摘要
通过内容分析法,从优酷等头部网络视频网站和央视公益广告作品库中筛选出132个交通安全公益广告视频进行内容分析,探讨了我国交通安全公益广告的内容偏好与说服路径,并指出当前我国交通安全公益广告存在的问题。研究结果表明:交通安全公益广告是交通法律规范和政策文本进入日常生活场域的重要载体;广告内容框架由多至少分别为社会规范框架、暴力框架、亲情框架和事实陈述框架;广告主要通过认知路径和情感路径影响公众行为意向,即在认知路径上表现为演绎故事引发关注,解析规范构建认同,在情感路径上表现为通过调用直觉判断,诱发共情或者恐惧效应,改变公众对交通安全的态度;当前我国交通安全公益广告主要存在的问题是以机动车驾驶员的安全教育为主,表现出显著的内容偏好,广告主题未能精准针对现实存在的交通不文明行为,广告投放缺少与重大突发事故的联动机制,社会力量参与度不足,尚未形成多元主体合作的激励机制等。
Through the content analysis method,this paper selects 132public service advertisement videos of traffic safety from Youku and other head online video platforms and CCTV public service advertisement for content analysis.The paper discusses the content preference and persuasion path of public service advertisements of traffic safety in China,and points out the problems of the advertisements.The results show that public service advertisements of traffic safety are an important carrier for legal norms and policy texts to enter the field of daily life.The advertising content framework consists of at least social normative framework,violent framework,family framework and fact statement framework.The advertisements affect public behaviors through cognitive path and emotional path.On the cognitive path,showing the facts attracts attention,parsing the norms to build identity;on the emotional path,intuition is used to change public attitudes to traffic safety.The study also points out that the main problems of the current public safety advertisements of traffic safety in China are as follows:the advertisements are based on the safety education of motor vehicle drivers,and show significant content preferences;the advertising theme fails to accurately target the actual uncivilized traffic behavior;Linkage mechanism;the lack of participation of social forces,and the formation of an incentive mechanism for multi-subject cooperation have not yet been formed.
作者
尚媛媛
任红星
周凡
彭红燕
SHANG Yuanyuan;REN Hongxing;ZHOU Fan;PENG Hongyan(School of Arts and Communication,China University of Geosciences(Wuhan),Wuhan 430074,China)
出处
《安全与环境工程》
CAS
北大核心
2020年第6期192-200,共9页
Safety and Environmental Engineering
基金
教育部人文社会科学研究项目(2019182009)。
关键词
交通安全
公益广告
内容分析
框架理论
说服路径
安全教育
traffic safety
public service advertisement
content analysis
frame theory
persuasion path
safety education
