传播学视域下的公益广告媒介探究

Public Service Advertising Media From the Perspective of Communication

传播学是对人类的一切传播行为、传播过程发生和发展规律以及传播与人类社会的关系的研究。公益广告是传播学中的一部分,主要是指经过媒介进行传播的非盈利性质的广告。公益广告主要依靠广告的表达内容和表现形式进行传播,进而来吸引人们的注意,达到为社会传播有用信息的作用。通过公益广告的传播可以给社会带来有益的道德思想和行为规范,让社会了解人类的发展文化。拟从传播学的角度来分析公益广告的发展,阐述在新媒介条件下公益广告相关的发展策略。

Communication is a study of the spread of human beings,the development of communication process,the development of laws and the relationship between communication and human society.Public service advertising is part of the communication,mainly refers to the media through the dissemination of non-profit nature of the ads.Public service advertising mainly rely on the expression of advertising content and expression of the spread,and then to attract people＇s attention,to achieve useful for the dissemination of social information role.Through the spread of public service ads can give the community to bring useful moral ideas and behavioral norms,so that the community understand the human development culture.This paper mainly analyzes the development of public service advertisement from the perspective of communication,and expounds the development strategy of public service advertisement under the condition of new media.