论文部分内容阅读
基于主流报纸拥有稳定的受众群体、巨大的影响力,主流报纸中的公益广告有着良好的传播效果。话语对受众的影响是长久的、持续的。本文通过对1990—2010年《人民日报》中公益广告的分析,得出主流报纸中公益广告话语转型的四个趋势:公益广告制作内容的亲民化、公益广告制作形式的艺术化、公益广告的广告主趋于多元化和公益广告的广告主题时代化。
Mainstream newspapers have a stable audience, a huge influence, the mainstream newspapers in the public service ads have a good communication effect. The impact of discourse on the audience is long-lasting. By analyzing the public service advertisements in “People’s Daily” from 1990 to 2010, this paper draws four trends in the transformation of public service advertisement discourses in mainstream newspapers: the popularity of public service advertisements, the art of making public service advertisements, the public service advertisements Advertisers tend to be pluralistic and public service ads advertising theme era.