共情传播在公益广告中的应用  

The Application of Empathic Communication in Public Service Advertisement

作　　者：任璇瑜 Xuanyu Ren(The Economic Development Office of the People’s Government of Dawangguzhuang Town,Wuqing District,Tianjin)

机构地区：[1]天津市武清区大王古庄镇人民政府经济发展办公室,天津

出　　处：《新闻传播科学》2025年第3期272-279,共8页Journalism and Communications

摘　　要：本研究旨在探讨共情传播(empathic communication)在公益广告(public service advertisement)中的有效应用。从共情传播的概念及相关理论入手,分析其作为沟通策略在促进社会认知和行为转变中的重要性。随之,论文详细阐述了公益广告的特征与形式,包括其定义、分类及传播特点,探讨其在社会功能中的多样性及影响力。研究结果显示,通过情感共鸣激发受众的参与感和责任感,提升了公益广告的传播效果。同时,论文梳理了多个具体案例,揭示了共情传播在公益广告执行中的实际运用,包括案例效果与受众反应的综合分析。数据表明,当公益广告能够有效唤起观众的情感共鸣时,受众的行为改变和态度转向发生的概率显著增加。论文总结了共情传播在公益广告领域的重要性,并对未来的发展趋势和研究方向提出展望,指出此类传播策略在社会问题解决中的潜在贡献和价值。This study aims to explore the effective application of empathic communication in public service advertisements.Starting from the concept and related theories empathic communication,it analyzes its importance as a communication strategy in promoting social cognition and behavior change.Subsequently,the paper elaborates on the characteristics and forms of service advertisements,including their definition,classification,and communication characteristics,and explores their diversity and influence in social functions.The results show that by stimulating the audience’s of participation and responsibility through emotional resonance,the communication effect of public service advertisements is enhanced.At the same time,the paper sorts out several specific cases,revealing the application of empathic communication in the execution of public service advertisements,including a comprehensive analysis of the case effects and audience reactions.The data show that when public service advertisements effectively arouse the audience’s emotional resonance,the probability of audience behavior change and attitude shift increases significantly.The paper concludes the importance of empathic communication in the field public service advertisements and proposes prospects for future development trends and research directions,pointing out the potential contribution and value of such communication strategies in solving social problems.

关 键 词：共情传播 公益广告 情感共鸣 社会责任 传播策略 受众参与 

分 类 号：G206[文化科学—传播学]