生命教育视觉意义认知建构:以香港正向思维宣传片为中心

Cognitive Construction of Life Education's Visual Meaning: Exploration on HK Positive Thought Promo

香港近期频繁发生的大、中学生甚至小学生轻生悲剧令社会各界异常震惊。香港特区政府社会福利署及时推出名为"办法总比困难多—爱惜自己,爱惜家人"的生命教育宣传片,旨在建构港人的正向思维观念。结合视觉设计语法理论和宣传片图像语料建立宣传片意义诠释框架的研究发现,宣传片图像认知意义的成功建构实现了宣传片的传播宗旨,能够帮助港人尤其是青少年树立正向思维意识。

The entire society is extremely shocked by the series of suicide tragedies of Hong Kong collegestudents, high school students and even primary school students in the recent time. The social welfare departmentof Hong Kong special administrative region specifically issues the promo of life education named “method is morethan dilemma-cherish yourself and your family” in time, whose purpose is to construct the positive thought conceptfor Hong Kong citizens. This research combines the theory of visual design grammar and corpus of the promo imagesto establish the semantic interpretation framework of promos, and applies it to implicitly explore the constructionprocess and paradigm of the promo’s visual mirror for the intention of enhancing the promo literacy of Hong Kongcitizens especially youngsters, and thus smoothly realizing the promo’s communication intent.