基于大学生群体器官捐献宣传的艺术化传播策略研究

Research on the Artistic Communication Strategy of Organ Donation Publicity among College Students

在大学生群体中,针对我国现有的器官捐献宣传内容、形式、对象和影响力四大方面所存在的问题进行分析,从捐献意识和价值观两方面探讨器官捐献艺术化传播的可行性和必要性,并以温州医科大学“生命之光”为例,提出了品牌吸引、大爱联动、平台合作、情感认可、思想碰撞等五大方面器官捐献艺术化传播策略,多方面联合发展,多角度艺术化宣传,以改变青少年对器官捐献的知晓度、认可度、意愿度,从而对整个社会导向起到积极的影响。

Among college students,this paper analyzes the problems existing in the content,form,object and influen-ce of organ donation publicity in China,and discusses the feasibility and necessity of artistic communication of organ donation from the two aspects of donation consciousness and values.Taking the program"Light of Life"of Wenzhou Medical University as an example,this paper put forward five organ donation artistic communication strategies:the brand attraction,big love linkage,platform for cooperation,emotion recognition,collision of ideas.Measures like joint development,and multi-angle artistic publicity are suggested to change the awareness,acceptance,and willingness of the teenagers on organ donation,so as to play a positive influence on the society.