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公益广告传播的信息是公益观念。要面向社会公众传播观念,其难点是怎样让在日常生活中司空见惯、众所周知,而又视而不见或未能认清的现象,引起社会公众的重视或反醒。公益广告往往调动多种艺术形式,采用多种诉求方式,变换多种表达形式,有效地宣传公益观念,开展公益活动,如直接倡导、借助事件、形象蕴含、以情动人、提出警示、讽刺批评等形式。将广告艺术表现手法用于传递公益信息,可以增强教育的效果。
Public service advertising is the concept of public information. To spread the concept to the public, the challenge is how to make it commonplace in everyday life, as we all know, and ignore or fail to recognize the phenomenon, causing public attention or anti-awakening. Public service ads tend to mobilize a variety of art forms, using a variety of ways of appeal, changing a variety of forms of expression, effectively publicizing the concept of public welfare, public service activities, such as direct advocacy, with the incident, the image contains, with love, alert, satirical criticism Other forms. The use of advertising performance techniques to deliver charitable messages can enhance the effectiveness of education.