“时代楷模”系列公益广告中主流文化的建构与原型运用

Construction and prototype application of mainstream culture in the"Model of the Times"series of public service

“时代楷模”系列公益广告植根于中华文化深层沃土,灵活运用原型表达,通过原型人物、情景、意象等表现方式,以置换的技巧展现了时代楷模的精神价值,激活了受众的无意识心理,建构和传播了主流文化,发挥了公益广告的社会功效。

The"Model of the Times"series of public service advertisements are rooted in the deep fertile soil of Chinese culture.They flexibly use prototype expressions.Through prototype characters,scenarios,images and other expression methods,they show the spiritual value of models of the times,activate the unconscious psychology of the audience,construct and disseminate the mainstream culture,and give full play to the social effect of public service advertising.