电视公益广告文本召唤的想象空间

Imagination Space of Television Public Service Advertisement Texts Calling

电视公益广告作为一种特殊的多媒体文本,通过视听元素构建形成一个多层面的开放的图式结构。从视听元素层到意象层,再到意蕴层,由表及里,由浅入深,这3个结构层次中视听元素融合形成的"不确定点"和"空白处",激发受众想象空间。受众根据自身的"先在结构","补白"构成理想"世界",接受并自觉倡导传承电视公益广告所传播的真善美。电视公益广告文本召唤的想象空间以其视听艺术方式改变受众的所思所行,艺术化地引导受众的社会实践,其艺术美学范式成为了一种媒介经典。

Television public service advertisement as a kind of special multimedia text,through audio-visual element construction,a multi-level open schematic structure is formed. From audio-visual element layer to image layer,and then to implication layer,from the outside to the inside,from the shallower to the deeper,the＂uncertainty＂and＂blank＂formed in the three hierarchy of audio-visual elements,inspire audiences’ imagination space,the audiences constitute an ideal ＂world＂according to their＂first in the structure＂,＂filler＂,accept and consciously advocate and inherit the good and the beautiful of TV public service advertisement. The television public service advertisement text calling imagination space change audiences’ thoughts and actions with its audio-visual art form,art guide audiences’ social practice,the art aesthetic paradigm has become one kind of medium classics.