公益广告:“微时代”社会沟通的大手段  

Public service advertisements: The social communication methodology of "Micro-Era"

作　　者：丁俊杰[1,2,3] 

机构地区：[1]中国传媒大学学术委员会 [2]国家广告研究院 [3]全国公益广告创新研究基地

出　　处：《广告大观（理论版）》2013年第4期4-6,共3页Journal of Advertising Study

摘　　要：公益广告在我党革命斗争和建设时期都发挥了重要作用,在两次世界大战时期,美国和英国也都成功运用了公益广告。今天,媒介和传播环境发生了翻天覆地的变化,进入到一个开放、多元、碎片化的传播时代,从长篇大论的"大"宣传进入到"微"传播、"小"传播。公益广告短小精悍,通俗易懂,使其在基因上天然适应当今的传播媒介和传播环境。它可以发挥自身的优势,以人们喜闻乐见的方式,发出党和国家的声音,成为助推实现中华民族伟大复兴"中国梦"的强大力量。Public service advertisements （PSA） have prayed an important rote in the Chinese Communist Party＇s revotution and construction period. During the age of two Wortd Wars, United States and United Kingdom had atso successfutty used the PSA. Nowadays, media and communication environment have changed dramaticatty and have come into an open, muttipte and fragmented era, from traditional tong-form propaganda to ＂micro and ＂smatt＂ communications. The PSA are concise and easy to understand. Those features make it naturaLty adapt to today＇s media and communication environment. Ptaying its own advantages, the PSA can convey voice of the Party and the Chinese nation, the nation via poputar means, and be a powerful force to reatize the great rejuvenation of the China Dream＂.

关 键 词：公益广告“微时代”传播媒介 传播环境 短句短词 党和国家的声音 

分 类 号：F713.8[经济管理—广告]