南昌工程学院学报2025，Vol.44Issue(5)：64-68,5.
央视春晚公益广告的价值指向、创意呈现与传播功能
Value orientation,creative presentation and communication function of public service announcements of CCTV Spring Festival Gala
摘要
Abstract
Public service advertisements(PSAs),with their unique creativity and forms,play a positive role in guid-ing social trends,reflecting the zeigeist of the times,promoting cultural inheritance,development,etc.Through explo-ring the 42 PSAs created by CCTV Spring Festival Gala during the 12-year period from 2013 to 2024,it is found that these PSAs utilize a large number of symbols with unique Chinese characteristics,which are deeply compatible with Confucian culture,thus presenting the connotations of family culture,filial piety culture,and"harmony"cul-ture.In addition,these advertisements are presented through creative techniques such as emotional communication,audio-visual linguistic symbol innovation,and the application of various narrative methods,which spread the excel-lent traditional Chinese culture and serve the communication function of enhancing cultural confidence,forging so-cial consensus,and upgrading the level of civic moral construction.关键词
公益广告/央视春晚/传统文化Key words
public service announcements/CCTV Spring Festival Gala/Chinese traditional culture分类
社会科学引用本文复制引用
陈诗雨,吴可昕,胡蔚涛,张兰..央视春晚公益广告的价值指向、创意呈现与传播功能[J].南昌工程学院学报,2025,44(5):64-68,5.基金项目
国家社会科学基金项目(20BXW028,25BXW018) （20BXW028,25BXW018）
江西省教育科学"十四五"规划项目(21ZD081) （21ZD081）
江西省社会科学"十四五"基金项目(23XW10,24ZX290,24XW08) （23XW10,24ZX290,24XW08）
江西省高校人文社会科学研究项目(XW23104) （XW23104）
