摘 要

中文摘要...................................................2

英文摘要...................................................2

第一章绪论.........................................3

1.1研究背景及意义..........................................4

1.2研究目的................................................4

1.3研究方法与研究内容......................................4

1.3.1研究方法..........................................4

1.3.2研究内容..........................................5

公益广告概述.......................................6

2.1中西公益广告发展对比....................................7

2.1.1中国公益广告的发展................................7

2.1.2西方公益广告的发展................................7

2.2公益广告的诉求..........................................7

2.3公益广告的内容..........................................8

2.4总结....................................................9

公益广告与国家形象.................................10

3.1国家形象概述............................................10

3.2公益广告与国家形象的关系................................10

3.2.1公益广告与国家形象的传播媒介......................11

3.2.2 公益广告与国家形象的关系........................11

国家形象提升因素分析..............................12

4.1外交有助于国家形象的提升...............................12

4.2自然灾害的正确处理能够提升国家形象.....................13

4.3总结..................................................14

公益广告提升国家形象策略分析.....................15

5.1公益广告通过传播文化提升国家形象......................15

5.2公益广告通过传播现代化来塑造国家形象..................16

5.3总结..................................................16

参考文献.................................................17

致谢.....................................................17

中文摘要

我国公益广告的发展受到学术界、业界的关注。但是因为商业化的广告给企业带来了巨大利益，因此企业主要聚焦于制作投放商业化广告，而忽略了公益广告的社会价值。同时公益广告有对内与对外传播两方面的影响，对内能够树立社会价值观，有利于建设社会主义文明和谐社会，在对内的传播中，在央视投放过许多类型的公益广告，题材有中国传统文化孝义的传承、结合中国现状，倡导大家节约水资源、保护地球环境以及建设文明社会等题材。但是在对外传播方面鲜有涉及，最早是2010年制作的30秒电视短片和15分钟的小型纪录片以英文为主，向外国人传递中国形象。随着中国经济政治军事等硬实力的提升，中国才意识到中国的软实力也必须与国际接轨，这才开始国家公关，建设传播国家形象，因而在国家形象的传播上我国的研究、经历等较少，与之相关的研究较少，但是公益广告能够影响人们思想观念及行为方式，能够承载文化、价值观等并传递给人们，因此公益广告能够传递国家的新年，国家的精神并提升国家形象。

英文摘要

The development of China's public service advertising has been concerned by the academia and the industry. But because commercial advertising has brought great benefits to the enterprise, the company mainly focused on the production of commercial advertising, and ignored the social value of public service advertising. At the same time, public service advertising effect on both internal and external communication and on to set up the social values, is conducive to the construction of socialist civilization, harmonious society, in the spread of, in the CCTV put too many types of public service ads, subjects are the inheritance of Chinese traditional culture of filial piety, combined with the status quo of China, advocate everyone to save water resources, protect the earth's environment and building a civilized society etc. theme. But rarely involved in external communication, the first 30 seconds of the 2010 production of second television and 15 minutes of small documentaries mainly in English, to pass on the image of China to foreigners. With the promotion of China's economic, political and military hard power, China realized to China's soft power must also in line with international standards, is the beginning of national public relations, construction of national image communication and in the transmission of the image of the country less on research and experience of our country, and related research is less, but public service ads can influencing people's ideas and behavior, can bear the weight of the culture, values and passed to the people, therefore, advertising can transfer the country's new year, national spirit and enhance national image.

中英文关键词