1971-2010日本公益广告主题变迁及比较研究  

Comparative study on theme changes of Japan PSA from 1971 to 2010

作　　者：邬盛根[1,2] 钱敏[3] 王丹[4] 

机构地区：[1]武汉大学新闻与传播学院 [2]安徽大学新闻传播学院广告学系 [3]铜陵学院文学与艺术传媒系 [4]安徽大学新闻传播学院

出　　处：《广告大观（理论版）》2012年第3期61-67,共7页Journal of Advertising Study

基　　金：国家社科基金项目阶段性成果:<中日公益广告运行机制比较研究>(09BXW024)

摘　　要：公益广告是时代文化的窗口,它体现了一个国家的经济、文化发展水平,是一个国家广告业走向成熟的标志。它不仅反映了一个社会人们的价值观念、道德修养等方方面面,而且是社会文化变革和建设的重要力量,大力推动着社会的进步与发展。西方国家及日本公益广告起步时间早,软硬件基础实力雄厚,又有充裕的资金支持,已经形成了一套较为完善的运行机制。同他们相比,我国公益广告事业还很不成熟,本文试图从日本公益广告主题变迁的梳理和分析角度,分析主题背后与本国社会、经济、文化等因素对公益广告主题的影响,揭示出日本公益广告主题变迁的深层次经验性和规律性特性,以期推动中国公益广告的健康有序发展。The PSAs are the window of the culture of the times, which reflects a country＇s economic and cultural development and marks a national advertising industry to mature. It not only reflects values, morals and other aspects of a community, but also an important force for socio-cultural changes and construction, which promote social progress and development greatly. Western countries and Japan＇ s public service ads start earlier, which has basic strength of the hardware and software and sufficient funds support, has formed a relatively complete set of operating mechanism. Compared with their public service advertising, business in China is still immature. This paper attempts to sort out and analyze point of view, and the theme changes from the Japanese public service ads, and analysis the influence on their PSAs from their own social, economic, and cultural and other factors on the theme of public service ads. Revealed the deep-seated empirical and regularity features of the theme of change of Japan＇s public service ads, in order to promote healthy and orderly development of China＇s public service ads.

关 键 词：日本公益广告 公益广告主题 变迁比较 

分 类 号：F713.8[经济管理—广告]