探究环保公益广告内容特点及表现方式——基于优酷网视频的考察  

To Explore Environmental Protection Commonweal Advertisement Content Characteristics and Expression - based on the investigation of video on YOUKU

作　　者：罗萍[1] 李伟娟[1] 白海青[1] 

机构地区：[1]厦门大学新闻传播学院,厦门361005

出　　处：《现代广告》2015年第17期32-42,共11页Modern Advertising

摘　　要：尽管人们知道需要通过公益广告来促进环保传播，然而，由于专门讨论环保公益广告的研究比较少，理论研究明显滞后于广告实践，人们对做好环保类公益知之甚少。本文的目的是探究优秀的环保公益广告的内容策略，一方面通过研究内容特点，发现环保公益广告的传播现状；另一方面通过研究表现手法，为今后广告实践提供借鉴。本文采用定性和定量结合的研究方法。首先从优酷网中挑选出100条优秀视频类环保公益广告，分析其内容特点和内容表现手法。研究发现，环保公益广告的内容中更多的诉求主题是垃圾处理，诉求口号更多地鼓励人们行动，不同的传播者和不同的表现手法对某种信息框架偏好不同；内容表现手法中最常用的是背景音乐、介绍说明、恐惧诉求。最后通过方差齐性和单因素方差分析检验了广告表现手法和传播效果之间的关系。People usually are aware of the importance of use PSAs to promote environmental protection.However,there are relatively few studies devoted to environmental public service advertising, theoretical researches lag far behind from advertising practice, and environmental charities are less unsatisfactory. The purpose of this paper is to explore the content strategies of outstanding Public Service Ads.On the one hand, we can find that the present situation of the Public Service Ads by exploring the characteristics of researches ,on the other hand we can provide suggestions for advertising practice in the future by studying the expression. This research combines the qualitative research methods with the quantitative research methods. First, we analyze the content characteristics and expressions by analyzing 100 videos of PSAs selected from Youku. The study found that most of the themes of environmental public advertising are waste ,and a lot of the slogan is to encourage people to do something,different communicators and different performance are different in preferences of information framework; Much of advertising is used the expression o the background music, presentation description, fear appeals. Finally, we examine the relationship between the expression of advertising and communication effects by the homogeneity of variance and ANOVA.

关 键 词：公益广告 环保类 视频广告 内容策略 优酷网 

分 类 号：F713.8[经济管理—广告]