2001年年會論文 -中國公益廣告:宣傳社會價值的新工具
篇名
中國公益廣告:宣傳社會價值的新工具
Public service announcements in China: New tool for advocating social values
作者
陳家華、程紅
Chan, Kara、Cheng, Hong
中文摘要
本論文簡介公益廣告的由來及理論架構,並介紹中國公益廣告發展的歷史及當前面臨的問題。中國在七十年代末期對外開放後,商業廣告於1979年重新出現,中國公益廣告雖在1987年出現,但至九十年中期始在全國普及,作為新的宣傳工具,傳遞社會問題的解決方案,建立精神文明及民族自尊,中國公益廣告有什麼特色?和傳統政治宣傳有什麼分別?未來發展如何?本文嘗試一一論述,並採用符號學分析法研究得獎的公益廣告。
英文摘要
In this paper, we discussed the relationship between public service advertising and social marketing, reviewed the past and the present situations of PSA in China, and examined some representative samples from a recent national PSA campaign in the country. As a logical extension of the fast-growing commercial advertising in China, PSA has been used as an alternative for traditional propaganda in the country during the past 15 years or so. With its soft-selling appeals and other marketing strategies, PSA is believed to be more effective than the simplistic and patriarchal propaganda and could play a positive role in national consensus building and in addressing a variety of issues with broad public concerns. Still in its infancy, however, PSA in China is facing various challenges, particularly the lack of funding, legal protection, and quality.
中文關鍵詞
發表日期
2001.07.05
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