本科论文摘要在如今新媒体时代，广告正在推动着信息的快速有效传播。与此同时，公益广告与动画艺术相结合的表现形式开始逐渐被大众所喜爱。公益广告被赋予着传播正能量的社会责任感，可以更好的引导大众树立正确的价值观。自无偿献血制度下发以来，世界各国都在呼吁人们参与到无偿献血的行动中来。随着医疗水平的发展，临床用血量的需求也在逐渐增加，人们对于了解献血方面的途径相对较少，又对死板的说教类献血信息不感兴趣。故选用公益广告动画片的形式呈现出来，可以利用公益广告与动画艺术结合的优点进行传播宣传。本论文从无偿献血选题的创作背景出发，接着从三个方面交代了选题及作品的创作依据。随后从作品的创意策略、动画制作、视频处理和音乐选取这些方面，使用Flash、PR、PS等数媒制作软件，把理论知识进行软件上实际操作，详细说明了动画公益广告的创意过程和技术操作过程。最后对作品影响情况做出反馈。区别于传统说教类的公益片，该公益广告作品更加具有吸引力以及观赏性，并也借此公益动画使公益献血行动深入人心，吸引更多人来参与其中。关键词：公益广告：创意：动画：无偿献血本科论文AbstractIn today's new media era,advertising is promoting the rapid and effectivedissemination of information.At the same time,the expression of thecombination of public service advertisement and animation art began to be lovedby the public gradually.Public service advertising is endowed with a sense ofsocial responsibility to spread positive energy,which can better guide the publicto establish correct values.Since the free blood donation system was issued,all countries around theworld are calling for people to participate in the free blood donation action.Withthe development of medical level,the demand of clinical blood volume isincreasing gradually,people are relatively few in understanding the way ofblood donation,and are not interested in the rigid information of preachingblood donation.So choose to use the form of public service advertisinganimation presented,can use the advantages of the combination of publicservice advertising and animation art to spread publicity.This thesis starts from the background of the selection of free blooddonation,and then explains the selection of the topic and the basis of thecreation of the work from three aspects.From the creative strategy of the work,animation production,video processing and music selection of these aspects,using Flash,PR,PS and other digital media production software,the theoreticalknowledge of the software on the actual operation,detailed description of thecreative process of animation public service advertising and technical operationprocess.Finally,feedback on the impact of the work.The public service film,which is different from the traditional preaching,is more attractive andornamental,and it is also used to make the public service blood donation actionpopular and attractive a lot of people.Keywords:public service advertisement;creativity;animation;blood donation本科论文引言随着新媒体时代的来临，人们的信息获取和认知方式发生了空前的改变。新媒体在当今社会中，与人们的生活有着越来越紧密的联系。广告也是在我们的生活中随处可见。现如今，新媒体本着其传播速度快、信息传播范围广等特点，已经成为大众接收信息的新平台。广告作为新媒体中的一项重要的传播媒介，也在推动着信息的传播范围与效率。公益广告也借此有了更好的发展前景以及价值。随着我国医疗水平的不断发展，各个国家对临床用血量的需求也在逐渐增加。但是有许多因素阻碍着人们去了解无偿献血。一方面，人们了解信息渠道较少，在当地的献血车或者献血站才能接收到关于献血的信息；另一方面，人们的观念不同，有的人甚至认为献血对自身有害，对献血的行为造成了误解。人们献血的意识较低，也将导致着血液没有办法去满足医疗临床的需求。利用新媒体传播优势，制作公益广告宣传片来进行对无偿献血的宣传，以人们愿意接受的形式，尽量去消除公众对无偿献血行动的误解和质疑，唤醒人们内心深处的良知与善意，从而促使更多人加入无偿献血志愿者队伍之中。