摘要
本研究以全国优秀广播电视公益广告作品库中的以表现典型人物含义为主导意图的案例为研究对象,使用文本分析的方法,总结了视频类公益广告典型人物含义的两种基本传达方式:"不言而喻"和"直抒己见",其中"不言而喻"又包括四种具体方式:"讲述动人故事""特写关键场景""列举详实数据"和"呈现心路历程"。研究结论将推动典型人物的相关研究,并为公益广告的创意生产和内容生产提供实践参考。
The authors of this paper take the cases of typical characters’meaning as the main intention in the national excellent radio and television public service advertising works library as the research object,using the method of text analysis,summarize two basic ways to convey the meaning of typical characters in video public service advertisements:"self-evident"and"direct expression"."Self-evident"also includes four specific ways:"telling moving stories","close-up of key scenes""listing detailed data"and"presenting mental journey".The research conclusion will promote the relevant research of typical characters,and provide practical reference for the creative production and content production of public service advertising.
作者
韩伟
冯丙奇
郑为心
Han Wei;Feng Bingqi;Zheng Weixin(College of Advertising,Communication University of China,Beijing,100024)
出处
《现代广告》
2020年第20期57-62,65,共7页
Modern Advertising
基金
2019年度国家广播电视总局部级社科研究项目“公益广告中新时代社会主义核心价值观的情感传播策略研究”(编号:GD1951)的阶段性成果。
关键词
公益广告
典型人物含义
传达方式
public service advertisements
the meaning of typical characters
communication mode
