萌动中国,传递梦想——“梦娃”系列公益广告的社会功能研究

GERMINATING CHINA,SHARING THE DREAM——A STUDY ON THE SOCIAL FUNCTION OF "MENG WA" SERIAL PUBLIC SERVICE ADS

中国民间艺术历史悠久,丰富多彩,雅俗共赏,是广大人民群众喜闻乐见的传统文化载体。央视播出的以天津泥人张彩塑为原型制作出来的"梦娃"系列公益广告,通过萌动可爱的"梦娃"和朗朗上口的童谣,把中国传统美德展现得淋漓尽致,实现了广告艺术价值与社会教育功能的完美融合,是"弘扬传统文化,传播核心价值观"在视觉表达上的有效之策、创新之举。

Chinese folk art has a long history. It＇s colorful, appeals to all, and is loved by the masses of a traditional culture carrier. CCT V broadcasts ＂Meng Wa＂ serial public service ads based on the Tianjin ＂clay figurine Zhang＂. China＇s traditional virtues are demonstrated so vividly by lovely ＂ Meng Wa＂ and catchy nursery rhymes. ＂Meng Wa＂ serial public service ads achieve the perfect fusion of advertising art value and social function of education. It＇s an effective strategy and innovation of carrying forward traditional cultures and spreading core values in visual expressions.