【摘要】：本文首先從廣告的歷史發(fā)展著手,厘清公益廣告在我國的萌芽與發(fā)展脈絡(luò),梳理文獻資料中近現(xiàn)代國內(nèi)外專家學(xué)者對公益廣告領(lǐng)域的理論研究。由于公益廣告本身多采用感性訴求的方式進行主題的表現(xiàn)與傳達,公益廣告的感性訴求表現(xiàn)又通過情感傳達以引起消費者的共鳴為基礎(chǔ),因此“移情”在公益廣告感性訴求表現(xiàn)中的應(yīng)用對成功塑造一部兼具藝術(shù)性與道德性的公益廣告尤為重要。本文通過對國外感性訴求類型的公益廣告案例進行分析,探討移情在公益廣告感性訴求表現(xiàn)中的應(yīng)用,并據(jù)此將“移情”手段應(yīng)用到自己的公益廣告設(shè)計中,希望可以感染受眾情感,引起觀者反思,實現(xiàn)公益廣告的社會教化功能。20世紀(jì)90年代出生的我們是與社交媒體共同成長起來的,是受虛擬網(wǎng)絡(luò)、社交媒體影響最深的一代,日常生活中人人都被手機、平板、電腦等電子移動設(shè)備捆綁著,每個人都成為實時更新的移動數(shù)據(jù)庫,我們就像“穿著新衣的皇帝”,被無形的眼睛“窺探”得毫無保留。我以“Who are you?Who am I?”為主題,以公益視頻廣告形式為載體,著重使用移情手段進行感性訴求式公益廣告設(shè)計實踐,利用廣告的信息傳達功能向社會公眾進行傳播。試圖喚起人們對當(dāng)下“手機控”、“網(wǎng)絡(luò)成癮”、“自我認(rèn)知角色混亂”、“社交隔離”等網(wǎng)絡(luò)入侵生活的社會問題的關(guān)注和思考,以發(fā)揮公益廣告的警示、教化的作用,促進人與社會的和諧發(fā)展。
[Abstract]:This paper begins with the historical development of advertising, clarifies the germination and development of public service advertising in China, and combs the theoretical research on the field of public service advertising by experts and scholars at home and abroad in modern and modern literature. Because the public service advertisement itself adopts the perceptual appeal way to carry on the theme expression and the transmission, the public service advertisement perceptual appeal performance through the emotion conveys to arouse the consumer resonance as the foundation, Therefore, the application of empathy in the expression of perceptual appeal of public service advertisement is particularly important for successfully shaping a public service advertisement with both artistic and moral character. Based on the analysis of the cases of foreign public service advertisement, this paper discusses the application of empathy in the expression of public service advertisement, and then applies empathy to its own public service advertisement design. The hope can infect the audience emotion, cause the viewer to reflect, realize the social edification function of the public service advertisement. We were born in the 1990s together with the social media to grow up, is by the virtual network, the social media influence most generation. In everyday life, everyone is tied up with mobile devices, such as mobile phones, tablets, computers and so on, and everyone becomes a real-time mobile database. We are like "the emperor in new clothes", "peeped" by invisible eyes. I wrote "Who are you?Who am I?" For the theme, the form of public service video advertising as the carrier, focusing on the use of empathy means for the emotional appeal of public service advertising design practice, using the advertising information transmission function to the public. It tries to arouse people's attention and thinking about the social problems of "mobile phone control", "Internet addiction", "self-cognitive role confusion", "social isolation", and so on, in order to play the role of warning and enlightenment of public service advertisements. Promote the harmonious development of human and society.
【學(xué)位授予單位】：山東工藝美術(shù)學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：J524.3

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本文編號：2331575