PAGE2PAGE5關(guān)于節(jié)約用水公益廣告策劃書策劃成員:策劃時(shí)間：2011年12月14日一、前言·····························································3二、廣告計(jì)劃（一）廣告主題·······································3（二）廣告目的·······································3（三）廣告調(diào)研·······································4（四）廣告定位·······································4（五）廣告目標(biāo)對(duì)象···································4（六）廣告創(chuàng)意·······································4（七）廣告文案·················································5三、廣告宣傳媒介···················································6四、廣告效果預(yù)測(cè)·························································6球的就是一排睫毛，下面掛著一顆淚珠，像一個(gè)人在傷心或悔恨地流淚。但在看完下面的那句“不要讓你的眼淚成為最后一滴水”時(shí)，才發(fā)現(xiàn)這則廣告有著另一層寓意。這滴眼淚寓意最后一滴水，一方面說(shuō)明水的有限和珍貴，另一層意思是告誡人們節(jié)約用水，不要等到?jīng)]有水的時(shí)候，再去悔恨。圖畫和文字形成完美的寓意畫面，給人們一股強(qiáng)烈的震撼。警醒人們節(jié)約用水，不要浪費(fèi)水資源，不要成為扼殺人類以及其他生物的劊子手。廣告文案（平面效果圖）水資源是有限的，而人類的綿延卻是要無(wú)限的，為子孫多留點(diǎn)水資源，多留點(diǎn)生的希望吧！不要讓你的眼淚成為最后一滴水！三、廣告宣傳媒介1、電視、報(bào)刊、雜志媒體傳播2、網(wǎng)絡(luò)傳播3、用水場(chǎng)所的標(biāo)志四、廣告效果預(yù)測(cè)從廣告的社會(huì)效果看，它是一則公益廣告，它的目標(biāo)受眾是社會(huì)里的每一個(gè)個(gè)體和群體，呼吁人們節(jié)約水資源，弘揚(yáng)中華民族“勤儉節(jié)約”的傳統(tǒng)美德，促進(jìn)社會(huì)主義精神文明建設(shè)和物質(zhì)文明建設(shè)。