question 1: what is the significance of public service advertising? First, with the help of public service advertisements, enterprises can shape their corporate image at a broader and deeper level, create a new platform for communication with the public, and thus create commercial value.

second, from the most basic level, public service advertisements have the basic "advisory function", which is direct and effective in advocating and discouraging specific behaviors.

Third, in many cases, public service advertisements do not necessarily require the audience to do something or not to do something, but only appear as a simple moral persuasion 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 advertisements is not to educate people what they must do. The means to be adopted is not "indoctrination", but "guidance". Public service advertisements must be "reasoned and understood with emotion", so as 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 meanings of public service advertisements? 1. the concept of public service advertising

advertising is any way, paid and impersonal presentation and promotion of ideas, goods or services by identifiable advertisers.

public welfare can be understood as the public interest. According to the definition of advertisement, public service advertisement is any way, paid and impersonal statement and promotion made by advertisers 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 own behavior with the criteria in line with the public interest, 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 advertisements aim to enhance the general public's understanding of outstanding social problems, influence their views and attitudes towards these problems, and change their behaviors and practices, thus promoting the solution or alleviation of social problems. Among them, one kind is Public Advertising, which is all kinds of advertisements issued by social organizations such as Greenpeace, Animal Protection Association and so on, aiming at the social problems they care about. The other kind is Opinion Advertising, which mostly refers to the attitude of enterprise groups aiming at various social phenomena. This is an extension of corporate image advertising, which shows the personality of enterprises in society.

2. The role of public service advertisements

As early as Herman and Chomsky's relevant writings, they mentioned the saying of "manufacturing identity". 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 of media manufacturing. In the process of "manufacturing identity", public service advertising 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, and the spread of AIDS. There are various 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 the social change movement, that is, "one group (change initiator) 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, China's family planning, Project Hope, AIDS prevention and so on are nationwide social change movements.

For a long time, public service advertising has been used 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 term "social marketing" first appeared in 1971, when it was to advocate a social movement, idea or behavior by using the principles and skills of marketing. Since then, the meaning of this term has gradually evolved into the science of social change management, specifically referring to the design, implementation and control of change movements to achieve the purpose of improving 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 concepts and behaviors, improving national consciousness and helping to solve social problems.

3. Further analysis of public service advertisement shows that it has the following characteristics

(1) non-profit. Public service advertisements aim at the harmonious development between man and society, man and nature, and aim at social protection and improvement of group literacy to promote social development. Pay attention to social benefits. Compared with commercial advertising, which is based entirely on profit, public service advertising is non-profit. Any unit or individual engaged in public service advertising, his ultimate goal is the public interest, not profit.

one thing to note is that not making profits does not mean that engaging in public service advertising is a loss, but should be flat or profitable. Only the units or individuals engaged in public service advertisements shall not distribute the surplus among the owners and managers, and must be used to improve the quality and quantity of public service advertisements.

(2) conceptual. Public service advertising appeals to ideas, which, with the spread of a certain idea, urges the public to enlighten, introspect and pay attention to a certain social problem, and takes social behavior in line with public morality as the criterion to regulate behavior and practice it 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.

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Question 3: What are the benefits of public service advertisements? I hope they can help you ~

Please adopt them ~

Public service advertisements can promote the education society.

The characteristics of public service advertisements are pure and simple, with strong educational and symbolic significance, and their functions are to arouse people's awareness and make people pay attention to some things around them.

Public service advertisements are aimed at the collective interests of all mankind, and their forms of expression are more meaningful, which are thought-provoking, educational, enlightening and warning.

The enterprise's public service advertisement has the following advantages:

1. Conform to the global development trend of "social citizen" and "responsible citizen" and the national moral theme of "harmonious society", and show the good sense of social responsibility and mission of the enterprise.

2. Shaping the image of corporate responsible citizens, spreading positive corporate culture, deepening the concept of high-quality brands, enhancing corporate reputation, and harvesting intangible assets that are more meaningful than economic profits for enterprises. While spreading the truth, goodness and beauty of family harmony, caring for the environment and educating the people, and criticizing the current disadvantages and rectifying the atmosphere, it puts forward the responsibility of enterprises to the industry and society, and obtains their recognition from the hearts of the 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 will appreciate the feelings of corporate responsibility and justice, warmth and love from commercial advertisements that contradict self-boasting, monotony and indiscriminate bombing, and will inevitably receive 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 Israeli and Palestinian respectively; Then there were several groups of intimate scenes of children in Bosnia and Serbia, children in Iraq and Kuwait, and then subtitles were printed: Stop the war, for the children. Signature: UNICEF. This is a typical public service advertisement. Advertisements like this, which do not create economic benefits by charging commercial propaganda, but "sell" some ideas and ideas for free and convey some civilized moral concepts to the public, so as to improve their civilization and obtain good social benefits, are public service advertisements.

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 standards and social atmosphere of the people in this city, region and country. There are two main functions of public service advertisements: one is to spread social civilization and carry forward moral fashion; Second, enterprises establish their own good social image and consolidate their brand image through it.

Let's take a look at a questionnaire: only 15% people think that the advertising credibility is poor. Among the most popular advertisements, public service advertisements rank first, followed by food advertisements and automobile advertisements. In fact, only 15% of people have been cheated by false advertisements, 85% like advertisements and 97% think public service advertisements are good.

Question 4: Summarize and comb the development history of China's public service advertisements from ancient times to the present. Look at this paper

Today, with a large number of commercial advertisements, public service advertisements are like a breeze, abandoning utilitarian colors, awakening moral conscience, enlightening and thinking people, and at the same time giving new meaning to advertising communication. Under the new condition of strengthening the construction of spiritual civilization, it is of great significance to further review the development history of public service advertisements in China for more than ten years, sum up experiences and lessons, and look forward to the future development prospects, so as to better promote the development of public service advertisements and public welfare undertakings.

1 Interpretation of public service advertisements

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 advertising mainly changes 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, is an advertising communication activity aimed at promoting social morality, behavior norms and ideology, is a tool to promote the construction of socialist spiritual civilization, and is a symbol and product of economic development and social civilization.

There are some differences between public service advertisements and commercial advertisements. Generally, the advertisers of public service advertisements are related institutions and social organizations, as well as enterprises and advertising business units. Commercial advertising, on the other hand, takes enterprises as advertisers and takes profit as the main purpose. However, public service advertising and commercial advertising are not completely opposite. From the perspective of humanistic spirit, the former is the development of the latter. 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 advertisements in China

In the 194s, the first modern public service advertisement was born in the United States. At that time, due to the rapid economic development and the gradual decline of the public's ideological and moral quality, a series of social problems were triggered. In order to appeal to the society and arouse the public's attention and response, public service advertisements came into being. The large-scale and high-density placement of public service advertisements in the world began in the 196s and 197s. For example, in Japan, a public service advertising committee composed of advertising companies and famous enterprises was set up in the late 197s 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 period.

2.1 overview of ancient times

In the early days of human society, social advertisements came into being before commercial advertisements and became an important part of social life at that time, for the need of communicating production and life information. For example, in 359 BC, in order to show his determination to reform, but also to 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, "Whoever can carry this piece of wood to the north gate will be rewarded with twelve taels of gold." This is a political social advertisement.

In China, although the early social advertisement is not a public service advertisement in the strict sense, it already has most of the characteristics of modern public service advertisement, which has a profound influence on people's political, economic and cultural life in different historical periods. The historical development of China's public service advertisements has gone through 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 mostly political and military, but there are few social service public service advertisements. As recorded, in the middle of the Ming Dynasty in China, there was a scholar named Tian Yiheng in Hangzhou. Apart from reading and writing, he loved flowers and plants. He once waved a sign in a flowery place in Hangzhou: "Famous flowers are still beautiful, but they can be appreciated but not profane, lovely and unbreakable. Picking a leaf is a kind of beauty; Those who pinch the flower marks are scratching the skin of beauty; If you bend a flower, it is the arm of a beautiful woman; Those who spray flowers with wine spit on the face of beauty; Those who touch flowers with incense are the eyes of fragrant beauty. Look at the flowers and enjoy the flowers, don't kill the scenery? " "Here, he used flowers as a metaphor for beauty, reminding people to care for nature and beautify the environment. In fact, this is a public service advertisement. However, in history, such public service advertisements mainly reflecting social problems are still rare.

2.2 Overview of Modern Times

After 184, during the Opium War, the Revolution of 1911 and the May 4th Movement, the publication of newspapers and periodicals was regarded as the main way to spread revolutionary ideas ... > >

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 significance and symbolic significance. Its function is to stimulate people's consciousness and make people pay some attention to things around them. It is an abstract understanding. Commercial advertisements are different. Its main function is to bring more benefits to advertisers. It is only a part of the group. It is a private behavior. The public service announcement is aimed at the collective interests of all mankind. The biggest difference is that one is collective and the other is individual. In the form of expression, the form of public service advertisement is more meaningful. It is thought to be meaningful, instructive and enlightening, while the form of commercial advertisement is relatively direct. It doesn't make sense. It's very commercial. It's really propaganda.

Question 6: Which media are the public service advertisements mainly concentrated in? Under the opportunity of the new media structure, the living space of public service advertisements in China has also undergone new development and changes. These changes are manifested in the following aspects:

1. The richness of media provides a broader communication channel for public service advertisements. Traditional wide