2024《全球新冠疫情背景下公益广告的发展趋势分析综述》10000字.docxVIP

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全球新冠疫情背景下公益广告的发展趋势分析综述

摘要：1967年，传播学家M.麦克卢汉在《理解媒介：人的延伸》中提出了一个概念——“地球村”，又译为世界村，即指受媒介影响的世界中，人们的信息交流方式及社会形态和文化有了很大改变。随着科学技术的发展，麦克卢汉的预言早在20世纪依靠创新科技就已成为现实，公益广告的媒介随着各种趋势和在发生变化，承载公益广告的平台更加多样化。2012年中共十八大倡导要遵循“人类命运共同体”意识，要以一种新视角，来找全人类的种族利益与价值的新内涵。在2020年初突然爆发的新冠肺炎疫情下，各国摒弃利益与纷争，自发遵循“命运共同体”的意识，共同联合对抗疫情，而公益广告的传播媒体与核心价值内涵也随之而变化。

关键词：公益广告；媒体媒介；新冠疫情；科技创新

目录

摘要·······························································Ⅰ

Abstract···························································Ⅱ

一、绪论···························································1

（一）相关概念界定················································1

（二）研究的原因及意义············································2

二、选题背景························································3

三、公益广告媒介的发展趋势·········································4

（一）科技创新推动媒介发展·······································4

（二）自媒体公益广告的出现·······································5

（三）新冠疫情对公益广告的冲击···································6

四、视听公益广告内涵的变化及分析···································6

（一）旧公益广告存在的问题········································7

（二）公益广告发展现状············································7（三）浅析公益广告内涵的变化······································8

伍、毕设创作思路及总结·············································9

（一）广告创作概述················································9

（二）广告作品的创作与总结········································9

六、总结··························································10

参考文献··························································11

我国的公益广告自1986年问世到现今已有30多年的发展史，已经具备了不小的规模，在促进社会和谐发展上面起了很大的推动作用。从报纸、广播、电视等传统的媒介媒体到现如今的互联网、手机、平板等便捷高效的新兴媒体，公益广告始终是我们社会中最密切且无法分割的一部分。不难看到，随着科技的快速进步，国际社会局面的频繁变化，新媒体下的主流信息平台也发生了很大的改革，各个多媒体平台的发展周期也变得越来越短，人们更加青睐于快节奏、强互动的信息生活，这也意味着公益广告将迎来一大波转型的高潮。

绪论

（一）相关概念界定

1.公益广告定义

对于公益广告的定义，各个国家对此的定义都是结合本国实际而给出的说法。在我国，“公益广告是为公众利益服务的非商业性广告，旨在以倡导或警示等方式来传播某种公益观念，促进社会精神文明建设”这一概念被传媒众多学生所熟，是高萍概括出来的公益广告的定义高萍.公益广告初探[M].北京:中国工商出版社，1994.。公益广告拥有简明朴素的特征，这和他的通俗性的特点相呼应，具有很明显的象征意义和教育意义。它的最主要的作用就是来激起受众的思想意识,使受众对自己身边所