浅析公益广告的社会功能及其设计准则

A Brief Research on Social Functions and Design Maxims of Public Service Advertisement

摘要

当今社会充斥着广告，公益广告对社会的积极作用使它渐渐进入人们的视线。虽然现有文献有不少关于公益广告的研究，但人们对公益广告的认识依旧很浅显。此外，国内现有公益广告的效果也不是十分理想。本文以中外国家有影响的现实广告为案例，探讨总结出公益广告应具有大众教育和文化传播社会功能；在此基础上对公益广告的设计准则做了尝试性研究，提出广告设计者在创设公益广告过程中应应用针对性、创新性和平等性准则，以设计出高质量、有广泛社会影响力的公益广告，在倡导传播社会正能量中发挥其特殊作用。

关键词：公益广告；社会功能；设计准则

Abstract

Today’ s society is full of advertisements, and the positive effect of public service advertisement (PSA) on society makes it gradually come into view. Although there are many studies on PSA in the existing literature, people’ s understanding of PSA is still very limited, and the effect of the existing domestic PSA is not very satisfactory. Taking the influential domestic and foreign PSAs as cases, this paper concludes that PSA has the social functions of mass educations and cultural transmission; In addition, it makes a brief study of design maxims of PSA. The writer puts forward that advertising designers should apply the oriented maxim, innovation maxim and equality maxim in the process of creating PSA, so as to design PSA with high quality and wide social influence.

Key Words: public service advertising; social function; design maxim