【摘要】 公益广告对青年群体树立正确的价值观和建构意识形态有着重要的作用。新媒体是继传统媒体以后发展起来的媒体形态,在青年群体中影响较大。因此,有效利用新媒体进行公益广告的创作与传播成为学界和业界共同关注的课题。本文针对青年群体进行网络问卷调查,研究其对新媒体公益广告态度及其影响要素。通过探索性因子分析和逐步回归统计分析得出新媒体时代青年群体接触到公益广告的途径、主要类型,以及对公益广告的态度;研究也揭示出公益广告的创作内容只有具备"符合公共价值观"和"画面颜色符合情节"的属性特征才能引发青年群体产生情感共鸣,从而促使其态度与行为的改变。更多还原

【Abstract】 There is no doubt that public service advertisements play an important role in establishing correct values and ideologies for the youth groups. After traditional media, based on the media form that developed by new media, the effective use of new media to create and disseminate public service advertisements has become a common concern of academic research and industrial practice due to the strong penetration of the internet among young people. This paper conducts an online questionnaire survey on young people, trying to study their attitudes towards new media public service advertising and the influencing factors. Through exploratory factor analysis and stepwise regression statistical analysis, this study summarize the new media channels, main types, and basic attitudes of public service advertisements that young people are exposed to. It also reveals that only when the creative content of public service advertisements conforms to public values and the picture color conforms to the plot, can trigger emotional resonance among youth groups, thus promoting their attitude and behavior changes.更多还原