当代社会的迅速发展,导致人与人之间缺乏沟通,情感冷漠。动物摄影作为平面公益广告表现方式之一,动物与人的紧密关系也是动物摄影适用于平面公益广告中的原因之一,能够有效的传播公益主题,数字化的图片视觉冲击力强,增加受众之间的情感交流,同时,动物摄影图片使视觉语言由静止的画面向运动的转变,受众的情感感受也随之变化,知觉定势增加受众的记忆,使情感延续发生,最终达到唤起人与人之间缺乏已久的情感。 The rapid development of contemporary society has led to a lack of communication among people and indifference. Animal photography is one of the manifestations of PFAs. The close relationship between animals and people is also one of the reasons that animal photography is suitable for PBPH ads. It can effectively spread the theme of public welfare. Digitized images have strong visual impact and increased audiences At the same time, animal photographic images make the visual language change from still picture to movement, and the audience’s emotional feelings also change. Perception increases the audience’s memory, prolongs the emotions and eventually arouse people’s emotions Lack of long-standing emotions.