改革开放后首都健康类公益广告视觉传播的变迁

Research on Visual Communication of Health Public Service ads in Beijing Since Reform and Opening up

自1979年改革开放以来,公益广告逐渐成为信息传播和文化教育的重要载体。健康是人们得以生存和获得福祉的基础,是公益广告的重要主题之一。本文主要探讨1979年至今北京地区健康类公益广告的视觉传播变迁状况,并从视觉传播层面出发,探究健康类公益广告的生产创作机制、传播方式,以讨论北京地区健康类公益广告的发展路径。研究发现,制度因素是影响首都健康类公益广告发展的主要因素。

Since the reform and opening up in 1979,public service advertising has gradually be an way of communication and education.Health is the foundation of people's well-being,and is one of the important themes of public service advertising.This paper mainly discusses the changes of visual communication of health centered thematic public service ads in Beijing since 1979,and analyses the production and dissemination mechanisms of health public service ads from the perspective of visual communication,aiming to discuss the path of health public service ads in Beijing.The results suggested that institutional factors play a leading role in the health public service ads.