摘要
公益广告的创意与表现密切相关，优秀的公益广告是思想性、艺术性、观赏性的高度统一．公益广告的创意要寻找新的切入点，表现要注意画面、图片的选用切合主题，同时值得注意的是民族文化心理对广告接受的影响。
Public-service advertisements, due to the close relationship between advertising creation and representationtechniques , should be the unity of content creation, artistic representation and acceptability. Therefore, the contentshould be original and the representation should be a fit of content and form . In terms of acceptability,advertisements should take into account the specific national culture and psychology.
出处
《宁波大学学报（人文科学版）》
1999年第4期41-44,共4页
Journal of Ningbo University：Liberal Arts Edition
关键词
公益广告
广告创意
广告表现
社会营销学
public-service advertising advertising creation representative techniques
