论文部分内容阅读
电视公益广告是电视广告的一种特殊形式,具有宣传教育的社会效应和电视媒体传播特性。尽管在电视节目制作与传播总体比率中,电视公益广告目前所占时量较小,但是,它在宣传与教育方面为促进精神文明建设以及提高大众思想、道德、理念、文化等方面的作用却是不可低估的。本文从艺术设计特点和美学特征出发,探讨我国电视公益广告的发展,以促进我国公益广告的进步。
TV public service advertising is a special form of television advertising, with the social effects of public education and television media communication features. Although public service advertisements now occupy a relatively small proportion of the total TV program production and distribution rate, they do not only promote public awareness and education but also promote the ideological, moral, ethical and cultural aspects of public opinion Can not be underestimated. Based on the characteristics of art design and aesthetics, this article explores the development of TV public service ads in China so as to promote the progress of public service advertisements in China.