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

"China dream my dream" series of PSAs interpretation

Author QinXin
Tutor YangLiChuan
School Northwestern University
Course Journalism and Communication
Keywords public service ads Chinese elements the Chinese dream content analysis method
CLC F713.8
Type Master's thesis
Year 2013
Downloads 198
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As the implementation of the18th conference spirit is one of the forms of propaganda, public welfare advertisement is gradually attaches great importance to. CCTV advertising business management center to study and implement the party’s eighteen big spirit as the main line, under the condition of central Taiwan, carry out "to implement the eighteenth big, civilized behavior" public welfare advertising campaign."China dream my dream" series of public service ads is expressed in the context of the Chinese spirit of China’s most has the "Chinese characteristics" series of public service ads, since the summer vacation of this year, in cities across the country to show the status in a variety of media.In this paper, under the time background and opportunities to "the Chinese dream my dream" series of public service ads as sample, symbolic representation of "Chinese elements" in the advertisement as the breakthrough point, using the content analysis method, with "Chinese civilization network" web page "civilized behavior" commonweal advertisement project of plane advertisement as the research target (sample collection as of September1,2013) for total sample of208full sample analysis. According to the main picture and text content advertising expression can be converted to level five dimensions: life philosophy, family ethics, governing ideas, economic ethics and ecological wisdom, to subdivide content samples to quantitative statistics. At the same time, in order to study the inheritance and development of Chinese elements, will be whether to use the traditional Chinese elements are also included in the examination scope. Through the image of Chinese spirit, Chinese, Chinese culture, Chinese expression studies, summarized its particularity. System, objective and quantitative interpretation of "Chinese dream" and "China interpreta dream", summarizes the using rule of Chinese elements in the public service ads, for later Chinese elements provide reference path of public service ads.

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