| A family is the cell of society,the rule in a family: order and system;the education in a family: education and cultivation;the scholarship of a family: accumulation and inheritance;the obligation of a family: responsibility and dedication.The country is based on families,the most precious value of a family is harmony.All of them have been being very long,every family and the whole country has always been managed in this order and this already becomes Chinese stereotype.The concept of the word “family” in family and harmony culture been long-standing and well-established,and the value of family is also the core of Chinese traditional culture;In the Confucian Analects(chapter Ke She)said “I have heard it said that those who preside over states or family domains do not worry that they will have too few people,they worry that distribution of goods may be uneven.” Zeng zi also introduced the concept “people should start from self-cultivation to the regulation of one’s own family,to the management of state’s affair,and ending in the harmonizing of all under heaven”.The harmony in “family’s harmony” is wise man’s “harmony”,explained as “Harmony But Not Uniformity”.“Harmony” is a situation of multiple diversity coexistence and co-prosperity whereas differences complement and support each other.” the ultimate situation would be diversity among in all things but can pursue co-development without conflict.The Chinese philosophy has formed the order of ethical norms,and then become the goal of developing a harmonious society.The family and harmony culture is the soul of Chinese ethics,which provide rich cultural resources for cultivating emotion,dealing with contradictions,educating future generations and stabilizing society.The unique internal disposition of family and harmony culture links the“Chinese Dream”from ancient to present,and also promotes the warm situation of colleges and universities team establishing.Using College as an example,the school culture establish work indeed has “Harmony” as the core to conduct the education research,to educate and teach of family and harmony,to execute a variety of thematic practice activities,to guide teachers and students to“building family,joining in family,developing family”,build the respect between teacher and student,student and student,achieved a new college culture.Public service advertisement in colleges and universities,as a unique media of communication,has not only align a high degree of correspondence with“family and harmony”culture but also shows great guidance in moral education,aesthetic education and even intellectual education in colleges and universities.Public service communication in colleges and universities is different from social commercial advertising,this paper mainly goes through artistic languages such as modeling,color,and composition to analyzes the creation,design,delivery,and feedback of public service advertising in colleges and universities.This paper makes a chain analysis of how to construct relational context,how to induce visual attraction,and how to promote the effective transmission of advertising information by means of emotional factors in repeated memory.We adopted the method of modeling according to words,the composition according to modeling,color according to composition,and color present the meaning behind,the meaning would touch people’s mind.On the land with rich “Family and Harmony” culture,focus on the theme “round in intellect and square in action,harmony but not uniformity”,the four elements of family,school,society,and country bring interpretation from its own aspect and it presents import current significance to our society. |
