公益广告代言人的诉求方式研究

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摘要：公益广告作为一种非商业性质的广告在社会生活中有着重要的作用，与精神文明建设有着密切的联系。通过对现在中国公益广告的现状的观察，围绕以影响性、情感性、沟通性方式，人文情感为基础的艺术表现形式来分析公益广告代言人的诉求，带动受众群的注意力、记忆力，从而使得公益广告的渲染力强大，传播的信服性提高，对于名人的情感认同性强烈，彼时也给代言人自身带来的社会地位的提高，可谓是双赢局面。但是这种现象的出现也造成了公益广告与商业广告之间的界限愈发模糊，通过对公益广告代言人的诉求表现方式现状观察与研究，运用改善机制与思路，加强公益广告作为道德舆论力量，来引导社会风气健康向上发展。
 关键词：公益广告；诉求方式；现状；道德舆论
DEMANDS OF PUBLIC SERVICE ADVERTISING SPOKESMEN WAY
 ABSTRACT: As a non-commercial public service advertising on the social life plays an important role, and spiritual civilization are closely linked. Now the Chinese public service advertising on the status of observation, around to influence the sexual, emotional, communication approaches, human emotion-based form of artistic expression to the aspirations of public service advertising spokesperson, drive audience attention, memory, making a strong public service rendering power, convinced the spread of improved, the identification of strong emotional celebrity then as also to voice their own to improve the social status, can be described as a win situation. But this phenomenon also led to public service advertising and commercials increasingly fuzzy line between, on the demands of public service advertising for observation and study on present performance, the use of mechanisms and ideas to improve and strengthen public service as a moral force of public opinion, to guide the healthy development of society.
Key words:public service advertising;demand way;present situation;moral public opinion

目  录
绪论 1
一、 阐释公益广告概念以及作用 1
1． 公益广告的概念 1
2． 公益广告的作用 1
二、 公益广告中代言人的诉求具体表现方式 2
1. 代言人的影响性诉求 2
2. 代言人的情感性诉求 2
3. 代言人的潜在意识性诉求 3
4. 代言人的沟通性诉求 3
三、 公益广告中代言人诉求的有效性体现 3
1. 认知 4
2. 态度 4
3. 接受 4
四、 公益广告中代言人的诉求原则 4
1. 明确代言原则 4
2. 讲求创意原则 5
3. 目标诉求原则 5
致谢 6
参考文献 7

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