“中国梦娃”对新时期公益广告形象设计的启发

On the Inspiration of “Chinese Dream Baby” to the Design of Public Service Advertisement Image in the New Period

当代中国广告产业存在严重的消费主义负面倾向,“公益广告”是纠正“商业广告”过度的有效措施,在广告实践中,应充分发挥“广而告之”的文化功能,引导正确的价值观、科学观、文化观。“十九大”以来的中国进入发展新时期,公益广告传播应以社会主义核心价值观为基础,改变长期以来由商业广告导致的社会文化错误认知。“中国梦娃”系列公益广告引发巨大的社会反响,使广告业界认识到重拾传统文化、技艺的重要性。

There is a serious negative tendency of consumerism in the advertising industry in contemporary China,and“the public service advertisement”is viewed as an effective measure to correct excessive“commercial advertisements”.In advertising practice,we should give full play to the cultural functions of“widely advertising”and guide correct values,scientific outlooks,and cultural perspectives;Since the 19th Communist Party,China has entered the new era of development.In the new era,the dissemination of public service advertisements should be based on the core values of socialism,change the social and cultural misconceptions that have long been caused by commercial advertisements.The“Chinese Dream Baby”series of public service advertisements have caused tremendous social repercussions,which makes the advertising industry recognize the importance of regaining traditional culture and skills.