挖掘山林“深”处的创意——电视公益广告的设计心得  

Originality from the Deep Forests:Designing Public-service TV Advertisements

作　　者：麦结新[1] 

机构地区：[1]中山职业技术学院,广东中山528404

出　　处：《设计艺术研究》2011年第6期24-28,32,共6页Design Research

摘　　要：当今社会,问题食品频现,当人们看到农家饭菜时,就觉得味道甘美;看到粗布衣服时,就觉得舒适亲切;看到古朴房子时,就觉得环保自然。回归自然,走入山林成了大众的理想。在设计电视公益广告时,结合山林元素,以公益广告中的角色、环境、道具、原因、结果或本质6个方向为创意起点,通过"以点带面"的设计,在表现上不仅具有吸引观众眼球、满足心理需求,还具有唤醒人们安全意识的作用。In the current society,food safety problems occur frequently,and false information exists everywhere.It seems to the general public that farmhouse foods are more delicious to taste,clothes made of natural fabrics are more comfortable to wear and simple and primitive houses are more environmentally friendly to live in.Therefore,going back to the nature and being close to the forests have become the ideal goals that people are pursuing.When designing public-service TV advertisements,the six aspects such as roles,surroundings,properties,causes,consequences and essence,if combined with the elements form the forests,can serve as the starting points of designing originalities.Public-service TV advertisements designed by this means can not only attract audience’s eyes,but also achieve the effects of meeting people’s psychological demands and awakening their safety consciousness.

关 键 词：电视公益广告 山林 创意 

分 类 号：J04[艺术—艺术理论]