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我国电视公益广告在近三十年的发展中取得了丰硕的成果。在社会整体发展水平提高、多媒介融合发展的多元传播环境下,电视公益广告发展面临着新的机遇和挑战。本文基于传统电视媒体与互联网新媒体融合的全媒体发展环境,探讨新时期电视公益广告的嬗变,以期对提高公益广告发展提供理论参考。
China’s television public service advertising has achieved fruitful results in the development of the past three decades. With the development of society as a whole and the multi-media environment of multi-media integration and development, the development of television public service advertisements faces new opportunities and challenges. Based on the all-media development environment of traditional TV media and Internet new media integration, this article explores the evolution of TV public service ads in the new period with a view to providing theoretical reference for improving the development of public service advertisements.