影视公益广告在健康教育中的应用研究  

Application of public service advertising in movie and television for health education

作　　者：丁筱[1] 钮文异[1] 

机构地区：[1]北京大学公共卫生学院,北京100191

出　　处：《中国健康教育》2013年第6期517-519,523,共4页Chinese Journal of Health Education

摘　　要：目的了解国内外影视公益广告在健康教育领域中的应用现况,为今后在健康教育中应用影视类公益广告提供参考和建议。方法利用内容分析法对中国公益广告网中全部的健康类影视公益广告进行类目编码,利用2种检验对国内外影视公益广告各类目情况进行比较。结果 119则样本中所涉及的健康主题总共有34种,分为日常保健类19则(55.9%)、慢性非传染病类9则(26.5%)、传染病类6则(17.6%)。其中中国制作发行40则(33.6%);国外制作发行79则(66.4%)。时长主要集中在30 s(48则,占30.2%)。国内外在运用影视类公益广告进行健康教育的方法中,在表现主体(χ2=14.184,P=0.001)、表达方式(χ2=4.854,P=0.028)、表现手法(χ2=12.368,P=0.030)、情感诉求(χ2=4.732,P=0.030)和感性诉求(χ2=9.446,P=0.009)方面均有显著性差异。结论影视公益广告策略在健康传播中的应用空间很大,可以借鉴国外成熟的公益广告创作模式,综合考量艺术和科学的结合,进行更加科学、生动和细致的健康传播。Objective To make reference and advise to the public service advertisement used in health education area after studying the characteristics of both foreign and Chinese public service advertising. Methods The research was based on content analysis by developing the coding chart. Then comparing the differences between Chinese and foreign public service advertisements under 2 test. Results The 119 public service advertising had covered 34 kinds of health issues, which was daily health care （19 Ads, 55.9% ）, chronic diseases （9 Ads, 26.5% ） and infectious diseases （6 Ads, 17.6% ）. Among which China made 40 of them （33.6%） while foreign countries made 79 of them （66.4%）. The most Ads had a time of 30 seconds （48 Ads, 30. 2% ）. There is a significant difference between China and foreign countries on the items of leading role of the AD （ X： = 14. 184, P = 0. 001 ）, constructing methods （ X2 = 4. 854, P = O. 028 ）, showing styles （X2 = 12. 368, P =0. 030）, emotional appeal （X2 =4. 732, P =0. 030） and emotional appeal （ X2 --9. 446, P = 0. 009 ）. Conclusion There do have a large space for the public service advertisement using in the health education, we should take more examples of mature public service advertisement from foreign countries and combine both the science and arts to make health communication more scientific and attractive.

关 键 词：影视公益广告 健康传播 内容分析法 

分 类 号：R193[医药卫生—卫生事业管理]