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公益广告从定义上看,它是指以和公共利益相关的意识形态为宣传对象,通过媒体舆论,倡导积极向上的公共行为准则、道德风尚,用真、善、美揭露假、丑、恶,并通过潜移默化的教育作用,在全社会树立良好的行为规范,通过对社会热点、焦点问题的关注,唤起人们的良知,激发人们的正义感,以达到教育、引导作用的广告宣传活动。公益广告和一般的商业广告相比,无论在广告主题的确定或者表达、传播手段的选择方面,都有着鲜明的区别。本文着重从选题、表达两个方面对此进行探讨。
By definition, public service ads refer to the ideology related to the public interest as the target of publicity, advocating a positive and progressive code of public conduct and ethics through media opinions, exposing false, ugly, evil, And through the subtle influence of education, establish a good code of conduct in society as a whole. Through the attention to the social hot spots and the focus issues, we can arouse people’s conscience, inspire people’s sense of justice, and achieve educational and guiding advertising campaigns. Compared with the general commercial advertisement, the public service advertisement has a clear distinction in terms of the definition or expression of the advertisement theme and the choice of means of communication. This article focuses on topics, expression of two aspects of this discussion.