摘要
随着我国广告业的发展,公益广告日益引起社会的关注和重视。经过几十年的发展,我国公益广告创意和制作水平都有了很大程度的提高,但与世界上一些公益广告发展较早的国家相比,仍存在一定的差距。由于公益广告以社会问题为主题,旨在倡导和维护公共生活秩序和公共道德准则,因此相较于商业广告,更需要优秀创意,用精品塑造公益广告新形象,提升全民族的整体素质。
With the development of the ads industry of our country, the public-spirited ads are attracting the concerns of the public. The creation and the making of our public-spirited ads have improved a lot, however, there still exists a gap in comparison with that of the developed countries in the world. Public-spirited ad takes social issues as its theme, aiming to advocate and safeguard public order and public morals. It needs unique creation and well-molded images to better the qualities of the whole nation.
出处
《天津市财贸管理干部学院学报》
2002年第1期17-19,共3页
Journal of Tianjin Institute of Financial and Commercial Management
关键词
公益广告
创意
公益性内涵
情感诉求
传播效果
Public-spirited ads
creation
connotation
emotion
dissemination effect
