本文選題：公益廣告 + 小眾媒體��； 參考：《中原工學(xué)院》2012年碩士論文

【摘要】：公益廣告作為一種社會發(fā)展到較為成熟階段的標(biāo)志，是持著一種關(guān)懷大眾的內(nèi)容呈現(xiàn)在觀眾面前的。但是，這種善意的關(guān)懷往往由于呈現(xiàn)方式的不當(dāng)?shù)貌坏綉?yīng)有的重視，也未能達(dá)到理想的宣傳效果。居高臨下的說教，陳舊的表現(xiàn)方式常常出現(xiàn)在大眾媒體對于公益廣告的傳播當(dāng)中，其結(jié)果是廣告主題得不到觀眾的重視。導(dǎo)致這種結(jié)果的一方面原因是沒有重視公益理念在傳播的過程中受眾的作用。只把信息的發(fā)布者放在一定高度的位置上，而忽視受眾的想要接受何種信息，并且沒有注重以何種方式才能更為有效的傳播信息。錯誤的認(rèn)為受眾只能是被動的接受設(shè)計者的表達(dá)。 當(dāng)下，一些在小眾媒體中呈現(xiàn)的公益廣告案例成為在這種狀況下的佳作。本文分析公益廣告的發(fā)展現(xiàn)狀，公益廣告在小眾媒體中運用的特點，試對公益廣告在小眾媒體中誠信的創(chuàng)意方式進(jìn)行總結(jié)。任何廣告的創(chuàng)意都不應(yīng)該離開具體投放的媒體進(jìn)行制作，作為廣告業(yè)中其間的一個子集——公益廣告也不應(yīng)該例外。對于小眾媒體的利用不應(yīng)只停留在選擇了不同呈現(xiàn)方式的階段認(rèn)識，還應(yīng)該把媒體的特點演變成為更好的實現(xiàn)創(chuàng)意的方式，加以利用。拓展不同的媒體完成信息的傳遞，增加作品的新鮮感，成功的吸引觀眾的目光，使設(shè)計更為有效。公益廣告在小眾媒體的運用中，，由于小眾媒體自身的接近受眾生活的特點。把受眾的參與考慮到創(chuàng)意當(dāng)中。有時甚至是把受眾可能實施的行為變成完成創(chuàng)意的一部分，在一定程度上，實現(xiàn)公益信息的互動性傳遞。另外不可忽視的因素是其自身環(huán)境與特殊的使用特點。對媒體的創(chuàng)造性利用也可達(dá)到改變以往信息單向傳遞，受眾被動接受的現(xiàn)狀，轉(zhuǎn)而成為可以激發(fā)受眾的能動性，使受眾的參與成為完成信息傳達(dá)，以得到觀眾認(rèn)可的效果。
[Abstract]:As a symbol of social development to a more mature stage, public service advertising is presented in front of the audience with a caring content.However, due to improper presentation, this kind of friendly care is not paid due attention, nor can it achieve the ideal publicity effect.The condescending preaching, the old expression way often appears in the mass media to the public service advertisement dissemination, its result is that the advertisement theme does not get the audience attention.One reason for this result is that we do not attach importance to the role of the public concept in the process of dissemination.The publisher of the information is placed in a certain high position, but neglects what kind of information the audience wants to receive, and does not pay attention to the way in which the information can be disseminated more effectively.Wrongly believe that the audience can only passively accept the expression of the designer.At present, some cases of public service advertising in minority media have become a masterpiece in this situation.This paper analyzes the current situation of the development of public service advertising, the characteristics of the use of public service advertising in minority media, and tries to summarize the creative ways of good faith in minority media.Any advertising idea should not be produced without the specific media, as a subset of the advertising industry-public service advertising should not be an exception.The use of minority media should not only be in the stage of choosing different presentation methods, but also should change the characteristics of media into a better way to realize creativity and make use of them.Expand different media to complete the transmission of information, increase the novelty of the work, successfully attract the attention of the audience, make the design more effective.Public service advertising in the use of minority media, due to the minority media itself close to the characteristics of audience life.Take the participation of the audience into account.Sometimes it even turns the behavior that the audience may carry out into a part of the completion of creativity, to a certain extent, to achieve the interactive transmission of public information.The other factor that can not be ignored is its own environment and special use characteristics.The creative use of the media can also change the past information one-way transmission, passive acceptance of the current situation, turn into a dynamic role can stimulate the audience, so that the audience to participate in the completion of information transmission, in order to obtain audience approval effect.
【學(xué)位授予單位】：中原工學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：J524.3

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本文編號：1767927