中国传统文化元素在央视公益广告中的运用
发布时间：2019-04-02 05:52
【摘要】：电视公益广告作为一种特殊形式的电视节目，有着自己的特点和地位。它不以营利为目的，采用艺术性的表现手法，形式上短小精悍，内容发人深省，以电视作为主要的传播媒介，向社会公众传播正确的社会观念以促使其态度和行为上的改变，在针砭时弊、弘扬正气方面一直发挥着积极的作用。 我国最早的电视类公益广告可以追溯到1978年，这一年中央电视台(以下简称央视)开始以文字和画面的形式播出电视公益广告。到1987年10月，央视开播了中国第一个电视公益广告栏目——《广而告之》。时至今日，中国电视公益广告已经走过了30多年的历程，在电视公益广告的发展方面，央视通过积极地探索、大胆地创新和不断的实践，走出了一条具有自身特色的发展道路。央视公益广告作为一种信息传播形态的社会教育形式，为社会主义精神文明建设作出了积极的贡献，电视公益广告的发展也呈现出日新月异的局面，例如央视在2013年和2014年春节期间推出的“让爱回家”春节系列公益广告，在各频道陆续播出后，感动了无数观众的同时也向全社会传递了浓浓的亲情观念和正能量。 公益广告是一种文化现象，根植于其所属的民族文化而存在。当前，我国正在全力推动社会主义精神文明建设，公益广告作为社会主义精神文明建设的重要组成部分，在追求社会效益的同时也在不断传承和发扬着中国优秀的传统文化；另一方面，中国源远流长的传统文化是公益广告的文化根源，在一定程度上也影响着公益广告的制作和发展，在公益广告制作中运用中国传统文化元素更容易引起受众情感共鸣，，达到理想的传播效果，因此，公益广告和中国传统文化密不可分、相辅相成，在制作公益广告时创造性地运用传统文化元素具有重要的意义。由于中央电视台是中国影响力巨大的权威性媒体，该台播出的公益广告在传播效果以及在其制作过程中所运用的中国传统文化元素方面具有一定的典范性。 本文主要论述了公益广告的发展与特征、与中国传统文化的内在联系，并进行个案分析，分别从爱国主义文化、家庭文化、孝道文化、职业道德文化、诚信文化、礼仪文化几个方面展现中国优秀传统文化元素在央视公益广告中的运用。并对在中国传统文化支撑下的公益广告的进一步发展做了前瞻性的阐述，指出中国传统文化元素在公益广告中的应用，必须持之以恒，全方位、多维度推进中国公益广告的发展，不断创新具有特色的中国传统文化元素的公益广告。
[Abstract]:As a special form of TV program, TV public service advertising has its own characteristics and status. It does not take profit as its purpose, adopts artistic expression techniques, is short in form, thought-provoking in content, and uses television as the main medium of communication to disseminate correct social ideas to the public in order to promote changes in its attitude and behavior. It has always played a positive role in pointing and pointing out the disadvantages of the times and carrying forward the positive spirit. The earliest TV public service advertisements in China can be traced back to 1978, when CCTV (CCTV) began to broadcast TV public service advertisements in the form of words and pictures. By October 1987, CCTV launched China's first television public service advertising program-the announcement. Up to now, Chinese TV public service advertisement has gone through more than 30 years course. In the aspect of the development of TV public service advertisement, CCTV has gone out of a path of development with its own characteristics through active exploration, bold innovation and continuous practice. As a form of social education in the form of information dissemination, CCTV public service advertisement has made a positive contribution to the construction of socialist spiritual civilization, and the development of TV public service advertisement is also showing a changing situation with each passing day. For example, CCTV's "Let Love Home" Spring Festival public service advertising series launched during the Spring Festival in 2013 and 2014 has moved countless viewers and transmitted a strong sense of kinship and positive energy to the whole society after each channel has been broadcast one after another. Public service advertisement is a kind of cultural phenomenon, rooted in the national culture to which it belongs. At present, China is trying its best to promote the construction of socialist spiritual civilization. As an important part of the construction of socialist spiritual civilization, public service advertising is continuing to inherit and carry forward China's excellent traditional culture while pursuing social benefits. On the other hand, China's long-standing traditional culture is the cultural source of public service advertising, and to a certain extent, it also affects the production and development of public service advertising. The use of Chinese traditional cultural elements in the production of public service advertising is easier to arouse the audience's emotional resonance and achieve an ideal dissemination effect. Therefore, public service advertising and Chinese traditional culture are inseparable and mutually reinforcing. It is of great significance to use traditional cultural elements creatively in making public service advertisements. As CCTV is the authoritative media with great influence in China, the public service advertisement broadcast by CCTV has a certain example in the aspects of the dissemination effect and the Chinese traditional cultural elements used in its production. This article mainly discusses the development and characteristics of public service advertisement, the inner relation with Chinese traditional culture, and carries on the case analysis, respectively from the patriotism culture, the family culture, the filial piety culture, the professional moral culture, the good faith culture, Etiquette culture shows the application of Chinese excellent traditional culture elements in CCTV public service advertisement. It also expounds the further development of public service advertisement supported by Chinese traditional culture, and points out that the application of Chinese traditional culture element in public service advertisement must be persevering and omni-directional. Multi-dimensional promote the development of Chinese public service advertising, constantly innovate the characteristics of Chinese traditional cultural elements of public service advertising.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G122;F713.8
本文编号：2452304
[Abstract]:As a special form of TV program, TV public service advertising has its own characteristics and status. It does not take profit as its purpose, adopts artistic expression techniques, is short in form, thought-provoking in content, and uses television as the main medium of communication to disseminate correct social ideas to the public in order to promote changes in its attitude and behavior. It has always played a positive role in pointing and pointing out the disadvantages of the times and carrying forward the positive spirit. The earliest TV public service advertisements in China can be traced back to 1978, when CCTV (CCTV) began to broadcast TV public service advertisements in the form of words and pictures. By October 1987, CCTV launched China's first television public service advertising program-the announcement. Up to now, Chinese TV public service advertisement has gone through more than 30 years course. In the aspect of the development of TV public service advertisement, CCTV has gone out of a path of development with its own characteristics through active exploration, bold innovation and continuous practice. As a form of social education in the form of information dissemination, CCTV public service advertisement has made a positive contribution to the construction of socialist spiritual civilization, and the development of TV public service advertisement is also showing a changing situation with each passing day. For example, CCTV's "Let Love Home" Spring Festival public service advertising series launched during the Spring Festival in 2013 and 2014 has moved countless viewers and transmitted a strong sense of kinship and positive energy to the whole society after each channel has been broadcast one after another. Public service advertisement is a kind of cultural phenomenon, rooted in the national culture to which it belongs. At present, China is trying its best to promote the construction of socialist spiritual civilization. As an important part of the construction of socialist spiritual civilization, public service advertising is continuing to inherit and carry forward China's excellent traditional culture while pursuing social benefits. On the other hand, China's long-standing traditional culture is the cultural source of public service advertising, and to a certain extent, it also affects the production and development of public service advertising. The use of Chinese traditional cultural elements in the production of public service advertising is easier to arouse the audience's emotional resonance and achieve an ideal dissemination effect. Therefore, public service advertising and Chinese traditional culture are inseparable and mutually reinforcing. It is of great significance to use traditional cultural elements creatively in making public service advertisements. As CCTV is the authoritative media with great influence in China, the public service advertisement broadcast by CCTV has a certain example in the aspects of the dissemination effect and the Chinese traditional cultural elements used in its production. This article mainly discusses the development and characteristics of public service advertisement, the inner relation with Chinese traditional culture, and carries on the case analysis, respectively from the patriotism culture, the family culture, the filial piety culture, the professional moral culture, the good faith culture, Etiquette culture shows the application of Chinese excellent traditional culture elements in CCTV public service advertisement. It also expounds the further development of public service advertisement supported by Chinese traditional culture, and points out that the application of Chinese traditional culture element in public service advertisement must be persevering and omni-directional. Multi-dimensional promote the development of Chinese public service advertising, constantly innovate the characteristics of Chinese traditional cultural elements of public service advertising.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G122;F713.8
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相关期刊论文 前4条
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