公益广告传播的情感谱系和策略矩阵研究——基于情感空间模型的分析范式  

Research on the Emotional Pedigree and Strategy Matrix of Public Service Advertising Communication Based on the Analytical Paradigm of Emotional Space Model

作　　者：谢加封 王祥[2] Xie Jiafeng;Wang Xiang

机构地区：[1]南京林业大学艺术设计学院视觉传达设计系 [2]南京林业大学人文社会科学学院

出　　处：《广告大观（理论版）》2020年第5期33-40,共8页Journal of Advertising Study

基　　金：教育部人文社会科学研究项目的研究成果,项目编号15YJAZH086。

摘　　要：本研究基于情感传播视角,拓展情感环状模型,将情感划分为唤醒、体验和互动三个维度,建构出情感传播的三维空间模型,进而梳理公益广告传播的情感谱系。本研究针对谱系中"敬畏""愤怒""恐惧""悲伤""温暖"和"希望"六类情感类型深入探究,提出公益广告的情感传播策略矩阵,以期为公益广告的创意传播提供理论支撑。Based on the perspective of emotional communication,this research expands the emotional circumplex model,divides emotion into three dimensions:arousal dimension,experience dimension and interaction dimension,and constructs a three-dimensional spatial model of emotional communication.Based on all these above,this paper further sorts out the emotional pedigree of public service advertising communication.In this study,six emotional types,including awe,anger,fear,sadness,warmth and hope,are deeply explored.This research proposes a matrix of emotional communication strategies for public service advertisements in order to provide theoretical support for the creative communication of public service advertisements.

关 键 词：公益广告 情感传播 空间模型 情感谱系 策略矩阵 

分 类 号：F713.8[经济管理—广告]