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公益广告已成为电视等主要媒介重要推广的栏目,这对社会的正能量宣传,对公共道德的提倡和对社会某些不良现象的界定与批评发挥了巨大而重要的作用。通过分析四个典型的公益广告对“点”与“面”的运用,对“面”的选择是跟进时局,随社会热点而动,把握公众关注的集中点或普遍现象,从而组织合适的选题和故事。而对“点”的把握,是对故事内容、具体情节和细节的正面表述,切中热点,触及内心使其过目不忘,从而施加更大的影响力,发挥更大的功效。
Public service announcements have become an important part of the promotion of television and other major media. This has played a huge and important role in promoting positive energy in the society, advocating public morals and defining and criticizing certain undesirable phenomena in the society. By analyzing the application of four typical public service advertisements to “Dian” and “Dian”, the choice of “Dian” is to follow the current situation, move with the social hot spots, grasp the focus of the public or Universal phenomenon, so as to organize the appropriate topics and stories. However, grasping “point ” is a positive expression of the content, specific circumstances and details of the story, cutting off the hot spots and touching the heart so as to exert greater influence and exert greater effectiveness.