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公益广告首先是广告,因此它具有广告的一般特性;同时它又是特别的,它与商业广告的最大区别就是它不以营利为目的。因为公益广告是旨在通过大众传播媒体,向社会公众传递某种社会观念,思想文化,或者唤起公众对某种社会问题的认识、警醒,引导公众树立正确的人生观、世界观、价值观,最终达到净化社会环境,促进社会精神文明健康顺利发展的目标的一种广告形式。基于公益广告的独特性,它呈现出以下三个特征:
Public service ads are advertisers in the first place, so they have the general characteristics of advertisements. At the same time, they are special. The biggest difference between commercial ads and commercial advertisements is that they are not for profit. Because public service announcements are intended to convey some kind of social ideas, ideological and cultural ideas to the public through the mass media, or to arouse the public’s awareness of certain social issues, alert and lead the public to establish a correct outlook on life, world outlook and values, and finally achieve Purify the social environment and promote the healthy and smooth development of social spiritual civilization, an advertising goal. Based on the unique nature of public service ads, it presents three characteristics: