摘要
采用内容分析法、文献资料法、比较分析法、访问法等,对北京奥运公益广告进行解读,结果显示,北京奥运公益广告弘扬了"同一个世界,同一个梦想"的主题口号;营造了"迎奥运、讲文明、树新风"的社会环境。北京奥运会公益广告具有传承民族文化;表现浓郁的本土化色彩以及平民化、生活化特征。但北京奥运会公益广告说教多,缺乏艺术性,创意视角应融入奥林匹克精神元素。
In this article, content analysis, literature review, comparative analysis and interviewing are employed to interpret Beijing Olympic public welfare advertisements. Research findings indicate that they enhance the slogan of ＂One World, One Dream＂ and cultivate the social environment of ＂Welcoming the Olympics, Stressing Politeness and Establishing New Practice＂. They inherit ethnic culture, manifest rich local culture and demonstrate characteristics of being close to ordinary people and life, but they are much too educational and lack of artistry. It is argued that the Olympic spirit should be considered in the ad creation.
出处
《成都体育学院学报》
CSSCI
北大核心
2008年第6期5-7,共3页
Journal of Chengdu Sport University
基金
国家社科基金项目阶段性成果<国内媒介奥运舆论引导研究>
批准号:06xty003
关键词
解读
北京奥运
公益广告
缺失
interpretation, Bejing Olympic Games, public welfare advertisement, lack
