公益广告叙事及其在校园的应用

自从有了人类历史就有了叙事。叙事是人与人之间传递信息、交流沟通的一种有效方式。公益广告是对社会公众道德观念、社会主流价值观和行为规范宣传，以提高社会公众的综合素质，形成良好社会风尚的传播方式。把叙事与公益广告相结合，有利于社会公众自觉接受道德观念，达到增强宣传效果的目的。目前，许多学校采用公益广告的形式，对学生进行隐性地思想道德教育，校园公益广告已经成为校园文化和精神文明建设的重要体现。但是，校园公益广告在主题内容、形式设计等方面有待提高。把叙事融入到校园公益广告中，把道德观念与情感、审美相结合，为学生培养道德素养、提高道德认知提供新方法。

The Narrative Study of Public Service Advertisement and Its Application in Colleges and Universities

The narrative art started since the history of mankind. Narrative is an effective way of communicating information between people. Public service advertising is a channel of spreading the public morality, social mainstream values and behavioral norms, and helping the formation of a good social fashion mode of transmission. The combination of narrative and public service advertisements is conducive to the public to consciously accept the moral concept, to enhance the effectiveness of publicity. At present, many colleges and universities use the form of public service advertisements to do the ideological and moral education of college students. Campus advertising has become an important manifestation of campus culture and the construction of spiritual civilization. However, the campus public service ads in the subject content, form design and other aspects needs to be improved. This paper offered new ways of combing the narrative into the campus public service advertising.