我国禁烟公益广告视觉设计说服效果优化研究
Research on Persuasion Effect Optimization of Visual Design of Non-Smoking Public Service Advertisement in China

吸烟问题是一个全球性的突出问题，烟草导致的死亡之潮亟待遏制。2023年第九份《世界卫生组织全球烟草流行报告》显示，每年全球因烟草相关疾病死亡者高达870万。在我国，我国3亿吸烟者正在消耗全世界40%的卷烟，每年有超过100万人因烟草失去生命。因此，我们亟需采取相关“禁烟”行动为我国乃至人类的健康保驾护航。禁烟行动是一个系统性的社会工程，可以从立法、税务、医疗、文化等各方面展开，本文从“凝聚社会共识，共创无烟社会”的文化角度切入，以禁烟公益广告中的视觉传播设计元素为研究对象，旨在从视觉说服的角度切入，找到更多能够优化禁烟传播说服效果的方式和方法，从而为后续禁烟公益广告中视觉设计提供更多的思路借鉴和优化路径。
Smoking is a globally prominent problem, and the tide of tobacco-induced death needs to be contained. According to the ninth WHO Global Tobacco Prevalence Report in 2023, 8.7 million people die from tobacco-related diseases worldwide each year. In China, our 300 million smokers are consuming 40 percent of the world’s cigarettes, and more than 1 million people lose their lives from tobacco every year. Therefore, we urgently need to take relevant “smoking ban” actions to protect the health of our country and even human beings. The anti-smoking campaign is a systematic social project that can be used for legislation, tax, health, culture and other aspects. From the cultural perspective of “building social consensus and creating a smoke-free society”, this paper focuses on the visual communication design in anti-smoking public service advertisements. The element is a research object, aiming to find more ways and methods that can optimize the persuasion effect of anti-smoking communication from the perspective of visual persuasion. It provides more ideas for reference and optimization of visual design in subsequent anti-smoking public service advertisements.