公益广告作为一种形式独特、效果显著的公益传播形式,一直受到管理部门和媒体的重视。1997年国务院颁布实施的《广播电视管理条例》,首次将播放公益广告列为各级电视台的法定义务,广电总局随后对每天播出总量做出具体规定,如黄金时段公益广告播出数量不得少于4条(次)、全天不得少于商业广告总量3%。央视、部分强势省级卫视每年都会创作、播出一批 Public service advertisement, as a form of public service with unique form and remarkable effect, has always been valued by the management department and the media. In 1997, the State Council promulgated the Regulations on the Administration of Radio and Television. For the first time, public service advertisements were listed as the legal obligation of TV stations at all levels. SARFT subsequently made specific provisions on the total amount of daily broadcasts. For example, the number of public service announcements Less than 4 (times), all day not less than 3% of the total commercial advertising. CCTV, some powerful provincial satellite TV every year to create, broadcast a group