公益广告一直陪伴着社会的发展，用自己最真实的声音去告诫民 众，为了能更好的服务社会贴近民众生活，公益广告的创作者也在不 断的努力，从主题立意、表现手法到广告媒介都在不断更新，以满足 民众日益提高的认识水平。但是仔细分析近几年的公益广告作品，我 们会发现公益广告走的还是老路，还是脱离不了说教的意味，还是创 作者自己的“独角戏”。 体验式公益广告是指为受众搭建体验平台，通过让受众主动参与而融 入到某种情境中，诱发其进行思考，进而接受公益信息，并最终影响个 人的行为。在这里需要注意的是体验通常不是自发的而是诱发的，这并 不意味着受众是被动的，而是说明创作者必须搭建好这个平台，关注与 受众的沟通，发掘他们内心的渴望，站在受众的角度去审视自己的观点， 最终形成一个诱因，吸引受众乐于参与其中，并能引发受众的深层次思 考，发现公益广告的深刻内涵，从而影响自己的所作所为。 体验式公益广告就是要打破传统公益广告单向沟通的方式，更多的尊 重受众的地位，采取双向沟通原则，创作者与受众互为角色，当受众发 出信息时，创作者要注意接收信息并围绕其进行创作，这样传达出的信 息受众才愿意关注，最终做到信息传达与接收相接轨。马斯洛认为，人 类的需要是分层次的，最高层次是自我价值实现，是人类一切行为的源 泉，体验式公益广告就是为了满足受众进行自我价值实现的心理，通过 搭建体验平台让受众亲自参与其中，以满足其心理层面被尊重的需要， 从而实现自我影响，自我更新。 关键词，体验式，可行性，受众ABSTRACT The public service advertisement (PSA), which has been developed with the social changes, plays the role of guiding the people for goods deeds with its sincere voices. In order to serve the people better and cater for their needs, the producers of PSA have been trying harder to innovate the theme, techniques and advertisements media to satisfy the mass’s increasing understanding levels. But after analyzing some PSA works made in recent years, we can discover that PSA still have been made by the producer as the solo work in the traditional approach with the strong teaching-orientation. The experiential PSA refers to those that can provide a platform and context where the recipient can participate in, can think deeply and can receive all kinds of public service messages so that their behaviors can be influenced. However, a point is worth mentioning that the experiencing process is motivated rather than being spontaneous. But it does not mean that the recipients are passive. In fact, it indicates that the producer must set up such a platform on which the communication with the recipients are strengthened, inner desires are explored and ideas are reviewed from the recipients points of view. In this way, the recipients can be attracted to engage in the process and their profound thinking can be invoked. As a result, the deep meaning can be sensed in the PSA, which definitely can be able to have impact on their deeds. The experiential PSA means to innovate the single- transmitting form of traditional PSA by respecting the recipients positions and views and applying the two-way communication principal. The producer and the recipient will exchange their roles. When the recipient are giving the message, the producer should pay attention and receive it which is regarded as the base for them tocreate the works. In the approach, the recipients can pay the message embedded in the PSA. Therefore, the sending and receiving information can be connected together. Maslow thinks human beings’ needs can be divided into different levels. The top level is to meet the need of self-fulfillment, which is the source of all human’s behaviors. The experiential PSA is the process where the recipients’ need for self-fulfillment can be fulfilled. The reason is that an experiential platform is established for the recipient to be involved in to satisfy their psychological need of being respected, which leads to the self-effect and self-improvement. KEY WORDS，experiential, feasibility, participate目 录 一、绪论 .................................................... 1 （一）课题概述 ........................................... 1 1、课题研究背景 ....................................... 1 2、课题研究的目的、意义 ............................... 2 （二）课题研究现状 ....................................... 2 （三）课题研究的对象、范畴、方法.......................... 2 二、体验式公益广告的提出 .................................... 3 （一）了解体验式公益广告 ................................. 4 1、体验式公益广告的概念 ............................... 4 2、体验式公益广告的提出背景 ........................... 5 （1）社会发展，广告发展，公益广告不可止步.............. 5 （2）人类进步，需要自我价值的实现...................... 5 （3）创作脱离受众，难以达成共识........................ 5 （二）体验式公益广告的核心 ............................... 5 1、感官体验 ........................................... 6 2、情感体验 ........................................... 6 3、思维体验 ........................................... 7 4、行动体验 ........................................... 7 5、综合体验 ........................................... 8 （三）体验式公益广告的表现形式............................ 8 1、抽象体验具体化 ..................................... 8 2、营造体验氛围 ....................................... 83、留给受众充分的想像空间 ............................. 9 4、艺术手法的处理与运用 ............................... 9 三、体验式公益广告的可行性分析 ............................. 10 （一） 体验式公益广告与传统公益广告的异同................ 10 1、相同性 ............................................ 10 （1）公益广告的本质特征 .............................. 10 （2）公益广告的社会功能 .............................. 10 （3）公益广告的社会地位 .............................. 11 2、差异性 ............................................ 11 （1）公益广告的受众 .................................. 11 （2）公益广告的创作理念 .............................. 12 （3）公益广告的表现风格 .............................. 12 （4）公益广告的传播 .................................. 12 （二）体验式公益广告的受众群体分析....................... 13 1、问卷调查及结果 .................................... 13 2、问卷分析 .......................................... 24 （三）体验式公益广告的发展趋势 .......................... 25 四、体验式公益广告的倡导 ................................... 28 （一）观念上的转变 ...................................... 28 （二）创作主体的转变 .................................... 29 （三）表现形式的转变 .................................... 30 结 语 ...................................................... 31