公益广告是一种借助于广告载体的特殊的社会教育和文化传播形式,是政府和民众沟通的重要桥梁,是传播优秀传统文化、促进良好社会风尚、提高社会诚信水平、构建和谐社会的重要手段。在西方国家,公益广告已被广泛运用于传达政府意识、疏导社会心理、缓和社会矛盾等方面,并取得了 Public service ads are a form of special social education and cultural communication with the aid of advertising carriers. They are an important bridge for communication between the government and the public. They are an important means of disseminating excellent traditional culture, promoting good social habits, raising the level of social integrity and building a harmonious society . In Western countries, public service announcements have been widely used to convey government awareness, divert social psychology and ease social conflicts.