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新媒体时代高校公益广告传播之现状 被引量:1

The Status Quo of Public Service Advertisement in Colleges and Universities in the New Media Era
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摘要 高校公益广告对培养大学生优秀品格和高尚人格具有重大意义。近几年来,高校公益广告数量和质量都有明显提升,传播率高,传播诉求趋于人文性。同时,高校公益广告也暴露出诸如创意平淡、制作粗糙、缺乏管理、传播效果差等问题。究其原因在于高校对公益广告的育人作用缺乏深刻认识、公益广告传播师生参与度低、传播缺乏科学而系统的管理体系以及高校公益广告宣传缺席。为此,高校须进一步加强对公益广告的认识,采取一些针对性措施,如提高制作水平、做好效果评估、加大宣传力度、鼓励学生参与、整合传播资源等,促进公益广告更好地服务于高校育人工作。 Public service advertisements in colleges and universities have great significance in cultivating excellent character and noble personality of college students. In recent years,the quantity and quality of college publicservice ads have been significantly improved,the transmission rate is high,and the transmission appeals tend to be humanistic,but on the other hand,many problems are also exposed,such as dull and rough originality,lack of management,poor transmission effects,etc.. The reasons are mainly reflected in the lack of deep understanding of the educational role of public service ads,the low participation of teachers and students in public service ads,the lack of scientific and systematic transmission management systems,and the absence of publicity of public service ads in colleges and universities. To this end,colleges and universities must further strengthen their understanding of public service ads and adopt some targeted measures,such as improving production levels,evaluating performance,increasing publicity,encouraging students' participation,integrating transmission resources,etc.so as to make public service ads better serve the education work in colleges and universities.
作者 施琴 SHI Qin(East China University of Technology,Fuzhou 344000,China)
出处 《东华理工大学学报(社会科学版)》 2018年第3期262-265,273,共5页 Journal of East China University of Technology(Social Science)
基金 江西省社科规划项目(艺术类)"新媒体时代高校校园公益广告传播效果研究"(YS2013125) 抚州市社科规划项目"高校校园公益广告道德教育研究"(13SK61)
关键词 新媒体 公益广告 高校 传播现状 New Media public service ads universities transmission status quo
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