人的尊嚴,培養(yǎng)人們積極態(tài)度,培養(yǎng)人們的道德感和責任感、健康的心態(tài)。
[Abstract]:Public service advertisement is a kind of non-commercial advertisement that spreads public welfare idea, advocates moral custom, pays close attention to social problems, standardizes public behavior, and so on. It is the crystallization of social media culture and public interest consciousness. It reflects the development level of contemporary social culture. From a certain point of view, the level of development of a national public service advertisement is an important standard for the cultural and moral standards and social ethos of the people in this country, and CCTV is the leader in China's television public service advertising. The change and development of the theme and demand of humanistic care has become the epitome of the steady progress of the cause of public service advertising in China, and the changes of its theme and spirit confirm the steady progress of the construction of a harmonious society in our country. Since the first appearance of public service advertisement in China in 1986, the public welfare theme has been gradually refined from environmental protection, political propaganda, social ethics and other broad categories to "individual", and the way of appeal has gradually changed from the initial warning and admonition to "to be emotional." Xiaoli ", the public interest will return to the" person "itself, pay attention to people-oriented, outstanding humanistic care. This article takes the CCTV public service advertisement as the research object, through the method of combining the literature research and the case analysis, discusses how the humanism concern in the public service advertisement produces to the society how to guide the function. How can we make use of humanistic care to create excellent public service advertisements that can not only be close to the people's life, reflect the wishes and voices of the people, but also pass on the oriental culture and conform to the characteristics of our country, and explore how public service advertisements permeate humanistic care into various industries, We should pay attention to the needs of human spirit, to the existence and living conditions of human beings, to the maintenance of human dignity, to the cultivation of people's positive attitude, to the cultivation of people's moral sense and sense of responsibility, and to the healthy state of mind.
【學位授予單位】：武漢體育學院
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.8

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本文編號：1812479