大学校园公益广告探究.doc

济南大学毕业论文 PAGE - PAGE 2 - 摘 要 当前，公益广告越来越多地走进了高校校园。大学校园公益广告在悄无声息中潜移默化的陶冶着大学生的情操，净化着大学生的心灵，美化着高校校园。可是，目前校园公益广告在实际发展中也存在一些问题，诸如缺乏创意，广告语生硬不幽默，异化为公益广告的商业广告泛滥，公益广告资源开发利用不充分，缺乏资金支持和科学规划管理。本论文通过对大学校园公益广告的初步探讨与研究，分析其概念，剖析校园公益广告的功能及作用，并以此阐述大学校园公益广告建设和发展的重要性和必要性，并结合现状，着重提出未来大学校园公益广告的发展对策。 关键词：大学校园；公益广告；发展对策 ABSTRACT Currently, the public service advertizing more and more entered the university campus. The university campus public service advertizing influences subtly in being quietly is influencing university students sentiment, is purifying university students mind, is beautifying the university campus. But, the campus public service advertizing also has some problems at present in the actual development, such as the deficient creativity, the advertisement language stiff is not humorous, the disassimilation is in flood for public service advertizings commercial advertizing, the public service advertizing resource development use is not full, lacks the financial support and the science plan management. Present paper through to university campus public service advertizing preliminary discussion and research, analyzes its concept, analyzes the campus public service advertizing the function and the function, and by this elaborated that the university campus public service advertizing construction and the development importance and the necessity, and unify the present situation, will propose in the future the university campus public service advertizing development countermeasure emphatically. Key words：University campus; Public service advertizing; Development countermeasure 目 录 摘要………………………………………………..…….….…………….. . = 1 \* ROMAN I ABSTRACT…………….……………………..……………. = 2 \* ROMAN II 前言 …….……………………………… ……… …… .… .…………………..………… 1 一、大学校园公益广告及校园受众分析.………..….…….…..….………….2 (一)由公益广告的定义引导校园公益广告的内涵 ……………………………………..2 (二)校园公益广告受众浅析………………….………………………...……………….. 2 二、大学校园公益广告的功能与作用 ..……..….………………………….…..….………….4 (一) 大学校园公益广告的功能…………………………………………………..4 (二) 大学校园公益广告的作用……………….…………