新媒介环境下公益广告传播问题探析

Analysis of the Communication Problems of Public Service Advertisements in the New Media Environment

公益广告是媒体社会责任的重要表现形式,公益广告传播可以增益社会风气、引领社会风尚。在当下新媒介环境下,很多公益广告在传播正能量、弘扬社会主义核心价值观、引导社会舆论的传播方面效果还不够很理想,往往存在新媒体传播规模有限、无视公益广告传播的非预期效果、偏离公益广告受众的艺术经验和接受心理、公益"软广告"传播泛滥等问题。针对上述问题提出相应的对策可以提高公益广告传播效果,实现公益广告应有的社会价值。

Public service advertising is an important form of the social responsibility of media.Public service advertising can improve the social atmosphere and lead social custom.In the new media environment,not all public service ads can spread the positive energy,promote the socialist core values and guide public opinions.The communication of public service advertisements is limited in the scale of new media.The unintended effect of public service advertisements is ignored.Some public service ads deviate from the art experience of public.Soft advertising is flooding in public service ads.The countermeasures of the above problems can improve the effect of public service advertisements and realize the social value of public service advertising.