公益广告的审美类型及传播美学特质  

The Aesthetic Types of Public Service Advertisements and the Characteristics of Communication Aesthetics

作　　者：吴斌 付新 WU Bin;FU Xin(Guizhou Sky Cinemas Co.,Ltd,Guiyang,Guizhou,China,550003;Guizhou Broadcasting and Television Station,Guiyang,Guizhou,China,550001)

机构地区：[1]贵州星空影业有限公司,贵州贵阳550003 [2]贵州广播电视台,贵州贵阳550001

出　　处：《贵州大学学报（社会科学版）》2021年第1期103-108,124,共7页Journal of Guizhou University(Social Sciences)

基　　金：国家广播电视总局部级社科研究项目“广播电视公益广告创作发展研究”(GD1953)。

摘　　要：公益广告是社会主流文化的一个重要组成部分,对促进社会主流文化发展具有特别重要的作用。这就要求公益广告贴近生活、贴近受众以及正面引领社会风尚。电视公益广告由画面、声音、文字等多元的美学要素组成。因此,为更好地实现它的传播功能和价值,电视公益广告需要满足受众的审美需求,以进一步提升自身美学表达的能力。Public service advertisement is an important part of mainstream social culture and play a particularly important role in promoting the development of mainstream social culture.This requires that the content of this type of advertisement should be close to life and the audience,and lead the social tendency in a positive way.TV public service advertising itself is composed of aesthetic elements of viewing,listening and writing.And therefore,to better fulfill its communication function and value,it is necessary for this type of advertisement to meet the audience’s aesthetic needs,so as to improve its own ability of aesthetic expression.

关 键 词：公益广告 审美类型 传播美学 

分 类 号：B83-05[哲学宗教—美学]