新媒体公益广告的创意研究

【作者】 常艳丽；

【导师】 肖红；

【作者基本信息】 北方工业大学 ， 设计艺术学， 2012， 硕士

【摘要】 我国的公益广告经过多年的发展,已经成为宣传社会道德文明不可或缺的组成部分,并形成了相对较完整的创意研究方式和方法。然而随着新媒体技术的长足发展,人类已经进入到信息时代,新媒体也逐渐以主流媒体的姿态出现。这种变化不仅提高了人们的眼界,也大大缩短了入与人之间的距离,使人的活动与交往成为信息时代的鲜明特征。这种巨大的变化影响着每一个研究领域,迫使研究者拿出新的方案来应对这种“以人为本的多元化综合性发展”的新阶段。而当前我国的公益广告创意研究也存在着研究方法、研究内容陈旧,缺乏多元化融合趋势的问题。在新媒体传播的大背景下,作为强烈依赖技术与媒体手段的公益广告,已经不能仅局限在纸质媒介和静态的表现上,而是要打破以往被动式的宣传,以全新的形象出现在公众面前,不断发展、创新,并充分利用新媒体所赋予的种种特性,来体现多学科融合的趋势,同时进一步将新媒体技术、艺术审美、公益广告等相结合并延展出更新、更好、更容易被现代人接受的创意形式。而这种新的改变也必将会不断挑战人们视觉、听觉、感觉、触觉的极限,甚至使普罗大众也参与其中,参与到公益广告作品的创作之中,享受创作与参与的乐趣。这种“人机交互、人人参与”的特点,正是新媒体公益广告的魅力所在。随着人们思维与意识的开阔,新媒体公益广告必将被越来越多的人认识并接受,这其中的社会、商业以及公共价值也将不可估量。因此,与案例相结合,研究新媒体传播对公益广告的创意影响以及新媒体公益广告的现实可行性成为我此次课题研究的重点内容。更多还原

【Abstract】 China’s public service ads after years of development, has become an integral part of propaganda social and moral civilization, and formed a relatively complete creative ways and means. With the rapid development of new media technologies, however, mankind has entered the information age, new media gradually the attitude of the mainstream media. This change not only improve people’s vision, and greatly shortened the distance between people, people’s activities and contacts to become a distinct characteristic of the information age. This huge change affecting every area of research, forcing researchers to come up with new programs to respond to this new stage to the diversity of people-oriented development. Our public service ads for Creative Studies research methods, research is outdated, lack of the diversification fusion trend.The backdrop of the new media, as a strong reliance on technology and media means public service ads, not just limited to paper-based media and static performance, but to break the previous passive publicity to the new image before the public, the continuous development, innovation, and make full use of all the characteristics conferred by the new media to reflect the trend of multi-disciplinary integration, and new media technologies, aesthetic, public service ads a combination and extension of newer, better, more acceptable for the modern creative form. This new change will also continue to challenge people’s vision, hearing, feeling, touch the limits of even the general public were also involved, to participate in the creation of works of public service ads, and enjoy the fun of creation and participation. This "human-computer interaction, and everyone involved in" the characteristics of the charm of the new media public service advertising.Open with the people’s thinking and consciousness, the new media public service ads will be more and more people recognize and accept, and which social, commercial and public value will be inestimable. Thus, the cases the combination to study the practical feasibility of the creative impact of new media public service advertising and new media public service advertising to become the main focus of my current research.更多还原