公益广告和商业广告的出发点有所不同,不为经济利益,是为公共社会利益。但从根本上,都可以说是要将某种观点传达给受众,从而对受众的价值观甚至行为产生影响。也就是说,公益广告同样要追求广告的到达效率,期望受众对广告作出正面反应。要达到这些目的,就必须用受众最乐于接受的 Public service ads and commercial advertising starting point is different, not for economic interests, is for the public interest. But fundamentally speaking, it can be said that some perspectives must be communicated to audiences, so as to have an impact on audiences’ values ​​or even behaviors. In other words, public service ads to pursue the same advertising efficiency, expect the audience to respond positively to the ads. To achieve these ends, the audience must be most receptive