短视频公益广告设计的创新表达研究  

Research on Innovative Expression of Short Video Public Service Advertisement Design

作　　者：郅阳 Zhi Yang(Shanghai Normal University,Shanghai 200233,China)

机构地区：[1]上海师范大学,上海200233

出　　处：《艺术与设计（理论版）》2024年第10期53-55,共3页Art and Design

基　　金：2022年度国家社科基金艺术学项目“新中国公益广告设计史变迁研究(1949-2019)”项目编号:22BG118。

摘　　要：公益广告是社会主流价值弘扬的重要艺术作品,它在体现社会人文关怀、彰显人道主义精神、倡导全社会公德进步等诸多方面,发挥着重要的新闻引导作用。随着短视频公益广告的兴起,我国的公益广告拥有了更为丰富的讲好中国故事的平台,吸纳了更多的观众。文章以短视频公益广告的传播特点谈起,讲述了短视频公益广告的传播策略,并对优化创新表达给予了相关的建议。Public service advertisements are important works of art to promote mainstream social values.They play an important role in guiding news in many aspects,such as reflecting social and humanistic care,highlighting humanitarian spirit,and advocating social moral progress.With the rise of short video public service advertisements,China's public service advertisements have a more abundant platform to tell good Chinese stories,attracting more audiences.Starting from the communication characteristics of short video public service advertisements,this paper describes the communication strategies of short video public service advertisements,andgivesrelevantsuggestions onoptimizing innovativeexpression.

关 键 词：公益广告设计 短视频公益广告 广告创新 中国故事 

分 类 号：J0[艺术—艺术理论]