关于电视公益广告创意的思考——《榫·卯》电视公益广告剖析

Thoughts on Innovation of TV Commercials for Public Service--A Detailed Analysis of "Tenon & Mortise"

文章从北京广播电视台制作的电视公益广告《榫·卯感悟传统传承文化》入手,对公益广告在主题创意方面的推陈出新和在艺术表现形式方面的鲜明特色,以及艺术表现形式对主题的成功互动进行系统分析。通过典型案例,对新时期电视公益广告创意提出四点建议:电视公益广告必须提高政治敏锐性,紧扣时代主题;要以人为本,抓住人民群众普遍关心的问题;要不断创新艺术表现形式,让人喜闻乐见;要讲好中国故事,传播好中国声音。

Based on "Tenon & Mortise," a TV commercial for public service produced by Beijing Media Network, a systematic analysis is made of the TV commercials’ thematic innovation and artistic expression, and of the interactive relationship between the former and the latter. In addition to some case studies, the author of this paper proposes that the commercials should be alert to political issues by keeping up with times, be based on people by sticking to their common concern, be innovative in artistic expression, and be good at telling stories with Chinese characteristics.