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	媒体社会责任理论视角下空巢老人公益广告探究; To Media Social Responsibility Theoretical Interpretation of Charity Advertisement on Empty Nesters
	王波伟 ; WANG Bowei
	2014
关键词	媒体社会责任理论 公益广告 空巢老人 创意选题 创意表现 Media social responsibility theory Charity advertisement Empty nesters Advertising
英文摘要	随着老龄化程度的提高，空巢老人的生存现状已成为无法回避的社会问题，而对于这一社会问题的关注，不应该仅局限于社会学、人口学等学科的视角上。文章以空巢老人作为研究对象，以媒体社会责任理论为指导，关注空巢老人公益广告宣传，以大众媒介诉求为依托，对“关爱空巢老人公益广告”的创意策略进行解读，从创意主题与创意表现的视角出发探讨如何利用公益广告宣传更好地引导人们履行社会责任，奉献爱心,促进社会的和谐发展。 With increasing harmful effects of aging population, empty nesters has become a social problems, we can't just solve this problem in sociology, demography and other disciplines perspective. This study takes empty nesters on as the object, the media social responsibility theory as the directors, and focus on charity advertisement on empty nesters. Based on mass media appeal, to “care for charity advertisement about empty nesters.” creative strategy, from the perspective of creative themes and ideas how to make use of public welfare advertisement publicity to guide people to perform better social responsibility, compassion, and promote the harmonious development of society.
语种	中文
出版者	《现代广告》杂志社
内容类型	期刊论文
源URL	[http://dspace.xmu.edu.cn/handle/2288/84761]
专题	2014年第7期
推荐引用方式 GB/T 7714	王波伟,WANG Bowei. 媒体社会责任理论视角下空巢老人公益广告探究, To Media Social Responsibility Theoretical Interpretation of Charity Advertisement on Empty Nesters[J],2014.
APA	王波伟,&WANG Bowei.(2014).媒体社会责任理论视角下空巢老人公益广告探究..
MLA	王波伟,et al."媒体社会责任理论视角下空巢老人公益广告探究".(2014).

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