虽然央视公益广告的话语权在艺术转型中得到发展,但从受众角度分析,很多艺术设计理念是自然的,是在建构中所形成的。在公益广告未来的发展进程中,需要更多地考虑视觉固定与注意力静止的问题,真正推动艺术设计与科学技术的完美融合。 Although CCTV’s public service announcements have developed in the process of artistic transformation, from the perspective of the audience, many art and design concepts are natural and formed in the process of construction. In the process of the future development of public service ads, more attention should be given to the problem of visual fixation and attention, which will truly promote the perfect combination of art design and science and technology.