环保公益广告研究-新闻传播学;传播学专业论文.docxVIP

——一一塑墨． ——一一塑墨． f IYIll 11I 19l 12I 1111111911 18lll[14llUl 摘 要 环境是人类生存和发展的基础，环境问题可以说是二十一世纪影响人类命运，社 会发展的最重要的也是最亟待解决的问题之一。随着政府和民众环保意识的加强、大 众媒体的迅速发展，多种形式的环保传播也渐渐开展起来。环保公益广告是其中和人 们接触最密集，影响最深远的环保传播形式。它通过各种传播媒体对环保知识、环保 理念、环保行为进行传播，让环保深入人心，并呼吁人们以实际行动来解决或改善社 会环境问题，实现人与自然的和谐永续发展。 中国的环保公益广告传播起步虽然晚，但是其发展速度很快，从20世纪80年代 到今天仅仅二十多年的时间，取得了举世瞩目的成绩。但与欧美发达国家相比，无论 在广告创作本身，媒体利用的程度，还是在运行机制上都还存在很多问题。本文结合 中国的国情和特点，就中国环保公益广告如何在环保传播中发挥更加突出的作用的问 题，分别从主题、创意、情感、媒体四大角度举例分析，提出了自己的见解和建议， 以期促使环保公益广告在环境保护、知识传播、舆论监督、提高公众意识、增强社会 责任、促进社会发展等诸多方面发挥出更加重要的作用。 利用公益广告的方式唤醒公众的环保意识，引导公众积极参与环保行动，不仅需 要政策上的保证和法律的约束，企业强烈的社会责任感，更需要人们发自内心的自觉 意识和行动。环保公益广告任重而道远。 关键词：公益广告，环保传播，环保公益广告 AbstractThe Abstract The environment is the foundation of human existence and development’ Enviromnental problems is one of the most important problems in 21 century．The goverflment and public awareness of environmental protection is growing everyday．The development of the mass media is growing fastcf and faster．Various forms of Environmental spread gradually started．Environmental protection Commonweal advcnis锄ent connected with people closely and Far-reaching．It spreads envimnment lmowledge，environment consciousness，environment action by mass media,Appeal tO people to solve and improve environment problems by real actions·Achieve the target of Harmonious development between environment and human· Though environmental protection Commonweal advertisement in china started latdy,but developed rapidly．From the 1980s to today it has made cyc·Catchmg achievements in 20 years．But we have SO many problems compared with European countries舡ld American，like advertising created，the degree of use mass media alld tO how operation mechaIlism．My views and solution putted in this article，and give advice t0 make environmental protection Commonweal advertisement play a greater rolc combmed with the characteristic of china,I give advice from four angles：theme’creatiVe， emotions and m雒s media．To make environmental protection Commonweal advertisement t