浅析情感元素在影视公益广告中的应用.docVIP

PAGE 18 内容摘要 随着经济的快速发展，在信息爆炸快速前进的时代背景之下，影视公益广告所承载的情感力量在这之中所担任的角色不仅是先进时代的优秀文化传播体，予以规范道德准则传递受众积极向上的公益观念，获得受众的认可从而最大限度传达公益信息贯彻到自身行为态度当中，也是受众情感需求和慰藉的缓和剂。 情感是人类永恒的话题，在影视公益广告中合理把握情感元素的应用将会充分激发受众的情感脉搏。过去情感元素广泛应用在不同的的广告媒介载体上，其中情感元素应用在影视公益广告范畴的理论体系尚且不太完善，本文旨在通过以文献分析法和案例分析法进行研究情感元素在影视公益广告范畴内的应用，另辟蹊径以创新角度解读情感元素。笔者在总结前人的研究成果基础上，对情感元素进行解读和具体分类，并从受众情感、社会发展、影视公益广告艺术表现的角度切入探讨情感元素应用在影视公益广告的原因，关于情感元素的具体分类应用就人伦情感、同情情感、美德情感进行优秀案例重点分析，探讨影视公益广告中情感元素的应用方式和表现效果，并根据当今的制作水平现状尝试性提出了相关建议和思考，希望能对情感元素在影视公益广告的范畴内的应用提供借鉴和启发，以期能为影视公益广告行业贡献微薄的力量。 关键词：情感元素 影视公益广告 情感共鸣 Abstract With the rapid development of economy, under the background of the age of information explosion fast forward, carried by the film and television public service ads emotional power in which the role of is not only the advanced age of the excellent culture of diaspore, be normative ethics idea of transfer audience positive, to gain recognition from the audience to convey maximum public information to implement its own behavior attitude, is also the audience emotional needs and comfort moderator. Emotion is an eternal topic of human beings. A reasonable grasp of the application of emotional elements in film and television public service advertisements will fully stimulate the emotional pulse of the audience. Past emotional elements are widely used in different advertising media carrier, including emotional elements used in film and television public service ads category theory system still not perfect, this paper aims to study through literature analysis and case analysis the emotional elements of a category in the film and television public service ads, interpret the emotional elements to find innovation Angle. The author on the basis of summarizing the research achievements of predecessors, interpretation and specific classification of emotional elements, and from the audiences emotions, social development, the film and television public service ads art Angle to study the causes of the emotional elements used in film and telev