控烟公益广告的健康传播研究:现状、问题与应对

The Current Situation,Existing Problems and Solutions of Health Communication Research on Tobacco Control Advertisements

本文以拉斯韦尔的'5W'模式为切入点,以传者、受众、内容和渠道四个维度作为建构类目的标准,对所选取的样本进行定性与定量相结合的分析,以此来考察我国控烟公益广告目前的发展状况和存在的问题,并针对当前存在的问题提出应对措施。经分析发现,控烟公益广告的建构过程缺乏政府的深度参与,烟草企业对控烟缺乏共识;控烟公益广告目标受众细分程度不够,内容针对性不强;控烟公益广告的传播渠道以平面媒体为主,渠道较窄,媒介利用不够多元化,且主题集中,同质化严重。针对存在的这些问题,笔者尝试提出以下建议:政府要强化控烟宣传的议程设置,烟草企业要增强责任意识,控烟公益广告应进一步细分受众,加强与大众传媒的互动,提高广告创意水平,等等,以期达到增强控烟公益广告传播效果的目的。

Introducing the Lasswell’s'5W'model into the study,this essay studies the current situation,existing problems and solutions of tobacco control advertisements from the four-dimensional analysis of the communicators,audiences,contents and channels.The study finds that the government being lack of deep involvement in the management of tobacco control advertisements,tobacco companies being short of consensus,the target audience being divided roughly,the communication channels paying too much attention on print media,while ignoring new media and being identical seriously.To solve those problems,the author proposes that the government should strengthen the agenda setting of tobacco control publicity work,tobacco companies should enhance their sense of responsibility,the target audience should be subdivided and the advertisements should be produced more creatively and strengthen interaction with mass media.