Second, at the most basic level, public service advertisements have a basic "consulting function", and it is direct and effective to advocate and discourage specific behaviors.
Third, in many cases, public service advertisements do not necessarily require the audience to do something accurately or not, but only appear as a simple moral counseling tool to make a macro persuasion in a general direction. The "moral persuasion" value of public service advertisements focuses on "persuasion" rather than "restraint", which is also the content that basically all public service advertisements will design. The purpose of public service advertising is not to educate people what they must do. The means to be taken is not "indoctrination" but "guidance". Public service advertisements must "convince people with reason and convince people with emotion" in order to maximize the role of "morality", otherwise it will become empty talk.
It can be seen that public service advertisements have played a lasting and positive role in raising public awareness, inspiring people to take action and promoting social progress. It is a favorable tool for social marketing.
Question 2: What are the characteristics, functions and significance of public service advertisements? 1. The concept of public service advertisement
Advertising is the presentation and promotion of ideas, goods or services made by identifiable advertisers in any way, paid and impersonal.
Public welfare can be understood as public interest. According to the definition of advertising, public service advertising is any paid and impersonal statement and publicity made by advertisers based on the idea of contributing to the public interest. It appeals to the public to pay attention to a social problem through the transmission of a certain concept, to regulate their behavior with norms in line with public interests, and to support or advocate a certain social cause or social fashion. The sponsors of public service advertisements invest time and financial resources to convey ideas or opinions beneficial to the public interest through mass media.
In the United States, public service advertising aims to enhance the general public's understanding of outstanding social problems, influence their views and attitudes towards these problems, change their behaviors and practices, and thus promote the solution or alleviation of social problems. Among them, one kind is public service advertisement, that is, all kinds of advertisements issued by social organizations such as Greenpeace and Animal Protection Association, aiming at the social problems they care about. The other kind is opinion advertisement, which refers to the attitude of enterprise groups towards various social phenomena. This is an extension of corporate image advertising, showing corporate personality in society.
2. The role of public service advertising
As early as Herman and Chomsky's related writings, the saying of "manufacturing identity" was mentioned. They believe that the media is actually a propaganda tool, which teaches people various values and codes of conduct, guides people to accept new lifestyles, and integrates people into the social system made by the media. In the process of "creating identity", public service advertisement is the most realistic, direct and effective way.
Through TV broadcasting, newspapers and magazines and life practice, we find that various social problems are constantly emerging, such as drug abuse, environmental pollution, domestic violence, traffic accidents, the spread of AIDS and so on. There are many reasons for the problems, and there are many ways to solve them, but how to curb the proliferation of social problems, reduce or even eradicate them? Only by mobilizing all citizens to carry out social change movement, that is, "one group (initiator of change) carries out organized activities aimed at persuading other groups (target recipients) to accept, adjust or give up certain concepts, attitudes, habits and behaviors". For example, family planning, Project Hope, AIDS prevention and treatment in China are all national social change movements.
For a long time, public service advertisements have been regarded as one of the means to solve different social problems and urge the public to cooperate with the social change movement with correct concepts and behaviors. It is a powerful tool for social marketing. The word "social marketing" first appeared in 197 1, when the principles and skills of marketing were used to advocate a social movement, idea or behavior. Since then, the meaning of this term has gradually evolved into the science of social change management, especially the design, implementation and control of change movements in order to improve the acceptance of a certain social concept or practice among one or several target recipients. In social marketing, public service advertisements in the United States and Japan have played a significant role in achieving the purpose of social marketing, that is, changing harmful concepts and behaviors, or accepting new ones, raising national awareness and helping to solve social problems.
3. Further analysis of public service advertising, it has the following characteristics.
(1) Non-profit. Public service advertising aims at the harmonious development between man and society, man and nature, and aims at social protection and improving group literacy to promote social development. Pay attention to social benefits. Compared with commercial advertisements aimed at profit, public service advertisements are non-profit. Any unit or individual engaged in public service advertising, his ultimate goal is public welfare, not profit.
One thing to note is that not taking profit as the purpose does not mean that engaging in public service advertising is a loss, but should be flat or profitable. Only units or individuals engaged in public service advertisements may not distribute surplus between owners and managers, and must be used to improve the quality and quantity of public service advertisements.
(2) Conceptual. Public service advertisements appeal to ideas, and with the help of the spread of some ideas, they urge the public to enlighten, introspect and pay attention to a certain social problem, and regulate and practice their behaviors with social behaviors in line with public morality, so as to form a good social fashion or support a certain social cause. It spreads the idea of spiritual form, not the commodity of material form.
(3)......& gt& gt
Question 3: What are the advantages of public service advertising? I hope I can help you ~
Please adopt ~
Public service advertisements can promote social education,
The characteristics of public service advertisement are pure and simple, which has strong educational and symbolic significance. Its function is to stimulate people's consciousness and make people pay attention to some things around them.
Public service advertising aims at the collective interests of all mankind, and its manifestations are moral, meaningful, thought-provoking, educational, enlightening and warning.
And enterprises do public service advertising has the following advantages:
1. conforms to the global development trend of "social citizen" and "responsible citizen" and the national moral theme of "harmonious society" at this stage, and shows the good sense of social responsibility and mission of enterprises.
2. Molding the image of responsible citizens of enterprises, spreading positive corporate culture, deepening the concept of high-quality brands, enhancing the reputation of enterprises, and harvesting intangible assets that are more meaningful than economic profits for enterprises. While spreading family harmony, truth, goodness and beauty, caring for the environment, educating the people, criticizing the current malpractices and rectifying the atmosphere, it puts forward the responsibility of enterprises to the industry and society, and obtains the inner recognition of target consumers in the deep-seated Dadong buyer market.
3. Make enterprises stand out from numerous commercial advertisements and marketing events in the fierce commercial war. Through the emotional integration of public service advertisements, the widest audience can experience the feelings of corporate responsibility, justice, warmth and love from commercial advertisements that are contradictory to boasting, stereotyped and indiscriminate bombing, and will inevitably get a win-win situation of economic returns and spiritual support.
Let's look at an example first. A TV station broadcast an advertisement: two young children are playing closely together, and the following words are Israelis and Palestinians respectively; Then there are several groups of children from Bosnia and Serbia, children from Iraq and Kuwait, and then the subtitles are printed: Stop the war, for the children. Signature: United Nations Children's Fund. This is a typical public service advertisement. Advertisements like this do not create economic benefits by charging commercial publicity fees, but "sell" some ideas and concepts for free to convey some civilized moral concepts to the public, so as to improve their civilization and obtain good social benefits. This is public service advertising.
Public service advertising is to create an atmosphere and momentum, that is, a certain social atmosphere. In a sense, the level of public service advertising in a city, a region and a country is an important symbol of the cultural and moral level and social atmosphere of the people in this city, this region and this country. There are two main functions of public service advertisements: one is to spread social civilization and promote moral fashion; Second, enterprises establish their own good social image and consolidate their brand image through it.
Let's look at a questionnaire: only 15% people think that the credibility of advertisements is poor. Among the most popular advertisements, public service advertisements rank first, followed by food advertisements and automobile advertisements. In fact, only 15% people have been deceived by false advertisements, 85% people like advertisements, and 97% people think public service advertisements are good.
Question 4: Summarize and sort out the development history of public service advertisements in China from ancient times to the present.
Today, when a large number of commercial advertisements appear, public service advertisements are like a breeze, which abandons utilitarian color, awakens moral conscience, brings people enlightenment and thinking, and gives new meaning to advertising communication. Under the new situation of strengthening the construction of spiritual civilization, it is of great significance to further review the development process of public service advertisements in China for more than ten years, sum up experiences and lessons, and look forward to the future development prospects for better promoting the development of public service advertisements and public welfare undertakings.
1 Interpretation of Public Service Advertisement
Public service advertisements are not aimed at creating commercial profits, and can also be called public service advertisements and public morality advertisements. They are non-profit advertisements serving the public, and they are advertising activities organized to safeguard social morality and help improve or solve social public problems. Public service advertising can also be called social advertising, which mainly refers to the form of advertising that does not directly aim at obtaining economic benefits [2]. Public service advertisements mainly change people's behaviors and practices through their views and attitudes towards social issues. It is a kind of advertising industry, which provides communication services for public welfare activities and public welfare undertakings. It is an advertising communication activity aimed at promoting social morality, behavior norms and ideology, a tool to promote the construction of socialist spiritual civilization, and a symbol and product of economic development and social civilization.
There are some differences between public service advertisements and commercial advertisements. Advertisers of public service advertisements are generally related institutions and social organizations, as well as enterprises and advertising business units. Commercial advertising, on the other hand, takes enterprises as advertisers and profits as the main purpose. However, public service advertisements and commercial advertisements are not completely opposite. From the perspective of humanistic spirit, the former is the development of the latter. Judging from its content, public service advertisement is a special commodity, and commercial performance l3J exists in many links of public service advertisement behavior.
2 historical overview of the development of public service advertising in China
In the 1940s, the first modern public service advertisement was born in America. At that time, due to the rapid economic development, the public's ideological and moral quality gradually declined, which triggered a series of social problems. In order to appeal to the society and arouse public attention and response, public service advertisements came into being. Large-scale and high-density public service advertisements around the world began in the 1960s and 1970s. For example, in the late 1970s, Japan set up a public service advertising committee composed of advertising companies and famous enterprises to select and commend the best public service advertisements every year to promote the development of public welfare undertakings. China's public service advertising originated very early, but it started slowly and is in the development stage.
2. 1 ancient investigation
In the early days of human society, long before the production and exchange of goods appeared, social advertisements came into being before commercial advertisements because of the need of exchanging production and life information, and became an important part of social life at that time. For example, in 359 BC, in order to show his determination to reform and win the trust of the people, Shang Yang of Qin specially set up a piece of wood at the south gate of the city, and posted a reward saying, "Who can carry this piece of wood to the north gate and enjoy twelve taels of gold?" This is a political social advertisement.
In China, although the early social advertisements were not strictly public service advertisements, they already possessed most of the characteristics of modern public service advertisements, and had a far-reaching impact on people's political, economic and cultural life in different historical periods. The historical development of public service advertisements in China has experienced a process from spontaneity to self-consciousness, from social and political orientation to public service orientation.
In ancient China, due to historical reasons, political and military issues have long plagued the future and destiny of the Chinese nation. Therefore, as the main content of social communication, public service advertisements are mainly political and military, but there are few public service advertisements. According to records, in the middle of Ming Dynasty in China, there was a scholar named Tian Yiheng in Hangzhou. Besides reading and writing, he also likes flowers and plants. He once waved a sign in a place full of flowers in Hangzhou: "Famous flowers are still beautiful, but they can be appreciated but not profaned and lovely." Picking a leaf is a kind of beauty; Those who pinch flower marks are scratching beautiful skin; If you bend a flower, it is a beautiful woman's arm; Those who spray flowers with wine spit on beautiful women's faces; He who touches flowers with incense is the eye of a fragrant beauty. Look at the flowers and enjoy the flowers without killing the scenery? " Here, he used flowers to describe beauty, reminding people to care for nature and beautify the environment. Actually, this is a public service advertisement. But in history, this kind of public service advertisement, which mainly reflects social problems, is rare.
2.2 Modern Overview
After 1840, during the Opium War, the Revolution of 1911 and the May 4th Movement, newspaper publishing was regarded as the main way to spread revolutionary ideas. & gt
Question 5: What are the characteristics, functions and significance of public service advertisements? This is just my own opinion. The characteristics of public service advertisements are pure and simple. It has strong educational and symbolic significance. Its function is to stimulate people's consciousness and make people pay attention to things around them. This is an abstract understanding. Commercial advertising is different. Its main function is to bring more benefits to advertisers. It's just part of the group. This is a private act. Public service announcements are for the collective interests of all mankind. The biggest difference is that one is a group and the other is an individual. In the form of expression, the form of public service advertisement is more meaningful, which is considered to be meaningful, thought-provoking, educational and enlightening, while the form of commercial advertisement is more direct and meaningless. It's very commercial. It's really propaganda.
Question 6: Which media do public service advertisements mainly focus on? Under the opportunity of the new media structure, the living space of public service advertisements in China has also undergone new development and changes, which are characterized by
Physical performance in the following aspects:
1. The richness of media provides a broader communication channel for public service advertisements. Planning of Traditional Advertising Media and New Media
Score is a standard based on the role and influence of media in social development. The development of media technology has brought about changes in the media, and the dominant position of traditional media has been threatened by new media, but the overall scale has not changed much. However, traditional media and new media are not absolute, and the combination of traditional media and digital technology may make traditional media become new media in the market, such as cross-media cooperation such as digital TV and network TV. The development of media itself is a process of mutual integration and promotion. In this media environment, the living space of public service advertisements has expanded, and with a broader communication channel, public service advertisements that were previously only published on TV can now be published on the Internet. If the TV public service advertisement is
"Mom washes feet"
The theme of "parents are the best teachers for children" will be accepted by more viewers through TV broadcasting and network-assisted communication, thus prompting viewers to make corresponding changes in their attitudes and behaviors. Even on the supermarket trolleys in China, we can expect this Spanish-like public service advertisement for fund-raising: all trolleys in the supermarket are inlaid with three children's drawing boards with different skin colors, and there is a sign under each drawing board that reads: "Just use the deposit for renting this car.
Feed him for two days. The marked place is the child's mouth and the coin hole. The slogan is "Help hungry children, lift a finger".
2. The change of communication subject's thinking provides more sufficient funds for public service advertisements. Public service advertising does not aim at direct profit.
So where does the development fund of public service advertising come from? As the main body of advertisers' communication, their ultimate goal is to promote sales and earn profits, and they will not easily pay to spread public service advertisements in the full sense. This is the public service advertisement in our country.
The commercialization of public service advertisements, the main problem in China, needs coordinated development in many aspects. At present, some scholars in China have put forward the types of opinion advertisements. The so-called opinion advertisement type means that the content of public service advertisement is public welfare, but it has the company name. This is a conservative way to ease the problem. As the initiator of public service advertisement, the main body of communication, whether social public organizations or corporate advertisers, has undergone great changes in their thinking under the ever-changing media structure. Cross-media cooperation, cross-channel cooperation and cross-cultural cooperation have been included in the strategic scope, and the investment in public service advertisements is gradually increasing, and the funds for public service advertisements will be the most basic guarantee. In the Wenchuan earthquake, enterprises such as Wang Laoji and Suning Appliance took the lead in donating money, indicating that the thinking of the communication subjects has changed greatly, and the public welfare thought has occupied a certain weight in their business thinking.
3. The globalization of communication time and space and the cross-culture of communication content provide a broader stage for public service advertisements. Under normal circumstances, public service advertisements are characterized by short and lively forms and various forms of expression, which are easily accepted by the broad audience.
Question 7: The role of public service advertisements is meaningful. Social welfare undertakings are non-profit undertakings, whose purpose is not to seek the interests of market economy, but to benefit the society. They are undertakings to develop human potential from the aspects of culture, spirit, physique, society and environment, and create various basic conditions and values for the survival and development of human society. Social welfare is a social undertaking, which requires the participation of all social members. It is also inseparable from the dissemination and exchange of information in the process of development and operation, especially the media and channels through which public welfare undertakings spread information to members of society, which led to the emergence and development of public service advertisements. Therefore, the existence and development of social public welfare undertakings is the realistic basis for the existence and development of public service advertisements.
The difference between public welfare and for-profit is not only the difference between social public welfare undertakings and social for-profit undertakings, but also the difference between public service advertisements and commercial advertisements. This difference is manifested in motivation, content, results and so on. One of the motives for advertising is public welfare and the other is profit; As the content of advertising, one is to spread public information and the other is to spread commercial information; The result of advertising is to promote the development of public welfare undertakings without bringing profits, and to promote the development of for-profit undertakings with profits. When we study and discuss public service advertisements, we must first accurately grasp the essential characteristics of public service advertisements and distinguish them from commercial advertisements. Of course, public service advertisements and commercial advertisements are also related, with * * *. Can they be combined under certain conditions for mutual benefit? This is a problem that needs further study.
In order to improve the quality of public service advertisements and give full play to their functions, it is necessary to clarify the social functions of public service advertisements, because the social functions of public service advertisements and the inherent laws of social functions of public service advertisements have been clarified, and ways to improve the quality of public service advertisements have been found.
The social functions of public service advertisements are embodied in the following aspects:
1. Public service advertisements with communication function play an extremely important role in the construction of socialist spiritual civilization. * * * The guiding principles and fundamental tasks of China's socialist spiritual civilization construction pointed out in the Resolution on Several Important Issues in Strengthening the Construction of Socialist Spiritual Civilization of the Sixth Plenary Session of the 14th CPC Central Committee are also applicable to the basic ideas of public service advertisements. Our public service advertisements only spread information of scientific theory, correct public opinion and noble spirit; Only by disseminating information that is conducive to improving the scientific and cultural, ideological and moral, democratic and legal level of the whole nation; Only by spreading information that is conducive to uniting and mobilizing people of all ethnic groups throughout the country to build China into a prosperous, strong, democratic and civilized socialist modern power can it become a real public service advertisement. On the other hand, if information harmful to the healthy development of people and society is disseminated, advertisements without any commercial nature are still not public service advertisements.
2. The value orientation and educational function of public service advertisements can play an important role in ideological and moral education. Every public service advertisement, with or without written explanation, is expressing some thoughts and concepts, reflecting some value judgment and pursuit. The process of people accepting public service advertisements is the process of interpreting the ideas, concepts and value orientations it contains. The ideas and concepts that public service advertisements can contain and express can be multi-level and multi-faceted. It can not only express people's practical concepts, but also express deep-seated philosophical concepts. Because the value orientation and educational function of public service advertisements are produced when people involuntarily "appreciate" advertisements, it is a subtle process, so it is easy to penetrate into people's spiritual world, which is very important for public service advertisements. However, only the value orientation of public service advertisements is correct, and if it can't attract people's attention, it won't play any role.
3. Aesthetic function If public service advertisements are expressed through artistic forms such as calligraphy, painting, sculpture, music, singing and dancing, they have certain aesthetic functions. People regard the process of accepting public service advertisements as the process of appreciating a work of art; At this time, people are not only edified ideologically, but also enjoying beauty. The stronger the artistry, the more infectious it is, the more it can attract people's attention, and the more it can make people receive education unconsciously. When we understand the aesthetic function of advertising, we should not only use it as a means of ideological education, but also use it to carry out aesthetic education, improve people's aesthetic taste, cultivate people's sentiment and stimulate people's desire and pursuit of truth, goodness and beauty.
4. Advertising information with audio-visual adjustment function can be transmitted through auditory signals, visual signals and mixed audio-visual signals. & gt