文献类型：期刊文献

中文题名：日本公益广告在中国网络视频平台的传播研究

英文题名：A Study on Japanese Public Service Advertising Communication on Online Video Platforms in China

作者：刘丽[1,2];初广志[1]

第一作者：刘丽

机构：[1]中国传媒大学广告学院;[2]北京联合大学应用文理学院新闻与传播系

第一机构：中国传媒大学广告学院

年份：2018

卷号：0

期号：2

起止页码：49-55

中文期刊名：广告大观：理论版

语种：中文

中文关键词：日本公益广告;网络视频平台;跨文化传播

外文关键词：Japanese public service advertising Online video platforms Intercultural communication

摘要：数字媒体技术打破了国界的限制,为公益广告的跨国传播提供了机遇。本文着重研究了日本公益广告在中国国内的网络视频平台的传播现状,并选择了其中具有典型代表意义的10则广告进行了深入讨论。通过对这些公益广告视频的情节设置、受众反馈、传播效果等的质化和量化研究,分析了这些视频在网络上流行的原因。并与我国当前的公益广告运作进行对比,总结网络跨文化传播环境中公益广告在创意表现、传播策略、文化特色等方面的可以借鉴的经验。
With the development of digital media, the boundaries of geography and culture are melting away. It also brings lots of opportunities to the public service advertising （PSA） communication across borders. This paper focuses on the study of Japanese PSA communication status on Chinese online video platforms, and ten typical examples are selected and analyzed. Through the qualitative and quantitative research of the arrangement of plots, audience＇s feedback, communication effect etc, it analyses the reason why these videos are popular on the Internet in China. Moreover, this paper compares Japanese PSA with China＇s, and summarizes some valuable experience in creativity performance, communication strategies, cultural features and so on in the environment of online intercultural communication.