浅析健康教育电视公益广告创意表现原则

Health Education is Analysed Principle of Television Public Service ads Creative Performance

相比较其他大众传播途径,影视传播具有生动直观、渗透性强的特点。并且,健康教育(电视)公益广告的诉求对象是最广泛的,它是面向全体社会公众的一种健康信息传播方式。公益广告是为社会大众服务的,只有让大众从内心接受才能达到其传播目的。该文从表现原则角度入手,主要分析探讨社会性、倡导性、科学性和艺术性原则在健康教育(电视)公益广告创意中的运用,旨在为日后健康教育(电视)公益广告的创意提供建设性建议,充分发挥其覆盖面广、传播效率高的特点,丰富广告的创意,增加广告的魅力,使公益广告深入人心,普及健康素养基本知识与技能,倡导健康生活方式,营造良好的社会氛围。

Compared to other mass communication way, film and television dissemination has the characteristics of vivid and intuitive,permeability is strong.And health education（TV）public welfare advertisement of claim object is one of the most widely, it is a kind of health for the social public information dissemination way.Public interest advertising is to serve the public,only to let the public spread from accepting to reach its goal.This article obtains from the perspective of the principle of performance,the main analysis to investigate the social,advocacy,scientific and artistic principles in the health education（TV） public welfare advertising creative,the application for health education in the future（TV）public service ads creative provide constructive Suggestions.