认知心理学视域下的公益广告传播效果与制作策略研究
发布时间：2019-06-15 04:11
【摘要】：现如今，我们可以看到，越来越多的公益广告被不同媒介传输出来。随着公益广告宣传的途径与公益活动的举办量增多，可以看出国家对公益事业的日益重视。公益是一种无形的力量，做好公益，能够唤起人内心深处的真善美，能够弘扬传统文化等。 一条公益广告的传播有两个重点：传播者——公益广告制作方，与受者——公益广告的观众。这也是笔者为什么既要研究公益广告的传播效果，又要研究其制作策略的原因。 传播效果有三个层面：外部信息作用于人们的知觉和记忆系统，引起人们知识量的增加和知识结构的变化，属于认知层面上的效果；作用于人们的观念或价值体系而引起情绪或感情的变化，属于心理和态度层面上的效果；这些变化通过人们的言行表现出来，即成为行动层面上的效果。从认知到态度再到行动，是一个效果的累积、深化和扩大的过程。这些都属于认知心理学的范畴，，可以运用认知心理学相关理论进行研究。 随着公益宣传的种类与途径五花八门，不同公益广告带来的传播效果可谓大相径庭。一些公益广告让受众热泪盈眶，在公益相关比赛中屡屡夺奖；但也有受众抱怨如今的公益广告“数量多，种类少。”称有些公益广告“让人看不懂”或是“太过于直白，看过就忘了，起不到任何作用”。更有公众称有些公益广告看了之后，不仅起不到教育意义，还让人想笑、或者产生排斥感。 本文之所以选择认知心理学作为分析公益广告传播效果的主要理论，并用认知心理学观点，为制作公益广告提供建议，是因为上述这些问题产生的理由，都可以归为制作者在制作公益宣传时，忽视了受众的认知习惯，让受众在对公益宣传信息进行加工时遇到瓶颈或是产生排斥。若能够很好地把控住受众的认知过程，就能够“对症下药”，制作出符合受众认知习性的公益宣传，从而使公益宣传产生最明显的传播效果。 文章主要运用了文献研究法、比较研究法、案例分析法和图示法来进行分析。选择了认知心理学中有较大影响力的格式塔心理学和信息加工心理学作为指导理论，同时分析公益广告的传播效果与受众的认知习惯，探究怎样的公益宣传才能更好地被受众接受，从而产生良好的传播效果。
[Abstract]:Nowadays, we can see that more and more public service advertisements are transmitted by different media. With the increase of the way of public service advertising and the number of public welfare activities, we can see that the state attaches more and more importance to public welfare. Public welfare is an invisible force, to do a good job of public welfare, can arouse people's inner truth, goodness and beauty, can carry forward traditional culture and so on. There are two key points in the dissemination of a public service advertisement: the communicator-the producer of the public service advertisement, and the recipient-the audience of the public service advertisement. This is why the author should not only study the communication effect of public service advertising, but also study its production strategy. There are three levels of communication effect: external information acts on people's perception and memory system, which leads to the increase of people's knowledge and the change of knowledge structure, which belongs to the cognitive effect; the effect of emotion or emotion caused by people's concept or value system, which belongs to the effect of psychology and attitude; these changes are expressed through people's words and deeds, that is to say, they become the effect at the level of action. From cognition to attitude to action, it is a process of accumulation, deepening and expansion of effects. These belong to the category of cognitive psychology, which can be studied by using the relevant theories of cognitive psychology. With the variety and way of public service publicity, the communication effect of different public service advertisement can be described as very different. Some public service advertisements make the audience tearful and win awards repeatedly in public service related competitions, but some also complain that today's public service advertisements are "large in number and few in variety." Some public service ads are "incomprehensible" or "too straightforward to forget and do nothing." Some people say that after reading some public service advertisements, they not only do not have the educational significance, but also make people want to laugh, or have a sense of exclusion. The reason why this paper chooses cognitive psychology as the main theory to analyze the communication effect of public service advertising, and provides suggestions for the production of public service advertisement from the point of view of cognitive psychology, is that the reasons for these problems can be attributed to the fact that the producer neglects the cognitive habits of the audience when making public welfare publicity, and makes the audience encounter bottleneck or exclusion in the processing of public welfare propaganda information. If we can control the cognitive process of the audience well, we can "prescribe the right medicine" and make the public welfare propaganda in accordance with the cognitive habits of the audience, so that the public welfare publicity has the most obvious communication effect. The article mainly uses the literature research method, the comparative research method, the case analysis method and the graphic method to carry on the analysis. The Gestalt psychology and information processing psychology, which have great influence in cognitive psychology, are selected as the guiding theories, and the communication effect of public service advertisement and the cognitive habit of the audience are analyzed at the same time, and what kind of public welfare propaganda can be better accepted by the audience, so as to produce good communication effect.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：B842.1;F713.8;G206
本文编号：2499955
[Abstract]:Nowadays, we can see that more and more public service advertisements are transmitted by different media. With the increase of the way of public service advertising and the number of public welfare activities, we can see that the state attaches more and more importance to public welfare. Public welfare is an invisible force, to do a good job of public welfare, can arouse people's inner truth, goodness and beauty, can carry forward traditional culture and so on. There are two key points in the dissemination of a public service advertisement: the communicator-the producer of the public service advertisement, and the recipient-the audience of the public service advertisement. This is why the author should not only study the communication effect of public service advertising, but also study its production strategy. There are three levels of communication effect: external information acts on people's perception and memory system, which leads to the increase of people's knowledge and the change of knowledge structure, which belongs to the cognitive effect; the effect of emotion or emotion caused by people's concept or value system, which belongs to the effect of psychology and attitude; these changes are expressed through people's words and deeds, that is to say, they become the effect at the level of action. From cognition to attitude to action, it is a process of accumulation, deepening and expansion of effects. These belong to the category of cognitive psychology, which can be studied by using the relevant theories of cognitive psychology. With the variety and way of public service publicity, the communication effect of different public service advertisement can be described as very different. Some public service advertisements make the audience tearful and win awards repeatedly in public service related competitions, but some also complain that today's public service advertisements are "large in number and few in variety." Some public service ads are "incomprehensible" or "too straightforward to forget and do nothing." Some people say that after reading some public service advertisements, they not only do not have the educational significance, but also make people want to laugh, or have a sense of exclusion. The reason why this paper chooses cognitive psychology as the main theory to analyze the communication effect of public service advertising, and provides suggestions for the production of public service advertisement from the point of view of cognitive psychology, is that the reasons for these problems can be attributed to the fact that the producer neglects the cognitive habits of the audience when making public welfare publicity, and makes the audience encounter bottleneck or exclusion in the processing of public welfare propaganda information. If we can control the cognitive process of the audience well, we can "prescribe the right medicine" and make the public welfare propaganda in accordance with the cognitive habits of the audience, so that the public welfare publicity has the most obvious communication effect. The article mainly uses the literature research method, the comparative research method, the case analysis method and the graphic method to carry on the analysis. The Gestalt psychology and information processing psychology, which have great influence in cognitive psychology, are selected as the guiding theories, and the communication effect of public service advertisement and the cognitive habit of the audience are analyzed at the same time, and what kind of public welfare propaganda can be better accepted by the audience, so as to produce good communication effect.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：B842.1;F713.8;G206
【参考文献】
相关期刊论文 前1条
1 许江;;中国当代视觉文化的境遇与责任[J];新美术;2009年02期
本文编号：2499955
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