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公益广告作为广告艺术的一种特殊形式,其主要功能是推销观念和形象来规范行为、引导价值观和塑造形象,具有社会的效益性、主题的现实性和表现的号召性三大特点。所以公益广告的艺术设计更应该关注人的高级精神需求的高级层次,立足受众的定向期待视界,以富有人情味、哲理性和幽默感的创意和表现方法传播健康和谐的价值观念,引导人的精神需求向真善美的方向发展。
As a special form of advertising art, public service ads mainly promote the concept and image to standardize behavior, guide values and shape the image, which has the characteristics of social benefits, the theme of reality and the call of performance. Therefore, the artistic design of PSAs should pay more attention to the higher level of senior spiritual needs of the people, base their audiences on the directional expectation horizon, disseminate the values of harmony and harmony with the ideas and expressions of humanity, philosophy and sense of humor, and guide people’s spirits Needs to develop in the direction of truth, goodness and beauty.