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20世纪90年代以来美国环保公益广告的社会功能研究

摘要第4-5页
Abstract第5-6页
Acknowledgements第7-10页
Introduction第10-16页
Chapter One: Public Service Advertisement and Environmental Communication第16-33页
    1.1 The Emergence and Development of American PSA第16-23页
        1.1.1 Background第17-18页
        1.1.2 Development Process of American PSA第18-20页
        1.1.3 The Deepening Problems of American Environment and the Changing Policy since 1990s第20-23页
    1.2 Environmental Protection and Environmental Communication第23-30页
        1.2.1 The Meaning of Environmental Communication第23-26页
        1.2.2 The Main Methods and Approaches of Environmental Communication第26-30页
    1.3 PSA in Environmental Communication第30-33页
Chapter Two: Communication Strategies of American EPSA第33-59页
    2.1 Theme: The Foundation of EPSA第33-39页
        2.1.1 Approaching to the Current Trend and People’s Daily Lives第33-36页
        2.1.2 Use of Special Events and Celebrities in EPSA第36-39页
    2.2 Creativity: the Soul of EPSA第39-46页
        2.2.1 Creativity of Presentation Techniques第39-42页
        2.2.2 Creativity of Visual Image第42-46页
    2.3 Emotion: The Link with Audiences第46-52页
        2.3.1 Emotional Appeals as a Tool for Persuasion第46-50页
        2.3.2 Combination of Affection and Rationality第50-52页
    2.4 Media: The Carrier of EPSA第52-59页
        2.4.1 Creative Use of Media第52-56页
        2.4.2 Depth Development of New Media第56-59页
Chapter Three: The Social Functions of American EPSA第59-76页
    3.1 An Analysis of the Audiences of American EPSA第59-64页
        3.1.1 Division of Audiences第59-61页
        3.1.2 An Analysis on the EPSA Placement in Mass Media第61-64页
    3.2 Influences on Public Daily Behavior第64-69页
        3.2.1 Influence on Consumer Behavior第64-67页
        3.2.2 Contribution to Changing People’s Bad Habit and Social Morality第67-69页
    3.3 Influences on Corporate Behavior第69-76页
        3.3.1 Corporate Image Promotion第69-72页
        3.3.2 Participation of Enterprises第72-76页
Conclusion第76-78页
Appendix第78-79页
Works Cited第79-81页

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