健康类影视公益广告现状及发展探析——以“中国公益广告网”下“健康类影视公益广告”为例-analysis on the current situation and development of health movie and tv public service advertisement - taking.docxVIP

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健康类影视公益广告现状及发展探析——以“中国公益广告网”下“健康类影视公益广告”为例-analysis on the current situation and development of health movie and tv public service advertisement - taking.docx

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健康类影视公益广告现状及发展探析——以“中国公益广告网”下“健康类影视公益广告”为例-analysis on the current situation and development of health movie and tv public service advertisement - taking

类影视公益广告，运用内容分析方法对二者进行比较，并从中发现目前健康类影视公益广告尚存的诸如广告的故事情节性不强、广告语雷同、广告制作模式化、健康主题的选取较为传统单一等问题，并在分析不足之因基础上提出了改善建言，以期为当前健康类影视公益广告的问题解决提供些许理论价值和意义。关键词：健康传播影视公益广告现状与发展THE SITUATION AND THE FUTURE DEVELEMENT OF PUBLIC SERVING ADVERTING OF E-MEDIA OF HEALTHABSTRACTThe current development of society is very fast, the living level of Chinese people improve significantly, but the quality of Chinese peoples’ health are not optimistic. Some researches showed that every year the huge working pressure lead almost 600,000 Chinese people to Ka roshi, death suddenly due to over working. China had replaced Japan to become ‘The Biggest Country of Ka roshi’. Facing such a situation, any people who has some money or ability, realize the importance of healthy and know something about media, will try to get the knowledge of health in different ways.Due to the special qualities of public serving advertising, the primary purpose of it is trying to make people realize some important questions, which are easily missed by many people. And so do public serving advertising of health, which are communicated by electronic-media. In different phase of social development, the public serving advertising of E-media of health played an important role in making people know some knowledge about a serious disease. So every people who want to make a contribution to public serving affairs should know some characteristics of public serving advertising of E-media of health, and try to solve the problems of them.Now studies about public serving adverting are rich and colorful, but the studies about public serving adverting of E-media of health are not sufficient, so does public serving adverting of E-media of health. So this thesis will do some researches about them.First, we will conclude some characteristics of current public serving adverting of E-media of health from operation modes, convincing ways, content, the length and the way of making adverting. Then we will choose some excellent adverting from Chi