谈公益广告叙事的功能、原则与方式

On the Functions,Principles and Ways of Narration in Public Advertisements

文章从公益广告的性质、特点、作用及创意审美方式出发来分析和探讨公益广告叙事的功能、原则及方式的作用、地位与艺术表现形式。公益广告叙事通过有效的启发与激活功能、传播与对话功能来达到其广告主题让受众接受的目的;公益广告叙事应遵循人性化、生活化和情境化原则,使公益广告的传播摆脱生硬说教的窠臼;公益广告的叙事方式主要在思想上化抽象为具象,在情感上变生硬说教为以情动人,在创意审美上改平铺直叙为匠心独具。

The article analyzes and explores public advertisements＇ narrative functions, principles and methods of role, status and art forms of expression, from the nature, characteristics, effect and creative aesthetic ways of public advertisements. The narrative public advertisements are to achieve the purpose of letting the audience ac- cept advertising theme through effective elicitation and activation, communication and dialogue. It should follow the principles of human nature, life and situation to make the advertisements free from blunter preaching. The narrative ways have changed from the abstract to the concrete in thought, from preaching to touching with affection in emotion, and from the simple, straightforward way to the original one in the creative aesthetics.