央视广告经营管理中心举办2015年春晚公益广告创作讨论会
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7月29日,央视广告经营管理中心举办2015年春晚公益广告创作讨论会,正式启动春晚公益广告项目。专家学者、文化名人、影视导演、国际广告制作公司代表等近三十位嘉宾就春晚公益广告的创作主题、表现形式、传播推广等内容建言献策,展开讨论。

7月29日,央视广告经营管理中心举办2015年春晚公益广告创作讨论会,正式启动春晚公益广告项目。专家学者、文化名人、影视导演、国际广告制作公司代表等近三十位嘉宾就春晚公益广告的创作主题、表现形式、传播推广等内容建言献策,展开讨论。

On July 29, the CCTV Advertising Management Center held a seminar on the creation of public service advertisements for the Spring Festival Gala in 2015, formally launching the public service advertisements for the Spring Festival Gala. Experts and scholars, cultural celebrities, film and television directors, representatives of international advertising production companies and other nearly 30 guests on the Spring Festival Gala public service advertising creative theme, manifestations, dissemination and promotion of ideas and suggestions, launched discussions.

 

央视春晚被誉为国家项目,是全球收视最高的电视节目。从2013年开始,央视创新性地在春晚上播出公益广告,在此万人瞩目的传播平台上传递感动、温暖,弘扬文化正能量。比如蛇年春晚播出的《回家-迟来的新衣篇》、马年春晚播出的《筷子篇》等作品,打动了无数海内外华人,赢得社会各界的集中点赞。

CCTV Spring Festival Gala is regarded as a national project and is the most watched TV program in the world. Starting from 2013, CCTV has innovatively broadcast public service advertisements on the Spring Festival Evening, delivering moving, warm, and positive cultural energy on this high-profile platform. For example, "Home - Late Coming New Clothes" and "Chopsticks" which were broadcast on the Spring Festival Gala of the Snake and the Spring Festival Gala of the Ma have touched countless Chinese people at home and abroad and won the praise of the whole society.

 

 

讨论会现场

Seminar site

 

2015年的央视春晚上将继续呈现公益广告,在热闹的歌舞小品魔术等节目以外为亿万观众奉献影像盛宴。为此,创作讨论会既邀请了著名学者专家从宏观层面指引方向,也邀请了导演、制作人等影视界代表从专业角度提出具体建议;既有文化名人从倡导中国传统文化角度建言献策,也有资深媒体专家从广告的传播效果方面开拓思路,还有年轻的80后新锐导演畅谈具体创意思路。嘉宾的发言不拘一格,精彩纷呈,从诸多层面对春晚公益广告创作提出了有益建议。著名社会学家周孝正认为,公益广告创作基点是体现社会主义核心价值观,帮助国人重建信仰,回归精神家园,同时也可以表现广大老百姓最关心、最直接、最迫切的问题。收藏家、作家马未都先生强调公益广告一定要表现出中国传统文化的独特魅力,尤其点赞了《筷子篇》,希望再制作一支类似的作品,以物为载体,带出中国独有的文化、人情。著名演员王学兵认为,公益广告一定要讲具体的故事,有事才有情,有情才能引发共鸣。资深媒体人石述思则从传播角度提出了建议,认为应该在广告策划前期就设置议题,利用全媒体思维和自媒体途径增强传播热度,让公益广告传播影响力超越电视平台,形成全民热议话题。

CCTV Spring Festival Evening in 2015 will continue to present public service advertisements, in addition to the lively song and dance sketches and magic programs for hundreds of millions of viewers dedicated to the video feast. To this end, the creative seminar invited famous scholars and experts to guide the direction from the macro level, and also invited directors, producers and other representatives of the film and television industry to put forward specific proposals from a professional point of view; both cultural celebrities from the perspective of advocating traditional Chinese culture, but also senior media experts from the propagation of advertising effects to explore ideas There are also young post 80s directors who talk about specific ideas. Guests'speeches are not rigid and colorful. They put forward some useful suggestions on the creation of public service advertisements for the Spring Festival Gala from many aspects. Zhou Xiaozheng, a famous sociologist, thinks that the basic point of public service advertisement creation is to embody the socialist core values, help people rebuild their beliefs and return to their spiritual homeland. At the same time, it can also express the most concerned, direct and urgent problems of the people. Mr. Ma Weidu, a collector and writer, emphasized that public service advertisements must show the unique charm of Chinese traditional culture, especially praised "Chopsticks" and hoped to produce a similar work with the object as the carrier to bring out the unique culture and human feelings of China. Wang Xuebing, a famous actor, believes that public service advertisements must tell specific stories, and only when something happens can it be emotional, can it arouse resonance. Shi Shusi, a veteran media man, put forward suggestions from the perspective of communication. He believed that issues should be set in the early stage of advertising planning, and all-media thinking and self-Media channels should be used to enhance the popularity of communication, so that the influence of public service advertising beyond the television platform, forming a popular topic for the whole people.

 

最后,央视副总编辑程宏总结表示,央视春晚公益广告作为面向十几亿全球华人播放,有其特殊意义,它见微知著,传递感动,带来启迪。各位嘉宾的发言开扩了视野,拓展了思路,为公益广告创作贡献了力量。

Finally, Cheng Hong, Deputy editor-in-chief of CCTV, concluded that the CCTV Spring Festival Gala Public Service Advertisement, as a broadcast for more than a billion Chinese people around the world, has its special significance. It is insightful, moving and enlightening. The speeches of the distinguished guests expanded their horizons, expanded their thinking and contributed to the creation of public service advertisements.

 

本次会议标志着央视2015年春晚公益广告创作工作的正式启动。下一步,广告经营管理中心将借鉴嘉宾建议与各大国际制作公司深入沟通,展开广告创意征集工作,计划于9月收集第一批创意方案。(文:吴伟华)

This conference marks the official start of the CCTV Spring Festival evening 2015 public service advertisement creation. Next, the Advertising Management Center will draw on the suggestions of the guests to communicate with the major international production companies in-depth, start advertising creative solicitation work, plan to collect the first batch of creative programs in September. (text: Wu Weihua)