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广告是一种宣传方式。传播有利于人类社会的观念的广告,称公益广告。公益广告是时代文化的窗口,这不仅仅是指它所依据的电视媒体是时代高科技文化的结晶,体现出当代文化的发展水平,更重要的是指公益广告的内容及表现形式。它有着显著的文化特性,其主要表现鲜明的现实性,明确的导向性,适度的超前性。现在越来越多的企业竞相关注公益事业,说明中国企业正在由感性变得理性。但是,除了少数知名企业所发布的广告之外,从公益广告的整体水平来说,“心动”之作不多,“行动”之作更是寥寥可数。那么,如何使公益广告深入人心而后起于行动呢?
Advertising is a way of advertising. Advertisements that promote ideas that are in the interests of human society, say public service announcements. Public service ads are the window of the times culture, which means not only that it is based on the television media is the crystallization of the era of high-tech culture, embodies the level of development of contemporary culture, more importantly refers to the contents and manifestations of public service ads. It has significant cultural characteristics, its main manifestations of the distinct reality, a clear direction, modest advance. Now more and more enterprises are competing to pay attention to public welfare undertakings, indicating that Chinese enterprises are being sensitized to become rational. However, in addition to the advertisements released by a few well-known enterprises, the overall level of public service announcements is very limited and the number of “actions” is very small. So, how to make public service ads popular among people and then act?