电视公益广告创作主题的时代性探析  

An Study on the Temporal Spirit of Themes of Public Service TV Ads

作　　者：王芳[1] 

机构地区：[1]安徽工程大学艺术学院,安徽芜湖241000

出　　处：《吉林工程技术师范学院学报》2016年第1期72-74,共3页Journal of Jilin Engineering Normal University

基　　金：安徽省高校人文社会科学研究项目(TSSK2015B02)

摘　　要：电视作为最大众化的传播媒体,在引导社会风尚、公民道德等方面具有得天独厚的优势。公益广告作为塑造完善国民文化性格、创造全新道德生活的传播形式,其创作主题的时代性直接影响传播效果。通过对央视不同时期的公益广告创作主题的分析,总结出优秀公益广告在时代性主题表达上的创作表现形式,从而为当下电视公益广告创作提供范式。TV has a distinct and predominant advantage in guiding social spirit and fostering morality of modern citizens as the most popular media of the times. Public service ads,for example,just perform the function to improve national cultural characteristics and create all new moral values. However,whether their subjects carry a temporal spirit may directly affect the communicating effects. The paper generalizes the form through which those good public service ads succeed in revealing their themes of our age on the basis of an analysis on the themes of public service ads by CCTV in different eras,aiming to provide useful frameworks for the production of current TV public service ads.

关 键 词：电视公益广告 创作主题 时代性 

分 类 号：F713.842[经济管理—广告]