伦理学视阈下的中国公益广告研究伦理学专业论文.docxVIP

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伦理学视阈下的中国公益广告研究伦理学专业论文.docx

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伦理伦理学视阈下的中国公益广告研究西南西南政法大学硕士学位论文 PAGE PAGE 1 2 2 目录一、引言···························································· ·············· 1 · · · ·········· （一）选题来源及意义 ······························ ················ ··1 ···· ·············· 1．选题来源 ······················································ ········ 1 ················· 2．选题意义 ······················································ ········ 1 ················· （二）研究综述 ···················································· ······· 2 ················ 1．国外研究现状 ··················································· ······ 2 ················ 2．国内研究现状 ··················································· ······ 2 ················ （三）研究方法及创新点 ····························· ··············· 4 ······ ············· 1．研究方法 ······················································ ········ 4 ················· 2．创新点 ······················································· ·········· 4 ················· 二、公益广告概述 ······················································ ········ 5 · · · · · · ···· （一）公益广告的内涵 ······························ ················ ··5 ···· ·············· 1．公益广告的界定 ·················································· ···· 5 ················ 2．公益广告的根基是真 ····························· ················ 7 ····· ·············· 3．公益广告的灵魂是善 ····························· ················ 8 ····· ·············· 4．公益广告的魅力是美 ····························· ················ 8 ····· ·············· （二）公益广告的特征 ······························ ················ ··9 ···· ·············· 1．人本性——以人为本 ····························· ················ 9 ····· ·············· 2．非营利性——不以盈利为目的 ························ ·········· 9 ················ ·· 3．公益性——为公众服务 ···························· ·············· 10 ········ ········· 4．导向性——明辨是非，弃恶扬善 ······················· ········· 10 ··············· （三）公益广告与社会公益事业························· ··········· 11 ·············· ·· 1．公益广告关注社会公益事业