社会公共事件公益广告创意的阶段性研究——以“抗击新冠肺炎”公益广告为例  

A Phased Research on the Public Service Advertising Ideas of Social Public Events——Taking the“Combating New Coronary Pneumonia”Public Service Advertisement as an Example

作　　者：王慧[1] WANG HUI

机构地区：[1]深圳信息职业技术学院

出　　处：《创意设计源》2020年第2期38-43,共6页Idea & Design

摘　　要：通过分析当前发生的重大公共卫生事件——新冠肺炎的抗击过程中,疫情发展和公众心理变化经历的几个阶段,与“抗击新冠肺炎”公益广告创意之间的关系,研究公益广告如何针对不同的阶段,采用不同的创意方式,突出不同的侧重点与针对性,产生独特的说服效果,使受众接受并改变其态度及行为。对探索社会公共事件中公益广告创意如何抓住阶段性特征,加强传播效力和引导力,具有一定的理论和实践意义。By analyzing the relationship between the current major public health event,the new coronary pneumonia,the development of the epidemic situation and the psychological changes of the public,and the relationship between the“Combat New Coronary Pneumonia”public service advertising creatives Aiming at different stages,adopt different creative methods,highlight different emphases and pertinence,produce unique persuasive effects,and make the audience accept and change their attitudes and behaviors.It has certain theoretical and practical significance for exploring how public welfare advertising creatives in social public events can seize the staged features and enhance the effectiveness and guidance of communication.

关 键 词：“抗击新冠肺炎”公益广告 阶段性 正向规范性诉求 情感诉求 恐惧诉求 

分 类 号：D632.9[政治法律—政治学] F713.8[政治法律—中外政治制度]