疫情公益海报的图像叙事评析  

Commentary on Image Narrative of Epidemic Public Service Poster

作　　者：郑欢[1] 李欣怡 Zheng Huan;Li Xinyi

机构地区：[1]上海师范大学影视传媒学院广告系 [2]上海师范大学影视传媒学院

出　　处：《广告大观（理论版）》2020年第4期90-97,共8页Journal of Advertising Study

摘　　要：疫情公益海报既是对本次突发公共卫生事件的图像记忆,也是重塑民众信心、振奋士气、传播正能量的重要工具。本次疫情防控以居家为主,推动了疫情公益海报数媒化创作与传播的态势,加之社会各方征集公益海报的活动此消彼长,使疫情公益海报出现了量大于质、平庸多于精品的状况。对于重大公共卫生事件,疫情公益海报究竟需要怎样的图像叙事,才能承担起记载历史、感召后人的使命?本文提出从题材、形象、观念等三方面提升图像叙事内涵,以增强疫情公益海报的图像生产与创作张力。The epidemic public interest poster is not only an image memory of this public health emergency,but also an important tool to rebuild public confidence,boost morale and spread positive energy.The epidemic prevention and control mainly focused on self-quarantine at home,which has promoted the trend of digital media creation and dissemination of public interest posters.In addition,the continuous increasing of the solicitation activities of public welfare posters by various parties of the society has resulted in a situation in which the number of the epidemic public interest poster is greater than its quality.What kind of image narrative do public health posters need for major public health events in order to take on the mission of recording history and inspiring posterity?This article proposes to enhance the image narrative connotation from three aspects:subject-matter,image.On this basis,strengthen the tension of image production and creativeness of epidemic public interest posters.

关 键 词：疫情公益海报 图像叙事 图像生产力 

分 类 号：J524.3[艺术—艺术设计]