Three levels of perceptual beauty in advertisements

With the development of social economy and the progress of human civilization, "public"

Interest "has become an indispensable part of modern material social life.

As an important part of social welfare undertakings, public service advertisements are an important part of social welfare undertakings.

The component is that all members of society participate in and directly benefit from this work.

Sports and public service advertisements mainly focus on promoting the quintessence of Chinese culture.

God, environmental protection, social morality, public order, social hot spots.

Problems, etc. , with the help of the power of mass media to help mankind to carry out the whole

Moral construction, establish a higher realm of ideals, beliefs and responsibilities.

Advertising, as an organic part of a country's culture,

It is a nation, which reflects the innate psychological accumulation of a nation.

The fundamental characteristics that distinguish it from other nationalities. China has a long history of culture.

It has a long history, and philosophy, art, literary works and folk customs are all modern.

The creation of public service advertisements in China provides rich nutrients for advertisers.

Clever use of China traditional culture to create public service advertisements.

In order to achieve the best, we should adopt the content and skills that people like to see and hear.

Communication effect.

First of all, a clear reality

Public service advertisements show problems in the current reality, and so should they.

Facing the reality, I feel it, aim at it, criticize the current disadvantages and correct it.

Loss, advocating new style, has become the most personalized foundation of public service advertising culture.

Qualitative characteristics. It inherits traditional culture, especially Confucian culture.

The spirit of "writing carries Tao" not only emphasizes morality, but also attaches great importance to morality.

The power of will advocates that people can be broad-minded, self-reliant, full of vitality and promising.

Proactive and enterprising, with deep patriotic feelings and profound historical background.

The sense of mission embodies a strong concern for real politics and real life.

Note: Take on the heavy responsibility of promoting social integrity and forging ahead.

1in the summer of 998, the vast area in southern China suffered a once-in-a-century disaster.

In this flood, people's lives and property were seriously affected.

Threats. During this period, newspapers and TV published a lot.

It has a wide range of public welfare around flood fighting and disaster relief, rebuilding homes and supporting the construction of disaster areas.

Speaking, the famous ones are "people are fighting a decisive battle on the dike" and "share joys and sorrows,

The heart is in the disaster area "and so on. Many works reproduce this scene by documentary means.

The disastrous flood showed that the flood fighters were fearless and United.

The spirit of unity, tenacious struggle and courage to sacrifice calls for the whole country.

People give their love, lend a helping hand and try their best to support the disaster area.

The people's post-disaster reconstruction work holds high the banner of "every man is responsible for the rise and fall of the country."

We should work together to overcome the national spirit of "one side is in trouble and all sides support".

This sudden huge natural disaster. Because of this charity.

The activities are concentrated in time, grand in scale and unprecedented in pomp, greatly

It has strengthened the cohesion of the Chinese nation and inspired the people in the disaster areas to overcome difficulties.

Hong Mo, the determination to rebuild my home. At this time, public service advertisements quickly reversed.

Ability to reflect reality, great appeal to reality, appeal.

Quantity and impact are any news reports and social comments.

Can't compare with it. National culture is like the spirit of a nation.

Soul, it has strong cohesion and vitality. Public service advertising tool

Date of receipt: February 2004-15

About the author: Shen Lu (1965-), female, Ningming, Guangxi, lecturer in the Basic Department of Guangxi Business School.

Wanfang Data

Shape, vividness and image contain concentrated national cultural implications, among which

At the same time, with a huge perceptual impact on people's senses,

Can leave a deep impression on people, make people aftertaste and accept.

The cultural information it conveys. If this function is played well,

Well, it can play a similar role in folk customs.

Guide people's social behavior in a "conventional" way, slowly.

Gradually form new behavior patterns and thinking patterns. Like this.

For several years, it has been broadcasting "Civilization and Politeness, Hope Project" for the disabled.

Love, family planning, family education, protecting the ecological environment, etc.

Advertising has penetrated into people's real life, imperceptibly.

It affects the change of people's way of thinking and behavior.

The social utility of beneficial advertising lies in creating and

Accumulate, actively participate in creating a good social atmosphere and be silent.

Interest plays an important role in the formation of people's values, which gradually makes society

The public reached the realm of persuasion, and then purified people.

Soul, correct the disadvantages of the times and establish a new style.

Second, the unique ethical content

China's traditional culture with Confucianism as its core pays special attention to people.

To cultivate moral quality, Confucius said that "the benevolent loves others" (The Analects of Confucius)

Deep ")," If you are benevolent, there is no evil "("The Analects of Confucius "), think

"Benevolence" is the most perfect moral concept and quality, which can promote people.

Moral cultivation, improve the ideological realm, so that evil will not occur.

Healthy. Confucianism believes that consanguinity is the basis of moral personality.

And is promoted by oneself and others, forming "old people and old people,

Young people and young people ","not only their relatives, not only their sons ",

The broad feelings of "brothers all over the world", a society that respects the old and loves the young.

Fashion forms a strong person in the social life of the big family of the Chinese nation.

Love and life interest. Love, filial piety, loyalty and forgiveness are the foundations of benevolence.

This content is also a concentrated expression of the traditional virtues of the Chinese nation. it should be

Seeking to make "benevolence" a personal conscious pursuit, emotional and psychological.

Cultivate an individual into a caring person who is good at dealing with people.

Harmonious communication, friendly coexistence, sense of social justice and responsibility.

Public service advertisements are different from businesses that care about consumers' purchasing power.

Advertising that pays attention to people's conscience puts social responsibility first.

Bit, it is always as much as possible through its own vivid art form.

Type and unique way of communication to cultivate people's moral consciousness, indeed.

Establish moral behavior norms and create a good moral public opinion environment, thus

Adjust the relationship between people, people and society, people and nature, and safeguard society.

Will run healthily and orderly, such as "passing on love"

Sue explained her mother-in-law, mother and son, and father with a small detail of her life.

The mellow and simple feelings between generations in Sun San. The mother bathed her son.

After finishing your feet, let your son wait for a while. The impatient son is there.

I found my mother washing my grandmother's feet under the door. When my mother turned around,

When I returned to my room, I found my little son holding it awkwardly.

Bring a basin of water, and he will also wash his mother's feet.

Love for yourself infects children and makes them know how to express love and love.

You can pass it on. The work expresses respect and love for the elderly with a picture full of childlike interest.

Young people attach importance to the theme of family harmony, and it is thought-provoking to see the big from the small.

It contains deep feelings and profound cultural background.

Clouds. People are moved by it and feel a human touch.

Beauty is the beauty of human nature.

In today's market economy, everyone's soul is in the world.

There has been a great shock in the world, and traditional values and morality have changed.

Yes, even the way of life is undergoing subtle changes.

In the fierce market competition, everyone is pursuing and protecting themselves.

Egoism, more and more people are driven by the motive of harming others and benefiting themselves.

Let, for the collective, contribute to the country, and have a greater sense of responsibility for society.

In this case, combining different individuals

In order to form a harmonious and unified society together, we need a

The bond that binds every member of society must be based on * * *

Feelings, morality, beliefs, values and other ties as the basis of weight.

Molding people's cultural character and instilling new culture into the public.

Tao, tell people how to be a man and help people set up new businesses.

As an example, form a new * * * with values. Therefore, the following

Inherit and absorb the traditional virtues of the Chinese nation, and follow the market economy

Representing the requirements of development, we should construct ethical rules with China characteristics.

Fan, this matter is urgent and important today. A new moral style.

The formation of business not only needs the attention and support of the whole society, but also needs

In-depth, lasting and extensive publicity through public service advertisements.

Third, the concept of harmonious development between man and nature.

In addition to Confucianism headed by Confucius, Laozi is regarded as

The representative Taoist thought is also an important group of China traditional culture.

About the relationship between man and nature, more than two thousand years ago.

Our father provided us with the deepest and most perfect ecological wisdom.

Laozi thinks that the nature of the universe and human beings are in harmony.

The unity of machine and rhyme. The human body is just a big universe relative to nature.

A small universe in the universe. Therefore, the relationship between man and nature should be

Comply with nature, but don't violate it or even destroy it. Laozi

People are only in a natural environment, social environment and psychology.

It is normal for the environment to be harmonious and unified and do nothing.

Survival. The more human beings can consciously "supplement the nature of all things without

Dare "("Lao Tzu 64 "), the more you can maintain a good life.

State environment, get permanent survival. There is no doubt about this idea of Laozi.

It is the severity of the ecological crisis brought about by the unilateral pursuit of conquering nature.

Wanfang Data

Warning. Laozi's idea of conforming to nature and returning to nature is dead.

Interest attracts the attention of modern people and is gradually accepted.

Public service advertisements play an important role in protecting the ecological environment and paying attention to the harmony between man and nature.

A lot of efforts have been made in the development of harmony, and a number of excellent works have appeared.

Products. For example, "protecting the environment means protecting life" and "if you want to talk, you can't"

Gunfire ","cherish water for the benefit of future generations "and" will naturally double.

Repay your love, and so on. The protection of the natural environment is expounded from the front.

Condemn the importance of immoral behavior that human beings overcharge nature.

Behavior will lead to further deterioration of the ecological environment and lead to the resources of the earth.

The exhaustion of resources means that if human beings continue to know nothing about nature.

Endless predatory development is no different from the laws of nature.

Betrayal, in the end, has dug a trap for himself. These public interests are extensive.

Most people use beautiful and harmonious pictures to express people and natural environment.

Peaceful coexistence gives people a sense of beauty. Like the TV public service advertisement "I am

A bird described such a scene: in a beautiful big forest.

Birds in the forest sing carefree. They play together.

Looking for food and playing together, the happy scene is enviable.

However, the good times did not last long. Suddenly, a large basket fell from the sky, and one could

The bird of love is covered. The covered bird cried and wept.

"Help", but the mother bird can't do anything about it. What's more cruel is that it is wide.

At the end of the film, the mother bird was unfortunately shot in the dark.

From the child's point of view, there is no boring preaching, those who use

The bird image designed and produced by three-dimensional animation is vivid and lovely, similar to the bird image.

The vitality of nature and interesting scenery touched many people.

The hearts of children and even adults, thus educating people to learn.

"Love", love nature, love little life. The beauty of this painting.

Sense, from the formal point of view, with small and exquisite, clean and lively, color and

Harmony, delicate body structure, calm and complete posture.

The characteristics of nature show that man is the center of watching nature.

Harmony and perfection. But "ugliness" is also a useful foil, and it must be beautiful.

And beauty. Ugliness is usually manifested in perceptual form in form.

Defects: rupture, confusion, defects, deformities, etc. Like a lot.

After the beautiful ecological environment is destroyed, the farmland dries up, cracks and crops

Dead seedlings and desertification of land: destruction and deformity after deforestation.

Scenes and so on are the direct presentation of ugliness in perceptual forms.

For example, the advertisement "People have no long-term worries, but water has near worries" faithfully recorded Jiang.

A small river in a small town in the south is seriously polluted and floats on the river.

Carry all kinds of rubbish: plastic bags, packaging boxes, rotten leaves and debris.

Paper, dead mice, smelly cats, it will make people sick to see all this.

Shocked, uneasy. How can people live in this environment?

Its existence value lies in reminding and setting off youth from the opposite side.

The beautiful ecological environment deserves special treasure and double care.

Protecting the creation of public service advertisements is a very important task today.

It is the urgency to face up to the protection of the natural environment on which human beings depend for survival and farming.

It has cultivated people's new values and aesthetic attitudes towards nature.

Love nature, form and cherish human beings and nature.

The harmonious and beautiful, friendly and friendly relationship has caused people to re-examine it.

The relationship between human's own consumption lifestyle and nature advocates that every

Individuals should use appropriate consumption instead of excessive consumption, and lead a life.

A simple life centered on improving the quality of life is not living in nature.

Overdraft and ask for more. Humans can only adopt a friendly and equal attitude.

It is limited and reasonable to get along well with nature and restrain your own desires.

Only by rationally utilizing and transforming nature can we finally realize the * * * relationship between man and nature.

Live and survive, and maintain the sustainable development of human beings and nature.

Fourth, the aesthetic ideal of respecting morality and doing good.

Influenced by the national culture, China people are right in the aesthetic process.

Taking moral judgment as the core value parameter of aesthetic judgment, forming

Cheng Chongde is good at aesthetic ideals and pays attention to people's noble virtues.

Show the goodness of human subject and consciously put social culture above human behavior.

Norms and norms are internalized into individual internal personality power, which is ubiquitous and

The behavior of society and groups should be harmonious, punishing evil and promoting good.

Promoting righteousness is beauty. Public service advertisement is a special art,

It is clearly aware that it shoulders the responsibility of delivering social and public cultural letters.

Interest, affect the public's ideological sentiments and values, and give play to its characteristics.

Special social function. Therefore, public service advertisements always go through some students.

Typical details of dynamic characters to portray a moral model.

People and things inspire people and produce a moral attraction, right

Participate in the construction of socialist spiritual civilization.

Like the TV public service advertisement "Raise the Flag", the creator put the patriotic Lord

Righteousness, a beautiful emotion, is expressed by raising the flag.

Completely specific, using parallel montage, recording the differences.

Where the national flag is raised at the same time. It used to be

Contrast: On one side of the picture is the flag class soldiers in Tiananmen Square.

Solemn flag-raising ceremony, on the other side is a rural primary school with teachers.

Lead the children to raise a national flag with a curved stick.

Although the location and environment are different, the flag raiser is a solemn and pious god.

The feelings are the same, and the love for the motherland and the national flag is also complete.

Similarly, it shows its love for the motherland here, so

Form a lofty moral character of defending the dignity of the motherland and safeguarding national interests.

In China's traditional morality, loving the motherland and the nation has always been regarded as.

Although the "big festival" is related to the loyal monarch in feudal society, there are

There are limitations of the times, but in essence, it is based on the monarch.

Represents "loyalty to the monarch" and has a deep national consciousness. This kind.

Loyalty and patriotism are the great cohesion and driving force of the Chinese nation.

Great national development spirit.