优化形象创意丰富表现情趣--论进一步提升公益广告传播效果的途径

摘要

公益广告通过生动的艺术形象去展示生活中的真善美，鞭挞生活中的假恶丑，让受众在潜移默化之中受到感染和教育。而要进一步提升公益广告的宣传效果，就必须更好地遵循广告艺术的基本规律，更准确地把握形象感染的生动性与理论宣传的严肃性之间的内在关系，要求作品具有活泼的情调和丰富的趣味，能够对受众起到陶冶情操、激发活力、滋养情感、美化心灵的作用；还需要深入把握当代人的审美趣味和接受要求，把广而告之的传播途径，更为有效地转化为入眼入心、家喻户晓的传播效果，实现弘扬社会主义核心价值观的根本目的。%Public service advertising adopts the artistic techniques and promotion strategies of advertis-ing communication to display truth,virtue and beauty while condemning falsehood,vice and ugliness in daily life so as to persuade and educate audience through artistic images.Therefore,public service ads should be able to persuade through images by adopting the basic artistic representation forms,combining vivid images with serious messages.Public service ads must be both lively and meaningful so as to stimu-late,enrich and beautify audience's spiritual life.The contemporary audience's aesthetic tastes and recep-tion needs must be taken into account in creating public service ads to improve its effectiveness in promo-ting socialist core values.