（传播学专业论文）和谐视角下的央视公益广告研究.pdf

? i ? ? ? !#? ?$?%?abcd efgh7?ij?klmnopq?r?st?u$vw/ 0!12!345xyz?6?z?“ q?fi f9fl ?$?j? ?b?”?”?bj?fl ?8?9:c ? ?xy?$7? 4 ?1 $?y?)?c?8?1? ?$?h?c ?!?b!?34?9:!j?lm5?c d7?j? ?b?y?j?4? ?!y?5?c? ?j?c ?8 ? ? abstract ii abstract the emergence and spread of public service ads are closely linked with the history and reality from the ever beginning. on the one hand, public service ads come from life, serve for life, and are the result of long-term accumulation and reflection of history and reality. on the other hand, public service ads reflects the wish of a harmonious theme of political , economic, social and other systems, and they are the internal laws and requirements of history and reality. from the different value-orientations of the experts and scholars on the definitions of public service ads, the research and practice of public service ads is based on the various related systems of politics, economy, and social background. although the reference mechanism of public service ads somewhat differs, the realization of public service ads overlaps, the principle and purpose are the same?harmony. meanwhile, the public property of public service ads become the common focus of the interest balance and desire of the politics, economy and society. the open system of public service ads invites the attention from all aspects, and communicates euphemisticly the capital and habit in different fields. the public service ads on cctv represent the harmony. the thesis seeks to interpret the harmonious th eme according to the content and plot of the ads. these public service ads in the cctv are being broadcast on various channels, especially in international channel and childrens channel. all the sample ads analyzed in the paper all are witnessed by the author himself. the thesis analyzes the ads in terms of man and man, man with nature, man and society. it is a complex process for human being to understand the ads and to behave according to the ads. the significance of public service ads plays a universal role in guiding peoples behavior. however, it is even more complex when it comes to an individuals understanding of the ads and his/her own behavior. with the help of television broadcasting, the public service ads can benefit as many audience as possible, thus enlarge the significant effect of ads. keywords harmony cctv public service ads ? 1 ? ? ? !?#?$%?;?ab?c/? e_?abc?odce?fg?0?hije?kl?mn o0?(?w?0? ? ? 2 ? ? ? ?n?s8?y?n0?v? ?e? ?3?12? ?i?#? ?!?#?12#$?%$c?c()?i? abz?cdc?e0?fgc?phi?j?k?(l ? ?kk/?c lm0? s/p?u? no?pq0?rj?+?st?u+?vwxy ?u?v?zw ? ? ?;!|?*? |?|? ?u!m?;?*!e)*? u9? ?uj?r?m?j?v?qbzu?v?z t?*?;?d?s4?.?1?|? ?(*?sc?*?dz? ?2?u?u? ?y?3!?n? w?bz? ?n?m?;!? u?e? ?x*?s8*?o? ? 87 ? 4a?bc-? ? d? !efghij?klm? ?56n?op0? !? ? ?!? ?2007/5? 5lm? ?56n?op0? !? ? ?!?2007/5? 37 ? 6?q? ?r%st? !? ? ?!?2005/4? 115 ? ? 4 ? v?|?_fi ?+?r?lv1?.?j)*?j?i?) *?#?%? ?+(,-?j;!?3?7t,-? d?(u ?2?;y?y?s ?y?30?4?.? ?12?5? ? u?w?v7”?n? ?%? ?/?*? m?3?nc?oc?c?pz?q?!,|3? ?;j?3?yr?/?89?3 ?3?(s? ?12?w?j?3ztyt? ?;!.? 30 ?i?12?u?|? _fi ?msvs?wsu?4?ux?_?s?1?y?l?z ?%k?bz?%.u?bz ?pqr?sl?*? ?v?j?p? ?m?(?wx?ey?z ? ? 1 ) *+ 5 ?;w?(!?c?2c? ?uvc?s?.?7p ? ?;?v?|?34?|lo? ?$%?fi fl ?$%9:;?56 ?r? ?n?s8?n$% ?p?k?n?v_?r?s?_fi p? ?$%?.?9?v*?uv? ?hic?cbz?7?c!jc? ? r?m?e? ?z?_”;?3? 2007 in#?z?u ?#?rj? ? ?,2007,(7). ?_fi rj?$s/? ? ?k?,2007,(11). ?;?()b?c? ?tc?43c?$4?b?7p_?rj ?;?q4? ? ?_?rj?;?z? ? ?$%?,2007,(9). ?l%?0?0c 0?c0?9:;?e?z ?_? 12?j? ? ?k?(v_?),2009,(1).?12? ?j ?;$*?1?z_fi ?; ?e*!*u!? ?!?q?$%v?l? ?9:?(?r56?$% ?!?v?3r?h|c.?|c?|?|? _fi bz?hc.?c?.?z? ?e?sfl ? .?$%w:1? ?v?bzq? ?! ? i ? ?(8?s8? ”?j?kb?p# ?/?c ?!?f33? ? ?,2009,(1)? ?,?f33? l? ? ?q?$%?,2008,(3)? ?,?3? ?u?0?i?”?3?e?1?3?z?c?(m?7 t?3v ?7p ?r?3r?m? ?u!? ?c?!?f33 7 uavwxyz? ?$? 8 a 2009 ? 10 _ 9 ?abc?de ? 1 ) *+ 7 ?13 ? c !?fg?13 ? c?q?/cd?d?14 ? c?)*?12 ? c?/k?15 ? c!?14 ? c?17 ? ca?p?10 ? cf?i/?4 ? ? hi(j?3 $%?i?c?s?:?_? ?tv?v_? ?y1y_fi ? ?12?8?f3?s1y? ?1?kfg;?0 h?;!rj?:?l?$%|? v_?$%|?0h? ?;!?;!?3?j?;rj?;!? ?3j?4?w7? uk?zun ?+v11?;!?x?y?3 9:;?k*? 9fg? ?h?i? !0jkl;? ? ?;i? !?v? ?v#?a?u!?s*?u!?m?8?os t$%?8?;*wz? 3?/ ?k?$%? ?*? ?m? 0?$%?s8.?$%c %!#-.;?/0?-?z?34?7p fi ?j?1?fi ?3?2j?e34?43?!?2s?m? ?r?.?fl k1?cd?j?r? ?s?j?ue?_?(ue?ie ?_?.?*? ?nst.?r? ?q3? ?-./?3?56?#? ?/?12?34? ?$%?v?i?#?4?/fl ?f? 12ua? ?r?9?y?k?a?fg0? ? 10 ?mcz?23?2? ?0?q3?1? v?$%?(0?q3?m?()?!(?#?i?#?.? ? o0?q3j?t?;?*+/g?)? q3?*? wn?tu*?4n? ?hv ? ? .?1?c 12j*?v? ?(u?v k?$%? ?!(?12 ?(o?o?-.?v? ?y? ? ? lc?_?p?bz $?b?tu?k?s? 0h?t_?-.?!(?s?# ? ?12uv?_?r? k?bz?ju!?9c?p?9?_c v_c?v?ac|_ws8?$%?hi?um ?1?!(?mu?cu?y?(”?xy? ? ?c?i?ch?j?m%?!cnb!?v ?; ?n0?0?pc? 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