摘要
公益广告由于剔除了商家的营利目的,具有"去商性",自然它的亲和力在各类广告中居于首位。公益广告亲和力的生成,在于广告题材的选择要紧贴国家政策,聚集在"现时突出的社会热点"、"群众关注的难点问题"上,广告语的打造尽可能贴近民众,尽可能扩大受众面,尽可能采用大众喜闻乐见的形式和人性化的形式,处理好深入浅出的辨证关系;公益广告诉求的"隐含受众"是有(或希望有)公德讲文明的公民而不是被广告洗脑后的温顺消费者;公益广告的创意核心在于受到符号学的启发,如何化抽象为具象、化观念为画面,找准切入点。
Public service ads, because of the exclusion of the profit business, had natural affinity to it in all kinds of ads living in the first place. The affinity of public service ads can be generated by getting the theme abreast of national policy, concerning ＂the highlight of the social hot spots＂ and ＂difficult issues of concern to the masses＂, creating the close-to-life language of the people, expanding the audience as much as possible, using the human form loved by the public, and handling well the dialectical relationship between the profound ideas and the expression in simple terms. The demands of public service ads from the ＂implied audience＂ are, or hopefully are citizens of merits and civilization instead of those tamed consumer being brainwashed by ads. The core of creation for public service ads lies in the symbol of inspiration, and the specification of the abstract; the image indicating idea, and the identification of entry points.
出处
《广东教育学院学报》
2008年第4期80-83,共4页
Journal of Guangdong Education Institute
关键词
公益广告
亲和力
广告语
受众
广告创意
符号化
public service ads
affinity
advertisement
audience
creative
symbol
