控烟公益广告的传播是一种健康文化的宣传,利用艺术形式改变公众对吸烟的态度和行为,对公众的价值观念和行为准则具有潜移默化的影响。本文使用实证研究的方法了解新媒时代广泛使用的控烟广告媒介,并探讨了中国公众对控烟公益广告的喜好。本文分析了公众对不同形式、内容和立意的控烟公益广告的接受度,并使用对比分析法探讨了不同种类的控烟公益广告的效果。研究结果对政府、媒体和相关机构创建兼具文化性和劝导性控烟公益广告提供了有力的证据支持。
<<The spread of public service advertisements of tobacco control is of kind dissemination of healthy culture,for these advertisements attempt to change the attitude and behavior of publics through artistic form,and they imperceptibly influence the values and standards of behavior of publics.In this paper,the empirical study methods is used to learn the most often used media in new media era,and explore and like of publics on Public Service Advertisements of Tobacco Control.Furthermore,this paper analyzes the acceptability of publics of form,content and conception of this kind of advertisement,and it studies the effects of different kinds of advertisement.The research results offer strong evidence for government,media and other relevant institutions who will construct the Public Service Advertisements of Tobacco Control.
<<Keywords: | Communication EffectNew Media EraPublic Service Advertisements of Tobacco ControlPicture AdvertisementText Advertisement |