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Study on family ethics subject claim current domestic public service ads on CCTV nearly five years of "home" theme of public service advertisement as an example

Author: ZhangZuo
Tutor: ZhangQingMei
School: Northwestern University
Course: Journalism and Communication
Keywords: CCTV Public advertisement Family ethics
CLC: F713.8
Type: Master's thesis
Year: 2013
Downloads: 70
Quote: 0
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Abstract


The development of public advertising undertaking in China has aroused widespread concern in the academia. But few studies involve family ethical public adeertisments, and lack of specific ads sample analysis. This research based on public advertising, uses the method of sample analysis, taking the nearly five years of China’s CCTV "home" theme of public advertisements as example, carries on the analysis from the selection of themes, plots, visual angle, to reveal the types of CCTV "home" theme of public advertisement subject selection, analyzes its advantages and disadvantages, and discuss how to make the "home" theme of public advertising achieve a better communication effect.According to the analysis of the samples, the CCTV "home" theme of public advertisements are divided into "home","love","thanksgiving" and "communication" etc., but they are lack of various topics and specific details, especially new family problems and contradictory theme,so the audiences are unwilling to participate in them. In the new situation of modern family structure, the values of family has changed, we need to improve public ads, such as the theme of expression, to achieve better "home" advertisements propaganda effect. The research is eager to give some advice to the future public advertisement and research of our country public advertisement.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising
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